Tara Olivo, associate editor04.06.15
Wipes is a big market, reaching $11.6 billion in 2014, to be exact. Market tracker Euromonitor International estimated that last year, personal care wipes beat out home care wipes/floor cleaning systems by more than $5 billion, at $8.4 billion and $3.2 billion, respectively. Within personal care, baby wipes steal the show.
“Baby wipes account for close to 48% of the total wipes retail and sell over $2 billion (U.S. dollars) more than combined home care wipes and floor cleaning systems,” says Svetlana Uduslivaia, head of tissue and hygiene for Euromonitor. “Baby wipes have been gradually becoming more of a necessity for consumers spending on babies/children, coupled with the fact that these wipes also have a degree of versatility and are not just used for baby bottoms. Home care wipes are more specialized and are expensive, which is a deterrent for wider use, especially in emerging markets.”
While sales aren’t expected to grow at staggering rates—at 2.2% CAGR from 2014-2019, according to Euromonitor—companies are coming out with innovative solutions for those seeking the simplicity of using wipes.
Oil up the barbecue
After spending years in sales and marketing for a food service company, Michael Griffin and a former business partner founded the Gainesville, GA-based company Grate Chef in 2002. A year later, Grate Chef Grill Wipes were born.
“We spent a lot of time in the back of restaurants and noticed how chefs were always cleaning and oiling their grill grates with a towel and oil and started the discussion of if there was something available for the at home griller,” says Griffin. “When we did our research, we found that nothing in the market was available and thus we began the work on the product which is now our Grate Chef Grill Wipes.”
The wipes prevent food from sticking on the grill, and according to the company, cling to the bristles of any grill brush for easy application, convenience and safety.
Each grill wipe is a one-time use product saturated with high temperature grilling oil that is only available in the industrial market. Griffin says this high temperature oil has a burn point of 700°F, whereas consumer oils like vegetable oil, olive oil and peanut oil have burn points that range from 300 to 350°F.
According to the company’s website, paper towels with oil are highly flammable when using on the grill, and are only “marginally effective in cleaning an abrasive grilling surface.” The company touts its wipes as strong, absorbent, and flame retardant, delivering “a specially formulated, foodservice-grade high heat grilling oil to your grates, just like the professionals.”
Oxco of Charlotte, NC, supply the nontoxic and biodegradable wipes for Grate Chef, which are made of a blend of synthetic and natural fibers that are needlepunched into a dimensionally strong web.
Easy grooming
Wet wipes offer much convenience—even for our furry friends. While wipes for pets have been around for more than 20 years, companies have introduced a number of applications in which to use them. As more companies come out with innovative products for man’s best friend, some have left a big “paw-print” on the industry.
Over 25 years ago David Goldberg founded Petkin when he was looking for an easy way to keep pets clean without giving them a bath. The idea for using moist wipes seemed natural, and, according to the company, the very first brand of pet wipes was born. “Our first two pet wipes were called Doggywipes and Kittywipes and were packaged in individual packets,” says Goldberg. “These same wipes still exist today and are packed in flow packs.”
The company claims to have the largest assortment of pet wipes in the world, and they can be used on dogs, cats, small animals and even on people. “We’ve got pets covered from head to tail and in between,” adds Goldberg.
Petkin’s offerings include Petwipes, Ear Wipes, Eye Wipes, Tooth Wipes, Itch Wipes, Paw Wipes, Tushie Wipes, Flea Wipes, Pet Stain Wipes and Sunscreen Wipes. The wipes are made of a spunlace rayon/pulp for the company’s original line and bamboo fiber for its new bamboo line.
Petkin’s Bamboo line is made of 100% organically grown bamboo; a completely renewable resource. By incorporating bamboo in its products, the company says it’s able to “reduce the environmental effects of deforestation and provide a superior and sustainable product.”
Also seeing the need for convenient grooming solutions for pet owners is a beauty industry veteran who recently joined the pet club.
John Paul DeJoria, CEO and co-founder of the well-known hair care brand Paul Mitchell, founded John Paul Pet in 2005. According to the company, Paul Mitchell was the “first hair care brand to publicly oppose animal testing for beauty products,” and John Paul Pet follows animal-friendly policies and strategies.
