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Reducing waste: UK’s first plastic-free refillable deodorant secures £5M funding

Wild Cosmetics
Image credits: Wild Cosmetics

A few years ago, plastic packaging barely registered on the consumer conscience. Now, consumers have started addressing the harmful reality of single-use plastic waste across their households. It is estimated that the bathroom and personal care market has a way to go in terms of reducing household landfills. As compared to kitchen products, only 50% of personal care products are recycled. However, the sector is heading up for a shift with many startups gearing up to bring about a change.

London-based design-led personal care startup Wild Cosmetics is a pioneer in this sector as it has launched UK’s first plastic-free refillable deodorant. Now, the company has secured £5 million in a funding round. With this, the total investment raised by the startup to date is £7.5 million.

Eyes to remove single-use plastics

The financing round was led by JamJar Investments, the venture fund led by the innocent drinks founders that also invested in theUp.co. Wild Cosmetics bagged the investment from existing investors including Creator Collective Capital and dutch Slingshot Ventures. Also, prominent digital creators and influencers including Niomi Smart, Grace Beverley, and Caspar Lee participated in the round.

The London startup intends to work on its mission to remove single-use plastics and unwanted chemicals from the daily bathroom routines. Furthermore, the startup will focus on expansion and moving into the other personal care segments. Wild’s founders will also use the investment to bolster its sustainability credentials – preparing to become a certified B Corporation.

Commenting, Freddy Ward CEO and founder of Wild Cosmetics, said ”Charlie and I are part of a generation that has grown up scrutinising waste, unnecessary packaging and potentially harmful ingredients. 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.”

“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 Jam Jar Investments. 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.”

Image credits: Wild Cosmetics

UK’s first plastic-free refillable deodorant

Founded in 2019 by former HelloFresh Marketing Director Freddy Ward and entrepreneur Charlie Bowes-Lyon (32), Wild Cosmetics is a gender-neutral line of elegantly designed, beautifully scented, effective natural deodorants perfectly suited to the Instagram generation.

The popular subscription-based company recorded 400 percent year-over-year growth in 2021 by selling 2.5 million of its natural compostable deodorants. In less than 30 months, Ward and Bowes-Lyon have amassed a sizable retail footprint with their hybrid business model, combining online direct-to-consumer via its own website and traditional retail partnerships.

With a massive online growth, Wild is gearing up to expand into the physical world. It oprates via over 500 stockists nationwide including Waitrose, Boots, Selfridges and Sainsbury’s. Also, the plastic-free vegan refill that has nurtured a cult instagram following is gearing up to triple this footprint in 2022. Since launch, the startup has planted over 150K trees and donated over £45,000 to charities through its partnership.

Wild deodorants: What you need to know?

Wild’s plastic-free reusable aluminium case comes in six metallic shades including aqua, electric blue, coral, pink, black, and purple colours. It has progressed into a must-have accessory.

Made in Bournemouth, the biodegradable deodorant comes in a bamboo pulp refill that’s inserted into the case via a simple twist mechanism. Their collection includes a range of scents that are all free from harsh chemicals such as parabens and aluminium salts that a typical antiperspirant might include. Their refillable deodorant range is just the start of many natural alternative products to come.

The cream-based, vegan formula is made with natural botanical oils, butter and waxes and is free from gluten, aluminium, BHT and triclosan. It features ten sophisticated scent choices driven by its own consumer feedback. Notably, it is a mass premium product that is extremely user-friendly.

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