Sweet smell of success for eco personal care startup with £2m seed investment

A personal care startup aiming to reduce plastic waste from bathroom products has secured multi-million pound seed funding for its refillable plastic-free deodorant.

Wild Cosmetics has raised £2m in a round led by subscription-based firm Jam Jar Investments, with participation from Creative Investment Club and Slingshot Ventures.

Launched in August 2019 by Freddy Ward and Charlie Bowes-Lyon, Wild Cosmetics aims to reduce the amount of waste sent to landfill with its plastic-free products.

The London-based startup aims to use the funding to expand its product range, drive international expansion and continue to invest in its people and technology.

Co-founder and former Hello Fresh marketing director, Freddy Ward, explained: “We feel the bathroom is going to change radically over the next five years – and packaging has to change. We want to be the company that tries to push everyone forward and challenge the industry norms.

“Our product looks better, works just as well and hopefully smells better than your typical deodorant. It’s good for your body and healthier for the planet.

“It’s really fundamental to how we think about Wild. We want to make sustainability aspirational, appealing and convenient. There’s huge demand for natural products and we feel pretty confident and when the timing is right, we know there are lots of opportunities in those categories.”

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