The increasing demand for simple, effective and convenient cleansing and skincare solutions has contributed to the ongoing popularity of wipes in the personal care industry. Today, wipes offer a quick fix for a wide range of needs—whether they are providing skincare benefits, removing makeup or freshening up various areas of the body.

“The demand for personal care wipes is poised for substantial growth over the next five years, driven by increased health consciousness, convenience needs, diverse product range and technological innovations,” says Sonali Jagadev, research analyst- Beauty & Fashion, Euromonitor International. “While challenges such as environmental concerns and consumer skepticism exist, the versatility and practicality of wipes suggest they will become a more essential daily item for many consumers.”

According to market research firm Smithers, personal care is a rapidly evolving segment of the wipes market. It has a wide variety of applications including several smaller, more specialized, types—adult moist toilet tissue, toddler toilet care, cosmetics and facial, bath and adult incontinence, feminine hygiene and others. Combined, Smithers estimated these consumed 182,100 tons of nonwovens in 2024 and worth $4.57 billion.

Citing recent Circana data, Mark Tumelty, senior VP and general manager, marketing and R&D at wipes manufacturer Nice-Pak, says household penetration of personal care wipes continues to grow, largely driven by moist toilet tissue, currently at 24.6%, +0.9 points versus a year ago. “As more consumers discover the convenience and portability of wipes, we think that demand will continue,” he adds.

Likewise, wet wipes manufacturer Kleen Test Products (KTP) is seeing the personal care wipes category continue to grow as consumers continue to gravitate to these products.

A key reason for the growth of this category is the convenience that wipes provide, according to Ann Halstead, director of marketing and retail sales. “They are easy to use, eliminate the concerns about the correct dosage and are easily transportable,” she says. “This makes personal care wipes perfect for use on-the-go such as in the gym bag, in the car, in a backpack or carried in a suitcase.”

The increase in available product options is also driving category growth. “When first introduced, personal care wipes focused mostly on skin cleansing for both babies and older adults,” Halstead explains. “Today, personal care wipes cover a wide range of uses including cosmetic skin treatments, sexual health, anti-itch, body odor control, and many more. All of these products offer significantly more convenience, portability and ease-of-use than their traditional cream and lotion counterparts.”

Flushables Grow

The category of flushable or moist toilet tissue continues to perform well as more consumers incorporate these products into their hygiene routines.

In the personal care category, moist toilet tissue dispersibility continues to be a focus for Nice-Pak. “The IWFSG (International Water Services Flushability Group) standard is becoming table stakes,” says John Iarocci, vice president of R&D at Nice-Pak. “We have IWSFG compliant product available for all of our customers. We test product regularly at our flushability lab to ensure compliance. At Nice-Pak, we continue to innovate to ensure that our flushable wipes break down quickly to care for our wastewater systems.”


At its R&D Innovation Center in Montvale, NJ, Nice-Pak has a flushability lab that is designed to IWSFG standards, which allows the manufacturer to precisely measure the dispersibility of all its flushable wipes.

When flushable wipes brand Goodwipes launched around a decade ago, the founders set out to make a personal hygiene brand that made people feel good, that they could stand behind and that felt relatable when they saw it disrupting the toilet paper or feminine hygiene aisles.

Co-founders Sam Nebel and Charlie Siciak aimed to create their products with an artisanal approach, ensuring they resonated with consumers on a personal level. Whether on the toilet, watching Goodwipes’ TikToks, or using a Goodwipe, they wanted customers to feel good. As the brand has evolved, Nebel says they’ve embraced the idea of “beauty for your booty,” reframing the act of wiping as self-care, unlike using an everyday commodity household item like toilet paper. “It’s really personal care, but we’ve been able to make it affordable so that it’s an everyday treat for your behind,” he says.

To make the wipes extra soothing for consumers, Goodwipes uses organic aloe, vitamin E, chamomile and lavender.

Since they first conceptualized the brand 11 years ago, Nebel says the public’s perception of flushable wipes has changed in a few ways. First, many consumers had no idea that wipes were an option. “What we find is that many are still in that boat where they don’t even know that you can wipe with any type of wipe, whether it’s a baby wipe, a flushable wipe or specifically a Goodwipe,” he says. “That is starting to evolve, but we still see that open opportunity out there to educate consumers.”

Second, the public’s perception of what is and is not flushable is also changing. With the passing of the WIPPES Act through the U.S. House of Representatives, Nebel says it’s starting to be clear that government agencies and consumers are starting to wake up and pay attention to what is not flushable and what is flushable.

Goodwipes has also noticed that there has been a seismic shift in consumer sentiment regarding the willingness to try a flushable wipe and talk about it. In December, the brand held a “Golden Porta Potty” pop-up event in Miami featuring an actual golden porta potty, dubbed the “Porta Palace,” which was equipped with the brand’s wipes.

