Wild enters children’s personal care with refillable WildChild range
UK refillable personal care brand Wild has expanded into children’s bath products with WildChild, a new range supported by a limited-edition Peppa Pig collaboration.
Available online in the UK and EU, the new collection features Hair & Body Wash and Bubble Bath refills that slot into reusable cases. The launch marks Wild’s first move into children’s personal care and extends its refill model into family bathroom routines.
The range combines character-led packaging with Wild’s focus on reducing single-use plastic. The limited-edition Peppa Pig case sits alongside Unicorn and Rubber Duck designs created by Wild.
Hair & Body Wash is available in Strawberry Splash and Tropical Twist, while Bubble Bath comes in Strawberry Splash and Peach.
"As a dad, I know bathtime with young kids is always a bit of a balancing act," said Charlie Bowes-Lyon, CMO at Wild. "We created the Wild Kids range to solve that everyday challenge for parents while tackling single-use plastic in the bathroom.
"Launching with a household icon like Peppa Pig is a brilliant way to make sustainable routines fun and accessible for families right from the start."
View this post on Instagram
Founded by Bowes-Lyon and Freddy Ward in 2020, Wild began with refillable deodorant before expanding into body wash, hand wash, shampoo bars and lip balm.
The brand was acquired by Unilever last year as the consumer goods group sought to strengthen its position in premium, high-growth personal care.
WildChild continues the company’s focus on alternatives to disposable bathroom packaging, targeting a category where refillable innovation remains relatively limited. Other brands exploring the space include Bamford’s Little B range, which offers refillable hair and body wash, as well as Kokoso Baby.
