This week, RAAN, a new natural hygiene brand, launched a new wet wipe bearing the natural cotton seal —reserved exclusively for products made entirely of cotton—offering unmatched softness, hypoallergenic benefits, and premium quality. These wipes are formulated with 99% purified water combined with just five clean ingredients, including organic aloe, and are processed using a waterless cleaning method that saves water and energy, avoids bleach and chemicals. This commitment to purity has earned the brand EWG certification for safety and transparency.
RAAN is also first wipe brand to use the TruCotton process, which retains the natural soothing waxes and oils that make cotton naturally hypoallergenic. This farmer-owned, farmer-operated process produces unbleached premium cotton fibers that ensure superior hygiene, softness, and biodegradability. The TruCotton process, which separates cotton fibers from natural impurities without chemical alteration, is OEKO-TEX standard 100- certified, having been rigorously tested for 316 chemicals and leverages regenerative farming practices.
The wipes brand was founded by CEO Vanessa Menache, who believes that consumers deserve a wipe that’s not only safe for their families but also genuinely sustainable. RAAN is about transparency—no plastic, no harsh chemicals, no greenwashing—just clean, effective care."
RAAN’s domestic, vertically integrated supply chain provides complete traceability—from the cotton fields to the finished product—ensuring consistent quality and environmental responsibility. All of RAAN’s materials and packaging are sourced in the U.S. While RAAN’s wipes excel in baby care, they are designed for everyone — including adult care, personal hygiene, family use, and even pet care — delivering premium hygiene solutions across diverse
NWI: Please discuss the inspiration behind the creation of the RAAN cotton-based wipe?
Vanessa Menache: RAAN came out of a real need—both in my own life and among friends (including my co-founder) who were deep in the chaos of parenting. We were all using wipes on a daily basis—for diaper changes, post-workout freshening up, during travel, or to wipe down the dog’s paws. Wipes had become an everyday staple, but when I started digging into the ingredients and materials used in most leading brands, I was shocked. Many are made with synthetic fibers, processed with harsh chemicals, and often marketed with “natural” claims that don’t hold up.
I wanted something better. A wipe I could trust on my own skin, in my home, and around the people (and pets) I love. So we built RAAN to be radically clean and transparent—from our ingredients and materials to our supply chain and sustainability practices.
NWI: How is this product different from other products on the market that contain cotton?
VM: The majority of wipes labeled “cotton” actually contain blends—often a small percentage of cotton combined with synthetic fibers or chemically processed plant-based materials. RAAN is the first wipe brand to be made with unbleached 100% cotton, and we’re the first to carry the Natural Cotton Seal. That distinction matters. Our cotton is not only pure but processed without water or harsh chemicals, which retains its natural waxes and oils. It’s a completely different experience from conventional cotton wipes—it’s softer, more absorbent, and more sustainable. This commitment to purity has earned us an EWG verification for safety and transparency.
NWI: What market need does this fill?
VM: There’s growing demand for clean, sustainable personal care products that actually deliver on their claims. Consumers—especially parents—want to know what’s touching their skin and their kids’ skin. RAAN meets this need by offering a truly biodegradable, synthetic-free wipe that doesn’t compromise on performance. Whether you're using it for baby care, skincare, adult hygiene, or pet cleanup, RAAN delivers both transparency and efficacy.
NWI: Was it difficult to source the materials? What led you to choose to partner with TruCotton?
VM: We were uncompromising in our standards when sourcing materials, which ultimately led us to TruCotton—a farmer-owned operation that aligns deeply with our values around transparency, sustainability, and quality. It was important to us that our raw material came from regenerative or organic agricultural practices, and TruCotton’s cotton fiber has one of the lowest carbon footprints of any fiber available.
Their process uses no bleach, no added water, and no harsh chemicals. That kind of integrity in sourcing and processing is rare, especially in a category dominated by synthetics.
NWI: What advantages does the use of unbleached 100% cotton using the TruCotton process offer to the product?
Cotton itself is an incredibly skin-friendly fiber, but the TruCotton process takes it a step further. It preserves the cotton’s naturally soothing waxes and oils—meaning our wipes are naturally hypoallergenic, gentle, and moisturizing without the need for additives.
Compared to synthetic or semi-synthetic fibers, TruCotton performs differently in a way that matters. Synthetic fibers tend to wick aggressively, pulling moisture away from the skin and leaving it feeling dry. Cotton, on the other hand, holds onto moisture and releases it more slowly, keeping skin hydrated and soft after use.
Additionally, TruCotton breaks down naturally in soil, fresh water, and marine environments—and is compostable at home and in industrial settings. For us, this was about creating a product that’s not just better for skin, but better for the planet.
NWI: In which application areas do you see the most potential for the RAAN wipe?
Baby care is an obvious and important use case, but we also see huge potential in skincare, adult care, and pet care. Our customers are using RAAN post-workout, during travel, in their facial routines, and to clean their dogs’ paws after a walk. It's unscented, natural, and incredibly versatile, which is part of what makes it exciting—we’re not just building a baby wipe; we’re redefining what a wipe can be.
NWI: Looking ahead, do you expect any line extensions? In which area would you focus?
Yes! We’re already looking into extensions that align with our values of simplicity, transparency, and sustainability. That may include additional wipe formats and complementary personal care items. But we’ll move with intention—we’re not here to flood the market, we’re here to offer better choices, one clean product at a time.
