UK’s # 1 natural deodorant brand WILD Cosmetics to launch exclusively at Sainsbury’s – Retail Times


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When Wild Cosmetics launched in 2019, it was the UK’s first direct-to-consumer refillable natural deodorant brand. With a first digital model, Wild was able to withstand the pandemic and grow 4,000% over the past 12 months to reach 150,000 customers, while selling 750,000 biodegradable deodorants. Now Wild is embarking on its first retail partnership with Sainsbury’s, a grocery store exclusive.

Why now and why Sainsbury’s?

Wild has a long-term goal of reaching as many people as possible, helping to divert bathroom plastic from landfills and proving 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 shift to 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-ups specializing in sustainability. With a solid track record of working with innovative new brands, Sainsbury’s was the obvious business partner for Wild.

Freddy Ward, co-founder of Wild, comments: “Sainsbury’s provides the perfect platform to take Wild to the next level and bring us into more bathrooms. Our aim is to reach more people than ever before and to continue our journey as the UK’s leading natural deodorant player.

From May 1, 2021, Wild will be available nationwide in 300 of Sainsbury’s supermarkets. It will be a space dedicated to Wild, showcasing enticing case colors in aqua, coral and purple. Wild has already built a reputation for its fragrances and Sainsbury’s will be selling four of Wild’s best refills: Coconut Dreams, Orange Zest, Fresh Cotton and Sea Salt and Lavender Haze. Wild will initially launch with three starter packs, including a 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 about the power of natural deodorant and the easy, long-lasting trade-off they can make by choosing Wild.




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