The British personal care brand is partnering with British tennis star Emma Raducanu for its new ’Champions of Change’ campaign that promotes the brand’s mission to transform everyday personal care into a more sustainable routine through the elimination of single use plastic from bathrooms worldwide.
Launched globally today across digital, social, and retail channels, the Champions of Change campaign features Raducanu in a series of visuals and films that spotlight Wild’s refillable, natural personal care range.
"Emma is the definition of a champion of change," said Charlie Bowes Lyon, Co Founder & CMO of Wild. "She’s broken boundaries in sport, and now she’s joining us in challenging the status quo in personal care. This campaign is about leading with impact, and Emma is the perfect partner to inspire our community to choose better for themselves and the planet."
The partnership will be highlighted through a marketing mix of social content on both Emma’s channels and Wild’s platforms, along with a major TV commercial campaign launching in the UK in 2026.
Acquired by Unilever in April this year, Wild made its debut in the UK in 2020. The digitally native brand has built a loyal consumer base through its direct-to-consumer (DTC) and retail model with natural and refillable products. The brand expanded to the U.S. market in early 2025 and is available at Target and Amazon.
Wild personal care products have quickly become a staple for those who want high-performance odour protection but are eager no to generate excessive packaging waste. The brand pairs reusable cases with plastic-free refills wrapped in compostable bamboo pulp, designed to cut single-use plastic from daily routines and aluminium-free vegan and cruelty-free formulas.
