Wild launches new scent alongside Emma Raducanu

Refillable personal-care brand Wild has launched Garden of England, a scent co-created with its global brand ambassador Emma Raducanu.

Inspired by her upbringing in Kent, the fragrance blends crisp rhubarb, green leaves, and rose petals. It goes on sale exclusively at wearewild.com from 23 June across the brand's refillable stick deodorant, roll-on antiperspirant, and body wash ranges.

The scent extends a partnership that began in 2025, with Wild leaning on Raducanu's athlete credentials to make the case that natural formulas can match high-performance protection.

"For me, a deodorant formula needs to be able to keep up with me, whether that's on or off the court," said Raducanu. "Growing up, I was surrounded by beautiful countryside... it feels like carrying a little piece of Kent with me, wherever I am in the world."

The launch lands alongside Wild's latest major campaign, which began on 17 June. Filmed inside a Tesco store transformed into a tennis court, the advert sees Raducanu play a group of children from Bromley Tennis Centre, the club where she learned the game. It is backed by a nationwide out-of-home, digital, social, and in-store rollout across the 745 Tesco locations now stocking Wild, plus Tesco online.

Wild Co-founder Charlie Bowes-Lyon said the launch is "far more than just a new scent; it's a celebration of Emma and everything she brings to the Wild brand."