In the run up to Valentine’s Day, sustainable healthcare subscription brand Wild has introduced a heart-covered refillable case and “Love Potion” scent.
With notes of wild strawberry, peach and even a dash of champagne, the limited edition scent is vegan, features “no nasties” and is designed to be planet friendly.
The B-corp certified brand started with a refillable deodorant subscription in 2019, as childhood friends Freddy Ward (ex-director of marketing at HelloFresh) and Charlie Bowes-Lyon looked to reduce the amount of single-use plastics in the personal care market.
The natural deodorant subscription offering grew to include body wash in the world’s first 100% plastic-free, compostable bottle – launched in 2023. It followed two years of research and development, seeing the team leverage the natural waterproof properties of bamboo.
In February 2024, the deodorant case was also redesigned following subscriber feedback. The new cases were designed to be stronger, easier to refill and ensure every last bit of deodorant could be used.
Furthermore, the new case cut down on both plastic and aluminium – both reduced by 22%. This latest design is also 20% lighter, which reduces the emissions needed when delivering.
A month after the new case launch, a new product was introduced. March 2024 saw the addition of refillable, natural lip balms.
As most available lip balms come wrapped in single-use plastic or non-recyclable packaging, and some made from petroleum, a byproduct of the oil refinement process, Wild took a different approach. The lip balms are blended using a mixture of natural waxes including sunflower seed wax, Japanese tree wax, candelilla and rice bran waxes to lock in moisture, whilst keeping things entirely vegan. And once again the cases are refillable and plastic-free.
These range of products, with hand wash and shampoo bars also available, can all be accessed through a subscribe and save offering, with a direct-to-consumer online shop providing one-off purchases.
Additionally, Wild works with a host of UK high street retailers to offer its products in 4,000 stores across the country. Boots, Holland & Barrett, Selfridges and Sainsbury’s all stock Wild products. Tesco even sold an exclusive collection of shampoos and conditioners, with no availability on the Wild website.
Wild’s co-founder Charlie Bowes-Lyon spoke at last year’s SubscriptionX. The one-day conference returns on 14 May 2025.
SubscriptionX is the largest event in Europe for businesses looking to scale, sustain and conquer subscription based selling. From meal kits to beauty boxes, digital services and tangible goods, subscription retailing has transformed how brands engage with customers.
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