Based in London, UK, Wild Deodorant is a direct-to-consumer provider of sustainable, natural deodorant. With a deodorant case designed to be refilled, subscriptions became their go-to vehicle for growth. The products are aluminum-free and compostable, designed to match their mission: sell a quality product that doesn’t impact the environment.

Wild Deodorant’s renewable product design led to six-digit subscribers

In partnership with Recharge, Eastside Co has been helping subscription-first ecommerce businesses scale for over 4 years. Developing Shopify stores and integrating the Recharge platform allows ambitious brands to realize the power of subscription-based services and products.

The first step towards success was overhauling Wild’s non-transactional site to start bringing in revenue on Shopify. With experience building beautiful subscription sites that convert, Eastside Co went to work leveraging their expertise and strong relationship with Recharge.

“We’re proud to have such a strong and collaborative partner network to enhance the Shopify sites Eastside Co develops. Our team has a great relationship with Recharge, and the platform delivers fantastic results when integrated on our client sites.”

Jason Stokes

Jason Stokes

CEO, Eastside Co


The early wins delivered on Shopify were exciting but not quite enough to achieve consistent growth. Therefore, Wild’s next step after launching the site was focusing on the Customer Portal. Preventing churn is just as important as acquisition for subscription brands, so the greatest opportunity for revenue growth came in the form of revenue protection.

Customer Portals become powerful when subscribers are empowered to manage their own subscription. In Wild’s case, they needed to allow customers to swap their current subscription for a different scent in case they were curious about the various fragrance options.

Once the foundational layers for revenue growth and churn reduction were completed, Wild would turn their focus to internationalization. Selling in multiple countries means duplicating storefronts and working with multiple currencies, not an easy technological lift.

Wild Deodorant’s renewable product design led to six-digit subscribers


Opting to focus on a subscription-first service through Recharge meant overhauling quite a few pieces of the customer experience. Wild was able to ensure everything ran smoothly from the moment a customer landed on their renovated website all the way through checkout and post-purchase subscription management.

The relaunched website is a UI/UX masterpiece, mixing colourful and attractive imagery with intentional functionality. The navigation leads prospective customers straight to the subscription program where they customise each step to receive their own, unique product.

The Customer Portal clearly offers the ability to swap products so customers are more likely to stay subscribed, therefore growing lifetime value and reducing churn. With all the changes, the results speak for themselves: in less than one year, subscription processing alone has grown to over £1m a month.

The phenomenal success of the site and subscription service meant other countries were given the green light. There can be technical complexities to navigate in order to achieve success in multiple countries, but through collaboration with Recharge and Eastside Co, Wild has launched a German store and has plans for more countries as their business continues to scale.

“The combined tech stack of Shopify and Recharge, brought together by Eastside Co, has really demonstrated the power of subscriptions and helped boost Wild to the next level much more quickly than we’d anticipated.”

Charlie Bowes lyon

Charlie Bowes-Lyon

Co-Founder & CMO, Wild Cosmetics