Natural deodorant brand secures retail partnership with supermarket giant

A London-based natural deodorant brand has secured its first retail partnership with one of the UK’s largest supermarket chains.

Wild Cosmetics has teamed up with Sainsbury’s to stock its natural deodorant products throughout the UK.

Launched in 2019, Wild is one of the UK’s first direct-to-consumer refillable natural deodorant brands. The firm was able to grow by 4000 per cent during the pandemic through its digital-first strategy.

Wild has joined Sainsbury’s as part of its Future Brands initiative, which supports startup ventures that specialise in sustainability.

Freddy Ward, Wild co-founder, commented: “Sainsbury’s provides the perfect platform to take Wild to the next level and to get us into more bathrooms.

“Our aim is to reach more people than ever before, and to continue our journey as the leading natural deodorant player in the UK.”

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