What's Happening?
British personal care brand Wild has announced Emma Raducanu as its first global ambassador. Raducanu, a British tennis player currently competing in the U.S. Open, will lead Wild's 'Champions of Change' campaign, which focuses on performance and eco-responsibility. Raducanu expressed her commitment to using her platform to make a difference, aligning with Wild's sustainability and innovation goals. As part of the partnership, Raducanu will promote Wild's refillable deodorant, priced at $16, with refills at $7.20. She will also feature in a TV commercial set to air in the U.K. in 2026. Wild, founded in 2019, has gained prominence in sustainable beauty, with Unilever acquiring the brand earlier this year. The brand's products are available at major retailers in the U.K. and the U.S.
Why It's Important?
This partnership highlights the growing trend of athletes using their influence to promote sustainability and eco-friendly practices. Raducanu's involvement with Wild could enhance the brand's visibility and appeal, particularly among younger consumers who prioritize environmental responsibility. The collaboration also underscores the importance of sustainable practices in the beauty industry, which is increasingly under scrutiny for its environmental impact. Wild's acquisition by Unilever and its expansion into the U.S. market reflect the brand's potential for growth and influence in promoting sustainable personal care products.
What's Next?
Wild's campaign with Raducanu is expected to roll out in the U.K. in 2026, potentially increasing the brand's market presence and consumer engagement. The partnership may inspire other brands to collaborate with influential figures to promote sustainability. As the campaign progresses, Wild's sales and market reach could expand, further solidifying its position in the sustainable beauty sector.
