Refillable personal care brand Wild and its Global Brand Ambassador, Emma Raducanu, have teamed up to create her very own scent, Garden of England.
Inspired by her upbringing in Kent, Garden of England blends crisp rhubarb, fresh green leaves and rose petals, capturing the feeling of a British summer in the countryside.
The launch marks the latest milestone in Emma’s partnership with Wild, which began in 2025. As an athlete, Emma puts Wild through its paces every day, demonstrating that high-performance protection and natural formulas can go hand in hand.
Emma Raducanu says: “For me, a deodorant formula needs to be able to keep up with me, whether that’s on or off the court. Performance is really important, and Wild has always delivered, whilst remaining a more conscious choice.
Creating my own scent with Wild was such a special moment. Growing up, I was surrounded by beautiful countryside, and the rhubarb, green leaves and rose petals instantly takes me back to summer at home. That’s what I love most about Garden of England – it feels like carrying a little piece of Kent with me, wherever I am in the world!”
As Wild continues to expand its partnership with Emma, she also stars in the brand’s latest major campaign. Filmed inside a Tesco store, the playful advert transforms the supermarket into a one-of-a-kind tennis court, where Emma takes on a group of children from Bromley Tennis Centre – the very club where she first learned to play tennis. Complete with painted court markings across the shop floor and a young umpire keeping the players in check, the campaign brings together Emma’s sporting journey and Wild’s high-performance credentials in an unexpected and memorable setting. The campaign launched on 17 June and is being supported by a nationwide out-of-home rollout, alongside digital, social and dedicated in-store activity across Tesco stores nationwide, where Wild is now stocked in 745 locations across the UK and also on the Tesco website.
Wild personal care products have quickly become a staple for those who want high-performance protection without the waste. The brand pairs sleek, durable, reusable cases with plastic-free refills, designed to cut single-use plastic from daily routines while delivering long-lasting odour protection with vegan and cruelty-free formulas. Wild became a Certified B Corporation™ in 2023, underscoring its commitment to verified social and environmental performance.
Charlie Bowes-Lyon, co founder of Wild, says: “This launch is far more than just a new scent; it’s a celebration of Emma and everything she brings to the Wild brand. Emma has been an incredible ambassador for Wild because she genuinely puts our products to the test, demonstrating that natural deodorant doesn’t mean compromising on performance.”
Available exclusively at wearewild.com from 23rd June, Garden of England will launch across the brand’s refillable stick deodorant, roll-on antiperspirant and body wash ranges.
