Lianna Albrizio, Assistant Editor02.01.22
Faded lipstick and runny mascara dirtying a woman’s face after a busy day. Sticky hands following a nosh on saucy finger food. A baby in need of a bathless cleansing after soiling their diaper. Adults who seek a moist and more efficient alternative to the old roll of toilet paper during a bathroom trip. Shoppers in need of a quick handwashing after leaving an elevator. Whatever the need, the trusty wet cloths consumers reach for in these scenarios have been rubbing the category clean every year on the market as they continue to grow and evolve with the times.
“Convenience and ease of use continue to be top of mind for consumers,” says Cesar Del Carpio, director of marketing and innovation at Radienz Living, a leading North American manufacturer of home and personal care products. “However, demand for both that and eco-friendly options has increased. In the last two years, we’re seeing more of those options on the shelf for consumers.”
A ‘Strong Growth’ for General Purpose Wipes
According to Michael Wettstein, vice president of sales at Kleen Test Products, a full-service contract manufacturer of wet wipes, an uptick in consumer demand for personal care wipes across the use spectrum has reshaped the category in the last few years. These changes increased pressure on the company to develop more sustainable products, improve production technology and, most recently, supply chain changes amid the ongoing Covid-19 pandemic.
Liying Qian, a senior analyst with Euromonitor International, a global leading independent provider of strategic market research, says there is a stronger growth for general purpose personal care wipes at large.
“Antibacterial wipes and baby wipes have been seeing a lot of growth given the pandemic,” says Qian. She adds that the per capita usage of wipes is higher than pre-pandemic times due to greater hygiene awareness during the ongoing Covid-19 crisis.
Qian predicts the facial cleansing wipes category will be on the decline in the coming five years given factors attributed to the pandemic such as the new work-from-home structure and a reluctance for women to partake in nightlife activities given breakthrough infection. Using foam-based makeup remover is newly-popularized by pop singer and Fenty Beauty founder Rhianna. Her influence in the beauty industry and beyond is being referred to by critics as the “Rhianna Effect.” A photo of her applying the makeup remover is on display outside the store window of Sephora in a North Jersey shopping mall.
Wettstein, however, says he’s seen a growing demand for its micellar water facial cleansing cloths and pads.
“At Keen Test Products, we have seen the demand for our micellar water facial cleansing cloths and pads continue to increase,” he states. “We attribute this growth to the formula benefits of cleansing, make-up removal and moisturizing which appeal to multiple consumer needs.”
By definition, these alcohol-free cleansing cloths are formulated with micelles, an aggregate of surfactant phospholipid molecules – which, when dispersed in a liquid – form a colloidal suspension to gently lift away makeup and impurities such as dirt and oil from the skin.
Earth-Friendly Ingredients ‘Wiping’ Out Non-Biodegradable Fabrics
Apart from performing its function to clean and disinfect, equally critical for manufacturers is the materials and ingredients used to make a sustainable product. These include personal care wipes made with 100% plant-based fiber and other eco-friendly materials such as cotton, wood pulp, hemp and bast fibers. Bast fibers, a type of cellulose fiber, is a plant fiber collected from the phloem or bast surrounding the stem of certain dicotyledonous plants. Providing strength to the stem, bast fibers support the conductive cells of the phloem. Hemp, an herbal derivative of bast fibers, are fast-growing, a renewable resource and a more affordable to plant to harvest, Qian said.
Radienz Living, which provides customers with private label solutions and contract manufacturing service for products found in retail and institutional markets, is currently innovating with business partners using 100% biodegradable compostable fabric, specifically, lyocell. Consisting of cellulose fiber made from dissolving pulp which is reconstituted via dry jet-wet spinning, takes roughly two months to decompose, as opposed to its plastic-based counterpart that can take up to 100 years, Del Carpio says.
