Wild's main goal is to teach people how to develop a skincare routine in an easy, non-instructional approach so they don't get bored. The solution? A psychedelic world that embraces chaos. Not only does the branding stay true to the psychedelic aesthetic, it also uses that concept as a jumping-off point for "trips" as a new skincare format. "Routines" are now "trips," in line with the psychedelic visual identity, and the various skincare products are locations you have to "go" to. Imaginary though they are, these destinations serve as the focal point of the concept, and as such they are unapologetically bold, wacky, and highly immersive, essentially a cartoon world besides ours, very much unlike traditional skincare brands. Wild teaches you to tame the wilderness of skincare—it’ll help you map out your ultimate skin trip.