Consumers of personal care wipes have more choices than ever before. As people look to wipes to deliver an easy and efficient way to cleanse, brands both new and old are offering innovative products that target everything from head to toe.

While sales of personal care wipes aren’t projected to grow at staggering rates in the coming years—Euromonitor expects the category to grow at 1.7% value CAGR between 2022 and 2027 in the U.S.—companies are coming out with innovative solutions for those seeking the simplicity of using wipes for a variety of personal care tasks.

According to Euromonitor, moist toilet wipes is projected to grow the fastest at 4.7% CAGR, followed by cosmetics wipes at 1.2% CAGR. “Consumer enhanced hygiene routines, expanding product awareness and recovering social activities are key drivers,” says Liying Qian, head of Tissue and Hygiene, Euromonitor International.

Baby wipes, the largest personal wipes subcategory, is also expecting healthy growth at slightly above 1% CAGR, Euromonitor reports, while intimate wipes and general purpose wipes record more moderated yet still positive growth CAGR at just under 1%.

For growth in baby, intimate, cosmetics/facial cleansing and moist toilet wipes, heightened wellness needs and desire for convenience are their shared growth drivers, according to Qian. “Another booster for these personal wipes’ growth, particularly baby, intimate and facial cleansing wipes, is players’ cross-promotion and cross-merchandising that support holistic, regimen-driven care,” she says. “For example, players increasingly market personal wipes alongside adjacent health and hygiene products, such as baby wipes with other baby care goods and intimate wipes with menstrual and skin care products, as customizable bundles. Such a strategy helps encourage trials and repeat purchases of these wipes.” 

Other wipes-specific drivers include affordability and versatility for baby wipes, and recovery of away-from-home activities and hence growing social occasions for cosmetics/facial cleansing wipes, she adds.

The one personal care wipes segment that saw a decline last year was general purpose wipes, with a good portion containing sanitizing and antibacterial properties. Qian says this was a result of consumers scaling back cleaning intensity as the pandemic eased and consumers shifted to cheaper, more gentle cleaning wipes such as baby wipes. Despite the decline, per capita consumption of general purpose wipes still stands above the 2019 level, according to Euromonitor.

Gentle for Baby

In the baby care market, where parents are requesting products with specific qualities that cater to babies’ sensitive skin—hypoallergenic, fewer ingredients, no fragrance, plant-based, among others—brands are introducing new or improved products to entice moms and dads.

Increased innovations, particularly in baby wipes, are tapping cleaner (meaning more plant-derived, skin- and eco-friendly) ingredients that also promise cleaning efficacy and efficiency, according to Qian. “More products are bearing more skin-forward attributes such as pH balanced, microbiome-friendly and containing hydrating and calming lotion or oil.”

Kudos, which launched a line of baby diapers featuring a 100% cotton topsheet in 2021, expanded its product lineup last year with plant-based baby wipes. Kudos Premium Baby Wipes are made with 99% purified water and feature 100% cellulosic fibers from sustainably managed trees. Using Veocel Lyocell fibers, the wipes are compostable and biodegradable, according to the company. The wipes are also extra thick, with a raised quilted pattern and performance grip.

Meanwhile, WaterWipes, the pioneer in 99.9% water-based wipes, launched new 100% biodegradable and plastic-free wipes, which made it the first major U.S. baby brand to change all its wipes to be 100% biodegradable, plant-based, plastic-free and compostable. This change, which was also rolled out globally, means WaterWipes will save the equivalent of 228 million plastic bottles and 3.28 Olympic-sized swimming pools of water a year and will be part of the movement to help reduce the amount of waste filling landfills.

“As the world has grown more environmentally conscious, so has WaterWipes,” says Lindsay Martin, vice president, WaterWipes North America. “With the U.S. launch of biodegradable and plastic-free wipes we’re excited to offer a product that is better for the planet, without compromising the quality of our wipes. This launch marks another step forward in WaterWipes’ commitment to sustainability.”

WaterWipes baby wipes will continue to be made with just two ingredients, 99.9% purified water and a drop of fruit extract.

