Refillable personal care brand Wild is making bathtime a little more colourful with WildChild, its first collection created specifically for children.
Sustainable personal care brand Wild is expanding into kids’ bath and bodycare with WildChild, a new range designed to make everyday routines more fun while cutting down on single-use packaging.
The collection launches with two essentials: Hair & Body Wash and Bubble Bath.
Like Wild’s existing products, both come in refill formats that fit into reusable cases, giving families an alternative to repeatedly buying single-use plastic bottles.
The Hair & Body Wash comes in Strawberry Splash and Peach Paradise, while the Bubble Bath is available in Strawberry Splash and Tropical Twist.
But the packaging may be the biggest attraction for younger users.
Families can choose between three reusable cases, including a limited-edition Peppa Pig design featuring characters from the popular children’s series.
There are also two Wild-designed options: Rubber Duck, inspired by the classic bath-time toy, and Unicorn, created with older children in mind.
All three cases can be used with either WildChild formula.
Making Sustainability Part Of The Routine
The launch comes six years after Wild first entered the personal care market and marks the brand’s move into children’s hair and bodycare.
Wild says the range was created to help families reduce single-use plastic without making sustainability complicated for children.
The playful packaging is intended to make kids more involved in their own bath-time routines, while parents get products designed with everyday convenience in mind.
Wild’s chief marketing officer Charlie Bowes-Lyon said the collection was inspired partly by the realities of bath time with young children, where parents want products that are gentle, practical and entertaining.
The company also sees familiar characters such as Peppa Pig as a way of making sustainable habits more appealing to families.
UK Launch First
For now, WildChild is available exclusively in the UK through Wild’s online store.
The wider Wild range has already expanded into the US, but American families will have to wait for the kids’ collection, with a US launch date yet to be confirmed.
With colourful cases, playful scents and a refillable format, WildChild is betting that making bath time more exciting could also make sustainable habits easier for families to adopt.
Main Image: The Industry.beauty
