Wild

About Wild

Wild burst onto the UK deodorant scene in 2019 with a simple but revolutionary idea: what if your deodorant could be as kind to the planet as it is to your body? Founded by Charlie Sheryn and Freddy Ward, the brand has quickly become a favourite among eco-conscious consumers.

Wild is no longer independent. Unilever acquired it in April 2025 (Unilever). What that changed, and what Wild says it did not, is covered below.

What Makes Wild Different

The star of the show is their refillable system. You purchase a beautifully designed aluminium case once (available in various colours and finishes), then subscribe to receive biodegradable refill pods delivered through your letterbox. It’s convenient, reduces plastic waste by 99%, and looks gorgeous on your bathroom shelf.

The Formula

Wild’s deodorant formula relies on:

• Tapioca starch to absorb moisture
• Coconut oil for smooth application
• Beeswax (they also have vegan options) to help the product glide on
• Natural fragrances from essential oils

They’ve developed a baking soda-free range for those with sensitivity issues, using magnesium hydroxide instead.

The Range

The scent range is impressive - from zesty Orange & Neroli to calming Jasmine & Mandarin Blossom. Application is smooth, drying time is quick, and the refill system genuinely makes you feel good about your purchase.

The main consideration is that, like all natural deodorants, Wild won’t stop you sweating (that would require aluminum). It neutralises odour effectively, but if you need clinical-strength wetness protection, you may want to look elsewhere.

Sustainability Deep Dive

Wild doesn’t just talk the talk. They’re certified B Corp, carbon neutral, and work with Ocean Generation to fund plastic removal from oceans. Each refill saves approximately 30g of plastic compared to a traditional deodorant stick.

The Unilever Question

Wild launched as an independent, founder-led business, and a lot of readers bought it for that reason. That changed in April 2025, when Unilever acquired the brand — confirmed in Unilever’s Q1 2025 trading statement, filed 24 April 2025.

Wild says two things have not changed. On certification: “Yes! We’ll proudly remain a certified B Corp.” On the product itself: “Our formulations are staying just the way you love them; packed with premium ingredients” (Wild, accessed 18 September 2026). Both of those are Wild’s own statements about its own plans, and we have not independently checked either.

For some readers this is a deal-breaker and for others it is irrelevant — a bigger parent company can also mean wider availability and steadier supply. Make your own informed choice about what aligns with your values.