Eco-friendly deodorant start-up Wild lands £2m cash injection

The financial backing, made by Innocent Smoothie founders’ fund JamJar Investments, will drive the brand’s international expansion and help develop its product range

Earlier this month, Wild introduced its new autumnal-themed deodorant scent, Toffee Apple

Personal care start-up with eco-friendly credentials Wild Cosmetics has landed a £2m cash injection from JamJar Investments.

Established by the founders of Innocent Smoothies, the funds generated by the venture capital firm, along with Creative Investment Club and Dutch Slingshot Ventures, will help expand Wild’s product range and drive international presence.

The subscription brand was founded on sustainable values and offers biodegradable deodorants in a reusable aluminium case.

Made in Bournemouth, UK, the deodorant comes in a bamboo pulp refill that's inserted into the case and is available in eight scents, this includes the brand’s most recent autumnal-themed launch, Toffee Apple.

“While most of us are now familiar with using compost bins for food waste, or putting glass, paper and cans in the ‘right’ bin, the bathroom is lagging behind in terms of reducing household landfill,” said Freddy Warn, co-founder of Wild.

“We feel the bathroom is going to change radically over the next five years and packaging has to change.

“We want to be the company that tries to push everyone forward and challenge the industry norms.”

Warn added: “There’s a huge demand for natural products and we feel pretty confident and when the timing is right, we know there are lots of opportunities in those categories.”

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