Overview of Wild‘s Origins and Mission for Sustainable Personal Care
Founded in 2019 by childhood friends Freddy Ward and Charlie Bowes-Lyon, Wild offers sustainable, effective and stylish personal care essentials to help consumers reduce plastic waste without sacrificing performance.
The duo met while working at recipe kit delivery service HelloFresh. Through that role, they observed growing eco-awareness amongst consumers seeking greener alternatives for daily household staples like food. They translated the insights around shifting preferences for convenience and ethics into their new venture – Wild.
After identifying single-use plastics in personal care products like toiletries as a key waste challenge, they set out to develop an elevated solution. The direct-to-consumer brand would offer recycled and recyclable packaging paired with luxurious botanically-derived ingredients to tap into consumer demand for both sustainability and an elevated experience.
This strategic positioning addressing ethics and efficacy amidst consumer shifts has fueled rapid growth for the young company. Alongside their success, the brand maintains key commitments in line with their greater mission:
- Products sustainably made from natural, ethically sourced ingredients
- Reusable, recyclable aluminum cases, pods and inserts
- Carbon neutral operations including recycling programs and renewable energy
- Portion of profits donated to reforestation programs planting native trees globally
Wild Compared To Top Natural Deodorant Brands
As consumer demand for cleaner, greener personal care continues gaining momentum, the niche for natural deodorants keeps growing exponentially alongside major shifts away from conventional antiperspirants. With prominent startups like Wild joining stalwarts like Tom‘s of Maine, the space now offers a crowded assortment of chemical-free odor and wetness fighting options.
I tested over a dozen of today‘s most raved about natural deodorant brands during my switch from Secret‘s lavender-scented Clinical Strength formula I‘d been loyal to for over a decade.
Here‘s how Wild stacks up against 5 top competitors across the multifaceted landscape of ingredient quality, scent options, product experience and sustainability.
| Brand | Scents Available | Plastic-Free Packaging | Vegan | Cruelty-Free | Subscriptions | Pricing per Ounce | Special Features |
|---|---|---|---|---|---|---|---|
| Wild | 7 unique scents | Recyclable aluminum case + biodegradable bamboo fiber pod | Yes | Yes | Refills subscription available | $6.50 | Donates portion of profits to fund tree planting projects |
| Native | 6 core scents + limited edition seasonal | Plant-based plastic | Yes | Yes | Bundles subscription available | $6.65 | Partners with American Forests to planted 1M trees by 2025 |
| Each & Every | 5 core scents | Recyclable aluminum container and bamboo fiber lined stick | Yes | Yes | Bundles subscription available | $5.00 | 1% For the Planet member with charity partnerships |
| Schmidt‘s | 6 core scents + limited edition seasonal | Plant-based plastic | Yes | Yes | None | $4.99 | B-Corp certified |
| Corpus Naturals | 3 core scents | Glass container & compostable paperboard stick | Yes | Yes | Wellness bundles subscription available | $5.85 | Woman-owned. |
| NatureLab Tokyo | 7 core scents + limited edition seasonal | Plant-based plastic | No | No | Refill packs subscription available | $5.60 | Uses natural ingredients sustainably sourced from Asia. |
With distinctive scents like Bergamot Grapefruit and Rhubarb Raspberry combined with ultra-sustainable and reusable packaging, Wild edged out to be my personal winner for an elevated, eco-conscious deodorant that truly performs.
My Experience Swapping from Antiperspirant to Wild Deodorant
After years as a devout user of Lavender vanilla-scented Secret Clinical Strength anti-perspirant deodorant since college, I finally decided to go for a more natural option this past spring. While the scent felt nostalgic and I never struggled with wetness or odor, the controversial links between aluminum salts and health issues increasingly concerned me.
I also felt guilty about contributing to plastic waste each time I hastily tossed an empty stick in the garbage enroute to work after discovering I‘d just run out that morning. While I‘d contemplated making the eco-switch to a natural deodorant brand for a while, something held me back.
Frankly, I was skeptical about finding a non-antiperspirant that could truly stand up to my sweat and were convenient enough for my busy lifestyle. Secret‘s one swipe 24-hour protection had never failed me. But inspired by my teenage daughter‘s earth-conscious example going zero waste, I finally took the plunge into the world of natural deodorants when I discovered Wild‘s subscriptions while scrolling Instagram. Having the refills automatically delivered to meet my usage window would eliminate any barriers to making this planet-positive change!
