An up-and-coming company has the goal to create the most sustainable wet wipe on the planet.
KindCloth, the creator of a wet wipes technology that completely disperses in water in well under 60 seconds, has applied green polymer technology already used in areas like dissolvable capsules and eye drops to a material that can remain strong in use and then dissolve quickly in water.
“We have managed to get the science to a point where we can apply the lotion without degrading the wipe,” CEO and president Fasie Malherbe says. “It is an interesting IP concept.”
Malherbe, who is based in London, U.K., says the wipes disposable issue is particularly fraught in the U.K., due to well-publicized sewage clogs, dubbed Fatbergs, for which the wet wipes industry has received blame. This has led to several U.K. retailer bans on plastic-based wipes and a possible legislative ban on the materials nationwide, however, it is not just plastic-based wipes—but other types of wipes, toilet tissue, paper towels and many other products—causing the sewer clogs.
In addition to sewer clogs, wet wipes are also being blamed for their significant environmental impact as one of the world’s top 10 sources of litter. This is already leading to innovation throughout the wipes industry supply chain in the form of alternative raw materials, more sustainable processing methods and all-round greener products.
KindCloth, founders say, takes these efforts a step further by offering a product that is made from green materials and leaves little to no impact behind. In fact, Malherbe is so confident of the products’ pristineness, he has demonstrated by drinking water that has dissolved KindCloth.
“We have been met with gasps and awe at the same time,” he says. “It has been an interesting road we have been on the past couple of years.”
The company behind KindCloth discovered the technology a few years ago and at the peak of the pandemic, saw that opportunity for wet wipes.“We have got this very interesting solution that is completely sustainable and has an enormous footprint,” says managing director Zander Roussow. “Our goal is to create the most sustainable wipe on the planet that every major manufacturer in the world incorporates into their cloth in one shape or form.”
KindCloth is working with several companies on products such as moist toilet tissue, cosmetic wipes, insect repellent wipes and a refresher wipe and expects to broaden applications as it expands its scope and forms additional partnerships.
“Initially there was a slow uptake because the technology is new to this space,” Roussow adds. “As anything that is new, people need to take time to understand the technology and get to grips with the possibilities.”
As this technology becomes more trusted and understood, Roussow is already seeing potential partners across the globe being very open to KindCloth to help them find solutions to problems like biodegradability, flushability and more.
“We are not trying to disrupt,” Roussow says. “We are the guys behind the guys. We want to offer a solution. The timing of when each product iteration comes to market is up to our partners. Some have a timeline of a mere few months at this point, others have required some product-specific adaptation before launch. We’re focused on collaboration and in making a difference in the biggest way we can. We are open to partnerships and we are open to solving problems with our partners - big and small.”
For more information or collaboration, KindCloth can be contacted at info@kindcloth.org or through their website www.kindcloth.org