Similarly, luxury baby diaper and wipes maker Millie Moon ticks the boxes of biodegradable pH balanced products, according to Qian, creating products with skin nourishing fruit extracts like avocado and aloe barbadebsis leaf juice, both natural moisturizers. Other such niche brands like Coterie has also joined the sustainable bandwagon with its launch of compostable baby wipes last spring. Winner of last year’s Good Housekeeping Parenting Awards, the wipes are 100% plant-based. Made of Veocel lyocell fibers, 99% water and five clean ingredients, the wipes are hefty and compost faster than most other wipes, the brand claims.
“Sustainability is a driving force in the personal care wipes industry,” says Wettstein. “Over the past five years, the number of options for sustainable nonwovens and packaging has evolved and greatly increased. In addition to more sustainable options, nonwoven suppliers continue to improve the quality of their sustainable products. For example, the strength of the nonwovens continues to improve to match the capability of converting equipment, eliminating the past challenges of web breaks. Future evolution needs to continue to focus on lowering the cost of these new sustainable materials.”
Wettstein adds that collaboration among external strategic technology partners, internal innovation and research and development teams together with its diversified manufacturing capabilities, which include multiple pilot lines for testing and trials, contribute to bringing innovation to customers.
Personal Care Wipes Brands Seeking to ‘Beat’ Toilet Paper
Nice-Pak, a global leader in the manufacturing and distribution of pre-moistened wipes and maker of the first wet wipe, has continued to improve its flushable wiping technology. In 1957, Arthur Julius created the first disposable wet wipe, the Wet Nap wipe, using a converted food packet packaging machine, quickly becoming a “foodservice first” at Kentucky Fried Chicken. A fourth-generation, family-owned company, Nice-Pak’s mission is to help the world stay healthy and well, embodied in its responsibility to the environment. Its most recent innovation, Nice ‘N CLEAN SecureFLUSH Technology Flushable Wipes, is what the manufacturer is calling a “breakthrough” flushable wet wipe that is heavy duty and breaks apart fives times faster than the leading brand of two-ply toilet paper.
The wipes, which contain naturally-derived ingredients and are made from 100% biodegradable plant-based fibers, are the result of six years of rigorous testing and development to get the wipe fiber and formula right so the product meets its high-performance standards. According John Iarocci, vice president and head of research and development at Nice-Pak, the developers at Nice-Pak met with wastewater facilities to learn as much as they could about how to make a product that could out-perform toilet paper. Before being placed on the market, the SecureFLUSH Technology Flushable Wipes underwent development at Nice-Pak’s research and development facilities to ensure quality. The wipes have been tested and passed all international guidelines including GD4 testing of INDA (Association of the Nonwovens Fabric Industry), EDANA (the leading global association and voice of the nonwovens and related industries) and the standards of the International Water Services Flushability Group, a group of water associations, utilities and professionals that seek to provide clear guidance on what should and shouldn’t be flushed down the toilet to protect customers, wastewater systems, their workers and the environment.
Additionally, in response to increased demand for wet wipes, Nice-Pak announced dual investments to expand converting capacity in North America. In Mooresville, IN, the company is in the process of adding a new 1.2 million-square-foot facility which will house a manufacturing and distribution facility. The complex, a $165 million investment, will be five miles from Nice-Pak’s existing 147,000-square-foot facility and has a target occupation date of May 2022. The current facility will remain open as part of Nice-Pak’s overall manufacturing footprint.
“Our new investment in Mooresville is an important milestone in our mission of helping the world stay healthy and well,” says Robert Julius, chairman and CEO of Nice-Pak. “We could not think of a better partner than the Mooresville community in our ongoing efforts to meet the increasing demand for wipes—essential products in helping to protect against Covid-19.”
Nice-Pak also invested in its Jonesboro, AR, plant where it doubled manufacturing capacity of disinfectant wipes. Upgrades included the extension of existing lines and the addition of a new manufacturing line.