John Paul Pet features a line of grooming and hygiene products made especially for pets. Following extensive hair and skin research, the company introduced shampoos, conditioners and pet wipes that contain an optimum pH balance for dogs and cats alike, which meet the needs of their sensitive skin and coats.
The company encourages pet owners to be more active in the grooming and care for their pets, and says that daily grooming is a great way to bond with pets, while also helping in the “early detection of lumps, bruises, skin irritations or infections that could be early symptoms of a larger issue.”
In describing the brand’s line of pet wipes, Gina Dial, John Paul Pet’s vice president of sales and marketing, says the company uses a term from Paul Mitchell Systems—“Take Home.” In the salon sense, it describes items that can be taken home to maintain hair color or a cut at home after visiting the salon, while in the pet industry, the company’s pet wipes provide hygiene care at home between grooming visits, or just maintaining pets’ cleanliness and health. “The wipes are an easy, convenient way to achieve this concept,” says Dial.
John Paul Pet offers Body & Paw wipes, Tooth & Gum wipes and Ear & Eye wipes. All three wipes products, made up of 30% rayon and 70% polyester, are pH-balanced for use on dogs and cats, but can also be used on horses.
John Paul Pet’s Body & Paw pet wipes are designed to keep pets fresh smelling and moisturized between baths, while its Tooth & Gum wipes were made to help promote a pet’s tooth and gum hygiene. According to the company, “80% of dogs over the age of three suffer from periodontal disease.”
The Tooth & Gum wipes use sodium bicarbonate—aka baking soda—to clean, and use mint to reduce odor. John Paul Pet’s Ear & Eye pet wipes keep ears and eyes clean and free from odor and build up. The company uses sodium chloride (saline solution) as a gentle, natural astringent; boric acid, which is biodegradable, as a mild antiseptic; and aloe vera gel, which provides soothing hydration. “All of John Paul Pet products contain gentle botanical ingredients,” Dial adds.
In addition to its consumer line, John Paul Pet offers veterinarian formulas of the three wipes, which are only available from veterinary clinics. Dial says the veterinarian products contain added vitamins to sooth and moisturize skin and coat.
Another company focusing on Fido is Earthwhile Endeavors, Inc., founded by Paul Armstrong.
In 1995, friends of Armstrong developed a natural, effective pet shampoo, but weren’t sure what to do with it. He thought it was a great product and wanted to share it with pet lovers everywhere. Following this encounter, earthbath was founded.
Earthbath offers grooming and specialty wipes, made from a rayon/PET blend, for dogs, cats and small pets like hamsters that are over six weeks old, according to Roth. Green Tea, Hypo-Allergenic, Mango Tango and Especially for Puppies are the products in its line of dog grooming wipes, while the company’s cat wipes are available in Green Tea and Hypo-Allergenic. Earthbath’s specialty wipes for both dogs and cats include Ear Wipes, Eye Wipes, Facial Wipes and Tooth & Gum Wipes.
Developed and manufactured in California, earthbath uses “only the safest, finest ingredients from nature.”
Yoga wipes: Cleaning your mind, body...and mat
The art of yoga has been practiced for centuries, allowing followers to unite the body, mind and spirit, and its popularity continues to grow. With its popularity came today’s billion-dollar industry rife with products and accessories from mats and clothes to towels and wipes.
A decade ago, Shannan Hansen, a certified yoga instructor, noticed yoga mats being borrowed by her students each week weren’t being washed or wiped down. Therefore, she sought a product that would clean yoga mats quickly and thoroughly that would be natural, eco-friendly, convenient and smell pleasant.
When Hansen wasn’t able to find what she was looking for, she focused on filling that void. “During this time she happened to see an episode of Oprah where Oprah Winfrey was having a contest for small businesses called ‘O’ Get the Money,’” says Bret Allen, director of operations, Jo-Sha Wipes. “She had already thought about doing something herself, but after seeing this [episode] she decided to go for it.”
While she didn’t win Oprah’s contest, Hansen was inspired and took it upon herself to create Jo-Sha Wipes in 2004.
