What Cheeky Wipes does

Cheeky Wipes (legal entity: Cheeky Baby Products Ltd) is a UK-founded, female-led direct-to-consumer e-commerce company that designs, sources, and sells reusable hygiene and baby-care textile products. The company was founded in 2008 by Helen Rankin in Seaford, England after disposable wipes triggered her eczema, and operates today from a single UK warehouse that runs a 4-day working week. Its product portfolio spans four anchor categories: reusable baby wipes (cotton terry, bamboo, organic cotton, microfibre); period pants and washable period pads across multiple absorbency levels and styles, including period swimwear; washable incontinence pads and pants (men's, women's, kids/teens, plus adaptive designs); and Cheeky Doodoo reusable cloth nappies with The Big Nappy Kit as a flagship bundle. Accessories such as wetbags, wipe containers, oils and sprays, plus adjacencies including reusable makeup removers, pet wipes, cleaning wipes, breast pads, and snack bags extend the assortment. Technically, the products are reusable fabrics engineered for multi-year lifespans, machine-washable at 60°C, PFAS-free, with proprietary bamboo vs cotton terry differentiation (bamboo: softer, antibacterial, better in hard water; cotton terry: better traction for nappy changes) and a pocket nappy system with double-gusset design. The company monetizes through one-time purchases of higher-AOV reusable kits (£19.99–£165.00), period pants subscription, and accessories, with VAT-free pricing, free UK delivery over £50, and Klarna BNPL; distribution runs through its own storefront, Amazon UK, ~8 vetted independent UK retailers, and baby shows. The firm has accumulated 500,000+ UK customers, 10,000+ verified 5-star Trustpilot reviews, and certifications including B Corp, ISO 9001, Vegan Society trademark on 48 products, and the 2021 Queen's Award for Enterprise in Sustainable Development.

Name

Cheeky Wipes

Legal name

Cheeky Baby Products Ltd

Website

https://cheekywipes.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Cheeky Wipes is a UK-founded, female-led direct-to-consumer e-commerce brand selling reusable baby wipes, cloth nappies, period pants, incontinence products, and makeup removers to eco-conscious households since 2008.

Ownership category

akta.pro rank

Product category

Reusable Personal Hygiene Products

NAICS

Nonwoven Fabric Mills (313230), Sanitary Paper Product Manufacturing (322291)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Women's, Misses', Children's & Infants' Undergarments (2340), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

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), Wipes (All-Purpose Cleaning Wipes) (CRAJAMAJ)

Keywords

• Reusable baby wipes
• Cloth nappies
• Reusable period products
• Washable incontinence care
• Sustainable personal hygiene

Headquarters

HQ city

Seaford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time purchase of reusable products (wipes, period pants, nappies, pads) that are designed to last for years, generating initial revenue with repeat purchases driven by additional children, replacement items, and accessory purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels11 records

Core offering

Cheeky Wipes designs, sources and sells a comprehensive range of reusable textile hygiene products for personal and family care, including baby wipe kits, cloth nappies, period pants, reusable sanitary pads, washable incontinence pads and pants, makeup remover pads, and pet/cleaning wipes. Products are made from bamboo, organic cotton, microfibre and cotton terry fabrics and are sold direct-to-consumer via cheekywipes.com, supplemented by Amazon UK and a network of independent UK retailers. The company positions itself around the 'Simple Reusables' mission, providing PFAS-free, Vegan Society registered alternatives to single-use disposables.

Product overview

Cheeky Wipes is a UK-based e-commerce company founded in 2008 offering a comprehensive portfolio of reusable hygiene and baby care products under the 'Simple Reusables' mission. The core product lines include: (1) Reusable Baby Wipes Kits and individual wipes in cotton, bamboo, and organic cotton fabrics; (2) Period Pants (multiple styles including Feeling Cosy, Feeling Sporty, Feeling Fearless, Feeling Free, Feeling Pretty, Feeling Comfy) and Reusable Period Pads; (3) Washable Incontinence Pads and Pants; (4) Cheeky Doodoo Cloth Nappies and The Big Nappy Kit starter bundles; (5) Reusable Makeup Removing Pads; and (6) accessories including Wetbags, Wipes Oils & Sprays, and Baby Wipes Containers. The company also offers Period Swimwear, Reusable Pet Wipes, and Cleaning Wipes. Products are available for purchase directly via cheekywipes.com, with Klarna buy now pay later payment option. The product portfolio is supported by educational resources, washing guides, and sustainability messaging.

