London-based sustainable cosmetics brand Wild has launched its first refillable roll-on deodorant, consolidating its leadership in the eco-friendly packaging sector with a solution that combines a bio-based reusable metal case and compostable refill.
Evolution of a winning concept
Following the success of the refillable stick deodorant system launched in 2020 - which replaced single-use plastic with compostable refills and sleek metal containers - Wild applies the same philosophy to the roll-on format, responding to specific market requirements.
The new product stems from collaboration with Morrama, the renowned London industrial design agency, to overcome typical criticisms of refillable roll-ons: complex mechanisms and impractical refill systems that limit adoption.
User experience-centred design
The Wild solution focuses on practicality and style, offering a sustainable alternative without functional compromises. The integrated recyclability policy facilitates end-of-life product management, whilst the refillable element eliminates plastic completely.
Market insights
"The decision to launch the roll-on format was inspired by consumer insight data," explains Freddy Ward, co-founder of Wild. "The data highlighted that a broad segment of customers preferred spray or roll-on over the stick format. Our roll-on represents the 'North Star' of the project for zero plastic in refillable elements."
Jo Barnard, creative director at Morrama, adds: "Refillable products work when they're enjoyable to use. Our objective was to create a product that felt premium whilst maintaining Wild's sustainability values."
The initiative demonstrates how innovation in sustainable packaging can effectively respond to consumer preferences without compromising performance or aesthetics.
