Brand Break Down: Wild Fox Apothecary

Updated: Mar 16

*This feature is not sponsored or paid for in any way by Wild Fox Apothecary or any other invested party

A lot of people, us here at Your Conscious Cart included, love their skincare. To many, it’s not just something to do, it’s that bit of me-time at the beginning and end of your day where you can have a short time to relax and just focus on yourself, and for one brand, that’s what it’s all about.

Wild Fox Apothecary sells more than just skincare products, they offer “exotic, luxurious rituals inspired by ancient Moroccan beauty secrets.” Their products are also designed with inclusivity and multi-functionality in mind. Their packaging is universally appealing and their marketing is targeted to everyone - very unlike a lot of mainstream skincare brands that are usually heavily marketed to either just men or just women. Some of their products, their 100% Premium Argan Oil, for example, are also designed to be a triple-duty product (for skin, hair, and nails) so that you can get more out of your purchase.

Wild Fox products are made of exotic, “concentrated, earth-conceived ingredients” from Morocco to elevate your usual skincare routine into a luxurious “aromatic beauty ritual that soothes the mind, body, and soul.” Inspired by the purification rituals of the Moroccan Hammam, their mission is to transform the mundane and sometimes tedious skincare routine into “immersive, beautifying rituals that elevate mood and enhance wellbeing.” As for the ingredients, the company claims that all of its products are ethical, natural, and organic. However, some may have concerns about the sourcing of their main ingredients - argan oil and prickly pear seed oil. So, to get the full picture, we reached out to founder Nicole to talk about the brand.


OWNERSHIP

Wild Fox Apothecary, founded in 2017, is a small, indie beauty brand. It does not have a parent company and is owned by founder Nicole Louise.

INGREDIENTS & RAW MATERIALS

Wild Fox products are made of “only the highest quality raw ingredients,” many of which are from Morocco. They are cruelty-free (they also do not sell in mainland China) and vegan but do not have any certifications yet. However, we have been told that they will be seeking independent certification for these in the near future. Wild Fox sources ingredients are ECOCERT USDA Certified Organic and ACO Australian Certified Organic. They were also in the process of gaining ECOCERT Certification for the brand when COVID19 struck. They will also be seeking independent organic certification in the near future.


SOURCING & MANUFACTURING

There are some valid concerns about sourcing exotic ingredients such as argan oil and any ingredient derived from prickly pear from fair trade advocates. However, Wild Fox sources only “the highest quality USDA Certified ingredients in micro batches from a fair trade cooperative of women artisans in Southern Morocco.” This partnership between Wild Fox and its supplier for fair trade argan oil and prickly pear seed oil honours these artisan women and their centuries-old traditions while supporting these local Berber women, their families, and their communities. Through this partnership, these artisan women can get a hand to help them become financially independent, educate their families and communities, and have basic utilities such as electricity and running water.

And if you had any concerns about how the products are made, you can rest assured that when you buy Wild Fox products, what you have in your hand has been crafted by hand in small batches by founder Nicole Louise.



PACKAGING & RECYCLING OPTIONS

Wild Fox uses biophotonic glass, which is 100% recyclable, to package their products to maintain the quality of the contents and lengthen the durability and potency of sensitive products without the need to add preservatives to the formulation. They also use cardboard boxes and natural, reusable calico drawstring bags.

At this time, Wild Fox Apothecary does not have a recycling program or a refilling option. However, we are happy to tell you that founder Nicole has let us know that as the brand grows, these options will definitely be made available.

GIVING BACK & ADVOCACY

Despite being a small business, Wild Fox has recently donated their products to the Look Good Feel Better campaign, an Australian national community service program dedicated to teaching cancer patients how to manage the appearance-related side effects caused by cancer treatments.

DIVERSITY & INCLUSIVITY

Inclusivity is a huge part of Wild Fox Apothecary’s brand. It markets itself as a unisex skincare brand that believes that “skincare is genderless” and the marketing and packaging definitely reflect that.

Wild Fox could not offer us any data or demographics at this time though because even though they “support, embrace, and celebrate diversity and inclusion,” it is only just Nicole who works on the brand for now.




After learning about this brand, it seems to us that If guilt-free, 100% natural products that deliver an exotic spa experience sound like great additions to your skincare routine for you, a little trip to the Wild Fox Apothecary website may be in order. Despite being a relatively new player in the market, Wild Fox Apothecary has already shown that sustainability, inclusivity, and luxury can go hand in hand. Their products, full of pure, unadulterated ingredients in straightforward yet thoughtful packaging, are made with everyone in mind and it’s refreshing to see. Hopefully, the brand can soon obtain the official cruelty-free, vegan, organic, and fair trade certifications they are working to gain to give conscious consumers more peace of mind.

Wild Fox Apothecary products are available in Australia, the UK, and the USA.