If you spend any time with wYldfire, you will hear strong language. That is on purpose. Women are taught to polish every word before it leaves their mouths, and we believe she deserves words as big as what she feels.

What the research says

Science backs this up. In a 2018 study in Psychology of Sport and Exercise, people who swore during a cycling sprint produced more peak power, and their grip strength rose too. A 2025 study in American Psychologist found that swearing helped people push through a physical challenge for longer, and linked that boost to greater self-confidence, focus and flow.

Naming feelings matters too. Research published in Psychological Science in 2007 showed that putting a feeling into words calms the brain's alarm center. And a 2014 study in the Journal of Personality and Social Psychology found that speaking to yourself by your own name helps you handle stress with a clearer head.

Real feelings deserve real words.

Truth, release, power

Here is how we see it. Strong language gives a real feeling its real name: that is truth. Once it is said out loud, the weight lifts: that is release. And bold words carry bold energy that belongs to her: that is power.

On purpose, every time

This is why our activations sound the way they do, and why our products carry names women recognize from their own lives. Every word in the wYldfire house is chosen with intention. We are in the power business, and words are where power starts.

Visit our Power of Words page to explore the research and the words we live by.