Sustainability Drives Innovation in Household Wipes

Efforts to remove plastics from wipes and adopt cleaner, environmentally friendly formulations continue to gain momentum in the home care segment, driven by a combination of evolving regulations, retailer requirements and consumer demand for more sustainable products.

“The increasing focus on sustainability remains one of the strongest trends influencing the household wipes market,”according to Ann Halstead, director of marketing & retail sales at Kleen Test Products (KTP), a wet wipes manufacturer. “Although many consumers are looking for this attribute in their cleaning products, the trend is really being pushed by the increasing regulatory environment around sustainability.”

“Many states are enacting regulations to reduce packaging overall, reduce plastics in packaging and increase the use of packages that are easily recycled or reused,” she explains. “Beyond the package, the formulas are coming under scrutiny for the chemicals, with many states and retailers developing ‘banned chemical’ lists.”

She also notes there’s a push for recyclable, compostable and/or flushable substrates. “While progress is being made on all of these fronts, it is a challenging task as consumers still want the products to work effectively to keep their homes clean and their families safe from germs and bacteria.”

That push toward alternative substrates is being accelerated by regulatory action around the world, particularly in the U.K., where governments are moving to eliminate plastic-containing wet wipes from the market.

Earlier this year, the Scottish government announced the sale and supply of wet wipes containing plastic will be banned beginning August 11, 2027, joining other U.K. nations, Wales, Northern Ireland and England, in an effort to protect the environment and marine waters. The measures will include exemptions for medical and industrial uses as well as business-to-business sales.

The U.K. first announced plans to phase out plastic-containing wet wipes in 2024, arguing the move would help reduce plastic and microplastic pollution and reduce the volume of microplastics entering wastewater treatment sites when wrongly flushed.

“These policies are all proof of the progress we are making towards protecting our environment and creating a more circular economy,” says climate action secretary Gillian Martin. “In addition, we will continue to call on the U.K. Government to address issues such as misleading claims on product packaging, which can lead to incorrect disposal of items such as wet wipes.”

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Sustainable Innovations

Recent investments in nonwovens manufacturing lines designed to produce eco-friendly and plant-based substrates underscore the industry’s growing focus on sustainable wipes materials.

Kruger, a Canadian tissue manufacturer, announced in May that it will be entering the nonwovens market with an Andritz Wetlace hybrid line at its Wayagamack mill in Trois-Rivières, Quebec, Canada. The line will produce plastic-free, chemical-free materials for sustainable wipes and is the first of its kind in Canada. Production is scheduled to start in 2028.

Meanwhile, at INDEX 26 last month, Chinese nonwovens manufacturer Wangjin Holdings announced plans to install a Trützschler Pulp X Spunlace nonwovens production line. The company said the investment will support its expansion into the high-end eco-friendly wipes segment in response to industry trends.

Similar investments in recent years are helping expand the availability of plant-based and biodegradable substrates, which brands are increasingly incorporating into new wipes products aimed at reducing environmental impact while maintaining performance.

In March, wipes brand Biom expanded its product line to include disinfecting wipes made with a 100% plant-based, biodegradable material. The wipes use a plant-derived citric acid as the active ingredient and are formulated without bleach, quats, ammonia, parabens, or phthalates. According to the company, the wipes are effective against 99.9% of bacteria and viruses, including SARS-CoV-2, when used as directed.

The product reflects a broader set of formulation constraints in the disinfecting category. “When we started digging into the disinfecting category, what surprised us most was how much consumers simply aren’t told,” says Will Gahagan, founder and CEO at Biom. “These products meet regulatory standards, but most still rely on quaternary ammonium compounds as their active ingredient—chemicals that have faced growing scientific scrutiny around potential health impacts. At the same time, virtually every major wipe brand uses plastic fibers like polyester in the wipe itself. For something used daily around our families, that disconnect felt hard to ignore.”

Biom’s approach required working within stricter material requirements. The substrate is 100% viscose, which presents formulation challenges because many disinfecting chemistries are typically developed for more durable synthetic fibers. “The large majority of disinfecting chemistries in the consumer wipe market today were formulated around polyester-based substrates because they’re more durable and easier to manufacture at scale,” Gahagan says. “Many disinfecting actives can actually weaken or break down plant-based fibers over time.”

As a result, the company says developing a plastic-free disinfecting wipe required significant formulation work, testing and collaboration with manufacturing partners willing to innovate alongside the brand.

The disinfecting wipes join Biom’s existing range, which includes all-purpose wipes, hand sanitizing wipes made with plant-based alcohol and aloe and flushable wipes.

Beyond the substrate itself, Biom has also focused on reducing packaging waste. The wipes are packaged in flexible film rather than traditional rigid canisters, which the company says reduces plastic use compared with standard formats in the cleaning wipes category. They are designed for use with Biom’s refillable dispenser and are available in Alpine Mint and Fresh Citrus scent variants.

Sustainable material innovation is also extending beyond wipes and into adjacent household cleaning products.

Yuhan-Kimberly, a joint venture between Korea’s Yuhan Corporation and U.S. based Kimberly-Clark, has developed the world’s first biodegradable and reusable nonwoven paper towel made with amorphous PHA. 

Now available in South Korea, the Kleenex Biodegradable Reusable Dishtowel features CJ Biomaterials’ proprietary PHACT A1000P technology. 

While Yuhan-Kimberly’s Kleenex reusable dishtowels have long offered hygiene and convenience advantages over traditional dishcloths, earlier versions relied on polypropylene (PP)-based nonwoven materials, according to the company. This created a gap between product performance and sustainability expectations, as the materials were still perceived as single-use plastics from an environmental standpoint. In 2022, Yuhan-Kimberly formed the Green Action Alliance with CJ CheilJedang to accelerate the development of biodegradable materials that could meet both performance and sustainability requirements. 

