Design-led personal care start-up Wild closed £5 million in new capital, bringing the total raised to date to £7.5 million.
WHO: Wild was founded in 2019 by childhood friends Freddy Ward and Charlie Bowes-Lyon, who are an experienced team based in London. Their range of eco-friendly refillable deodorants are the first of their kind to be 100% compostable and biodegradable. Made in Bournemouth, the deodorant comes in a bamboo pulp refill that's inserted into the case via a simple twist mechanism. The cream-based, vegan formula is made with natural botanical oils, butters, and waxes. Their refillable deodorant range is just the start of many natural alternative products to come.
WHY: The London-headquartered company will use the funding to expand internationally and launch more products in the personal care segment. Wild's founders will also use the investment to bolster its sustainability credentials, preparing to become a certified B Corporation.
IN THEIR OWN WORDS: Freddy Ward, CEO and founder of Wild Cosmetics, said, "Charlie and I are part of a generation that have grown up scrutinising waste, unnecessary packaging and potentially harmful ingredients. 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."
He continued, "Fortunately though, the sector has shifted up a gear. We're proud to be leading a category that has jumped seven-fold since we unveiled the first iteration of the product just shy of 30 months ago. I think we're challenging some of the famous legacy personal care players to move and adapt quicker. “Which ultimately spurs us on. We're now on our sixth iteration of the product for example—which is convincing even more people to switch without having to compromise. We've also re-engineered systems and processes to innovate quickly to stay ahead of the curve."
"Just as consumers had an appetite for more natural ingredients in their smoothies twenty years ago, we can see the trend really picking up momentum in the personal-care sector. We love businesses like Wild with a positive mission and ambitious team tackling important problems that we face as a society today," said 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.”
He continued, "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. As the refill revolution becomes increasingly mainstream, we believe Wild's established understanding of the sector, products and our customers, paired with their nimbleness, puts them in a strong position to continue to build on their success."
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