Because I loved sophisticated floral scents, I opted to get started with the Jasmine & Mandarin Blossom bundle, bundling in one of their chic holographic cases. Two days after placing my order, my shiny neon starter kit arrived at my doorstep. Though skeptical, I decided to use it exclusively without trying to finish my Secret Clinical lavender stick simultaneously.
The first week involved quite an adjustment period! My body was definitely going through some detoxification from the aluminum salts. I sweat a good bit more during workouts as the hydrating magnesium absorbed into my underarms. For a few days, I detected a bit more BO by midday even after thoroughly washing with my usual body wash. But I persisted, dutifully swiping 2-3 times in the AM and again after the gym.
By week two, the extra sweat and odor dissipated as my hormones recalibrated. As the month went on, I incorporated some of Wild‘s other scents like Sea Salt & Cotton into the mix thanks to the complete flexibility of their subscription. Being able to customize and tailor each shipment ensured I‘d never get bored!
Now 6 months in, I‘m a completely converted long-term Wild user – no more sticky residue, annoying white marks on my clothes, or worrying about what unhealthy chemicals I‘m absorbing!
Consumer Shifts Driving Natural Deodorant‘s Rise
Consumers today display heightened awareness around making ethical, informed purchasing choices across all segments – apparel, food and beverage, health and beauty, household goods. Specifically fueling the meteoric rise of natural deodorants is increased concern around potential antiperspirant ingredient safety risks paired with eco-conscious sentiment.
While still a small portion of the total $18 billion global deodorant market, natural options now capture over 5% market share compared to practically nonexistent a decade ago. And the category continues aggressive growth at a clip of nearly 15% compounded annually, easily outpacing the modest 3% pace of conventional deodorants.
Several factors indicate these trends persisting over the long term:
- 73% of US women actively trying to reduce use of chemicals in beauty care while seeking natural alternatives
- Over 80% of millennials report sustainability of products playing a key role in purchase decisions across categories
- 70% of consumers indicate they feel more loyal to brands supporting social or environmental causes
As demand multiplies, even conventional brands like Degree and Dove respond with new product lines featuring plant-based ingredients and vows around improving recycling programs and biodiversity impact.
With such sustained shifts towards safety, ethics, and sustainability across demographics, expect the next decade to realize natural deodorants capturing over 15% of total market share.
Potential Health Risks Prompting Switch from Conventional Deodorants
What exactly is prompting millions to migrate from trusted old brands like Secret and Dove towards newer players like Wild offering plant-powered odor protection?
Quite simply – avoiding controversial ingredients still common in mainstay antiperspirants but linked to scary side effects in emerging longitudinal studies. Let‘s examine some key compounds raising red flags:
Aluminum salts – Stop sweat by constricting pores. But shown in studies to alter estrogen levels and even be linked to breast cancer when absorbed.
Parabens – Used as preservatives. Mimic estrogen shown to drive tumor growth according to some research.
Phthalates – Help fragrances stay stabilized. Classified as an endocrine disruptor that can trigger reproductive issues.
Now, reviewing the ingredients list on a brand like Wild shows a stark difference from conventional players! None of these potentially harmful additives make the cut thanks to their thoughtful formulas harnessing the power of plants – coconut oil, baking soda, essential oils and more!
Below is a chart summarizing key differences in ingredients between leading formats:
| Ingredient | Wild Deodorant | Tom‘s of Maine | Dove Antiperspirant | Degree Antiperspirant | Secret Antiperspirant |
|---|---|---|---|---|---|
| Aluminum Salts | ✖ | ✖ | ✔ | ✔ | ✔ |
| Parabens | ✖ | ✖ | ✖ | ✔ | ✔ |
| Phthalates | ✖ | ✖ | ✖ | ✖ | ✔ |
| Propylene Glycol | ✖ | ✖ | ✔ | ✔ | ✔ |
| Triclosan | ✖ | ✖ | ✖ | ✖ | ✔ |
The peace of mind around avoiding absorption of these controversial compounds provides added motivation for consumers to consider paying premium prices for natural formulas from green brands like Wild.