“Our products are essential for consumers to help stay healthy and well amid the Covid-19 pandemic,” says Julius. “We have been working non-stop to produce more wipes than ever before, and we commend the tremendous performance of our Jonesboro associates, who have been terrific in rising to the challenge.”
While these investments center largely on disinfectant wipes for surface applications, the new capacity will free up existing assets for personal care applications.
For sewer safety purposes, wipe flushability is paramount. Last April, Kimberly-Clark, maker of Cottonelle wipes, which are labeled “flushable,” was sued by the Charleston, SC, water management system after the wipes caused costly blockages and fatbergs, or masses of accumulated material that should have been trashed and flushed. The lawsuit accused the wipes manufacturer and others including Procter & Gamble and retailers like Costco Wholesale, CVS Health, Walgreens and Target, for selling so-called “flushable” products that failed to disintegrate like toilet paper as labeled on their product. Though not admitting any wrongdoing, Kimberly-Clark reached a proposed settlement with the Charleston water management system, which was submitted to the federal court in South Carolina, promising to undergo two years of testing, manufacturing improvements and better labeling. While the company said its Cottonelle wipes pass “widely accepted flushability specifications” and are tested with plumbers, Nice-Pak’s SecureFLUSH Technology wipes perform similarly.
“SecureFLUSH wipes are specially-designed to break apart rapidly once they are immersed in water,” says Iarocci. “It is a unique balance—similar to a lock and key – between the nonwoven and the formula that makes it strong enough for use, but safe for plumbing.”
Iarocci adds that the company aimed to “beat toilet paper” as it is purportedly the only product recommended by the wastewater industry. Interestingly, Qian says some consumers are not using the wipes for its intended use. Adults, she says, are using baby wipes as a substitute for surface cleaning and even their own body cleaning.
Such was the case for another up-and-coming brand on the anti-toilet paper bandwagon, a personal care wipes brand called Dude Wipes. The wipes were developed by four friends, which include CEO Sean Riley and chief marketing officer Ryan Meegan, out of a Chicago apartment within the last decade. The guys had been wiping themselves with baby wipes after seeking a more effective alternative to toilet paper. When the need for a flushable wipe was greatest on the go, the eureka moment landed them on ABC’s Shark Tank in 2015. The friends’ story of their beer and burrito diet and their bottom’s need for a moistened wipe piqued the interest of shark Mark Cuban who agreed to invest $300,000 in the venture in exchange for a 25% share of their company. The company makes fragrance and fragrance-free on-the-go flushable wipes and wipes for the face and body made with plant-based ingredients, sea salt and aloe. In 2020, gross revenue climbed to $40 million—a substantial increase from 2019’s reported $15.5 million.
Qian says that while consumers opt for regular toilet paper given its more affordable nature, flushable wipes, though costlier, prove a more efficient alternative to the roll that leave users with a better clean and a refreshed sensation.
Nice-Pak officials say the company’s patented Nice ‘N CLEAN SecureFLUSH Technology Flushable Wipes exemplify their commitment to sustainability and innovation.
“After six years of rigorous testing and development, we’re thrilled to introduce a truly innovative product that consumers can trust knowing it’s safe to flush as it breaks apart five times faster than toilet paper and delivers a refreshing cleaning experience,” says Michael Lyons, vice president of business development and general manager of brands at Nice-Pak. “As the makers of the first wet wipe, we continue to pioneer innovation in the category and exceed industry expectations.”
Focus on Natural Driven by Legislative Measures
As wipes usage continues to climb, the industry is being faced with the challenge of keeping its products green. This is being driven not only by government legislation like Europe’s Single Use Plastics Directive and similar measures being evaluated in several U.S. states, but also by consumer preferences for more natural products.
Pricie Hanna, managing partner of Price Hanna Consultants, continues to see more direct-to-consumer brands competing for consumers who value sustainable materials in all disposable categories. “Millennials and younger consumers are driving this trend, but the general public is increasingly concerned about sustainability,” she explains. “Besides direct-to-consumer brands, we also see the major manufacturers and their brands following this strategy in the baby and femcare categories.”
