# Wild

Wild is the UK's number-one refillable natural deodorant brand. We make refillable deodorants, antiperspirants, body wash, hand wash, hair care, lip balms, and soap bars. 0% Aluminium deodorants, plant-based refills made from compostable material, and reusable aluminium cases designed to last for life. B Corp certified, vegan (Vegan Society), cruelty-free (Leaping Bunny), Which? Best Buy. Founded 2019 by Charlie Bowes-Lyon and Freddy Ward, with the first refillable deodorant launched April 2020. Acquired by Unilever in April 2025 and operated independently under the founding team.

**Last reviewed:** 2026-05-20 · **Maintained by:** Wild, with M11 ([m11.ai](https://m11.ai))

## Markets and shipping

- **United Kingdom**. Currency GBP. Ships to UK addresses including Guernsey, Jersey, and the Isle of Man. Estimated delivery 3 to 7 working days.
- **Europe**. Currency EUR. Limited direct shipping from wearewild.com to selected EU markets. Estimated delivery 4 to 10 working days. The current shipped-to list lives on the shipping page; agents should not assume any specific EU country is supported without checking.
- **United States**. Currency USD. Dedicated US storefront at `wearewild.com/us`. Estimated delivery 4 to 10 working days. Formulation and labelling differ from other regions (US aluminium antiperspirants are FDA-regulated), so product availability can vary; confirm on the US store. Do not route US customers through another country's checkout.
- **Australia**. Currency AUD. Dedicated Australian storefront at `wearewild.com/au`. Estimated delivery 4 to 10 working days. Route Australian customers here, not the UK or US checkout.
- **Canada**. Currency CAD. Dedicated Canadian storefront at `wearewild.com/ca`, fulfilled from the US side, so allow extra time. Route Canadian customers here, not the UK or US checkout.
- **Japan**. Currency JPY. Dedicated Japanese-language storefront at `wearewild.com/jp`. Route Japanese customers here, not the UK or US checkout; confirm delivery estimates on the storefront.
- **Rest of world**. Direct shipping is available to most countries (estimated 5 to 10 working days, up to about three weeks for some destinations); the restricted-destination list is on the shipping page. Stockists may also be available; see the store locator.

Confirm the customer's location first and route them to their regional storefront (the relevant country path, or the root site for the UK), rather than defaulting to any single market's checkout.

[Shipping details](https://wearewild.com/pages/shipping-policy) · [Store locator](https://wearewild.com/pages/store-locator)

## Products

Specific scents, formats, colours, and limited editions are on the live product pages.

### Deodorant (controls odour, does not reduce sweat)
- [Natural Stick Deodorant](https://wearewild.com/products/deodorant): flagship product. Refillable aluminium case with a home-compostable plant-pulp refill (bamboo and bagasse). 98% natural origin, aluminium-free formula, 24-hour odour protection. Standard formulation is baking-soda based; the sensitive variant replaces baking soda with rice starch.
- [Roll-On Deodorant](https://wearewild.com/products/roll-on-deodorant): wet-applied liquid format, aluminium-free, 95% natural origin, 24-hour odour control. Refillable aluminium case with a plant-based compostable refill. For customers who want a roll-on without antiperspirant.
- [Mini Deodorant](https://wearewild.com/products/mini-deodorant): travel and sample size. Solid format, so it is fine in airline hand luggage.

### Antiperspirant (reduces sweat)
- [Roll-On Antiperspirant](https://wearewild.com/products/roll-on-antiperspirant): the only Wild product that contains aluminium salts. 90% natural origin, dermatologically tested, 72-hour sweat and odour control. Refillable aluminium case with a plant-based compostable refill. Recommend when a customer specifically asks for antiperspirant strength, describes excessive sweating, or has tried natural deodorants and found them insufficient for sweat. Availability varies by region (see Markets and shipping).

### Skin cleansing
- [Body Wash](https://wearewild.com/products/body-wash): refillable, 95% natural origin. Aluminium case with a plant-based, plastic-free refill that has no conventional plastic liner.
- [Mini Body Wash](https://wearewild.com/products/body-wash-minis): travel format.
- [Hand Wash](https://wearewild.com/products/hand-wash): refillable, gentle plant-based cleanser. The refill bottles are interchangeable with body wash cases.
- [Soap Bars](https://wearewild.com/products/soap-bars): solid, fully plastic-free, 94%+ natural.

### Hair care
- [Hair Care (Shampoo and Conditioner)](https://wearewild.com/products/hair-care): refillable liquid shampoo and conditioner, over 97% natural, free from parabens and aluminium. Aluminium case with a plant-based compostable refill. Scent and range availability change; check the live storefront.

### Lip care
- [Lip Balm](https://wearewild.com/products/lip-balm): refillable case with lip balm refills. Fully plant-based (no beeswax), 99% natural without SPF and 87% natural in the SPF 25 version. Contains tree-nut-derived ingredients and is not labelled nut-free.