According to Nebel, about 700 to 800 attendees flowed through their porta potties, and no one pushed back on the idea. Instead, people were open to the concept of wipes and attendees eagerly accepted samples, asked for hats, and expressed excitement about sharing their feedback. “This is completely different from how consumers responded five to 10 years ago.”

This shift in consumer attitudes is not just anecdotal; it reflects a broader market trend. Nebel pointed to data that shows the flushable wipes market has doubled from 2014 to 2024. He attributes much of this growth to the strong branding efforts of a few key players, as well as to growing consumer acceptance of flushable wipes. Retailers are also contributing to this growth by recognizing the success of premium brands and responding by allocating more shelf space to these types of products.

Another major factor driving growth is the influence of celebrities and social media influencers who have partnered with premium brands. In fact, Nebel notes that thousands of micro-influencers are actively promoting Goodwipes each month.

Looking to the future, Goodwipes’ newest scent, Botanical Bliss, will expand into more retail locations this year, and the brand has a pipeline of new scents planned for release.

As flushable products become a mainstream solution for personal hygiene, other brands are entering the category to meet consumer demand. The Honey Pot, for example, launched flushable Witch Hazel Intimate Wipes in November.

Designed to provide soothing comfort for individuals, especially new and expectant moms during postpartum recovery, the wipes help relieve irritation, itching and burning associated with hemorrhoids while supporting a healthy vaginal pH balance. The septic-safe wipes are designed to break down properly in water systems, helping prevent pipeline clogs and reducing their environmental impact.

According to a spokesperson from The Honey Pot, the introduction of the brand’s Witch Hazel line stems from its commitment to addressing common wants and needs the brand’s “community of humans with vaginas go through, including those that arise during pregnancy and postpartum — a time when gentle, effective solutions are crucial.”

The Honey Pot recognized that many expecting and new mothers face unique challenges, including heightened skin sensitivity and hemorrhoid discomfort. By incorporating maximum-strength witch hazel, a botanical ingredient known for its soothing properties, alongside other plant-derived ingredients, the brand created a first-of-its-kind solution that’s both gentle and effective. “Even humans who are not expecting or postpartum love these, because they’re universally great for humans who are just prone to hemorrhoids,” the spokesperson says.

According to The Honey Pot’s OBGYN & Pulse Panel member, Dr. Renita White, postpartum healing isn’t just about the obvious symptoms but the often overlooked ones like hemorrhoids, an area The Honey Pot wants to normalize the conversation around. 

“Witch Hazel has natural anti-inflammatory properties and it also helps to hydrate the surface of the skin, so irritated and inflamed skin will feel better after using it,” says Dr. White. “In regards to hemorrhoids, Witch Hazel works by constricting the blood vessels of the perianal area and decreases the pressure causing hemorrhoids.”

The wipes are larger than leading competitors, at 7 x 5 in. versus 6 x 5 in., which reflects the brand’s understanding that during pregnancy and the postpartum period, accessibility and ease of use are crucial. “We wanted to ensure thorough coverage for optimal comfort and cleansing, especially when addressing hemorrhoid discomfort,” the spokesperson says.

The generous size of the wipes also means users can effectively cleanse with fewer wipes per use, making them both practical and efficient for daily use.

Fresh Innovations

According to Jagadev of Euromonitor, facial cleansing wipes and intimate wipes are currently at the forefront of innovation in the market, with moist toilet wipes following closely behind. “The primary focus of these innovations lies in enhancing skin health and promoting biodegradability,” she says.


In line with this trend, Summer’s Eve recently introduced Ultimate Odor Protection Daily Refreshing Wipes in the intimate category. The gynecologist-tested feminine wipes are formulated with a boric acid complex to support a pH balance that aligns with the body’s natural chemistry. The fresh-scented wipes effectively cleanse away odor and discharge without irritating sensitive skin.

For facial cleansing, Fig.1 launched dissolvable Micellar Oil Wipes. The wipes are derm-developed to melt away makeup and sunscreen, revealing clean, soft, radiant skin and individually wrapped for easy travel. Fig.1 partnered with skincare innovator Conserving Beauty to unite sustainability with beauty so consumers can enjoy a zero-trace cleanse. Each wipe dissolves within seconds in water, leaving zero waste and skin glowingly clean. The wipes can be dissolved  in the shower or sink. Wipes that go into the garbage instead will biodegrade within 14 days.

