Wild Cosmetics expands distribution with launch into Sainsbury’s

Direct-to-consumer natural deodorant brand Wild Cosmetics has embarked on its first retail partnership with an exclusive launch into Sainsbury’s.

Launched in 2019, the refillable and natural deodorant brand has grown by 4000% over the last 12 months, reaching 150,000 customers and selling 750,000 biodegradable deodorants in the process.

The strategic launch into Sainsbury’s would help to divert further bathroom plastic from landfill and help to show even more consumers that natural deodorants were “safe, effective, looked great and smelled fabulous,” co-founder Freddy Ward said.

Wild joins Sainsbury’s as part of its Future Brands initiative, which supports start-up ventures that specialise in sustainability.

“Sainsbury’s provides the perfect platform to take Wild to the next level and to get us into more bathrooms,” Ward added.

“Our aim is to reach more people than ever before, and to continue our journey as the leading natural deodorant player in the UK.”

Four of Wild’s best-selling refill options are available now in 300 Sainsbury’s superstores nationwide, where they are merchandised in dedicated spaces.

The refill options include: Coconut Dreams, Orange Zest, Fresh Cotton and Sea Salt and Lavender Haze.

The brand has initially launched with three starter packs, comprising one case and three refills priced at £12, and four individual refill packs, priced at £5 in a bid to educate Sainsbury’s customers on the power of natural deodorant.