Wild Cosmetics secures £5 million investment

Sustainable deodorant brand Wild Cosmetics has closed a £5 million investment to continue its mission to remove single-use-plastics and unnecessary chemicals from consumers everyday bathroom routines.

Led by Innocent drink's JamJar Investments, the funding will be used to develop Wild's international ambitions and expand its product range into other personal care segments.

Wild’s founders will also use the investment to bolster its sustainability credentials, as it prepares to become a certified B Corporation. Wild's collection of natural deodorants features a range of scents that are free from chemicals that typical antiperspirant might include.

The subscription-based company recorded 400% year-on-year growth in 2021, selling 2.5 million of its gender neutral line of natural compostable deodorants. With over 500 stockists nationwide including Waitrose, Boots, Selfridges and Sainsbury’s, the plastic-free vegan refill brand expects to triple this footprint in 2022.

Freddy Ward, CEO and Founder of Wild Cosmetics, said: “The personal care market still has a way to go in terms of reducing household landfill. Fortunately though, the sector has shifted up a gear. 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. I think we’re challenging some of the famous legacy personal care players to move and adapt quicker.

Richard Reed, Jam Jar Investments, said: “We love businesses like Wild with a positive mission and ambitious team tackling important problems that we face as a society today. 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.”