Wild – D2C Ranking & Growth Metrics
Refillable natural deodorants, body wash and lip balm
Last updated · August 2026 edition · method v1.3
Wild ranks #4 of 366 D2C brands in the August 2026 edition and #1 of 9 in Beauty, unchanged on last month. We estimate Wild's revenue is flat year on year (high confidence). Branded search is growing over the past year. Among beauty brands selling refillable deodorants, its closest competitor is Tower 28 (#25).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Wild is today: #4 of 366 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is Wild's revenue growing?
We estimate Wild's revenue is flat year on year (high confidence). Branded search is steady and site traffic is growing year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Wild growing?
Wild's Momentum score is 54.3, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is growing over the past 12 months, and steady over the last three months compared with the same months a year earlier. Site traffic is growing over the same 12 months. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About Wild
Wild is a British personal care brand that makes refillable deodorants, body washes, lip balms and hand washes, along with a children's bath range. Its products are built around reusable cases paired with plastic-free refills, with formulas described as largely natural in origin. The brand positions itself around reducing single-use plastic in the bathroom while offering a range of fragrances across its deodorant, wash and lip balm lines.
Wild sells directly to consumers through its own website, offering both one-off purchases and a subscription service for refills, and is also stocked in supermarkets and other UK retailers. The brand was started by childhood friends who set out to apply the idea of a reusable bottle to deodorant, later expanding into body wash, lip balm and roll-on formats. Wild describes itself as a B Corp and holds vegan and cruelty-free certifications.
Wild branded search volume
How often people search for Wild by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is growing; the last three months, compared with the same months a year earlier, are steady. Demand is fairly steady through the year.
Wild's audience, products and channels
Social audience
- Instagram wildrefill 678,148
- TikTok wildrefill 127,700
Also on X and Facebook.
Followers as shown on each platform, end of August 2026.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the UK, Australia, Germany and France.
Wild competitors
The beauty brands closest to Wild: same kind of product first, then the nearest in size. See every brand in Beauty or the full D2C brand rankings.
Clean makeup and skincare formulated for sensitive skin
Makeup and skincare hybrid cosmetics brand
Minimalist makeup and skincare essentials for everyday routines
Clean makeup including tinted moisturizers, cream blushes and eyeshadow
Body, hair and hand care with targeted active ingredients.
Wild vs Tower 28
Wild leads on both size and growth: Scale 73.8 against 65.6, and Momentum 54 against 50. See Tower 28's page.
| August 2026 | Wild | Tower 28 |
|---|---|---|
| Overall rank | #4 | #25 |
| Beauty rank | #1 | #2 |
| Scale (size) | 73.8 | 65.6 |
| Momentum (growth) | 54.3 | 50.3 |
| Branded search | 84 | 74 |
| Site traffic | 65 | 49 |
| Social audience | 73 | 75 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Wild: common questions
What does Wild sell?
Refillable natural deodorants, body wash and lip balm. Known for: Refillable deodorant, Body wash, Lip balm, Hand wash and Kids bath range.
Where is Wild from?
Wild is based in United Kingdom.
Where can you buy Wild?
Wild sells through its own online store and selected retailers. Its online store is at wearewild.com.
When was Wild founded?
Wild was founded in 2019.
Who founded Wild?
Wild was founded by Charlie and Freddy.
Is Wild's revenue growing?
We estimate Wild's revenue is flat year on year (high confidence). Branded search is steady and site traffic is growing year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Wild's competitors?
Wild's closest competitors in the Beauty category are Tower 28, Kosas, Merit and Saie.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.