B•WILD
Our Story
Sun exposure accumulates, whether you're out for a walk or embarking on a full-day adventure.
B.Wild's story began with this simple truth. Our founder, Alex, spent countless hours outdoors, biking, hiking, and running, until a skin cancer diagnosis made sun protection impossible to ignore. Frustrated by messy, inconvenient options and the plastic waste they left behind, Alex set out to create something better.
That mission became B.Wild: a woman-owned company dedicated to making reapplying sunscreen second nature, without compromising on convenience or sustainability.
Meet Our Founders
Alex Merlino
CEO & Co-Founder
Alex Merlino is a seasoned strategist and storyteller with a passion for building purpose-led brands that spark behavior change. With a background in environmental advocacy, digital media, and community engagement, she’s spent her career creating campaigns that drive both impact and action.
As CEO of B.Wild, Alex leads with a clear vision: to make outdoor wellness accessible, inclusive, and low-impact. She brings a sharp focus to brand strategy, partnerships, and long-term growth, ensuring every decision supports B.Wild’s mission to help people reconnect with nature through everyday rituals.
Camilo Giraldo
Co-Founder
Camilo Giraldo is a creative strategist and outdoor enthusiast with over a decade of experience building brands that inspire and connect. His background spans global agencies and mission-driven startups, where he’s led campaigns at the intersection of wellness, sustainability, and lifestyle.
At B.Wild, Camilo leads brand and creative, blending design, storytelling, and a deep commitment to nature. His vision drives the brand’s mission to make outdoor wellness more accessible, inspiring everyday connection to the wild.
Kathy Silva
Co-Founder
Kathy Silva is a purpose-driven brand strategist with a strong track record in health, wellness, and sustainability. She’s led marketing and partnership efforts across both global CPG brands and natural product startups, with a focus on mission-aligned growth.
At B.Wild, Kathy leads product strategy and operations, blending her passion for clean ingredients, responsible sourcing, and outdoor wellness. Her work ensures every product delivers on the brand’s commitment to people, planet, and daily rituals that reconnect us with nature.