Wild Roll-on by PPK, designed by Morrama Design with Jo Barnard and Lucy Williams

Roll-ons account for over 26% of deodorant sales in the UK, yet the refillable options available have struggled to gain traction. Messy pour-in refills, exposed rollerballs, and overly complex mechanisms have created friction at exactly the moment refillables need to feel effortless. The brief from Wild was clear: Design a refillable roll-on that people would actually want to use.

It needed to feel premium, be intuitive from first use, align seamlessly with Wild’s existing low-waste ecosystem, and remove the practical pain points that had held the category back. At the same time, the product had to uphold Wild’s sustainability commitments. That meant minimizing material complexity, enabling disassembly at end-of-life, and developing a refill solution that avoided single-use plastic while still performing reliably with a liquid formula.

The target audience was Wild’s existing customer base, design-literate, sustainability-minded consumers who expect refillables to be not just better for the planet, but genuinely better products. The outer case echoes the premium language already established across Wild’s stick deodorant and body wash. A softly rounded silhouette sits comfortably in the hand and visually connects the roll-on to the wider range.

Material choices balance durability and circularity. The case is made from anodized aluminum and 50% post-consumer recycled plastic, and is designed to be fully disassembled at end-of-life. Every element has a clear purpose, with no unnecessary parts or gestures. Crucially, the refill experience feels calm and deliberate. By hiding complexity inside the product and simplifying the user interaction, the design reinforces the idea that refill is the default, not the compromise.