Why we obsess over the unglamorous parts of a wipe

From the outside, a wet wipe looks simple — fabric, liquid, pack. Behind that simplicity is a stack of choices: fiber length, lotion chemistry, fold pattern, pack material, lid design. Each one shapes how the wipe feels, how it performs, and how it leaves the world.

Fiber length

Too long and the wipe stays intact in water (bad for plumbing). Too short and it tears in your hand (bad for cleaning). We landed on a fiber length tuned for both — strong dry, dispersible wet.

Lotion chemistry

The lotion is most of what touches your skin. We chose a water-based formula with plant-derived emollients, low-dose preservatives, and zero alcohol. It is gentle enough for sensitive skin and effective enough for everyday clean.

The lid

It sounds minor — but a bad lid dries out an entire pack. Our resealable lid uses a silicone-grade seal designed to keep wipes fresh from wipe #1 to wipe #60.

The pack

Mono-material film, no laminated layers — recyclable through standard curbside streams in most cities. We are working toward fully home-compostable packaging by 2027.

Every small decision adds up to one big thing: a wipe that does its job and gets out of the way.