What is Wild?
Wild is shaking up the personal care scene with a fresh take on natural deodorant and bathroom essentials. This project tackles the mountain of waste created by single-use bathroom products by offering high-performing, sustainable alternatives that don’t skimp on convenience or effectiveness. At its core, Wild is all about ditching throwaway culture with reusable deodorant applicators and body wash cases made from durable aluminum — designed to last a lifetime. Instead of tossing plastic, customers refill their cases with bamboo pulp refills delivered right to their door. It’s personal care that’s easy on the planet and your routine.
Main Benefits of Wild’s Approach
Here’s why Wild stands out in the personal care world:
- Save up to 30% on Halloween bundles and seasonal gift sets, making sustainable choices affordable.
- Diverted 80 tonnes of throwaway deodorants from landfill — that’s a serious impact.
- 24 hours of odour protection, scientifically proven to keep you fresh even on the busiest days.
- Made with natural ingredients — no aluminum salts, parabens, or sulfates, just plant-powered goodness.
- Seven great-smelling scents that not only fight odour but also keep your skin smooth and moisturized.
- Every product purchase helps plant trees through a partnership with ONAMISSION, making Wild carbon negative.
Natural Ingredients That Work
Wild’s formulas are crafted with premium natural ingredients that target odour-causing bacteria while nourishing the skin. Unlike many conventional deodorants loaded with harsh chemicals, Wild skips aluminum salts and synthetic nasties. Instead, it relies on plant-based power to keep armpits fresh and happy. Plus, all products are certified vegan and cruelty-free, so they’re kind to animals and the environment alike. It’s personal care that feels good — inside and out.
Refillable and Plastic-Free Packaging
One of Wild’s biggest wins? Its commitment to reusable packaging. The deodorant applicator and body wash case are made from sturdy aluminum, built to last a lifetime. When it’s time for a refresh, customers simply order bamboo pulp refills that slide right into the cases. This clever system cuts down on plastic waste dramatically — every refill saves over 30 grams of plastic from heading to landfill. It’s a simple swap that adds up to a huge difference.
Supporting a Sustainable Lifestyle
Wild isn’t just about products; it’s about changing habits. By offering natural, refillable personal care options, it encourages people to rethink their bathroom routines and reduce their environmental footprint. The brand’s mission is clear: to fight throwaway culture and promote products that last, refill, and respect the planet. Plus, with every purchase, customers contribute to reforestation efforts, helping to grow the Wild forest and keep the planet thriving.
Project Impact on Sustainable Development Goals (SDGs)
- SDG 12: Responsible Consumption and Production — through refillable packaging and waste reduction.
- SDG 13: Climate Action — by being carbon negative and planting trees with every purchase.
- SDG 15: Life on Land — supporting reforestation and biodiversity via the Wild forest initiative.
- SDG 3: Good Health and Well-being — providing safe, natural personal care products free from harmful chemicals.
More Than Just Deodorant
Wild’s range goes beyond deodorant, offering a full suite of personal care essentials like body wash, lip balm, hand wash, mini deodorants, soap bars, and shampoo bars. Each product follows the same ethos: natural ingredients, sustainable packaging, and a commitment to quality. Whether it’s a quick refresh or a full bathroom overhaul, Wild makes it easy to choose products that align with a greener lifestyle — no compromises needed.
What Wild actually does
Wild makes refillable natural deodorant, along with other personal care products like lip balm, in reusable cases built from durable aluminium and post-consumer recycled plastic. Refills are designed to break down in months rather than years. Founded in London in 2019 by Freddy and Charlie, Wild is B Corp certified and plants a tree for every product sold through a partnership with ONA Mission.
“Totally converted, Wild is fantastic, I recommend it to everyone!”
Claire, Wild customer
Where Wild shows up
- Major UK retail: stocked in over 4,000 UK stores including Tesco, Boots, Waitrose, Sainsbury’s, Selfridges, Holland & Barrett, and Superdrug.
- Daily personal care: refillable deodorant and lip balm aimed at replacing single-use plastic packaging in bathrooms.
- Charitable giving: product-linked donations to causes including Coppafeel, akt, Choose Love, and Crisis UK.
Proof, not just claims
Wild was named the UK’s number 1 refillable, natural deodorant and a Which? Best Buy, independently tested and clinically proven to perform for 24 hours. It also donated 2,000 deodorants to Crisis UK’s Winter Appeal.
Why this belongs on a sustainability directory
Wild connects directly to SDG 12 (responsible consumption) by replacing single-use plastic personal care packaging with refillable cases, and to SDG 13 (climate action) through its tree-planting partnership tied to every product sold.
Frequently asked questions
Where is Wild based, and who uses it?
Wild is based in London, England, founded in 2019 by Freddy and Charlie. It sells to consumers directly and through over 4,000 UK stores including Tesco, Boots, Waitrose, Sainsbury’s, Selfridges, Holland & Barrett, and Superdrug, serving more than 4.5 million customers.
Which SDGs does Wild support, and how?
Wild supports SDG 12 (responsible consumption) through refillable, plastic-reducing packaging, and SDG 13 (climate action) through a tree-planting partnership with ONA Mission tied to every product sold.
How is Wild verified as a sustainability project?
Wild is B Corp certified, Vegan Society approved, and Leaping Bunny certified, with products made from over 90% natural origin ingredients.
Looking for similar Health & Well-being projects?
See Health & Well-being projects on Keys for Tomorrow.
