An eco-friendly deodorant product that launched just one month ago has already sold out, highlighting the growing consumer preference for small scale ethical brands. 

A natural refill deodorant has made over 20,000 sales in its first 20 days of business. The company, Wild, has produced the world’s first 100% compostable and biodegradable product of its kind and is currently growing at a rate of more than 200% month-on-month.

Wild was founded by childhood friends, Freddy Ward and Charlie Bowes-Lyon who are originally from Scotland. Their range of refillable deodorants are free from parabens and other chemicals which are found in traditional store-bought antiperspirants

While Britain is rumoured to be on the cusp of a recession with the economy expected to contract by 7.7% this year; thanks to the surge in e-commerce sales, business owners have the opportunity to distribute their products via the growing power of internet buying culture. As of 2019, purchasing goods online in the UK grew by 6.7%. A figure which is predicted to jump significantly as a result of COVID-19 lockdown.

“It is really amazing to have such great success so early on, and we believe these early signs confirm that there is a significant shakeup needed in the personal care sector and that eventually natural, effective and sustainable products will take centre stage”,” comments Freddy Ward, co-founder of Wild. “We are really proud of the results we have had so far and that everyone is loving and believing in our product as much as us. We’re now really looking forward to seeing what the future holds for Wild,” he adds.

In their first month of trading alone, Wild managed to reach more than 15,000 customers and sold out all their initial stock by the end of April 2020.

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