The growing demand for convenient, skin-friendly wipes isn’t limited to intimate hygiene and women’s skincare. Jeff Lau, founder of NuNorm, saw an opportunity to introduce wipes into the men’s grooming space. His brand of makeup designed for men’s skin, launched in January 2024, includes wipes in its product line, reflecting a broader trend of men seeking personalized skincare solutions.

Lau’s inspiration came from his son Quincy. When dealing with acne, Quincy would use his sister’s concealer, or when he wanted to express himself, he would paint his nails. “It was amazing to see how it brought out his confidence and joy,” he recalls. “After years of seeing him and many other guys resort to borrowing makeup from women in their lives, it became clear that not all men are willing to go to Sephora or sort through the hundreds of products currently available in the beauty industry.” 

This led to the realization that there wasn’t a brand that truly understood what the everyday man wants. “Many of us are not interested in color cosmetics, heavy creams, or any product that includes glitter,” he says. “Still, we want to look good and have the option to enhance our best features, like many women in our lives do.” 

NuNorm was founded to formulate a line of products tailored to men’s skin preferences. From larger, more oily pores to fuller facial hair, the brand worked with hundreds of men to perfect its core collection.


As part of the line, NuNorm launched Reset Wipes, powered by micelles, which Lau says are like “tiny cleansing magnets that attach to and dissolve makeup and impurities.” The wipes also use Cocopure BC, a coconut-derived ingredient that cleanses while moisturizing, and a sustainable plant-based squalene complex that helps with barrier repair and fine lines. The formula is 95% naturally sourced and meets Sephora Clean standards. Plus, the effective formula is created without traditional preservatives, keeping the EWG grade at a low 1-2. “The decision to include cleansing wipes came from understanding our customer’s need – effectiveness without complexity,” Lau says.

NuNorm partnered with a renowned Japanese manufacturer that crafts the wipes using a specialized 100% biodegradable spunlace nonwoven viscose fiber. “This isn’t just any material – it’s specifically engineered to be strong enough for effective cleansing while remaining gentle on the skin,” he says. “We chose this particular fiber technology because it works perfectly with our micellar formula, allowing for even distribution of the cleanser and efficient makeup removal.”

The wipes can be used either as a quick, no-rinse solution or as part of a more thorough double-cleanse routine. “What really sets them apart is their ability to remove makeup while actually caring for your skin at the same time,” he adds.

Lau says the response to the wipes has been fantastic, especially from guys who are new to skincare and makeup. “They appreciate having a product that’s both powerful enough to remove makeup but gentle enough for daily use. What’s really interesting is how many customers tell us they keep them in multiple places—gym bag, office drawer, travel kit. The no-rinse option has been a game-changer for busy guys who want to freshen up on the go.”

While NuNorm has found success by addressing the skincare needs of men with its wipes, a similar trend is unfolding in the pet care industry. As pet owners increasingly view their pets as family members, spending on pet care products continues to rise. This shift has driven the development of new solutions targeting various health and wellness concerns, including the introduction of specialized wipes designed specifically for pets.

Last year, pet care brand HugWith launched four products to help busy pet owners manage grooming routines by providing quick, effective and stress-free solutions.
HugWith’s Pet Grooming Glove Wipes provide thorough cleaning in seconds, reducing the need for frequent baths and alleviating pet anxiety. These wipes are ideal for pet owners looking to save time while keeping their pets fresh and healthy.

For those focused on maintaining oral health, HugWith offers a Dental Finger Wipe. These finger-shaped wipes allow for precise cleaning, preventing plaque buildup and gum disease. The simple yet effective solution also increases pet cooperation during brushing, contributing to overall dental health.

In addition to grooming and oral care, HugWith’s Eye Cleaning Wipes offer gentle relief for pets suffering from tear stains, irritation, or eye discomfort. These soothing wipes not only clean but also protect a pet’s eyes from bacteria and debris, ensuring long-lasting comfort and health.

Finally, for ear care, HugWith’s Ear Cleaning Finger Wipes provide a safer alternative to traditional cotton swabs, reducing the risk of ear injuries. Their ergonomic design allows for easy, thorough cleaning, promoting healthy ears and preventing infections.

Canadian company Earth Rated also launched a new line of products designed to simplify the at-home grooming process for dog owners. This new range includes coat-specific shampoos as well as two new specialty pet wipes: one for ears and one for eyes, ensuring a comprehensive grooming experience.

Earth Rated’s Ear Wipes are extra-large, thick, and textured wipes formulated to clean dirt and wax buildup in one mess-free step. The light Wild Oat scent keeps pets’ ears smelling fresh and clean. The brand’s Eye Wipes are formulated to remove dirt and discharge and to help reduce tear stains—gently and effectively. Each product is hypoallergenic, free from parabens, sulfates, and alcohol, and is Leaping Bunny cruelty-free certified.

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