Founded in 2018, UK-based Wild Science Lab launched its first two ranges in late 2020 after around two years of development – a leaf and seed hair care line and a root and fruit facial line . The hair care range included CBD and hemp seed oil designed to offer a preventative approach to scalp issues, and the skin care range included vitamin C, bamboo extract and aloe vera designed to restore and revitalize facial skin and lead to hyperpigmentation and dullness.
Since then, the company has expanded its offering and plans to add a third collection by 2024 in body care. By the end of this year, Wild Science Lab will also introduce a new skin care range aimed at blemish-prone skin and a hair care range aimed at stimulating hair growth.
“We intend to continue the development of Wild Science Lab products for both series [hair and skin] and also to innovate and invest in new ingredient opportunities,” said Ali Wasfi, CEO of Wild Science Lab.
While the company did this, Wasfy told CosmeticsDesign-Europe that the brand will continue to work with clinically proven or patented ingredients to ensure strong efficacy, given that the products are intended for daily use and prevention of a number of scalp problems and the skin.
Retail expansion in the Middle East
Wild Science Lab was also heavily focused on expanding its retail footprint, he said, launching at major department store Printemps in Paris this month. In September/October, it will expand into the Middle East through this chain, he said, with a “store-within-a-store” setup.
Asked why the brand is focused on department stores versus mainstream beauty retailers or supermarkets, he said the “store-within-a-store” strategy means trained staff can engage with consumers on the shop floor and advise them on what products suit them of certain needs. “We don’t want to put [the brand] anywhere and everywhere. We want to focus on a place where partners can invest with us so they can support us and get the message out to customers.”
He said Wild Science Lab is also in talks with two well-known department stores in the UK, with a view to launching online by November and in stores by January 2023.
Try before you buy – the power of subscriptions and sampling
Online, the brand also wanted to maintain its reach, with products currently available through its own website and a range of multi-brand platforms including Feelunique and Amazon. It also works with several beauty subscription services like Birchbox and Glossybox.
Working with these subscription services, Wasfy said, is a great way to get the product to new users and create “a greater basis for business growth”, against relying on ads.
“We believe it’s more strategic if you’re confident in your formula because the entire database grows organically from people who have tested the product.”
Getting consumers to try and test the brand is a key lever for growth, he said, especially as a startup in such a competitive post-Covid beauty space.
As it expands its retail footprint, for example, it will send samples to its department store partners to distribute to consumers, and online will continue to offer travel-sized options.
“Because of the crisis, as you know, economically people don’t want to invest in something and then not use it. So the size of the trip makes sense to try out the product before they jump from company to company or brand to brand. It is more cost effective.”
“…Nowadays there is not much room for new brands because of the competition and the current situation – the crisis. So the uniqueness of the brand or product needs to stand out so that you can compete with competitors or prove that you are the right product,”he said.
Sustainability is central to growth and NPD
As the brand continues its growth plans, Wasfy said it will remain strongly focused on sustainability. All of its products are currently certified vegan and cruelty-free and packaged in 100% recyclable packaging, for example, which taps into this important beauty movement. The brand also works with natural active ingredients of sustainable origin.
![All Wild Science Lab packaging is 100% recyclable [Image: Wild Science Lab Facebook]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/media/images/wildsciencelab_skin_packaging_fb_crop/15584345-1-eng-GB/WildScienceLab_skin_packaging_FB_crop.jpg)
“Everyone is focusing on sustainability now – people like to focus on getting more sustainable solutions around packaging and ingredient sourcing. And not only that, but also the production itself, for example to improve the carbon footprint.”
“…Our mission here is to provide premium, affordable solutions (…) and fully respect the environment,” he said.