Wild deodorant smells success with £5m Innocent investment

By Becky Bargh 17-Feb-2022

British start-up reported 400% year-on-year growth in 2021 as eco-conscious consumers make sustainable bathroom switches

Wild's products are housed in an aluminium tin

Wild – the British plastic-free deodorant start-up – has closed a £5m investment round.

JamJar, the founder’s fund of Innocent drinks, led the funding in the personal care brand, which reported 400% year-on-year growth in 2021.

Founders Freddy Ward and Charlie Bowes-Lyon established the brand to rid Brits’ bathrooms of single-use plastic, and shake-up the stagnant deodorant market.

Wild’s deodorants are housed in an aluminium case, with refills that are housed in biodegradable and compostable packaging.

To date the group has sold 2.5 million units.

“Charlie and I are part of a generation that have grown up scrutinising waste, unnecessary packaging and potentially harmful ingredients,” said Ward, the former Marketing Director of HelloFresh.

“Consumers are starting to really address the uncomfortable reality of single-use plastic waste across their households.

“The bathroom and personal care market still has a way to go in terms of reducing household landfill.

“Less than 50% of products are recycled, compared with 80% of kitchen products.”

Wild will use the funds to expand its bathroom range and penetrate markets abroad.

A wild ride

This is the second cash injection the entrepreneurial duo have received from the drinks company.

Back in 2020, the indie brand bagged £2m in investment funds.

Wild’s inventive scents have set itself apart from conventional players in the category.

Refill fragrances include: Peach Bellini, Rhubarb & Raspberry and Jasmine & Mandarin Blossom.

“We love businesses like Wild with a positive mission and ambitious team tackling important problems that we face as a society today,” added Richard Reed, at JamJar Investments.

“Where ‘zero waste’ was once only the preserve of the most committed eco-warrior, it now represents an accessible choice that all shoppers can embrace on their own level.

“Wild is not just kind to your skin and the planet, it’s crucially effective against sweat.

“Freddy and Charlie are doing a great job in making sustainability in reach and more convenient for everyone.”

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Prices for a case start at £10, while refills, available in multiples of two or three, start from £12.99.

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