WaterWipes are also the first wipes to have been certified as ‘Microbiome-friendly’ baby wipes by MyMicrobiome. This accreditation evaluates personal care products that are used on the skin to examine their effect on the microbiome of specific body sites.

MyMicrobiome is an independent organization composed of scientists who evaluate the impact of personal care products on the skin microbiome. They have developed a standard of testing that assesses how products influence and impact the skin microbiome.

“This is a huge milestone for WaterWipes. We’re proud to receive this accreditation and continue supporting parents, and babies throughout their skin care journey,” says Jill Sommerville, director of Medical at WaterWipes. “We know the critical role the microbiome plays in our skin and our overall health. This is why we are committed to providing high-quality products that complement the health of the skin.”

The skin microbiome is made up of millions of bacteria, fungi, viruses, and other microbes. It’s a complex and diverse ecosystem that is balanced to support these microorganisms and maintain their environment. Impaired skin barrier function and disruption of the skin microbiome balance has been shown to be involved in skin infections and skin conditions, so an understanding of the skin microbiome may be beneficial.

Like other baby care brands, Dabble & Dollop is focused on removing unnecessary ingredients in baby wipes. The company, which offers USA-made children’s bath and body products, launched its new Dabble Ducky line of infant and baby products last year. Designed for infant skin, eczema-prone skin, and dry or irritated skin, Dabble Ducky’s Infant Face & Neck Wipes are fragrance-free, essential-oil free, and feature the company’s proprietary Beta-Baby beta-glucan ingredient. Beta Baby nourishes the stratum corneum (the outer-most layer of skin), helps reduce redness, irritation, and assists in soothing even the most sensitive skin types.

Created by Dabble & Dollop founder Stephanie Leshney, a 20+ year veteran of the cosmetic and personal care ingredients space, Dabble Ducky products feature 10 or fewer ingredients and, in addition to being vegan, dairy-free, gluten-free, and cruelty-free, underwent rigorous testing with third-party laboratories to ensure they are Certified Tear-Free, ultra-mild, and infant safe. The product line’s formulations highlight the company’s “Less is More” ethos.

“Having sold ingredients for over two decades, I know all too well that most brands load up their products with unnecessary fillers designed to appease marketers, not improve efficacy,” says Leshney. “Our focus was to support the delicate infant skin barrier while using a minimal number of components. We omitted fragrance, essential oils, and any other ingredient that did not directly improve our product’s function or safety.”

Meanwhile, new baby care brand Proudly is the first accessibly-priced baby care company with products designed specifically for children of color. Founded by actress Gabrielle Union and former NBA star Dwyane Wade, the products have been co-designed with dermatologist Dr. Naana Boakye, who has thoughtfully studied and selected plant-based, moisturizing ingredients to consider the unique needs of melanated babies, who are more prone to some skin concerns such as general dryness, eczema, cradle cap, and acne.

“Proudly was inspired by our daughter, Kaavia, and millions of other babies of color,” say Union and Wade, Proudly co-founders. “We set out to build Proudly because we found there was a lack of options for children of color as we’ve raised our own kids. We want these products to be intentional, but also to be accessible to the people who need them. We’re overjoyed to finally have them out in the world.”

The new line includes Gentle Touch Baby Wipes for faces, bums, sticky hands, and more–they’re ideal for sensitive skin, hypoallergenic, pH-balanced and made with 100% FSC-certified biodegradable fiber, 96%+ water, moisturizing shea butter and soothing aloe.

In September, Proudly expanded into retail with an exclusive partnership with Target. The brand’s body and bum care line is now available at Target stores nationwide and online at Target.com.

“At Proudly, we are focused on creating high-quality, affordable baby care products specially formulated to meet the needs of babies and children of color who are more prone to skin concerns like general dryness, eczema, cradle cap and acne,” says Pam Cholankeril, president of Proudly. “Our children should know they are an inspiration and should feel loved and empowered. We are not just a brand made for us, we are a brand made by people of color. I’m thankful for our partnership with Target and their commitment to making a diversely-run brand like Proudly more accessible to our consumers.”