In late 2020, Kimberly-Clark launched a range of Huggies Pure Biodegradable wipes in the U.K. that biodegrade after 15 days in simulated landfill conditions.
The plastic-free wipes are made with 100% naturally derived fibers, Huggies says. Independent testing shows Huggies Pure Biodegradable wipes will biodegrade in landfill conditions after 15 days, making them the brand’s first biodegradable product.
The brand has committed to eliminating plastic from its baby wipes range in the U.K. within five years or sooner.
In addition to launching its first biodegradable product, Huggies has made significant progress against the other goals that make up its ‘Tiniest Footprint’ Mission. Achievements made to date include: removing 359 tons of plastic from its total baby wipes portfolio (on an annual basis); removing 17 tons of plastic a year from the Huggies Extra Care portfolio (on an annual basis) and removing the internal plastic bags within its large pack boxes, a saving of 43 tons of plastic (on an annual basis).
“We know this announcement will be welcome news for parents who rely on these wipes as an everyday childcare essential but are also trying to reduce their impact on the planet,” says Ori Ben Shai, vice president & managing director Kimberly-Clark UK & Ireland. “No parent should have to compromise between caring for their baby and caring for the environment, so we’re proud to be able to offer them an affordable and sustainable solution, with baby’s skin care at its core.
“Launching our first biodegradable product brings us ever closer to fulfilling the goals made in our ‘Tiniest Footprint’ Mission. We know we still have a long way to go on this ambitious plan, but we are committed to developing the best possible products that meet our consumers’ ever-changing demands.”
Meanwhile, in late 2021, Unicharm Corporation launched Mamy Poko Premium Baby Wipes in Taiwan. The new product copes with both safety and the environment by using an organic cotton compound sheet which has been certified Standard100 by “Oeko-Tex,” a proof of the world’s highest safety standard, and acquiring “FSC Certification,” a proof of using fabrics properly managed by an international forest stewardship organization.
Standard100 by “Oeko-Tex” is an international safety certification that’s granted only to the textile products that have fulfilled the strict standards as a result of analysis and experiments covering more than 350 kinds of hazardous chemical substances conducted by certification inspection units under Oeko-Tex International Community. To receive this certification label, all materials and chemicals used in the products must clear their experimental standards. In other words, products with this label are “proved” to possess high safety standards.
Unicharm is striving to safeguard the promising future of babies by providing safe and secure products and working very hard on the ORGABITS project, a sustainable activity that is friendly to the planet. In 2019, the company already acquired “Oeko-Tex Certification for Natural Moony, a premium brand in Japan and is now launching “Mamy Poko Premium Baby Wipes” in Taiwan featuring both high quality and friendly-to-environment features.
In the feminine hygiene space, Lunette has launched two new intimate care products to join its popular menstrual cup: the Lunette Intimate Cleanser and Lunette Intimate Wipes.
Like its original menstrual cup, both products are crafted with Nordic plant-based ingredients that are kind to the skin and gentle for the most sensitive areas. The soap-free Lunette Intimate Cleanser moisturizes by combining its clinically proven formula and Nordic botanical oil that helps in preventing vaginal dryness. Lunette Intimate Wipes are 100% biodegradable/compostable wet wipes, perfect for not just the intimate area, but the whole body, and contain allantoin and lingonberry extract.
Lunette, founded in 2005 by Heli Kurjanen, created revolutionary period care over 15 years ago with its original, special, Finnish design menstrual cups, available in over 50 countries through their retail network. Now, with the addition of the Intimate Cleanser and Intimate Wipes, the female and founder-led brand is making a name for itself as a holistic and innovative intimate care solution for millions of women while making intimate care accessible and inclusive.
