By  on June 18, 2018

When photographer Russell James and his business partner Joyce Lanigan first launched their socially conscious fragrance brand, Raw Spirit, they had plans to create another fragrance brand for the mass market down the line.

Their business plans however got sped up when last year Lanigan, who is the chief executive officer of the brand, met fragrance buyers from Wal-Mart at Cosmoprof in July. The buyers were engrossed in the brand’s messaging and mission, but knew it couldn’t work for the retailer because of the prestige price point. This encouraged Raw Spirit to speed up its ideation and formulation processes, which has now led to the launch of its mass-market brand, Wild Spirit, entering Wal-Mart exclusively on Wednesday.

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