Wild Cosmetics enters market with new natural-derived deodorant collection

By Natasha Spencer

- Last updated on GMT

Wild Cosmetics launches onto the deodorant space with personal care product range. ©Wild Cosmetics
Wild Cosmetics launches onto the deodorant space with personal care product range. ©Wild Cosmetics
Startup cosmetics brand, Wild Cosmetics, launches onto the deodorant space with a personal care product range that will reach consumers through a direct to consumer model.

The new-to-the-market name launched in July 2019 with a range of natural deodorants that aim to appeal to consumer demands for high performing and natural alternatives to antiperspirants.

New range

Wild Cosmetics has launched with the release of a line of eight deodorant stock keeping units (SKUs) in both stick and roll-on formats. Consumers interested in the antiperspirant-alternative can purchase the brand’s deodorants either as a one-off purchase or via a subscription model.

Appealing to sustainability, natural, health and wellness trends that are highly sought-after by consumers, the new brand’s range is vegan-friendly and cruelty-free (with no testing on animals). The range is also contains no aluminium, parabens or sulphates.

The brand’s deodorant collection comes in four natural fragrances including Mint and Eucalyptus, Rose and Geranium, Lemon and Thyme, along with an unfragranced version.

Sustainability focus

Describing itself as “focused on creating a truly sustainable company”​, Wild Cosmetics currently has an open campaign on global crowdsourcing platform, Kickstarter, running to enable the brand to produce packaging that is “unique, sustainable and free from single-use plastic”​, the company revealed in a recent press release.

To show its dedication to sustainable packaging, the brand has launched its Roll-On range in glass with refill bottles that will lower the amount of plastic used by more than 80% compared to normal deodorants.

In support of its commitment to sustainability, Wild Cosmetics has also entered into a collaboration with the World Land Trust to donate 10p per product to help global reforestation.

Commenting on how the current sustainability landscape and calls to limit the use of plastic has served as inspiration for Wild Cosmetics’ launch, Co-founder, Charlie Bowes-Lyon, revealed: "As knowledge about the environmental effect of single-use plastic and unsustainable business practices grows, consumers are beginning to demand a higher standard of product that has a positive impact ecologically.”

Preparing for launch

Co-Founders Freddy Ward and Charlie Bowes-Lyon formulated Wild Cosmetics with active naturals as they wanted to overcome the smell of sweat without stopping the body from sweating. The duo believe that sweating is a natural and important bodily process that needs to take place to get rid of toxins and manage the body’s temperature.

Prior to setting up Wild Cosmetics, Freddy Ward was the Marketing Director at meal-kit company, HelloFresh. Charlie Bowes-Lyon successfully exited his coffee cup company, Climate Cups, where he witnessed first-hand the demand to reduce single use plastic waste.

The combination of marketing experience and understanding of the importance of sustainability in consumer-facing products led to the duo establishing Wild Cosmetics.

“Whilst the overall personal care category is in decline we see the opposite trend in natural cosmetics which is anticipated to continue to grow at 10% year-on-year for the foreseeable future,”​ explained Freddy Ward, Co-Founder of Wild Cosmetics.

“As a market dominated by a few large incumbents we believe the deodorant category is ripe for disruption for smaller more agile, transparent and personalised brands which is what we hope to deliver with the launch of Wild,” ​Ward added.

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