From Head to Toe

Although many consumers grab baby wipes for applications outside of baby care—to remove makeup, cleanse hands, etc.—brands are still launching specific products targeting these areas of the body.

For Soul Wipes, the constant need to sanitize throughout the pandemic led to an a-ha moment for its founder.

“The pandemic triggered so much fear in everyone’s life, mine included,” says Monica Dean, founder of Soul Wipes. “My husband struggles with alcohol addiction and the smell of the sanitizing wipes during the pandemic smelled like tequila and vodka elevating stress for everyone. So much pressure, so much fear, how could this get any worse?” she thought.

After being unsuccessful looking for an alternative smelling wipe, Dean had the idea to infuse hand sanitizing wipes with essential oils. “I am a big lover/believer of the calming effects of essential oils and crystals,” she says. “This is how I protected my energy during this timeframe. I wondered why there wasn’t a wipe that smell or felt better. Essential oils allow me to center myself when being pulled out of control. I use them for mini meditations and calming during chaos. Likewise, for crystals I use them to heighten my vibe as a tool on my desktop and windowsills thought my house.”

The Soul Wipes line consists of seven products each focused on a different chakra. The base of every product is a container of 50 gsm, 100% bamboo wipes with 70% ethyl alcohol that can kill 99.9% of bacteria on a person’s hands. On top of this hygienic base, Dean added a blend of pure essential oils, conditioning aloe and flowers, and crystals that align with each chakra. 

Dean wanted to share this experience with others and created Soul Wipes as a natural sanitation wipe but also as a mediative experience each time a wipe is used. “It is a general belief that mediation is difficult, by using Soul Wipes and breathing/calming yourself a small moment at a time you are actually practicing a mindful moment,” she says.

Currently, Soul Wipes are available through its own website, soulwipe.com, as well as Amazon, livelovespa.com, homvare.com, retail boutiques in the Los Angeles area and small yoga studios. The brand is also in the process of negotiation with a yoga chain in the U.S.

pH-D Feminine Health is targeting another part of the body. The brand, which offers boric acid suppositories, recently launched Holistic Body Wipes, the first wipes to contain boric acid, a powerful yet gentle ingredient to help neutralize odor on any part of the body. While other wipes aim to mask odor, these individually wrapped on-the-go wipes are meant to neutralize it for anytime freshness and great for a gym bag or travel carrier.

Paraben-free, pH-Balanced and cruelty-free, pH-D Feminine Health’s Holistic Body Wipes are ideal for personal hygiene, odor control, and even facial cleansing on-the-go.

According to Deeannah Seymour, CEO and co-founder of pH-D Feminine Health, boric acid is a compound found in seawater that has been used for over 100 years for neutralizing vaginal odor. “Because it neutralizes odor, it works great on any part of the body to renew freshness,” she says. “Our boric acid wipes are the first-to-market innovation in the feminine wipe category bringing an easy solution to fight odor on-the-go. It’s an instant fix and safe to use on any part of the body from your armpits to your vulva.”

The company, which offers suppositories, body sprays, foam washes, and more, launched body wipes because it noticed a need in the market for a holistic solution that works for women of any age to help them feel confident and comfortable in their skin whether they need a fresh up at home or on-the-go, Seymour adds.

The 30-count box of wipes is $9.99 and available at Amazon.com and phdfemininehealth.com.

Even manufacturers in the plumbing industry are getting into the wipes game. Oatey Co, which has been in business since 1916, recently introduced Hercules For Body, body wipes that are hard on grime and odor rather than skin and require no water or rinsing.

Hercules For Body is formulated specifically for contractors and job-site conditions and is effective at removing a range of dirt, grease, oil and other residue that contractors routinely come into contact with. The wipes can also be used to clean those same substances off most tools and jobsite equipment. The wipes can also be used for cleaning up after outdoor activities and yardwork.

Hercules for Body’s fragrance-free formula washes away grime and odor without leaving residue. Including aloe and Vitamin E to soothe and condition skin, Hercules For Body are tough, large-size cloths that clean without tearing. The new easy-to-grab, 8 x 10 inch cloths cover more skin, which means contractors need fewer towels to get clean.

