Wild Putty Is Now Wild Clay

When we launched Wild Putty, the goal was simple: create an awesome hair product with ingredients we trusted—tallow, beeswax, clay, and a few clean, functional extras.

Something for men (and honestly, anyone) who give a damn about what goes on their body and into their bloodstream.

At the time, “Wild Putty” felt like a good fit—playful, aligned with the brand, and honestly… hair product names are a mess. Clay, putty, paste, pomade—it’s murky.

But over time, we started noticing a pattern in the feedback:

Some of you expected something softer or creamier based on the name “putty”—and felt misled.

That’s on us. And we realized: the name was creating confusion about what the product actually is—and what it’s made of.

So we made a change.

From Putty to Clay

We now call it Wild Clay.
Same formula. Same ingredients. Same performance.
Just a name that better reflects what’s in the tin.

With Redmond bentonite clay as a key ingredient and a focus on volume, texture, and a strong matte finish, this product belongs in the “clay” category.

It’s grippy, purposeful, and washes out clean. And most importantly—it won’t leave your scalp coated in lab sludge.

Clay says that better than putty does.

And it leaves the door open for us to make a true Wild Putty down the line.

What’s Not Changing

We're still about radical transparency, real ingredients, and doing things the hard way when it’s the right way.

No synthetic junk. No greenwashed marketing. No BS.

And we're still building this brand with real families in mind—men who want to lead well, live with purpose, and raise their kids without compromise.

Thanks for sticking with us. We don’t take your trust lightly.

Stay wild,
Riccardo
Founder, Wilfully Wild