With the recent commercialization of PHA-based materials at a quality level suitable for mass production, Yuhan-Kimberly says it has reached a point where it can confidently bring this innovation to market.

PHACT A1000P is derived from sustainably grown, plant-based raw materials, including sugarcane. It is a soft, rubbery, biobased material that can replace conventional plastics while breaking down naturally in compost and environmental conditions. 

Yuhan-Kimberly combined PHACT A1000P with other plant-derived materials, including cellulose and polylactic acid (PLA), into high-performance spunbond nonwovens produced by Eugene Hanil Synthetic Fiber Co., Ltd. to create a paper towel that is 100% biobased and will not produce persistent microplastics.

The new paper towels can be washed and used multiple times before disposal and are used in homes and restaurants throughout Korea. Developing its new towel, Yuhan-Kimberly was seeking raw materials that could bind cellulose fibers into a soft and strong spunbond nonwoven but would also pass testing for persistent microplastics developed by KOTITI Testing & Research Institute, the first internationally accredited testing and inspection institute for textile products in Korea. As a polymer produced through fermentation, CJ Biomaterials’ PHACT A1000P is certified as biodegradable and performs well as a binder for cellulose fibers.

Yuhan-Kimberly had previously tested towels using PLA alone as a binder, but mechanical performance limitations created significant challenges. Incorporating PHACT PHA largely eliminated those issues while allowing Yuhan-Kimberly to maintain its existing manufacturing process and production speeds, resulting in a finished product with enhanced softness and durability that passed KOTITI testing for persistent microplastics.

The ability to run the material on existing spunbond production lines was also critical to commercialization. According to Yuhan-Kimberly, compatibility with existing manufacturing infrastructure ensures continuity and scalability. It allows the company to introduce more sustainable materials without requiring significant capital investment or disruptions to production. This is critical not only for the successful commercialization of this product, but also for the long-term viability of sustainable transitions across the company’s portfolio. Maintaining current production speeds was equally important to ensure cost competitiveness and supply stability. Additionally, this compatibility opens up opportunities to explore the application of these biodegradable materials across other nonwoven products, accelerating broader adoption of sustainable solutions.

Formulation Trends

As innovation reshapes wipe substrates, brands are also rethinking formulations to balance cleaning efficacy with consumer expectations around health, wellness and safety.

Liying Qian, global insight manager – Tissue and Hygiene at Euromonitor International, believes chemical phobia remains deeply entrenched in everyday cleaning, including in home care wipes. “This is reflected in how fast the products move from a chemical-forward, chemical-first approach into more skin health and wellness positioning,” she says.

“Efficacy remains critical in household wipes, including cleaning performance and disinfecting power, but companies are balancing those claims with messaging around health, wellness and safety, Qian adds. “The winning formula is powerful enough to disinfect while still being gentle enough for the home and the person using it.”

Halstead of KTP agrees, noting that formulations are evolving to reduce harsher chemicals in favor of more natural and less destructive chemicals, driven by both consumer demand and regulatory requirements. “The balancing act here is to reduce the negative impact on people and the environment while at the same time maintaining the cleaning efficacy of the product,” she adds.

Qian says household wipes brands are increasingly incorporating gentler ingredients and calming scents to align with broader consumer wellness expectations. While efficacy, safety and performance remain essential, companies are also positioning products as a way to reduce stress and create a more pleasant cleaning experience.

Lysol, for example, is combining its disinfecting power with fragrances that bring a sense of freshness into the home. Its Brand New Day Collection of scented cleaning products was recently expanded with the Lysol Lavender & Cotton Blossom scent. This fragrance is available across a range of Lysol products designed to disinfect or clean every room in the home, killing 99.9% of germs while leaving behind a refreshing scent.

“As consumer preferences evolve, we recognize the growing demand for Lysol products that provide Lysol’s trusted disinfection while leaving behind a refreshing fragrance,” says Isabel Vera Hernandez, senior associate, Reckitt R&D Operations.

The line, which includes Disinfecting Wipes, captures the scents of a lavender field, blending notes of lavender, jasmine and violet with subtle hints of apple and green pear. Sandalwood and white musk are reminiscent of cozy cotton blossoms, rounding out the scent for a refreshing yet soothing finish.

Floor Care Upgrade

On the floor care side, Swiffer has updated Swiffer PowerMop pads with more scrubbing power and new features. The pads deliver a deeper clean and pass the white sock test by showing how much dirt other methods miss.

“People are looking for a deeper clean they can see and feel, and that’s exactly what the upgraded Swiffer PowerMop brings home,” says Dave Landers, vice president, North America Surface Care, Procter & Gamble. “These upgraded pads are our most advanced, built to pull up dirt you didn’t even realize was there.”

First introduced in 2023 as a product to deliver a mop-and-bucket clean in half the time, the updated Swiffer PowerMop now cleans even better. The PowerMop’s upgraded 3D mopping pads now include 10,000+ micro-scrubbing dots, delivering a five times deeper clean. These layers of micro-scrubbers help the PowerMop tackle tough, sticky messes that may have taken additional passes to clear. Additionally, a 30% larger 3D mop head with a 360° swivel for easy maneuverability ensures greater coverage and flexibility to clean tight spaces. The Swiffer PowerMop has also been reinforced to make the device stronger to unlock more scrubbing power.

“At Swiffer, we design our innovations around the everyday messes people encounter and how they clean them,” says Arianna Castro, Swiffer scientist at Procter & Gamble. “By studying how consumers clean and where the process can become difficult or time-consuming, we developed features like the 10,000+ micro-scrubbing dots, engineered to break apart tough messes so Swiffer PowerMop can deliver a superior deep clean while keeping cleaning simple and efficient.”