Hercules For Body wipes are available in two package quantities: 80 towels per pack – a convenient snap-close top ensures the towels don’t dry out or get dirty; and 30 towels per pack, which can be shopped from a counter display.

Dr. Scholl’s, meanwhile, is targeting Athlete’s Foot with its latest launch. In fact, the foot care brand teamed up with former head football coach and analyst (and foot enthusiast) Rex Ryan in celebration of its new Instant Cool Athlete’s Treatment Spray and Wipes. In this role, Ryan is utilizing his notorious foot expertise to mentor the University of North Carolina football team with his “toe tips” on proper foot care maintenance.

“Two things are for certain: I know football, and I know feet,” says Ryan. “But the stigma around talking about feet has always felt so unnecessary to me. I’m excited to share my expert knowledge with these young Tarheels and help them step up their game—including tackling Athlete’s Foot with the help of Dr. Scholl’s.”

The brand has also partnered with foot and ankle surgeon, and star of TLC’s My Feet Are Killing Me, Dr. Brad Schaeffer to offer a professional perspective on Athlete’s Foot as a condition.

“Playing sports at the collegiate level can lead to multiple concerns, including Athlete’s Foot, which can be grueling on the mind and body,” says Dr. Schaeffer of Sole Podiatry NYC. “The warmth and dampness of locker rooms are breeding grounds for the fungus that causes Athlete’s Foot. So, treating quickly with Dr. Scholl’s Instant Cool Athlete’s Foot Solutions gives athletes and non-athletes alike instant cooling to minimize the physical and emotional discomfort that often accompanies the common condition.”

Dr. Scholl’s Instant Cool Athlete’s Foot Treatment Wipes offer itching and burning relief from tolnaftate, are clinically proven to relieve and prevent Athlete’s Foot with daily use and offer relief for cracking and scaling of skin on feet and toes.

Safer to Flush

On the flushable wipes side, major players in the market have continued to improve their base materials to make them degrade even faster when flushed.

Nice-Pak recently unveiled its Nice ‘N Clean Wipes SecureFlush product in the U.K. The line was first introduced in the U.S. in 2021.

The new technology has been verified as ‘Fine to Flush’ and independently tested to confirm that it breaks apart even faster than a toilet roll, an industry first. SecureFlush Technology results in a unique, 100% cellulose nonwoven wipe that is strong enough to clean, yet break apart rapidly when flushed. The wipes contain naturally derived ingredients and are made from 100% biodegradable plant-based fibers. In addition, the wipes are packed in recyclable packaging.

“To create moist toilet tissue that breaks apart even faster than toilet roll is a significant achievement for our team, who spent several years carrying out the comprehensive research and development,” says Kevin Verbruggen, marketing director at Nice-Pak. “Our new SecureFlush technology has the ability to add category value, as we attract more shoppers to buy moist toilet tissue, and trade existing shoppers up to an added-value brand.”

Kimberly-Clark, which introduced Cottonelle flushable wipes over a decade ago, also recently upgraded its flushable wipes line. Cottonelle’s latest product improvement for Cottonelle flushable wipes has enhanced the wipe’s flushability so they break down like toilet paper.

“While the majority of Americans agree that using flushable wipes with dry toilet paper is worth it to feel the extra clean, only one-third feel comfortable flushing flushable wipes,” explains Ada Zavala, senior brand manager, Cottonelle Brand. “The enhancements to our product are designed for a worry-free flush giving consumers the confidence that their flushable wipes will break down like toilet paper.”

Cottonelle says that the most recent formulation of its wipes is plumber approved and compliant with International Water Services Flushability Group (IWSFG) 2020 flushability specifications. IWSFG is comprised of water professionals seeking to provide guidance on what should and shouldn’t be flushed.

Cottonelle also claims its flushable wipes lose strength four times faster after flushing versus leading brands.

“We recognize the responsibility to consumer education and product efficacy that comes with being the category leader in flushable wipes, and we don’t take that lightly,” says Zavala. “It’s through our efforts with wastewater officials and organizations that we are able to help educate consumers on what is, and is not, flushable.”

