Wild has built a genuinely circular product model with water-free manufacturing and refillable packaging, diverting 351,000kg of plastic. But emissions baselines lack verification, growth masks absolute reductions, and the 2025 Unilever acquisition undermines eco credentials. Offset-heavy claims and missing reduction targets are weak.
Same formula for every company. No curve. No private weighting.
SINK = (0.3 × Base + 0.7 × Performance) × ScaleStrongest on Resource Use & Waste and Water Impact (7/10, 6/10). Weakest on Targets & Commitments and Emissions Trajectory (2/10, 2/10).
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Among the 41 major fmcg / consumer goods brands we've scored, Wild Cosmetics sits 21st of 41.
Score history begins 5 April 2026.
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Wild is a UK-based personal care brand founded in 2015, specialising in refillable aluminium deodorant cases with compostable refills. Listed on Tesco, Sainsbury's, and Target, it has scaled rapidly to £65M revenue while marketing sustainability as core brand identity. Acquired by Unilever in April 2025.
Owner since April 2025; subject of greenwashing controversy and CMA investigation; raises governance and credibility concerns.
View breakdown →Direct competitor in personal care; also emphasises sustainability and circular packaging; higher transparency benchmark.
View breakdown →Personal care brand with refillable product model; industry peer on circular economy and resource efficiency.
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