“With the growing popularity of yoga in America and across the world, a new market for yoga products was created,” says Allen. “The timing was right and this is where Jo-Sha first found its niche.”
The Calabasas, CA-based company offers essential oil wipes in five natural scents—lavender, tea tree, tangerine, eucalyptus, and peppermint, and are available individually wrapped or in bulk 50 pack sticker top packages. “Each scent features a unique essential oil formulation that is effective, gentle and refreshing,” says Allen.
Jo-Sha Wipes can be used to clean yoga mats, Pilates mats and fitness equipment; to clean hands, body and feet; to evoke a sense of calm and centering to the body and mind; to restore balance, soothe the senses, and naturally rejuvenate the body, mind and spirit, and more. Allen says the wipes have also become popular outside of yoga, and are used by massage therapists, for personal care and at hotels and gyms.
Made in the U.S., Jo-Sha Wipes are free of alcohol and harsh chemicals, and the wipes are infused with essential oils that are naturally anti-bacterial, anti-septic and astringent. According to Allen, the oils dry quickly and evaporate completely, leaving no residue, and come from organic “essence” derived from plants, bark, flower, fruit, leaves and roots. “They deliver positive benefits to the body through smell or by direct absorption into the skin. Benefits of essential oils include soothing, calming, stimulating, refreshing, centering, and warming the system.”
Veteran yoga company Gaiam also has its own line of wipes.
The Boulder, CO-based company, which was founded in 1988, provides information, goods and services to customers who value the environment, a sustainable economy, healthy lifestyles, alternative healthcare and personal development.
Infused with essential oils, Gaiam’s yoga mat wipes launched in 2012, and can be used on the skin in addition to mats. According to the company, the towelettes contain no alcohol or harsh chemicals, so they won’t dry out skin and will also help preserve the life of a yoga mat. The wipes dry quickly and evaporate completely, leaving no residue.
Perfect pout
Last fall, Toronto-based Bite Beauty, a natural lip care company, came out with Lush Lip Wipes, a first-of-its-kind wipe. Formulated just for lips, the wipes are designed to condition, replenish and mattify, according to the company.
Users can instantly remove color for a fresh application or can swipe lips for a quick quench of vitamin-rich lip hydration.
Lush Lip Wipes are infused with anti-aging melon fruit extract, clinically proven to improve skin elasticity and radiance, while manuka honey seals in moisture to condition lips with naturally-derived esters and emollients. Natural emulsifiers work to completely remove color without irritating lips or stripping them of their natural moisture. The wipes feature Bite Beauty’s signature Superfruit flavor. Each wipe contains resveratrol to fight free radicals and help reduce the appearance of fine lines.
The wipes come individually wrapped in a pack of 10.
Fresh face
Over the last year wipes makers have come out with a variety of new products, giving wipes-aficionados something fresh to try out. Yes to, Inc., a global leader in natural skin and hair care, is known for products made with fruits and veggies. Joy Chen, CEO of Yes to, emphasizes the importance of wipes in personal care.
“Wipes are very big categories in baby, beauty, and cleaning,” says Chen. “They have become very popular in the last 10 years due to consumers searching [for] convenience in their lives.”
Yes to wipes are made of FSC certified material, are compostable, and are 98% natural, and Chen claims that the company was the first natural beauty brand to introduce natural face wipes. “We created the natural wipe category which did not exist four years ago. It is now a big part of natural beauty,” she adds.
Yes to debuted its latest fruit- and veggie-laced wipes products in 2014—Yes to Coconut Cleansing Wipes and Yes to Limited Edition Wipes. The coconut scented wipes, which can be used on the body, face, neck and hands, are ideal for dry skin types and are made with a nourishing formula that intensely moisturizes and relieves dry, cracked skin, according to the company.
For last year’s holiday season, Yes to teamed up with YouTube beauty guru Ingrid Nilsen of MissGlamorazzi to create limited edition packaging for the company’s Yes to Blueberries Cleansing Facial Wipes and Yes to Cucumbers Hypoallergenic Facial Wipes. During the campaign, Yes to and Nilsen opened the collaboration up to students in the Packaging Design Class at the Fashion Institute of Design in Los Angeles in San Francisco. One lucky student’s design was chosen, and the limited edition designs hit shelves during the 2014 holiday season and will be available through April of this year.