“We have earned our place as a top global menstrual company through our continued mission-based focus on quality, safety and sustainability, and the Lunette Intimate Cleanser and Intimate Wipes embody just that,” states Kurjanen, CEO. “Our goal with Lunette’s expansion into holistic, plant-based intimate care is to serve women by making them feel comfortable and confident with the sensitive areas that deserve extra love and care.”
“Convenience and ease of use continue to be top of mind for consumers,” says Cesar Del Carpio, director of marketing and innovation at Radienz Living, a leading North American manufacturer of home and personal care products. “However, demand for both that and eco-friendly options has increased. In the last two years, we’re seeing more of those options on the shelf for consumers.”
A ‘Strong Growth’ for General Purpose Wipes
According to Michael Wettstein, vice president of sales at Kleen Test Products, a full-service contract manufacturer of wet wipes, an uptick in consumer demand for personal care wipes across the use spectrum has reshaped the category in the last few years. These changes increased pressure on the company to develop more sustainable products, improve production technology and, most recently, supply chain changes amid the ongoing Covid-19 pandemic.
Liying Qian, a senior analyst with Euromonitor International, a global leading independent provider of strategic market research, says there is a stronger growth for general purpose personal care wipes at large.
“Antibacterial wipes and baby wipes have been seeing a lot of growth given the pandemic,” says Qian. She adds that the per capita usage of wipes is higher than pre-pandemic times due to greater hygiene awareness during the ongoing Covid-19 crisis.
Qian predicts the facial cleansing wipes category will be on the decline in the coming five years given factors attributed to the pandemic such as the new work-from-home structure and a reluctance for women to partake in nightlife activities given breakthrough infection. Using foam-based makeup remover is newly-popularized by pop singer and Fenty Beauty founder Rhianna. Her influence in the beauty industry and beyond is being referred to by critics as the “Rhianna Effect.” A photo of her applying the makeup remover is on display outside the store window of Sephora in a North Jersey shopping mall.
Wettstein, however, says he’s seen a growing demand for its micellar water facial cleansing cloths and pads.
“At Keen Test Products, we have seen the demand for our micellar water facial cleansing cloths and pads continue to increase,” he states. “We attribute this growth to the formula benefits of cleansing, make-up removal and moisturizing which appeal to multiple consumer needs.”
By definition, these alcohol-free cleansing cloths are formulated with micelles, an aggregate of surfactant phospholipid molecules – which, when dispersed in a liquid – form a colloidal suspension to gently lift away makeup and impurities such as dirt and oil from the skin.
Earth-Friendly Ingredients ‘Wiping’ Out Non-Biodegradable Fabrics
Apart from performing its function to clean and disinfect, equally critical for manufacturers is the materials and ingredients used to make a sustainable product. These include personal care wipes made with 100% plant-based fiber and other eco-friendly materials such as cotton, wood pulp, hemp and bast fibers. Bast fibers, a type of cellulose fiber, is a plant fiber collected from the phloem or bast surrounding the stem of certain dicotyledonous plants. Providing strength to the stem, bast fibers support the conductive cells of the phloem. Hemp, an herbal derivative of bast fibers, are fast-growing, a renewable resource and a more affordable to plant to harvest, Qian said.
Radienz Living, which provides customers with private label solutions and contract manufacturing service for products found in retail and institutional markets, is currently innovating with business partners using 100% biodegradable compostable fabric, specifically, lyocell. Consisting of cellulose fiber made from dissolving pulp which is reconstituted via dry jet-wet spinning, takes roughly two months to decompose, as opposed to its plastic-based counterpart that can take up to 100 years, Del Carpio says.
Similarly, luxury baby diaper and wipes maker Millie Moon ticks the boxes of biodegradable pH balanced products, according to Qian, creating products with skin nourishing fruit extracts like avocado and aloe barbadebsis leaf juice, both natural moisturizers. Other such niche brands like Coterie has also joined the sustainable bandwagon with its launch of compostable baby wipes last spring. Winner of last year’s Good Housekeeping Parenting Awards, the wipes are 100% plant-based. Made of Veocel lyocell fibers, 99% water and five clean ingredients, the wipes are hefty and compost faster than most other wipes, the brand claims.
