Make Waves, the British refillable deodorant brand founded by Oliver Batiste and Owen Machon, is going national with Boots, listing in 385 stores and on Boots.com from 4 August. It is the brand's largest retail step to date, and it follows its win on Boots' own Breakout Beauty UK accelerator, turning that programme's promise of national distribution into a concrete shelf presence.
Join European founders, operators, and investors who read The Checkout every week.
Make Waves says its DTC sales have grown more than 500% in the past year, as demand builds for refillable personal care that holds up on performance and design. Its system pairs a reusable applicator made from recycled plastic with recyclable click-in refill capsules, engineered by former Dyson engineers, and is designed to sit out on the shelf rather than be hidden away.
Shoppers can choose from fragrances including Bergamot & Amber, Jasmine & Rose, Raspberry & Rhubarb and Coconut & Vanilla. The formula is vegan, cruelty-free and dermatologically tested, enriched with shea butter and vitamins C and E.
AUTHOR
SUPPORTED BY PAPER RUN
Paper Run helps brands win back customers that email can't reach through automated direct mail that integrates with Shopify & Klaviyo.
SUPPORTED BY WAYFLYER
Wayflyer provides purpose-built financing to consumer brands worldwide, deploying over $6 billion to 7,000+ businesses since launching in 2020. Their data-led underwriting model and deep industry expertise enables them to deploy capital in hours, not weeks - a speed traditional lenders simply can't match.
JOIN OUR FOUNDER NETWORK:
VENICE FOUNDERS NETWORK
Where 200+ European consumer founders solve problems together.
An independent space for Europe's Consumer Founders & CEO's.
