Emma Raducanu has launched an eco-friendly vegan deodorant which she says is “inspired” by her upbringing in Kent.
Raducanu, who sparked talk of a pre-Wimbledon relationship last week after being spotted in a clinch with a PR expert, unveiled a range of personal hygiene products on Tuesday known as “The Garden of England” collection.
It has been created in conjunction with Wild, a cosmetics company that describes itself as “the UK’s No 1 refillable bathroom brand”. The company aims to reduce plastic waste and also boasts of being vegan.
“I’m so excited to share what I’ve been working on with the team at @wildrefill over the past year!” Raducanu, 23, posted to her 2.9 million followers on Instagram.
“Introducing my The Garden of England collection. This is a scent range inspired by my upbringing in Kent and favourite memories of being outside. We used notes of fresh green leaves, rhubarb and rose petals. It really smells like summer and feels like home. Garden of England is available in deodorant, antiperspirant and body wash, only in the UK. Let me know what you guys think if you try it out!”
Raducanu, who is not known to be vegan and spoke as recently as last year about a favourite post-match meal being steak, became Wild’s first global ambassador in September. She does not suggest that she is vegan in the campaign.
She is also not known to have been brought up in Kent but was raised in nearby Bromley in Greater London after moving to the UK from Canada aged two.
The Wild role followed the launch of its “Champions of Change” campaign, a global initiative championing small, sustainable actions with big, long-term impact.
“For me, the definition of champion isn’t just about results on the court – it’s about using my platform to make a difference,” Raducanu said. “I’m proud to partner with Wild on Champions of Change and represent their commitment to sustainability and innovation. It really resonates with me and I hope this is a campaign that people not only enjoy but also encourages people to back brands that are driving change.”
The endorsement was the latest in a long line signed by Raducanu since her shock 2021 US Open triumph aged 18.
Since achieving worldwide fame by becoming the first qualifier to win a grand slam, Raducanu has worked with a list of blue-chip sponsors including British Airways, Tiffany & Co, Dior, Porsche, Vodafone and Evian.
In February, she left Nike and signed a new clothing deal with Uniqlo worth a reported £2.6m a year and which involves her playing an active role in designing her on-court apparel. Uniqlo has also sponsored Roger Federer and Novak Djokovic.
Last month, it emerged Raducanu had earned £14.2m from sponsorship deals and prize money for the year ending May 2025. Accounts for her company Harbour 6 showed assets including £13.4m in cash, despite her ongoing failure to recapture the form that won her the US Open four years earlier.
Those figures were published days after Raducanu reunited with Andrew Richardson, the coach who helped her to grand-slam glory.
Just over a week ago, she finished runner-up at Queen’s following her biggest final since that historic US win.
The following day, photographs emerged showing her holding hands in Battersea Park with a man The Sun named as John Friend, 32.
On Instagram, Raducanu follows a “private” account in the name of John Friend while a 32-year-old of that name is listed as owner and director of JSGF, a London-based public relations and communications firm.
His father is an independent board advisor who has served as a committee member on the Queen’s Club real tennis committee and on Marylebone Cricket Club’s tennis and squash sub-committee.
His brother, William Friend, a Harrow School-educated media entrepreneur, was killed in 2022 after being struck by lightning in the United States. The 33-year-old was married to the actress Bevin Prince, who starred in the television series One Tree Hill.