Wild Expands Into Kids’ Bath Care With WildChild

Wild is bringing its refillable approach to bathtime with WildChild, its first range created specifically for kids.

The new line covers two bath-time basics: a Hair & Body Wash and a Bubble Bath. As with Wild’s existing personal care products, each formula comes as a refill that slots into a reusable case. The Hair & Body Wash is available in Strawberry Splash and Peach Paradise, while the Bubble Bath comes in Strawberry Splash and Tropical Twist.

And because the packaging is likely to matter just as much as what’s inside it, there are three cases to choose from. The headline design is a limited-edition Peppa Pig case featuring characters from the children’s series. Wild has also created two of its own: Rubber Duck, which pays homage to the classic bath toy, and Unicorn, which is aimed at older children. All three can be paired with either of the two WildChild formulas.

The collection sees Wild expand its refillable range into children’s hair and bodycare six years after the UK brand launched. According to Wild, the idea was to give families an alternative to single-use bath product packaging while keeping the routine easy for children to get involved with.

“As a dad, I know bathtime with young kids is always a bit of a balancing act — you want products that are gentle on their skin, easy to use, and actually keep them entertained,” said Charlie Bowes-Lyon, CMO at Wild. “We created the Wild Kids range to solve that everyday challenge for parents while tackling single-use plastic in the bathroom. Launching with a household icon like Peppa Pig is a brilliant way to make sustainable routines fun and accessible for families right from the start.”

For now, WildChild is a UK exclusive, available at wearewild.com. Wild’s wider range has already made its way to the US, but American families will have to wait a little longer for the kids’ collection, with a launch date still to be announced.