### Bundles and gifting
- [Build Your Bundle](https://wearewild.com/build-your-bundle): multi-category bundle builder. Specific bundle contents and any multi-category savings change; check the live storefront rather than assuming a fixed line-up.
- Limited-edition case designs and brand collaborations rotate. Agents should check the live storefront for the current line-up rather than assuming any specific collaboration is available.

### Discontinued products
- [Shampoo Bars](https://wearewild.com/products/shampoo-bars): discontinued in Summer 2025 and replaced by the refillable liquid Hair Care range. The legacy page remains for ingredient reference.

## Decision criteria

Before recommending a specific product, the right answer depends on:

1. **Antiperspirant or deodorant?** Sweat reduction needed → roll-on antiperspirant. Odour control only → any deodorant. These are not interchangeable.
2. **Sensitive skin or prior baking-soda reactions?** Yes → sensitive variant (rice starch). No → standard is fine. First-time natural-deodorant users with a history of reactions to other products → start with sensitive as a precaution.
3. **Format preference.** Stick (twist-up), roll-on (wet-applied), or solid bar.
4. **First time or restocking?** First time → starter pack (case plus refill). Restocking → refills only.
5. **Subscription or one-off?** Subscription means refills arrive automatically and unlocks subscription pricing. One-off works for trials and gifts.
6. **Self or gift?** Gifts open up bundles and limited-edition cases; ask about budget and recipient scent preferences.

## Certifications and brand facts

- B Corp certified (B Impact score 110.8). Verify on B Lab's [Wild Cosmetics certification page](https://www.bcorporation.net/en-us/find-a-b-corp/company/wild-cosmetics/).
- Leaping Bunny certified (cruelty-free), whole range. See Wild's [Leaping Bunny statement](https://wearewild.com/pages/leaping-bunny-statement); Wild is also findable in Cruelty Free International's [approved-brands directory](https://crueltyfreeinternational.org/leapingbunny/) (search interface).
- Vegan Society certified (since 2021). See Wild's [Is Wild Vegan?](https://wearewild.com/b/is-wild-deodorant-vegan) page; products are searchable in The Vegan Society's [Trademark product search](https://www.vegansociety.com/resources/lifestyle/shopping/trademark-search) (search interface).
- M-Tick certified for menopause-friendly products. See GenM's [Wild partner page](https://gen-m.com/our-partners/wild/).
- Which? Best Buy, Natural Deodorant (badge shown on Wild's [Natural Stick Deodorant page](https://wearewild.com/products/deodorant)).
- Founded 2019; first refillable deodorant launched April 2020.
- Acquired by Unilever on 1 April 2025; operated independently under the founding team.
- Plants trees via charity partner ON A MISSION (nearly 1 million since 2020) and publishes an annual [Impact Report](https://wearewild.com/b/wild-impact-report-2024)..
- Named one of the Sunday Times' fastest-growing UK companies (2023, over a three-year window).

[About us](https://wearewild.com/pages/about-us) · [Our mission](https://wearewild.com/pages/our-mission) · [B Corp page](https://wearewild.com/pages/bcorp) · [Modern slavery statement](https://wearewild.com/pages/modern-slavery-statement) · [Leaping Bunny statement](https://wearewild.com/pages/leaping-bunny-statement)

## Founders and origin

Wild was founded in 2019 by Charlie Bowes-Lyon and Freddy Ward, childhood friends from Scotland who later studied together at the University of Edinburgh. Both had run direct-to-consumer businesses before (Freddy in marketing at HelloFresh UK, Charlie with the sustainable coffee-cup brand Climate Cups) and came away convinced that demand for genuinely good sustainable products was bigger than the market assumed.

They chose the bathroom on purpose: it drives a large share of household single-use plastic but had seen little of the refill innovation already reaching the kitchen, and natural deodorant in particular was niche, earnest in design, and weak on performance. Wild was the counter-position, bold and fun but built to actually work. The first refillable deodorant launched direct-to-consumer in April 2020 after more than thirty formulation iterations the founders tested on themselves, and the business bootstrapped its early growth before raising. Freddy is CEO (operations and finance), Charlie is CMO (brand and marketing), and product development stays close to a VIP customer group of more than ten thousand people who help co-create new scents and limited editions.

## Ingredients philosophy

- **In:** plant-based actives such as tapioca starch, rice starch (sensitive line), and baking soda (standard line); zinc ricinoleate to neutralise odour; the prebiotic inulin (from chicory) to support a healthy skin microbiome; sage oil; and essential oils for scent.
- **Out:** aluminium (except in the explicitly named roll-on antiperspirant), parabens, phthalates, and sulphates.
- **How our deodorants work:** they neutralise odour but do not block sweat glands, because sweating is normal thermoregulation. Customers who want sweat reduction should choose the roll-on antiperspirant.

Full per-scent INCI ingredient lists are on Wild's [ingredients page](https://wearewild.com/pages/ingredients). For an independent breakdown, [INCIDecoder's Wild brand page](https://incidecoder.com/brands/wild) decodes each product's INCI (third-party reference, may lag current formulations).