Prominent natural products company Burt’s Bees, which has offered natural personal care products for 30 years, came out with a selection of new towelettes in 2014. The company’s Pink Grapefruit Towelettes and Cucumber & Sage Towelettes launched last February, while its Peach & Willow Bark Exfoliating Facial Cleansing Towelettes debuted in July. n
“Baby wipes account for close to 48% of the total wipes retail and sell over $2 billion (U.S. dollars) more than combined home care wipes and floor cleaning systems,” says Svetlana Uduslivaia, head of tissue and hygiene for Euromonitor. “Baby wipes have been gradually becoming more of a necessity for consumers spending on babies/children, coupled with the fact that these wipes also have a degree of versatility and are not just used for baby bottoms. Home care wipes are more specialized and are expensive, which is a deterrent for wider use, especially in emerging markets.”
While sales aren’t expected to grow at staggering rates—at 2.2% CAGR from 2014-2019, according to Euromonitor—companies are coming out with innovative solutions for those seeking the simplicity of using wipes.
Oil up the barbecue
After spending years in sales and marketing for a food service company, Michael Griffin and a former business partner founded the Gainesville, GA-based company Grate Chef in 2002. A year later, Grate Chef Grill Wipes were born.
The wipes prevent food from sticking on the grill, and according to the company, cling to the bristles of any grill brush for easy application, convenience and safety.
Each grill wipe is a one-time use product saturated with high temperature grilling oil that is only available in the industrial market. Griffin says this high temperature oil has a burn point of 700°F, whereas consumer oils like vegetable oil, olive oil and peanut oil have burn points that range from 300 to 350°F.
According to the company’s website, paper towels with oil are highly flammable when using on the grill, and are only “marginally effective in cleaning an abrasive grilling surface.” The company touts its wipes as strong, absorbent, and flame retardant, delivering “a specially formulated, foodservice-grade high heat grilling oil to your grates, just like the professionals.”
Oxco of Charlotte, NC, supply the nontoxic and biodegradable wipes for Grate Chef, which are made of a blend of synthetic and natural fibers that are needlepunched into a dimensionally strong web.
Easy grooming
Wet wipes offer much convenience—even for our furry friends. While wipes for pets have been around for more than 20 years, companies have introduced a number of applications in which to use them. As more companies come out with innovative products for man’s best friend, some have left a big “paw-print” on the industry.
Over 25 years ago David Goldberg founded Petkin when he was looking for an easy way to keep pets clean without giving them a bath. The idea for using moist wipes seemed natural, and, according to the company, the very first brand of pet wipes was born. “Our first two pet wipes were called Doggywipes and Kittywipes and were packaged in individual packets,” says Goldberg. “These same wipes still exist today and are packed in flow packs.”
The company claims to have the largest assortment of pet wipes in the world, and they can be used on dogs, cats, small animals and even on people. “We’ve got pets covered from head to tail and in between,” adds Goldberg.
Petkin’s offerings include Petwipes, Ear Wipes, Eye Wipes, Tooth Wipes, Itch Wipes, Paw Wipes, Tushie Wipes, Flea Wipes, Pet Stain Wipes and Sunscreen Wipes. The wipes are made of a spunlace rayon/pulp for the company’s original line and bamboo fiber for its new bamboo line.
Petkin’s Bamboo line is made of 100% organically grown bamboo; a completely renewable resource. By incorporating bamboo in its products, the company says it’s able to “reduce the environmental effects of deforestation and provide a superior and sustainable product.”
Also seeing the need for convenient grooming solutions for pet owners is a beauty industry veteran who recently joined the pet club.
John Paul Pet features a line of grooming and hygiene products made especially for pets. Following extensive hair and skin research, the company introduced shampoos, conditioners and pet wipes that contain an optimum pH balance for dogs and cats alike, which meet the needs of their sensitive skin and coats.
The company encourages pet owners to be more active in the grooming and care for their pets, and says that daily grooming is a great way to bond with pets, while also helping in the “early detection of lumps, bruises, skin irritations or infections that could be early symptoms of a larger issue.”
