Plastic free refill with no spills: Wild launches refillable roll on

Industrial design and innovation agency Morrama has revealed the latest work from its long standing partnership with sustainable personal care brand Wild. A refillable roll on deodorant with plastic free refills, this launch brings style, circularity, and convenience to one of the most popular formats in the UK deodorant market.

Some 26% of the 250 million deodorants bought in the UK each year are roll on, and current refillable market options face challenges such as messy pour in refills and clunky mechanisms negatively impacting consumer adoption. Since 2023, Morrama has worked closely with Wild to explore user friendly sustainable solutions for this format, culminating in the launch of a premium, mess free roll on that is intuitive to use and designed to last.

Aligning with Wild’s wider low waste ecosystem, the roll on is easy to refill. Without needing to remove the lid and touch the rollerball or decant anything, customers simply pop off the bottom of the case, unscrew the empty refill and screw in the new one.

Developed in partnership with Shellworks, the 50 ml refill is made from Vivomer – a compostable material already used in Wild’s shower gel range that breaks down completely in soil within a year.

Echoing the premium aesthetic Morrama has captured in Wild’s existing stick deodorant and body wash packaging, the rounded edged silhouette of the roll on is designed to fit perfectly in hand. Made from a combination of anodised aluminium and 50% post consumer recycled plastic it can be disassembled at end of life for recycling.

Jo Barnard, founder and creative director at Morrama, said: ‘A key insight from our previous product development in personal care has shown that refillables only work when they are a joy to use, so our focus was to not only design a product that looks and feels premium without compromising Wild’s sustainability values, but that also performs seamlessly.’

To date, Wild has shipped over 40 million refills for its stick deodorant, saving 720 tonnes of disposable alternatives. With this latest launch the company aims to have the same impact in the roll on market.

Freddy Ward, co-founder of Wild, said: ‘Each new launch means a new innovation in sustainable product design that moves us one step closer to our mission of eliminating single use plastic from the bathroom and Morrama has played a critical role in making this happen.’

The new Wild refillable roll on deodorant is available from 29 July via Wild’s website and is set to be in stores from early September.