Good Wipes
Good Wipes is a US-based consumer products company that designs and sells plant-based, IWSFG-certified flushable wet wipes for adult personal hygiene, distributed through DTC e-commerce, Walmart, Target, Kroger, and Amazon.
- Company typePrivate
- Founded2013
- HeadquartersAtlanta, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Good Wipes does
Good Wipes (legal name: Goodwipes) is a US-based consumer products company that designs, manufactures, and sells plant-based, IWSFG-certified flushable wet wipes for adult personal hygiene. The company was founded in 2013 in Winter Park, Florida by best friends Charlie Siciak and Sam Nebel in response to the founders' view that standard dry toilet paper was inadequate and that baby wipes were neither convenient nor flushable. The core product is a wet wipe engineered from 100% plant-based fibers (wood pulp and tree-derived viscose), clinically tested for sensitive skin, hypoallergenic, dermatologist-tested, and 40% larger than the category average. Flushability is third-party validated by the International Water Services Flushability Group (IWSFG) under GD4 guidelines. The product portfolio includes a 50-count resealable home range (Rosewater, Shea-Coco, Lavender, Botanical Bliss, and Fragrance Free scents), an 18–32-count on-the-go travel range, an individually wrapped single-use line launched in May 2026, and a Down There Care line of pH-balanced feminine wipes and washes (Rosewater and Botanical Balance scents).
The company operates a hybrid go-to-market model. Direct-to-consumer e-commerce via a Shopify storefront on goodwipes.com offers one-time purchase and a Subscribe & Save subscription (20% discount, 30–90 day cadence), with free shipping over $40 and a flat $4.95 below that. Wholesale and mass-market distribution covers Walmart (4,000 locations via a Peaches & Cream Olipop co-branded SKU launched April 2026, available through August 2026), Target, Kroger, H-E-B, ShopRite, Albertsons, and Amazon. Pricing is uniform across channels at roughly $17.99 per 50-count pack and $25.99 per 150-count 3-pack for premium variants, with $3 single-refill and $5 sample SKUs used as trial drivers. Marketing is community-led and experiential: influencer partnerships (Hallie Batchelder for Wet January 2026; TikTok creator Jake Schroeder), the Porta Palace luxury port-a-potty activation at outdoor events and music festivals, out-of-home and NYC Marathon campaigns, and a taboo-breaking brand voice that has generated earned-media coverage in Forbes, Trendhunter, Modern Retail, and Parade.
Operations are based in Winter Park, Florida (corporate) and Atlanta, Georgia (warehouse and customer support), from which all DTC orders ship (US-only). The company is privately held with no disclosed institutional investors beyond a 2022 participation from Hillside Ventures. In November 2025 Good Wipes executed a full brand re-imagining — new packaging, marketing, and an interior-designer collaboration with Sasha Bikoff — and in 2026 expanded into individually wrapped SKUs, the Olipop co-brand, and received the INDA Industry Advocate of the Year award for co-founder Sam Nebel's support of the WIPPES Act and nonwoven-industry advocacy.
Good Wipes firmographics
Firmographics- Name
- Good Wipes
- Legal name
- Goodwipes
- Website
- https://goodwipes.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Good Wipes is a US-based consumer products company that designs and sells plant-based, IWSFG-certified flushable wet wipes for adult personal hygiene, distributed through DTC e-commerce, Walmart, Target, Kroger, and Amazon.
- Ownership category
- akta.pro rank
Good Wipes industry classification
Industry- Product category
- Personal Hygiene Wipes
- NAICS
- Sanitary Paper Product Manufacturing (322291), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Toilet Preparation Manufacturing (325620)
- 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
- Feminine Care Wipes & On-the-Go Hygiene (CRABAIAN), Body Wipes & Cleansing Towelettes (CRABAEAG)
Keywords
Where Good Wipes is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Good Wipes business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Direct-to-Consumer (DTC) E-commerce: Online sales through goodwipes.com with subscription (Subscribe & Save 20%) and one-time purchase options. The primary revenue channel offering the full product range including scented, fragrance-free, and specialty flushable wipes.
- Retail / Wholesale Distribution: Sales through major national retail chains including Walmart, Target, Kroger, H-E-B, ShopRite, and Albertsons. Products sold in physical store locations and online through each retailer's e-commerce platform.