In describing the brand’s line of pet wipes, Gina Dial, John Paul Pet’s vice president of sales and marketing, says the company uses a term from Paul Mitchell Systems—“Take Home.” In the salon sense, it describes items that can be taken home to maintain hair color or a cut at home after visiting the salon, while in the pet industry, the company’s pet wipes provide hygiene care at home between grooming visits, or just maintaining pets’ cleanliness and health. “The wipes are an easy, convenient way to achieve this concept,” says Dial.
John Paul Pet offers Body & Paw wipes, Tooth & Gum wipes and Ear & Eye wipes. All three wipes products, made up of 30% rayon and 70% polyester, are pH-balanced for use on dogs and cats, but can also be used on horses.
John Paul Pet’s Body & Paw pet wipes are designed to keep pets fresh smelling and moisturized between baths, while its Tooth & Gum wipes were made to help promote a pet’s tooth and gum hygiene. According to the company, “80% of dogs over the age of three suffer from periodontal disease.”
The Tooth & Gum wipes use sodium bicarbonate—aka baking soda—to clean, and use mint to reduce odor. John Paul Pet’s Ear & Eye pet wipes keep ears and eyes clean and free from odor and build up. The company uses sodium chloride (saline solution) as a gentle, natural astringent; boric acid, which is biodegradable, as a mild antiseptic; and aloe vera gel, which provides soothing hydration. “All of John Paul Pet products contain gentle botanical ingredients,” Dial adds.
In addition to its consumer line, John Paul Pet offers veterinarian formulas of the three wipes, which are only available from veterinary clinics. Dial says the veterinarian products contain added vitamins to sooth and moisturize skin and coat.
Another company focusing on Fido is Earthwhile Endeavors, Inc., founded by Paul Armstrong.
In 1995, friends of Armstrong developed a natural, effective pet shampoo, but weren’t sure what to do with it. He thought it was a great product and wanted to share it with pet lovers everywhere. Following this encounter, earthbath was founded.
Earthbath offers grooming and specialty wipes, made from a rayon/PET blend, for dogs, cats and small pets like hamsters that are over six weeks old, according to Roth. Green Tea, Hypo-Allergenic, Mango Tango and Especially for Puppies are the products in its line of dog grooming wipes, while the company’s cat wipes are available in Green Tea and Hypo-Allergenic. Earthbath’s specialty wipes for both dogs and cats include Ear Wipes, Eye Wipes, Facial Wipes and Tooth & Gum Wipes.
Developed and manufactured in California, earthbath uses “only the safest, finest ingredients from nature.”
Yoga wipes: Cleaning your mind, body...and mat
The art of yoga has been practiced for centuries, allowing followers to unite the body, mind and spirit, and its popularity continues to grow. With its popularity came today’s billion-dollar industry rife with products and accessories from mats and clothes to towels and wipes.
A decade ago, Shannan Hansen, a certified yoga instructor, noticed yoga mats being borrowed by her students each week weren’t being washed or wiped down. Therefore, she sought a product that would clean yoga mats quickly and thoroughly that would be natural, eco-friendly, convenient and smell pleasant.
When Hansen wasn’t able to find what she was looking for, she focused on filling that void. “During this time she happened to see an episode of Oprah where Oprah Winfrey was having a contest for small businesses called ‘O’ Get the Money,’” says Bret Allen, director of operations, Jo-Sha Wipes. “She had already thought about doing something herself, but after seeing this [episode] she decided to go for it.”
While she didn’t win Oprah’s contest, Hansen was inspired and took it upon herself to create Jo-Sha Wipes in 2004.
“With the growing popularity of yoga in America and across the world, a new market for yoga products was created,” says Allen. “The timing was right and this is where Jo-Sha first found its niche.”
The Calabasas, CA-based company offers essential oil wipes in five natural scents—lavender, tea tree, tangerine, eucalyptus, and peppermint, and are available individually wrapped or in bulk 50 pack sticker top packages. “Each scent features a unique essential oil formulation that is effective, gentle and refreshing,” says Allen.
