A UK brand making refillable natural deodorant and personal care in reusable cases, now part of Unilever.
Wild is a UK brand of refillable personal care. Its founders are childhood friends. Before launch they spent about a year developing the first product through more than 35 versions, and built an email list by joining over 500 online groups and forums, which they described in a 2023 interview. Charlie has said bathrooms are packed full of plastic and the goal is to remove single-use materials. It started with a natural deodorant in a reusable aluminium case with plant-based refills, and now also makes body wash, hand wash, soap bars, lip balms and a range for children. It calls itself the UK's number-one refillable natural deodorant brand.
It was founded in 2019 by Charlie Bowes-Lyon, who leads brand and marketing, and Freddy Ward, the chief executive, and the first refillable deodorant launched in April 2020. The founders have said they want to redefine personal care and cut the plastic and metal waste that disposable deodorants create. Wild says it has sold over 15 million refills and avoided an estimated 482 tonnes of single-use plastic in 2025.
Wild's registered address is in Brixton, south London. It sells directly through its website and is stocked by UK retailers including Boots, Sainsbury's, Tesco and Superdrug. Unilever bought the company in April 2025, but the brand says it operates independently under its founding team. Job listings found in search show a three-days-a-week office pattern in Oval, London.
The company says it is a Certified B Corporation, is Vegan Society and Leaping Bunny certified, and publishes a diversity and inclusion report. A customer group of more than 10,000 people helps shape new scents and limited editions, and the tennis player Emma Raducanu is its global ambassador. It also works with the charity partner On A Mission to plant trees. All of this comes from its own site.
A brand like this employs people in brand and creative, e-commerce, retail partnerships, product development and formulation, supply chain, customer care, sustainability and finance. Wild does not publish its factory locations, so manufacturing roles are likely to sit with partners. Its pre-launch sale in 2020 reportedly raised about 100,000 pounds before the product even shipped, which the founders took as a sign that people wanted it, and by 2022 the company was selling at large scale. It also lists a menopause-friendly certification for some products and a Which? Best Buy for natural deodorant.
Website: www.wearewild.com
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