“Sustainability is a driving force in the personal care wipes industry,” says Wettstein. “Over the past five years, the number of options for sustainable nonwovens and packaging has evolved and greatly increased. In addition to more sustainable options, nonwoven suppliers continue to improve the quality of their sustainable products. For example, the strength of the nonwovens continues to improve to match the capability of converting equipment, eliminating the past challenges of web breaks. Future evolution needs to continue to focus on lowering the cost of these new sustainable materials.”
Wettstein adds that collaboration among external strategic technology partners, internal innovation and research and development teams together with its diversified manufacturing capabilities, which include multiple pilot lines for testing and trials, contribute to bringing innovation to customers.
Personal Care Wipes Brands Seeking to ‘Beat’ Toilet Paper
Nice-Pak, a global leader in the manufacturing and distribution of pre-moistened wipes and maker of the first wet wipe, has continued to improve its flushable wiping technology. In 1957, Arthur Julius created the first disposable wet wipe, the Wet Nap wipe, using a converted food packet packaging machine, quickly becoming a “foodservice first” at Kentucky Fried Chicken. A fourth-generation, family-owned company, Nice-Pak’s mission is to help the world stay healthy and well, embodied in its responsibility to the environment. Its most recent innovation, Nice ‘N CLEAN SecureFLUSH Technology Flushable Wipes, is what the manufacturer is calling a “breakthrough” flushable wet wipe that is heavy duty and breaks apart fives times faster than the leading brand of two-ply toilet paper.
The wipes, which contain naturally-derived ingredients and are made from 100% biodegradable plant-based fibers, are the result of six years of rigorous testing and development to get the wipe fiber and formula right so the product meets its high-performance standards. According John Iarocci, vice president and head of research and development at Nice-Pak, the developers at Nice-Pak met with wastewater facilities to learn as much as they could about how to make a product that could out-perform toilet paper. Before being placed on the market, the SecureFLUSH Technology Flushable Wipes underwent development at Nice-Pak’s research and development facilities to ensure quality. The wipes have been tested and passed all international guidelines including GD4 testing of INDA (Association of the Nonwovens Fabric Industry), EDANA (the leading global association and voice of the nonwovens and related industries) and the standards of the International Water Services Flushability Group, a group of water associations, utilities and professionals that seek to provide clear guidance on what should and shouldn’t be flushed down the toilet to protect customers, wastewater systems, their workers and the environment.
Additionally, in response to increased demand for wet wipes, Nice-Pak announced dual investments to expand converting capacity in North America. In Mooresville, IN, the company is in the process of adding a new 1.2 million-square-foot facility which will house a manufacturing and distribution facility. The complex, a $165 million investment, will be five miles from Nice-Pak’s existing 147,000-square-foot facility and has a target occupation date of May 2022. The current facility will remain open as part of Nice-Pak’s overall manufacturing footprint.
“Our new investment in Mooresville is an important milestone in our mission of helping the world stay healthy and well,” says Robert Julius, chairman and CEO of Nice-Pak. “We could not think of a better partner than the Mooresville community in our ongoing efforts to meet the increasing demand for wipes—essential products in helping to protect against Covid-19.”
Nice-Pak also invested in its Jonesboro, AR, plant where it doubled manufacturing capacity of disinfectant wipes. Upgrades included the extension of existing lines and the addition of a new manufacturing line.
“Our products are essential for consumers to help stay healthy and well amid the Covid-19 pandemic,” says Julius. “We have been working non-stop to produce more wipes than ever before, and we commend the tremendous performance of our Jonesboro associates, who have been terrific in rising to the challenge.”
While these investments center largely on disinfectant wipes for surface applications, the new capacity will free up existing assets for personal care applications.
