When Wild Cosmetics launched in 2019 it was the UK’s first direct-to-consumer, design-led refillable natural deodorant brand. With a digital first model, Wild was able to buck the pandemic and grow by a staggering 4000% over the last 12 months to reach 150k customers, while selling 750,000 biodegradable deodorants in the process. Now, Wild embarks on its first retail partnership with Sainsbury’s, a grocery exclusive.
Why now and why Sainsbury’s?
Wild has a long-term goal to reach as many people as possible, helping to divert bathroom plastic from landfill and to prove that natural deodorants can be safe and effective, look great and smell fabulous. A large majority of deodorants are currently sold offline, so a strategic move into retail will give more consumers access to a unique, refillable product.
Wild joins Sainsbury’s as part of its Future Brands initiative, which supports start-up ventures that specialise in sustainability. With a solid track record of working with innovative new brands, Sainsbury’s was the obvious retail partner for Wild.
Freddy Ward, Wild co-founder comments: “Sainsbury’s provides the perfect platform to take Wild to the next level and to get us into more bathrooms. Our aim is to reach more people than ever before, and to continue our journey as the leading natural deodorant player in the UK.”
From May 1st 2021, Wild will be available nationwide in 300 of Sainsbury’s superstores. It will be a dedicated space for Wild, showcasing tantalising case colours in aqua, coral and purple. Wild has already built a reputation on the strength of its scents and Sainsbury’s will sell four of Wild’s top-rated refill options: Coconut Dreams, Orange Zest, Fresh Cotton and Sea Salt and Lavender Haze. Wild will initially launch with three starter packs, comprising one case and three refills priced at £12, and four individual refill packs, priced at £5.
The brand hopes to use this new partnership to educate Sainsbury’s customers on the power of natural deodorant and the easy, sustainable swap they can make by choosing Wild.