Wild Cosmetics, launched in August 2019 by former HelloFresh Marketing Director Freddy Ward and entrepreneur Charlie Bowes-Lyon, is a London-based design-led personal care startup. The company pioneered plastic-free refillable deodorant and sells a gender-neutral line of natural compostable deodorants free from harsh chemicals such as parabens and aluminium salts. Its business is subscription-based and it recorded 400% year-over-year growth in 2021, selling 2.5 million deodorant units that year. Strong online growth has supported a retail expansion to over 500 stockists nationwide, including Waitrose, Boots, Selfridges and Sainsbury’s. Wild intends to use the new funds to expand internationally and to extend its product range into other personal care segments. Wild Cosmetics produces Wild, a gender-neutral line of scented, natural deodorants sold in a reusable aluminium case available in four metallic shades. The deodorant is biodegradable, made in Bournemouth, and uses a bamboo pulp refill inserted via a simple twist mechanism. The brand markets scented, effective formulations and emphasizes design-led packaging. The company plans international expansion and intends to expand its product range while continuing to invest in team and technology following the fundraise. Upcoming late‑2020 launches include three new fragrances — Lavender Mist, Cotton Breeze and Toffee Apple — and a magnesium-based, bicarbonate-free deodorant line for sensitive skin. Wild Cosmetics was launched in August 2019 by founders Freddy Ward and Charlie Bowes-Lyon.

Total raised

$9M

Funding rounds

2

Latest round

Equity

Latest activity

Feb 2022