- Amazon Marketplace: Sales through Amazon store channel, reaching consumers through the Amazon marketplace and leveraging Amazon's fulfillment infrastructure.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Flushable Wipes - 50ct home packs (Rosewater, Shea-Coco, Lavender, Botanical Bliss, Fragrance Free) |
| Unit Pricing | Pay-as-you-go | Peaches & Cream OLIPOP x goodwipes - 150-count 3-pack |
| Unit Pricing | Pay-as-you-go | Variety Pack - 4 scented varieties |
| Unit Pricing | Pay-as-you-go | Travel / On-the-Go Singles - 32-count individual packs |
| Unit Pricing | Pay-as-you-go | Travel Pack Variety - 18-count mixed scent pouch |
| Unit Pricing | Pay-as-you-go | 50-count Single Wipes (smaller at-home refill) |
| Unit Pricing | Pay-as-you-go | Sample Packs - 50-count singles variety |
| Unit Pricing | Pay-as-you-go | Down There Wash - 2-pack feminine wash |
| Unit Pricing | Pay-as-you-go | Down There Wipes - 20-count feminine wipes |
| Subscription | Monthly | Subscribe & Save - 20% discount on all products |
Go-to-market motion3 records
Distribution channels9 records
Marketing channels9 records
Good Wipes product offering
Product offeringCore offering
Good Wipes manufactures and sells IWSFG-certified, 100% plant-based flushable wet wipes as an adult alternative to dry toilet paper. Its product line includes scented and fragrance-free resealable flushable wipes, on-the-go travel packs, and a Down There Care feminine intimate care range (wipes and wash), sold through DTC e-commerce, major US retail chains, and Amazon.
Differentiator
Problem solved
Functional benefit
Brands
- Down There Care: Product line of feminine intimate care products including pH-balanced wipes and washes for sensitive intimate areas.
Products and services
- Resealable Actually Flushable Wipes (50-count packs) 50-count resealable packs of IWSFG-certified, 100% plant-based, hypoallergenic flushable wipes sold in scented and fragrance-free variants; sized 40% larger than average flushable wipes and engineered to bio-disintegrate in municipal water and septic systems. Targeted at adult consumers seeking a gentle, actually flushable alternative to dry toilet paper.
- On-the-Go Travel Packs (individually wrapped singles) Individually wrapped single-pack flushable wipes in Rosewater and other scents, plus 18-count mixed-scent travel pouches, designed for travelers, runners, marathon participants, and active lifestyle consumers needing portable, plant-based hygiene. Each wipe is 5.75 x 7.5 inches and the packs are designed for on-the-go convenience.
- Peaches & Cream Olipop x Goodwipes Flushable Wipes (150-count 3-pack) Limited-edition 150-count 3-pack of XL flushable wipes co-developed with Olipop in a Peaches & Cream scent, sold at Walmart and online. Marketed around the 'treat your butt as good as your gut' positioning, pairing digestive health with bathroom hygiene.
- Variety Pack (4 scented varieties) Multi-scent variety pack of Goodwipes flushable wipes combining four scented varieties for consumer trial, gifting, or households wanting multiple scents on hand.
- Down There Wash (2-pack, feminine wash) 2-pack of pH-balanced (3.5-4.5) feminine wash available in Rosewater or Botanical Balance scents, designed for gentle intimate cleansing without disrupting natural vulvar pH. Targets women seeking alternatives to inappropriate cleansers that cause UTIs, yeast infections, dryness, or itching.
- Down There Wipes (20-count feminine wipes, 4-pack) 4-pack of 20-count pH-balanced feminine intimate wipes in Rosewater or Botanical Balance scents, designed for gentle cleansing of the vulvar area and intended to avoid pH imbalance and irritation common with inappropriate cleansers.
- Subscribe & Save (subscription auto-replenishment) Subscription program offering 20% off all Goodwipes DTC products with automatic delivery every 30 to 90 days; available across flushable wipes, travel packs, and Down There Care products to drive recurring consumer purchase.
Quantifiable outcome
- 40% larger than average flushable wipe
- +3 more outcomes
Companies that use Good Wipes
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Good Wipes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Good Wipes partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- OlipopcoreOlipop partnered with Goodwipes to co-develop and launch the Peaches & Cream scented flushable wipes. Initially announced as an April Fools' Day prank in 2026, the product became a real collaboration sold at 4,000 Walmart locations and online until August 2026. The partnership leverages both brands' digestive health positioning ('treat your butt as good as your gut').
- Hallie BatchelderminorInfluencer and content creator Hallie Batchelder partnered with Goodwipes for the Wet January campaign, using humorous and provocative marketing to promote switching from toilet paper to pre-moistened wipes. The campaign included out-of-home advertising and an exclusive event in New York City.
- Sasha BikoffminorInterior designer Sasha Bikoff collaborated with Goodwipes on the brand's 2025 rebrand, including packaging redesign, experiential activations, and interior styling tips. The partnership was part of the broader brand reimagining aimed at making personal care products more display-worthy and visually prominent.
