WaterWipes

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.

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

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

• Baby wipes
• Sensitive skin wipes
• Feminine hygiene wipes
• Incontinence care wipes
• Personal care wipes

Headquarters

HQ city

Drogheda

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels10 records

Marketing channels6 records

Core 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

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered minor.

• Mom Creators CoalitionminorGTM or Marketing Partner · 31 March 2026WaterWipes 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)minorGTM or Marketing Partner · 17 March 2026WaterWipes 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

Direct 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

• YouTubeyoutube.com/channel/UCxxOmFP8Rq0dvvNj80VMYAA
• Facebookfacebook.com/WaterWipes
• Instagraminstagram.com/waterwipes
• TikToktiktok.com/@waterwipes_us
• Xx.com/waterwipes

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WaterWipes