WaterWipes
WaterWipes is a privately held Irish consumer packaged goods company that manufactures and sells 99.9% purified water-based wipes for sensitive skin across newborns, babies, toddlers, teens, adults, feminine care, and incontinence care consumers in 50+ countries.
- Company typePrivate
- Founded2008
- HeadquartersDrogheda, Ireland
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What WaterWipes does
WaterWipes is a privately held Irish consumer packaged goods company headquartered in Drogheda, Ireland, that manufactures and sells water-based wipes for sensitive skin across the full life cycle. Its core product is a baby wipe formulated with 99.9% purified water and a drop of fruit extract, sold under multiple Sensitive+ variants for newborns, babies and toddlers, teens, and adults, and more recently extended into Feminine Care and Incontinence Care product lines. The company's underlying technology is a proprietary water purification and ultra-minimal-ingredient formulation process, validated by independent certifications including Skin Health Alliance dermatological approval, MyMicrobiome Kind to Microbiome certification, National Eczema Association listing, Vegan Society registration, EWG verification, and gynecologist approval.
WaterWipes generates revenue through one-time consumer packaged goods sales distributed via mass-market retail and pharmacy channels, with no disclosed subscription or recurring component. Its go-to-market combines direct-to-consumer e-commerce through its own website and Amazon with deep retail penetration across the US (Walmart, Target, Kroger, Walgreens, H-E-B, Publix, Meijer, Fresh Direct), Europe (Boots, Tesco, DM, Rossmann, Dr. Max, and others), Canada, Australia, New Zealand, and emerging markets including India, the UAE, and LATAM. Pricing follows standard CPG unit-pricing across multi-pack value bundles, with final pricing set by retail partners and varying by market. The brand is positioned on dermatologist trust (96% of dermatologists reportedly rank it #1 for sensitive skin) and HCP endorsement networks staffed by paediatric nurses and clinical staff.
Founded in 2008 by Edward McCloskey and operating as part of Boyne Valley Group, WaterWipes employs 460+ people across 10+ countries and sells in 50+ markets globally. In December 2024, the company received a €145 million private equity investment from 3i to support global expansion and adjacent category buildout. The Irish Times identified WaterWipes among companies achieving significant sales growth in 2025.
WaterWipes firmographics
Firmographics- Name
- WaterWipes
- Legal name
- WaterWipes UC
- Website
- https://waterwipes.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- WaterWipes is a privately held Irish consumer packaged goods company that manufactures and sells 99.9% purified water-based wipes for sensitive skin across newborns, babies, toddlers, teens, adults, feminine care, and incontinence care consumers in 50+ countries.
- Ownership category
- akta.pro rank
WaterWipes industry classification
Industry- Product category
- Baby Wipes & Sensitive Skin Personal Care Wipes
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Sanitary Paper Product Manufacturing (322291)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Wipes (Baby, Flushable, Household, Personal) (CRADALAH)
- akta.pro secondary industries
- Body Wipes & Cleansing Towelettes (CRABAEAG), Wet Wipes & Flushable Wipes (Nonwoven-based) (IMAMAGAC), Baby Bath & Cleansing (CRABAJAA)
Keywords
Where WaterWipes is headquartered
LocationHeadquarters
- HQ city
- Drogheda
- HQ country
- Ireland
- HQ region
- Europe
Offices1 record
Markets served
WaterWipes business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Consumer Retail Sales: WaterWipes generates revenue through direct retail sales of disposable wet wipes to consumers through major retail chains, pharmacies, and e-commerce platforms. Products are sold as one-time purchase consumer packaged goods with no subscription component mentioned.
- New Product Line Expansion: Recent expansion from baby wipes into feminine care and incontinence care categories broadens the revenue base to adult consumers with intimate care needs. Products are sold through the same retail and pharmacy channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Multi-pack value bundles (12-pack x 60, 9-pack x 60, 6-pack x 60, 4-pack x 60) at per-wipe discounts |
Go-to-market motion2 records
Distribution channels10 records
Marketing channels6 records
WaterWipes product offering
Product offeringCore offering
WaterWipes manufactures and sells a portfolio of water-based, sensitive-skin cleansing wipes formulated with 99.9% purified water and a drop of fruit extract. The product range spans newborn and baby wipes, toddler wipes, bathing wipes, soothing wipes, hydrating boost wipes, on-the-go wipes, whole body cleansing wipes, feminine hygiene wipes, and light/ultra incontinence care wipes. Products are sold globally through major retailers, pharmacies, and e-commerce platforms across 50+ countries.
Product overview
WaterWipes is a wipes company offering pure water-based products (99.9% water) designed for sensitive skin across all life stages. The product portfolio includes Sensitive+ Newborn & Baby Wipes, Sensitive+ Baby & Toddler Wipes, Sensitive+ Bathing Wipes, Sensitive+ Soothing Wipes, and Sensitive+ Hydrating Boost Wipes for babies and children; Sensitive+ On the Go Wipes for teens; and Sensitive+ Whole Body Cleansing Wipes, Sensitive+ Intimate Care Light Wipes, and Sensitive+ Intimate Care Ultra Wipes for adult incontinence care. The feminine care line includes Sensitive, Refreshing, and Cleansing Feminine Care Wipes. All products share a core formulation featuring 99.9% purified water with a drop of fruit extract as ingredients.