Jo-Sha Wipes can be used to clean yoga mats, Pilates mats and fitness equipment; to clean hands, body and feet; to evoke a sense of calm and centering to the body and mind; to restore balance, soothe the senses, and naturally rejuvenate the body, mind and spirit, and more. Allen says the wipes have also become popular outside of yoga, and are used by massage therapists, for personal care and at hotels and gyms.
Made in the U.S., Jo-Sha Wipes are free of alcohol and harsh chemicals, and the wipes are infused with essential oils that are naturally anti-bacterial, anti-septic and astringent. According to Allen, the oils dry quickly and evaporate completely, leaving no residue, and come from organic “essence” derived from plants, bark, flower, fruit, leaves and roots. “They deliver positive benefits to the body through smell or by direct absorption into the skin. Benefits of essential oils include soothing, calming, stimulating, refreshing, centering, and warming the system.”
Veteran yoga company Gaiam also has its own line of wipes.
The Boulder, CO-based company, which was founded in 1988, provides information, goods and services to customers who value the environment, a sustainable economy, healthy lifestyles, alternative healthcare and personal development.
Infused with essential oils, Gaiam’s yoga mat wipes launched in 2012, and can be used on the skin in addition to mats. According to the company, the towelettes contain no alcohol or harsh chemicals, so they won’t dry out skin and will also help preserve the life of a yoga mat. The wipes dry quickly and evaporate completely, leaving no residue.
Perfect pout
Last fall, Toronto-based Bite Beauty, a natural lip care company, came out with Lush Lip Wipes, a first-of-its-kind wipe. Formulated just for lips, the wipes are designed to condition, replenish and mattify, according to the company.
Users can instantly remove color for a fresh application or can swipe lips for a quick quench of vitamin-rich lip hydration.
Lush Lip Wipes are infused with anti-aging melon fruit extract, clinically proven to improve skin elasticity and radiance, while manuka honey seals in moisture to condition lips with naturally-derived esters and emollients. Natural emulsifiers work to completely remove color without irritating lips or stripping them of their natural moisture. The wipes feature Bite Beauty’s signature Superfruit flavor. Each wipe contains resveratrol to fight free radicals and help reduce the appearance of fine lines.
The wipes come individually wrapped in a pack of 10.
Fresh face
Over the last year wipes makers have come out with a variety of new products, giving wipes-aficionados something fresh to try out. Yes to, Inc., a global leader in natural skin and hair care, is known for products made with fruits and veggies. Joy Chen, CEO of Yes to, emphasizes the importance of wipes in personal care.
“Wipes are very big categories in baby, beauty, and cleaning,” says Chen. “They have become very popular in the last 10 years due to consumers searching [for] convenience in their lives.”
Yes to wipes are made of FSC certified material, are compostable, and are 98% natural, and Chen claims that the company was the first natural beauty brand to introduce natural face wipes. “We created the natural wipe category which did not exist four years ago. It is now a big part of natural beauty,” she adds.
Yes to debuted its latest fruit- and veggie-laced wipes products in 2014—Yes to Coconut Cleansing Wipes and Yes to Limited Edition Wipes. The coconut scented wipes, which can be used on the body, face, neck and hands, are ideal for dry skin types and are made with a nourishing formula that intensely moisturizes and relieves dry, cracked skin, according to the company.
For last year’s holiday season, Yes to teamed up with YouTube beauty guru Ingrid Nilsen of MissGlamorazzi to create limited edition packaging for the company’s Yes to Blueberries Cleansing Facial Wipes and Yes to Cucumbers Hypoallergenic Facial Wipes. During the campaign, Yes to and Nilsen opened the collaboration up to students in the Packaging Design Class at the Fashion Institute of Design in Los Angeles in San Francisco. One lucky student’s design was chosen, and the limited edition designs hit shelves during the 2014 holiday season and will be available through April of this year.
Prominent natural products company Burt’s Bees, which has offered natural personal care products for 30 years, came out with a selection of new towelettes in 2014. The company’s Pink Grapefruit Towelettes and Cucumber & Sage Towelettes launched last February, while its Peach & Willow Bark Exfoliating Facial Cleansing Towelettes debuted in July. n