For sewer safety purposes, wipe flushability is paramount. Last April, Kimberly-Clark, maker of Cottonelle wipes, which are labeled “flushable,” was sued by the Charleston, SC, water management system after the wipes caused costly blockages and fatbergs, or masses of accumulated material that should have been trashed and flushed. The lawsuit accused the wipes manufacturer and others including Procter & Gamble and retailers like Costco Wholesale, CVS Health, Walgreens and Target, for selling so-called “flushable” products that failed to disintegrate like toilet paper as labeled on their product. Though not admitting any wrongdoing, Kimberly-Clark reached a proposed settlement with the Charleston water management system, which was submitted to the federal court in South Carolina, promising to undergo two years of testing, manufacturing improvements and better labeling. While the company said its Cottonelle wipes pass “widely accepted flushability specifications” and are tested with plumbers, Nice-Pak’s SecureFLUSH Technology wipes perform similarly.
“SecureFLUSH wipes are specially-designed to break apart rapidly once they are immersed in water,” says Iarocci. “It is a unique balance—similar to a lock and key – between the nonwoven and the formula that makes it strong enough for use, but safe for plumbing.”
Iarocci adds that the company aimed to “beat toilet paper” as it is purportedly the only product recommended by the wastewater industry. Interestingly, Qian says some consumers are not using the wipes for its intended use. Adults, she says, are using baby wipes as a substitute for surface cleaning and even their own body cleaning.
Such was the case for another up-and-coming brand on the anti-toilet paper bandwagon, a personal care wipes brand called Dude Wipes. The wipes were developed by four friends, which include CEO Sean Riley and chief marketing officer Ryan Meegan, out of a Chicago apartment within the last decade. The guys had been wiping themselves with baby wipes after seeking a more effective alternative to toilet paper. When the need for a flushable wipe was greatest on the go, the eureka moment landed them on ABC’s Shark Tank in 2015. The friends’ story of their beer and burrito diet and their bottom’s need for a moistened wipe piqued the interest of shark Mark Cuban who agreed to invest $300,000 in the venture in exchange for a 25% share of their company. The company makes fragrance and fragrance-free on-the-go flushable wipes and wipes for the face and body made with plant-based ingredients, sea salt and aloe. In 2020, gross revenue climbed to $40 million—a substantial increase from 2019’s reported $15.5 million.
Qian says that while consumers opt for regular toilet paper given its more affordable nature, flushable wipes, though costlier, prove a more efficient alternative to the roll that leave users with a better clean and a refreshed sensation.
Nice-Pak officials say the company’s patented Nice ‘N CLEAN SecureFLUSH Technology Flushable Wipes exemplify their commitment to sustainability and innovation.
“After six years of rigorous testing and development, we’re thrilled to introduce a truly innovative product that consumers can trust knowing it’s safe to flush as it breaks apart five times faster than toilet paper and delivers a refreshing cleaning experience,” says Michael Lyons, vice president of business development and general manager of brands at Nice-Pak. “As the makers of the first wet wipe, we continue to pioneer innovation in the category and exceed industry expectations.”
Focus on Natural Driven by Legislative Measures
As wipes usage continues to climb, the industry is being faced with the challenge of keeping its products green. This is being driven not only by government legislation like Europe’s Single Use Plastics Directive and similar measures being evaluated in several U.S. states, but also by consumer preferences for more natural products.
Pricie Hanna, managing partner of Price Hanna Consultants, continues to see more direct-to-consumer brands competing for consumers who value sustainable materials in all disposable categories. “Millennials and younger consumers are driving this trend, but the general public is increasingly concerned about sustainability,” she explains. “Besides direct-to-consumer brands, we also see the major manufacturers and their brands following this strategy in the baby and femcare categories.”
In late 2020, Kimberly-Clark launched a range of Huggies Pure Biodegradable wipes in the U.K. that biodegrade after 15 days in simulated landfill conditions.