Meanwhile, K-C’s Western Europe business units have reported new developments in sustainability and flushability. In 2022, in the Moist Bath Tissue category, its Cottonelle portfolio (as well as Hakle, Page and Scottex products – under the same portfolio for different geographies) moved to a more sustainable packaging.

The new packaging continues to be 100% recyclable, as in previous years. However, K-C went beyond that, and its packaging is now made from 30% PCR material which means it contains 30% recycled plastic. Also, to reduce usage of plastic in big formats, such as Maxi packs, the company removed the ‘rigid flip top’ and now uses a recyclable peel and seal label for the opening.

K-C also launched a new premium variant for the Cottonelle, Hakle and Page brands in Western Europe with an innovative, pure formulation, which is 99% water-based and skin pH friendly.


Best for Pets
Wipes aren’t just for humans. Several brands are also targeting our furry friends when it comes to health and cleanliness.

Zoop Health + Odor Grooming Towels & Wipes: Have a stink-free healthy skinned pet, forever, when using one towel once every six days. Zoop Health + Odor Grooming Wipes & Towels eliminate the main cause of bad body odor and many other skin problems. These wipes are nanosilver ion-infused, keeping a pet’s sebum layer intact for long-term odor control. The nanosilver ions help zap the harmful bacteria on pets. The results: a less smelly, healthier pet. Zoop recommends using the towels for the body and the wipes for the sensitive areas – the eyes, ears, and bottom- to avoid body germs reaching sensitive areas.

Project Watson for Dogs: Bausch + Lomb, a global eye health company, announced the introduction of Project Watson health care products for dogs in the U.S. The new line of products is specifically formulated to help support dogs’ eyes, ears and overall wellbeing using high quality and naturally inspired ingredients. Project Watson eyelid wipes for dogs are gentle, pH-balanced, pre-moistened textured wipes with micellar technology that cleanses and hydrates around the eyes to help remove excess buildup. Project Watson ear wipes for dogs, also gentle, pH-balanced pre-moistened textured wipes, are formulated to help support ear cleaning and care.

Pet WiPees for Dogs and Cats: Pet WiPees are a safe and stress-free way to remove dirt, odor, and allergens for an everyday clean for dogs and cats. In addition to wiping away messes, Pet WiPees also provide some amazing benefits. Pet WiPees Dog All Purpose + Skin & Coat, Dog All Purpose + Allergy, and Cat All Purpose wipes are made with proprietary enzyme and probiotic blends to retain the skin’s epidermal barrier. These create a protective barrier that prevents allergens from staying on skin and can be used all over the body. Meanwhile, Pet WiPees Ear Wipes reduce bacterial population to help prevent infections. Pet WiPees Gland Wipes contain anti-inflammatories to relieve and prevent irritation. Both Pet WiPees Ear Wipes and Gland Wipes are safe for dogs and cats for use in targeted areas. The tear-resistant 100% bamboo wipes are textured for a deeper and more efficient clean, and they also feature lick-safe ingredients: Pet WiPees ingredients are safe for pets to ingest and will not cause internal irritation when licked.

Wipe That Dog Cleaning Towels: MightyGood has introduced Wipe That Dog, a pet-safe cleaning towel that can be taken anywhere for easy clean up. The wipes are 50% larger than any other pet wipes on the market, functioning more like small towels than traditional cleaning wipes. Made from bamboo, Wipe That Dog wipes are designed to be tougher and longer lasting, making it easy for owners to wipe their dog’s paws and coat after long walks or muddy play days at the park. MightyGood’s hypoallergenic formula means it’s safe for any breed of dog or cat. Wipe That Dog cleaning towels come in easy-to-store 50-count packages.

Wax On, Wax Off: W.F. Young has introduced its new Silver Honey Rapid Ear Care line for pets. With 6.5 million dogs suffering from ear infections annually, Silver Honey’s Rapid Ear Care offers the first and only ear care products to treat ear infections effectively and naturally at home using Manuka honey and MicroSilver BG. Silver Honey Rapid Ear Care Vet Strength Ear Wipes instantly remove debris and wax to maintain ear health and prevent bacteria from entering the ear.