Wild at Heart: Indie Fragrance Brand Comes to Walmart


Wild Spirit, a new independent fragrance brand, has launched.

Billing itself as a fragrance brand “for the everyday girl,” Wild Spirit is paraben-, sulphate- and dye-free, at an affordable price point. It is the sister brand of the New York-based Raw Spirit and is available at Walmart stores nationwide, wildspiritfragrances.com and amazon.com. 

The collection consists of four scents, which can be layered to create a unique scent experience. They include:

  • Spring Jasmine— “Sassy, cheeky, cute,” a natural, white floral creation with a dominant jasmine  signature enhanced by specialty tea notes  
  • Chill— “Free-spirit and bohemian;” woods contrasted with fresh, airy scents
  • Driftwood— “Alluring, trend-setting and original,” inspired by fallen trees with tropical floral notes
  • First Snow— “Empowered and fierce,” crisp aromatic notes and black pepper combined with a smoldering woody effect

Each bottle features a female influencer shot along a natural backdrop; they include IMG models Ashley Moore, Victoria Germyn, Laura James and Eva Adams.

“We want to start a revolution! We want to make clean, high quality, affordable, interesting fragrances. We want to encourage the wearer to experiment and to embrace their own unique self - their ‘wild spirit,” said Wild Spirit and Raw Spirit founder Joyce Lanigan. “A lot of thought and love has gone into each of these fragrances and we hope that it shows!”

Added Jody Pinson, head of beauty at Walmart: “Walmart has taken major strides within our beauty department; we have started to revamp the department as a whole, modernizing the shopping experience and enriching the product assortment.  And, we have introduced innovative, clean products that are affordable.  These are the products that all women especially millennials are looking for.  We are super excited for the launch of Wild Spirit; it’s a line that is on trend and speaks direct to our consumer bringing luxurious fragrance at affordable prices. Beauty at Walmart is destination where she is buying something for herself when she comes in shopping for her family, and Wild Spirit celebrates her!”

Each scent is available in 30mL atomizers and sold separately at a suggested retail price of $24.98. A discovery set is also available, containing all four scents in 7mL rollerballs, for $ 14.98.

Related: Walmart to Launch Digital Beauty Boutique

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