What refillable deodorant actually is

A refillable deodorant has a durable outer case you keep and a swap-in refill that replaces the product inside when it runs out. The case stays with you instead of getting tossed after every stick.

Why Wild started the refillable movement

Wild co-founder Freddy Ward launched the brand in the UK with a mission to eliminate single-use plastics through refillable, aluminum-free body care products. The brand rolled out at Target for its US debut.

“We founded Wild in the UK with a mission to eliminate single-use plastics at home with refillable, aluminum-free body care products.”

Is refillable deodorant worth buying

Refills are often cheaper than buying a completely new package, and refillable systems use less material overall than traditional deodorant packaging. Cases are designed to sit on your bathroom counter as a reusable piece.

Major brands entering the refillable space

Wild built its business around refillable, aluminum-free body care, while Dove launched its first refillable anti-perspirant range. Both brands are expanding shopper choice in the growing refill category.

“Refill formats continue to be an exciting growth space within deodorants.”

Why Wild added a roll-on option

Consumer research showed a large segment of potential customers preferred roll-on or spray formats to stick application. Wild introduced the roll-on refillable to reach shoppers its original stick format was missing.

“Data showed that a large segment of potential customers were not ready for stick application and preferred roll-on or spray.”