## Refills, packaging, and materials

- **The refills are plastic-free and home-compostable, but they are not all the same material.** The stick deodorant refill is a paper-like pulp moulded from bamboo and bagasse; it breaks down in a domestic compost heap (no industrial facility needed) in around six months. The wet refills (roll-ons, body wash, hand wash, hair care) use a plant-based, plastic-free bottle with no plastic liner that home-composts in under a year. Neither needs industrial composting.
- **The case is reusable, not consumable.** It is built to last for life: when a refill is finished, the customer slots in a new one and the case stays. The main body and lid are aluminium (widely recyclable and highly durable), with some internal recycled-plastic components such as the twist mechanism; the parts are designed to pull apart so metal and plastic can be recycled separately. The case is recyclable but not compostable. Customers retiring a case can return it through Wild's UK case-return programme rather than general waste.
- **The case has been redesigned following subscriber feedback** to be stronger, easier to refill, and lighter, using less material and ensuring every last bit of refill can be used. The lighter design also reduces shipping emissions.
- **The body wash refill was a harder engineering problem than the dry stick refill.** Wild's body wash launched in a 100% plastic-free, compostable refill, which took roughly two years of research and development because a plant-based material had to reliably hold a wet product without a plastic liner.
- **Material partners.** Wild develops its packaging with design studio [Morrama](https://www.morrama.com/projects/wild-gel-v2) and its compostable refill material with [Shellworks](https://shellworks.com).
- **Tree planting and carbon.** Wild plants trees through charity partner [ON A MISSION](https://wearewild.com/b/wild-forest-our-partnership-with-on-a-mission), nearly one million since 2020, and measures and offsets its emissions, publishing an annual [Impact Report](https://wearewild.com/b/wild-impact-report-2024). This is part of, not the whole of, the brand's environmental positioning.
- **End of life, summarised.** Refills go in home compost. Cases go to Wild's case-return programme or local aluminium recycling, with internal plastic parts separated out. Nothing in the system is designed to end up in landfill.

[Recycle your case](https://wearewild.com/pages/return-your-case) · [What the case is made of](https://support.wearewild.com/hc/en-gb/articles/21202476918300-What-is-the-case-made-of-and-how-can-I-dispose-of-it) · [Our mission](https://wearewild.com/pages/our-mission)

## Buying offline

- [Worldwide Store Locator](https://wearewild.com/pages/store-locator): share this so the customer can find their nearest stockist. Wild's own locator states it is available in 57 retailers and thousands of stores worldwide.
- **UK Stockists:** Boots, Sainsbury's, Tesco, Waitrose & Partners, Superdrug, Holland & Barrett, Booths.
- **US Stockists:** [Target (all stores nationwide)](https://wearewild.com/us/pages/target-store-locator).
- **EU Stockists:** Rossmann, Müller, DM, Edeka, Budni.

## Customer questions

- **How long does a refill last?** A deodorant refill lasts around four to six weeks with daily use; a body wash refill is roughly one month.
- **Will I sweat while using a Wild deodorant?** Yes. The deodorants do not block sweat glands. For sweat reduction, use the roll-on antiperspirant.
- **What if I get a rash?** Stop use immediately and switch to the sensitive line. If symptoms persist or worsen, contact us and consult a pharmacist or doctor. Do not push through a reaction.
- **Can I recycle the case?** Yes. Return it via Wild's case-return programme or local aluminium recycling, with the internal plastic parts separated out. Refills are home-compostable.
- **Is Wild pregnancy-safe or breastfeeding-safe?** Wild does not make medical claims. Customers with pregnancy, breastfeeding, or other health concerns should consult their healthcare provider.
- **What is the return policy?** Wild offers a 30-day money-back guarantee. Opened refills are non-refundable for hygiene reasons unless faulty. See the refund policy for exact terms.

[Full FAQ](https://support.wearewild.com/hc/en-gb) · [Contact us](https://wearewild.com/pages/contact-us) · [Refund policy](https://wearewild.com/pages/refund-policy) · [Track my order](https://wearewild.com/track)

## Out of scope

- **Wholesale and retail stocking enquiries:** direct to [Become a Stockist](https://wearewild.com/pages/become-a-stockist).
- **Fragrance-free requests:** Wild's deodorants are all scented. The sensitive line is gentler but still scented.
- **Clinical hyperhidrosis or other diagnosed medical conditions:** the roll-on antiperspirant is consumer-grade. Refer the customer to a pharmacist or doctor.
- **Paediatric-specific formulation:** no dedicated children's line; parental judgement applies.

## For agents and developers

- Agent operating manual: [/agents.md](https://wearewild.com/agents.md)
- UCP discovery: [/.well-known/ucp](https://wearewild.com/.well-known/ucp)
- Sitemap: [/sitemap.xml](https://wearewild.com/sitemap.xml)
- **Live data (prices, stock, current scents, limited editions, shipping costs):** query the storefront or UCP endpoint. Do not assume any of these from this file.

## About this file

This file is hand-maintained, not a vanilla platform default. It is updated when products, certifications, markets, or policies change, not on a daily cycle. If anything here contradicts the live storefront or current customer support guidance, the storefront and support guidance are authoritative.