Wild revolutionizes deodorant with launch of refillable roll-on

UK – Wild, a refillable personal care brand based in the UK, has redefined the deodorant market with the launch of its innovative refillable roll-on deodorant. 

This innovation responds to a significant need: with 26% of the 250 million deodorants sold each year in the UK being roll-ons, existing refillable options have often suffered from messy, inconvenient refill mechanisms and single-use plastic waste. 

The roll-on’s 50ml refill bottle, developed alongside Shellworks, is made from Vivomer, a compostable, plant-derived material that breaks down entirely in soil within a year. 

The applicator case is designed to last, crafted from a blend of anodized aluminium and 50% post-consumer recycled plastic.

The roll-on features a 95% naturally-derived formula that offers 24-hour protection through triple-action odour defence. 

It is aluminium-, paraben-, and phthalate-free, vegan, and cruelty-free, and uses ingredients like zinc ricinoleate for odour absorption, inulin for prebiotic skin support, and sage oil for antimicrobial action.

The launch comes at a time when the market for refillable roll-on deodorants is gaining strong momentum, driven by eco-conscious consumer behaviour and demand for sustainable personal care formats.

According to a report published by Fortune Business Insights, the global refillable deodorants market size was valued at USD 196.21 million in 2024. 

The market is projected to grow from USD 206.79 million in 2025 to USD 305.60 million by 2032, exhibiting a CAGR of 5.74% during the forecast period.

Meanwhile, Wild was recently acquired by Unilever.

This acquisition marks a strategic expansion for Unilever into the premium and sustainable personal care market, aligning with its Growth Action Plan 2030 that emphasizes sustainability, innovation, and portfolio optimization toward high-growth and premium categories.

Founded in 2020, Wild quickly established itself as the UK’s leading refillable deodorant brand, renowned for its natural, refillable, and plastic-free personal care products, including deodorants, lip balms, bodywashes, and handwashes. 

The brand gained a loyal consumer base through a direct-to-consumer and retail model, with availability in major UK supermarkets like Tesco, Sainsbury’s, and Waitrose, and growing sales in the US market, where it is stocked in major retailers such as Target.

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