Wild vs Fussy vs Native: Which Eco Deodorant Is Best?
A comprehensive comparison of the three biggest natural deodorant brands. We test Wild, Fussy, and Native head-to-head to help you choose.
| Scent | Clean cotton with oceanic sea salt fresh | Bright citrus with mandarin, grapefruit and black pepper citrus | Sweet coconut with warm vanilla sweet |
| Smell | 4.5 | 4.7 | 4.5 |
| Longevity | 4.4 | 4.4 | 4.2 |
| Sweat Control | 4.2 | 4.5 | 4.0 |
| Skin Sensitivity | 4.6 | 4.3 | 4.3 |
| Sustainability | 5.0 | 4.7 | 4.2 |
| Overall | 4.5 | 4.5 | 4.2 |
| Read Review | Read Review | Read Review |
The Three Big Names in Eco Deodorant
If you’re considering switching to natural deodorant, you’ve probably encountered Wild, Fussy, and Native. These three brands dominate the eco-conscious deodorant space, each with distinct approaches and loyal followings.
But which one is actually best? We put them through comprehensive testing to find out.
The Quick Verdict
Best Overall: Wild - The best balance of performance, sustainability, and value. Their refillable system is elegant, the scent range is excellent, and the product genuinely works.
Best Performance: Fussy - If you want the absolute strongest odour protection and don’t mind paying for it, Fussy’s probiotic formula delivers impressive results.
Best Value: Native - The most affordable option with reliable performance. Great for beginners or those on a budget.
Brand Philosophy Comparison
Wild
Founded in London in 2019, Wild’s mission is eliminating single-use plastic from bathrooms. Their approach is straightforward: create a beautiful reusable case, deliver biodegradable refills, and make sustainability convenient.
Key differentiator: The refillable system and case design
Fussy
Fussy launched in 2020 with a focus on performance. Their probiotic formula was developed to prove that natural deodorants can work as well as conventional ones.
Key differentiator: Probiotic technology for enhanced odour control
Native
The veteran of the group (founded 2015 in San Francisco), Native prioritizes simple, recognizable ingredients at accessible prices. Now owned by P&G, they have the widest distribution.
Key differentiator: Simple ingredients and affordability
Packaging & Sustainability
| Aspect | Wild | Fussy | Native |
|---|---|---|---|
| Case Material | Aluminum (reusable) | Recycled plastic | Paperboard (plastic-free) |
| Refill Material | Bamboo pulp (compostable) | Bamboo pulp (compostable) | Full product, no refills |
| Plastic-Free | Yes | No (case is plastic) | Yes (paperboard option) |
| Refillable | Yes | Yes | No |
| Carbon Neutral | Yes | Yes | No |
Winner: Wild - The aluminum case is the most durable and eco-friendly long-term solution. However, if refillable systems don’t appeal to you, Native’s paperboard packaging is a solid plastic-free alternative.
Formula & Ingredients
Wild’s Approach
- Tapioca starch for moisture absorption
- Coconut oil and candelilla wax for application
- Natural essential oils for scent
- Baking soda in classic formula (sensitive options available)
Fussy’s Approach
- Probiotic cultures as the hero ingredient
- Bamboo powder for absorption
- Shea butter for skin nourishment
- No baking soda in any formula
Native’s Approach
- Coconut oil and shea butter base
- Tapioca starch for absorption
- Baking soda in classic formula (sensitive line uses magnesium)
- Simple, recognizable ingredients
Winner: Fussy - The probiotic approach is genuinely innovative and effective. However, if you react to baking soda, both Fussy and Native’s sensitive line are better choices than Wild’s classic formula.
Performance Testing
We tested comparable scents from each brand over 4 weeks:
Odour Control (10 being excellent)
- Wild: 8/10
- Fussy: 9/10
- Native: 7.5/10
Fussy’s probiotics give it an edge here, especially in the afternoon hours.
Longevity
- Wild: 8-10 hours typical
- Fussy: 10-12 hours typical
- Native: 6-8 hours typical
Skin Sensitivity
All three offer sensitive formulas, but Fussy’s complete avoidance of baking soda makes it safest for reactive skin.
Application Experience
- Wild: Smooth stick, quick-drying
- Fussy: Cream format, takes adjustment
- Native: Traditional stick, very familiar
Winner: Fussy for performance, Wild for experience
Price Comparison
| Item | Wild | Fussy | Native |
|---|---|---|---|
| Initial Cost | £12 (case + refill) | £14 (case + refill) | £10 (full product) |
| Refill Cost | £8 | £10 | N/A |
| Size | 40g | 40g | 75g |
| Cost per Gram | £0.20/g | £0.25/g | £0.13/g |
| Subscription Discount | 20% | 15% | 10% |
Winner: Native - Significantly cheaper per gram, especially for the initial purchase.
Scent Range
- Wild: 12+ scents across multiple families
- Fussy: 8 scents including unscented
- Native: 20+ scents with seasonal limited editions
Winner: Native - Widest variety, though Wild’s range is more than sufficient.
Who Should Choose What
Choose Wild If:
- You want a refillable system that looks beautiful
- Sustainability is a top priority
- You want good variety without overwhelming choice
- You prefer a recognizable stick format
- You’re willing to pay mid-range prices
Choose Fussy If:
- Maximum odour protection is your priority
- You appreciate innovative formulas
- You don’t mind paying premium prices
- You’ve struggled with natural deodorants before
- Design and aesthetics matter to you
Choose Native If:
- Budget is a significant factor
- You’re new to natural deodorant
- You prefer traditional stick format
- Simple, recognizable ingredients appeal to you
- You want wide scent selection
Our Final Recommendation
For most people switching to natural deodorant, Wild is the best overall choice. It balances performance, sustainability, and value exceptionally well. The refillable system is genuinely convenient (not just a gimmick), and the product works reliably.
If you’re a heavy sweater or have struggled with natural deodorants before, Fussy’s probiotic formula is worth the premium.
If you’re budget-conscious or just testing the natural deodorant waters, Native offers excellent value without compromising on effectiveness.
The good news? All three are genuinely good products. You’re unlikely to be disappointed with any of them.