- Jake SchroederminorTikTok creator Jake Schroeder, known for original comedic songs with around 60 brand deals, collaborated with Goodwipes on content leveraging his platform-specific humor and creative approach to brand-safe content.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Good Wipes competitors and assessment
Company assessmentBroad incumbents
- Kimberly-Clark: Parent of Cottonelle, Scott, HUGGIES, and Kleenex. The de facto incumbent in flushable and personal wipes; Goodwipes' growth depends on continuing to take modest share from K-C's brands at retail.
- The Honest Company: Multi-category personal care and household brand with wipes in its portfolio. Broader incumbent that competes for the same eco-conscious consumer and shelf space in mass and natural channels, though much larger and diversified beyond wipes.
- Procter & Gamble (P&G Personal Care): Parent of Charmin, Pampers, and other category-leading wipe brands. As the dominant CPG in personal hygiene, P&G sets the competitive context for shelf placement, pricing, and category innovation across flushable and personal wipes.
Direct peers
- DUDE Wipes: DTC-first brand of flushable adult wet wipes sold via subscription and retail. Closest analog to Goodwipes: same target consumer (adults replacing toilet paper), same price band, similar playful branding, and a strong overlap in retail and Amazon distribution.
- Cottonelle Flushable Wipes: Kimberly-Clark's flagship flushable wet wipe SKU sold alongside Cottonelle toilet paper. Direct competitor for the same use case (post-toilet cleansing), differentiated by enormous brand awareness and incumbent shelf placement against which Goodwipes competes at retail.
- Charmin Freshmates: P&G's flushable wipe line sold alongside Charmin toilet paper. Direct competitor with massive distribution and brand recognition, setting the consumer expectation bar that Goodwipes must outperform on quality and brand voice.
- Scott Flushable Wipes ( Kimberly-Clark): Kimberly-Clark's value-tier flushable wipe offering. Competes head-to-head with Goodwipes in mass and grocery channels where both brands sit on the same shelf at similar price points.
Emerging players
- Caboo: Bamboo-based, eco-positioned wipe brand (flushable and household). Comparable because of the sustainable-plant-based fiber positioning and similar DTC-plus-retail GTM, though more focused on family/baby than Goodwipes' adult bathroom focus.
- Natracare: Organic/plant-based personal care brand with a feminine intimate care range. Comparable in the Down There Care adjacency — overlapping audience of eco-conscious consumers seeking pH-appropriate, hypoallergenic intimate products.
- Bloomwell: Early-stage brand offering flushable wipes with a sustainability and sensitive-skin positioning. Compares as an emerging direct competitor pursuing similar certifications, plant-based claims, and DTC-plus-retail growth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Good Wipes social profiles
Digital presenceGood Wipes financial estimates
Financial estimateRevenue estimate
Valuation estimate
Good Wipes leadership team
Management profileNumber of profiles
Profiles2 records
Good Wipes funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Good Wipes 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 Good Wipes
What does Good Wipes do?
Good Wipes manufactures and sells IWSFG-certified, 100% plant-based flushable wet wipes as an adult alternative to dry toilet paper. Its product line includes scented and fragrance-free resealable flushable wipes, on-the-go travel packs, and a Down There Care feminine intimate care range (wipes and wash), sold through DTC e-commerce, major US retail chains, and Amazon.
Is Good Wipes a public or private company?
Good Wipes is a private company. It is classified as venture growth investor backed and is currently operating.
When was Good Wipes founded?
Good Wipes was founded in 2013. It employs 11 to 50 people.
Where is Good Wipes based?
Good Wipes is headquartered in Atlanta, United States, in the North America region.
How does Good Wipes make money?
Three revenue lines are on record. Direct-to-Consumer (DTC) E-commerce is the primary driver. The others are retail / Wholesale Distribution and amazon Marketplace.
Who are Good Wipes's main competitors?
Broad incumbents on record are Kimberly-Clark, The Honest Company and Procter & Gamble (P&G Personal Care). Direct peers are DUDE Wipes, Cottonelle Flushable Wipes, Charmin Freshmates and Scott Flushable Wipes ( Kimberly-Clark). Emerging players are Caboo, Natracare and Bloomwell.
Does Good Wipes have an API?
No public API is recorded for Good Wipes.
What industry is Good Wipes in?
Good Wipes's product category is Personal Hygiene Wipes. Its primary akta.pro industry code is CRADALAH, Wipes (Baby, Flushable, Household, Personal), with a secondary code of CRABAIAN, Feminine Care Wipes & On-the-Go Hygiene. Its NAICS code is 322291 and its SIC code is 2840.