Wildling – D2C Ranking & Growth Metrics
Facial and body gua sha tools paired with plant-based skincare rituals
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
Wildling is new to the index this month, entering at #226 of 522 overall and #21 of 41 in Beauty. On our estimate its revenue is flat year on year (high confidence). Branded search is steady over the past year, with a seasonal peak in March and April. Its closest Beauty competitor is Manscaped (#19).
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.
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.
How scoring works →How big Wildling is today: #226 of 522 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 Wildling's revenue growing?
We estimate Wildling's revenue is flat year on year (high confidence). Branded search and site traffic don't contradict each other, 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 Wildling growing?
Wildling's Momentum score is 48.5, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months. Site traffic is declining over the same 12 months. Its size score is driven most by social audience, with site traffic relatively weakest.
About Wildling
Wildling makes facial and body gua sha stones, tools, oils and plant-based skincare, built around a ritual system meant to sculpt and lift skin. The line draws on Traditional Chinese Medicine practices such as gua sha, cupping and reflexology, and was founded by three women with backgrounds in acupuncture, herbalism and holistic esthetics: Jill Munson, Gianna De La Torre and Britta Plug. Formulas lean on plant-derived actives like bio-retinol and plant-based Vitamin C, and are described as free from essential oils and synthetic ingredients.
Wildling competitors
The beauty brands closest to Wildling: same kind of product first, then the nearest in size. See every brand in Beauty or the full D2C brand rankings.
Electric trimmers, shavers and skincare built around men's groin and body grooming
Vegan seaweed skincare and body care formulated with Undaria algae
Natural skincare formulated around specific skin concerns and rituals.
Haircare formulas and tools built around wash-day and air-dry routines
Plant-based, clinically tested serums, face oils and moisturizers.
Wildling vs Manscaped
Manscaped is the bigger brand (Scale 73.2 against 47.7), while Wildling is growing faster (Momentum 49 against 28). See Manscaped's page.
| October 2026 | Wildling | Manscaped |
|---|---|---|
| Overall rank | #226 | #19 |
| Beauty rank | #21 | #4 |
| Scale (size) | 47.7 | 73.2 |
| Momentum (growth) | 48.5 | 28.3 |
| Branded search | 56 | 85 |
| Site traffic | 25 | 58 |
| Social audience | 65 | 77 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Wildling branded search volume
How often people search for Wildling 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 steady. Demand is seasonal, peaking in March and April and lowest in December.
Wildling's audience, products and channels
Social audience
- Instagram wildling_beauty 339k
- TikTok wildling_beauty 25k
- YouTube 20k
Also on Facebook.
Followers as shown on each platform, collected for the October 2026 edition.
Products
- Products in store43
- New in the last 90 days2
- Typical price79
- Price range22 – 500
From Wildling's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US.
Wildling: common questions
What does Wildling sell?
Facial and body gua sha tools paired with plant-based skincare rituals.
Where is Wildling from?
Wildling is based in Santa Monica, United States.
Where can you buy Wildling?
Wildling sells through its own online store and selected retailers. Its online store is at wildling.com.
Who founded Wildling?
Wildling was founded by Jill Munson, Gianna De La Torre and Britta Plug.
Is Wildling's revenue growing?
Our estimate is flat year on year, with high confidence. It is a direction from online signals, not a sales figure.
Who are Wildling's competitors?
Wildling's closest competitors in the Beauty category are Manscaped, OSEA Malibu, Tata Harper and Crown Affair.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like Wildling move, or the data as an export? See data & alerts.