How Wild Built a £65 Million Sustainable Beauty Brand in Just Five Years

Introduction to Wild’s Sustainable Mission

Wild started in 2020. It aimed to stop single-use plastic in bathrooms. The brand makes natural, refillable, and biodegradable products like deodorants and body washes. Wild pairs refillable cases with biodegradable refills. Unilever bought Wild. Now the brand plans to grow online and in physical stores around the world.

Key Success Metrics

• Wild has an 8% conversion rate. This rate is above the beauty industry average.
• The subscription rate is 40-50%. This rate boosts customer lifetime value (LTV). Subscribers add about £20 more LTV than one-time buyers.
• Shopify’s checkout tools increased the conversion rate by 1.5%.
• It expects to earn £65 million in 2024 from four international stores (UK, US, Australia, and Europe).

Challenges in the Beauty Market

Wild had to overcome challenges when it entered the competitive beauty market:

• The brand worked hard to encourage customers to choose an online subscription instead of in-store purchases.
• It built trust for a new sustainable format that was different from usual packaging.
• The team needed a flexible e-commerce platform to grow and to serve customers smoothly.

How Shopify Empowered Wild

Wild chose Shopify from the start. Its easy interface and strong e-commerce tools helped Wild grow and manage subscriptions. Here is how Shopify helped:

1. Flexible Subscription Management

Shopify lets customers manage their subscriptions. They can change, pause, or cancel their orders easily. A 20% discount makes long-term subscriptions more attractive.

2. Streamlined Checkout Process

Shopify improved the checkout. It removed the need for separate processes for subscribers and non-subscribers. This change made shopping simple. It also boosted average order value and conversion rates.

3. Broad Customer Accessibility

Wild serves a wide range of customers. Some are young and tech-savvy, while others are not used to online shopping. Shopify makes the shopping journey smooth for everyone. This ease helped drive conversion to 8%.

4. Data-Driven Marketing Optimization

Shopify connects well with other tools. Wild captures customer data and uses it to target ads on Meta and TikTok. This data use helps spend ads wisely and get more customers.

Business Impact and Future Outlook

Shopify let Wild grow fast without heavy technical work. The strong conversion and subscription rates show that customers trust the brand. With a forecast of £65 million revenue for 2024 and more international stores planned, Wild is set to change the beauty market. The brand shows that sustainable and plastic-free products can succeed.

Conclusion

Wild’s success shows the strength of a clear eco-friendly mission and the use of simple, flexible technology like Shopify. The focus on easy steps, subscription choice, and smart use of data has built a strong brand. Wild proves that sustainable beauty can thrive while helping our planet.

Industry: Health & Beauty
Platform: Shopify

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Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.