The plastic-free wipes are made with 100% naturally derived fibers, Huggies says. Independent testing shows Huggies Pure Biodegradable wipes will biodegrade in landfill conditions after 15 days, making them the brand’s first biodegradable product.
The brand has committed to eliminating plastic from its baby wipes range in the U.K. within five years or sooner.
In addition to launching its first biodegradable product, Huggies has made significant progress against the other goals that make up its ‘Tiniest Footprint’ Mission. Achievements made to date include: removing 359 tons of plastic from its total baby wipes portfolio (on an annual basis); removing 17 tons of plastic a year from the Huggies Extra Care portfolio (on an annual basis) and removing the internal plastic bags within its large pack boxes, a saving of 43 tons of plastic (on an annual basis).
“We know this announcement will be welcome news for parents who rely on these wipes as an everyday childcare essential but are also trying to reduce their impact on the planet,” says Ori Ben Shai, vice president & managing director Kimberly-Clark UK & Ireland. “No parent should have to compromise between caring for their baby and caring for the environment, so we’re proud to be able to offer them an affordable and sustainable solution, with baby’s skin care at its core.
“Launching our first biodegradable product brings us ever closer to fulfilling the goals made in our ‘Tiniest Footprint’ Mission. We know we still have a long way to go on this ambitious plan, but we are committed to developing the best possible products that meet our consumers’ ever-changing demands.”
Meanwhile, in late 2021, Unicharm Corporation launched Mamy Poko Premium Baby Wipes in Taiwan. The new product copes with both safety and the environment by using an organic cotton compound sheet which has been certified Standard100 by “Oeko-Tex,” a proof of the world’s highest safety standard, and acquiring “FSC Certification,” a proof of using fabrics properly managed by an international forest stewardship organization.
Standard100 by “Oeko-Tex” is an international safety certification that’s granted only to the textile products that have fulfilled the strict standards as a result of analysis and experiments covering more than 350 kinds of hazardous chemical substances conducted by certification inspection units under Oeko-Tex International Community. To receive this certification label, all materials and chemicals used in the products must clear their experimental standards. In other words, products with this label are “proved” to possess high safety standards.
Unicharm is striving to safeguard the promising future of babies by providing safe and secure products and working very hard on the ORGABITS project, a sustainable activity that is friendly to the planet. In 2019, the company already acquired “Oeko-Tex Certification for Natural Moony, a premium brand in Japan and is now launching “Mamy Poko Premium Baby Wipes” in Taiwan featuring both high quality and friendly-to-environment features.
In the feminine hygiene space, Lunette has launched two new intimate care products to join its popular menstrual cup: the Lunette Intimate Cleanser and Lunette Intimate Wipes.
Like its original menstrual cup, both products are crafted with Nordic plant-based ingredients that are kind to the skin and gentle for the most sensitive areas. The soap-free Lunette Intimate Cleanser moisturizes by combining its clinically proven formula and Nordic botanical oil that helps in preventing vaginal dryness. Lunette Intimate Wipes are 100% biodegradable/compostable wet wipes, perfect for not just the intimate area, but the whole body, and contain allantoin and lingonberry extract.
Lunette, founded in 2005 by Heli Kurjanen, created revolutionary period care over 15 years ago with its original, special, Finnish design menstrual cups, available in over 50 countries through their retail network. Now, with the addition of the Intimate Cleanser and Intimate Wipes, the female and founder-led brand is making a name for itself as a holistic and innovative intimate care solution for millions of women while making intimate care accessible and inclusive.
“We have earned our place as a top global menstrual company through our continued mission-based focus on quality, safety and sustainability, and the Lunette Intimate Cleanser and Intimate Wipes embody just that,” states Kurjanen, CEO. “Our goal with Lunette’s expansion into holistic, plant-based intimate care is to serve women by making them feel comfortable and confident with the sensitive areas that deserve extra love and care.”