Differentiator
Problem solved
Functional benefit
Products and services
- Sensitive+ Newborn & Baby Wipes
Quantifiable outcome
- 96% of Dermatologists agree WaterWipes is the #1 wipe choice for sensitive skin
- +2 more outcomes
Companies that use WaterWipes
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles4 records
WaterWipes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
WaterWipes partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Mom Creators CoalitionminorWaterWipes serves as official founding sponsor of the Mom Creators Coalition, a new initiative aiming to empower mothers to build local creator businesses and community connections.
- Baby Love (Toronto-based charity)minorWaterWipes partnered with Baby Love to distribute premium wipes at no cost to low-income families across Toronto. Baby Love has delivered over three million diapers and critical essentials to more than 10,000 families since its 2022 launch. The partnership aligns with WaterWipes' commitment to making pure, quality products accessible to all parents.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
WaterWipes competitors and assessment
Company assessmentDirect peers
- Jackson Reece: Jackson Reece is a niche baby wipes brand competing in the same natural, plant-based, sensitive-skin segment as WaterWipes, often appearing in eco-conscious retail channels and positioned as a closer premium alternative.
- TENA (Essity): TENA is the global leader in incontinence care products and competes with WaterWipes' newly launched Incontinence Care line in the same adult intimate cleansing category across overlapping retail and pharmacy channels.
- The Honest Company: The Honest Company sells premium, plant-based baby wipes and personal care products positioned around ingredient transparency and clean formulation, directly competing with WaterWipes in the sensitive-skin baby wipes segment across similar retail channels.
- Babyganics (Kenvue): Babyganics is a baby care brand with wipes and personal care products formulated around plant-based and sensitive-skin positioning, directly overlapping with WaterWipes' target parent demographic and distribution channels.
- Summer's Eve (Prestige Consumer Healthcare): Summer's Eve is a leading feminine hygiene wipes brand in North America that directly competes with WaterWipes' newly launched Feminine Care line in the same intimate cleansing category across mass retail channels.
Broad incumbents
- Huggies (Kimberly-Clark): Huggies is a dominant global baby wipes brand owned by Kimberly-Clark, with a "Pure" water-based sub-line that directly challenges WaterWipes on the sensitive-skin premium positioning across the same retail and pharmacy channels.
- Pampers (Procter & Gamble): Pampers is the global baby wipes market leader and has launched water-based sub-lines (e.g., Pampers Aqua Pure) directly competing with WaterWipes' purity positioning, while offering massive scale advantages in marketing, retail relationships, and distribution.
- Seventh Generation (Unilever): Seventh Generation produces baby wipes positioned around clean ingredients and sustainability, now owned by Unilever, making it a comparable player in the natural/sensitive-skin wipes segment with broader portfolio reach.
Emerging players
- Kandoo (Nehemiah Manufacturing): Kandoo produces flushable and sensitive baby wipes targeting the same parent demographic as WaterWipes, with overlapping retail presence in mass-market channels, though at a more value-oriented price point.
Regional players
- Mustela (Laboratoires Expanscience): Mustela is a European baby care brand offering cleansing wipes and personal care products for sensitive baby skin, directly comparable to WaterWipes on ingredient purity and dermatological credentials, though primarily distributed in EMEA markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
WaterWipes social profiles
Digital presenceWaterWipes compliance and trust
Trust signalCompliance4 records
WaterWipes financial estimates
Financial estimateRevenue estimate
Valuation estimate
WaterWipes leadership team
Management profileNumber of profiles
Profiles11 records
WaterWipes funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WaterWipes M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WaterWipes
What does WaterWipes do?
WaterWipes manufactures and sells a portfolio of water-based, sensitive-skin cleansing wipes formulated with 99.9% purified water and a drop of fruit extract. The product range spans newborn and baby wipes, toddler wipes, bathing wipes, soothing wipes, hydrating boost wipes, on-the-go wipes, whole body cleansing wipes, feminine hygiene wipes, and light/ultra incontinence care wipes. Products are sold globally through major retailers, pharmacies, and e-commerce platforms across 50+ countries.
Is WaterWipes a public or private company?
WaterWipes is a private company. It is classified as corporate owned and is currently operating.
When was WaterWipes founded?
WaterWipes was founded in 2008. It employs 251 to 500 people.
Where is WaterWipes based?
WaterWipes is headquartered in Drogheda, Ireland, in the Europe region.
How does WaterWipes make money?
Two revenue lines are on record. Consumer Retail Sales are the primary driver. The others are new Product Line Expansion.
Who are WaterWipes's main competitors?
Direct peers on record are Jackson Reece, TENA (Essity), The Honest Company, Babyganics (Kenvue) and Summer's Eve (Prestige Consumer Healthcare). Broad incumbents are Huggies (Kimberly-Clark), Pampers (Procter & Gamble) and Seventh Generation (Unilever). Kandoo (Nehemiah Manufacturing) is listed as an emerging player. Mustela (Laboratoires Expanscience) is listed as a regional player.
Does WaterWipes have an API?
No public API is recorded for WaterWipes.
What industry is WaterWipes in?
WaterWipes's product category is Baby Wipes & Sensitive Skin Personal Care Wipes. Its primary akta.pro industry code is CRADALAH, Wipes (Baby, Flushable, Household, Personal), with a secondary code of CRABAEAG, Body Wipes & Cleansing Towelettes. Its NAICS code is 32561 and its SIC code is 2840.