Differentiator

Problem solved

Functional benefit

Brands

• Cheeky Doodoo: Reusable cloth nappies brand launched in 2020, designed and tested by over 100 parents
• Cheeky Pockets
• Cheeky Baby Products Ltd

Products and services

• Reusable Baby Wipes Kits All-in-one kits containing reusable cloth wipes, wet bags, and essential oil solutions for baby care. Available in basic (£19.99–£48.99) and premium all-in-one (£49.99) formats, including options for hands, bums, faces, and full baby wipe needs.
• Reusable Toilet Paper Alternative Kits Family cloth toilet paper kits enabling households to replace disposable toilet paper with washable cotton cloth wipes.
• Period Pants Reusable leak-proof period underwear with 4-layer absorbency for heavy flow protection. Available in multiple styles (Feeling Cosy, Feeling Sporty, Feeling Fearless, Feeling Free, Feeling Pretty, Feeling Comfy) and absorbency levels from light to heavy, in sizes 2 to 30. Regular flow £10.99–£13.99 per pair; heavy flow £13.99–£16.99 per pair.
• Reusable Period Pads Washable cloth sanitary pads in cotton and bamboo materials. Available in various sizes from panty liners to maternity pads, with options for light, regular, and heavy flow at £8.49–£12.99 per pad.
• Period Swimwear Period-proof swimwear including swimsuits, bikinis, and racerback styles that allow swimming during menstruation without additional protection.
• Washable Incontinence Pads and Pants Reusable incontinence protection products including absorbent pads and pants for light to heavy incontinence, available in adaptive and standard designs for women, men, and kids/teens.
• Cheeky Doodoo Cloth Nappies Reusable bamboo cloth nappies with waterproof wraps. Available as pocket nappies, two-part systems, and complete starter bundles. Features birth-to-potty one-size design with adjustable rise, popper fastenings, and double gusset.
• The Big Nappy Kit Complete reusable nappy starter kit containing 20 pocket nappies (10 Cheeky Pockets + 10 Alva Baby), hanging nappy pail, wet/dry bag, and bamboo boosters. VAT-free at £165.
• Reusable Makeup Removing Pads Washable cloth pads for makeup removal, compatible with oily, soapy, micellar water, or lotion cleansers. Available in kits and as individual pads for oily/soapy cleansers and micellar water/lotion cleansing.
• Wetbags and Washbags Waterproof bags for storing wet or dirty reusable products. Available in various sizes including small, medium, large, and nappy pail sizes with different designs.
• Reusable Wipes Oils and Sprays Essential oil solutions and sprays for preparing and freshening reusable wipes, including lavender and chamomile blends.

Quantifiable outcome

• 280 million+ single-use products diverted from landfill since 2016
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, important, minor and secondary.

• Royal MailcoreOthersRoyal Mail is the primary delivery partner for UK customer orders. Known for sustainability with walking and cycling delivery routes, expanding EV fleet, and commitment to Net Zero by 2040. Partners with Cheeky Wipes for reliable nationwide delivery with lower carbon footprint.
• DPDcoreOthersDPD operates the largest EV fleet in the UK with goal of all urban deliveries fully electric by 2030. Provides carbon-neutral delivery operations, offsetting carbon footprint of every parcel. Partnered for sustainable last-mile delivery solutions.
• The Vegan SocietyimportantStrategic or Co-development Partner48 Cheeky products officially registered with The Vegan Society trademark. Ensures products contain no animal content, are ethically extracted, never tested on animals, and use dyes manufactured without animal products. Provides credibility and authenticity for vegan customers.
• KlarnacoreOthersPayment partnership offering buy now, pay later across the full Cheeky Wipes product range. Allows customers to split purchases into three interest-free payments, often making each payment less than monthly spend on disposables. 80 million shoppers use Klarna globally.
• UK Cloth Nappy LibrariesminorStrategic or Co-development PartnerClean, returned items and items not fit for resale are forwarded to UK Cloth Nappy Libraries for reuse rather than disposal. Supports circular economy and community resource sharing.
• Women's Refuge CharitiesminorStrategic or Co-development PartnerClean returned items and discontinued products are donated to women's refuge charities and other supported charities. Cheeky works with multiple charities to provide pants and pads to those in need throughout the UK and further afield.
• Independent UK RetailerssecondaryChannel Partner/ Reseller/ DistributorSelected independent retailers across the UK: The Nappy Lady, Becalmed (Leek), The Friendly Eco (Bristol), Store Next Door (Brighton), Wast0 (Whitney), Bare Necessities (Wareham, Dorset), The Balanced Pantry (Ballymoney), Bambino Baby (Petersfield). All vetted to provide same level of service as direct sales.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• TotsBots: Scottish-based reusable cloth nappy brand offering bamboo and fleece nappies, wet bags, and reusable wipes kits. Directly competes with Cheeky Doodoo nappies in the UK cloth nappy market.
• Bambino Mio: UK-based reusable nappy and baby clothing brand with miosuperstar and miofresh nappy lines plus reusable wipes. A direct peer in cloth nappies and reusable baby wipes.
• WUKA: UK direct-to-consumer period pants brand with a broad range of absorbencies and styles. Directly competes with Cheeky's period pants and reusable pads in the UK market.
• Modibodi: Australian-origin period underwear and leak-proof apparel brand with strong UK retail presence. Closely comparable product line (period pants, incontinence, maternity) targeting similar eco-conscious female consumers.
• Thinx: US-based period underwear brand offering reusable absorbent underwear. Closely comparable to Cheeky's period pants in functionality, though operating primarily in North America.
• Bloom & Nora: UK-based reusable cloth sanitary pads brand with organic cotton and bamboo pads. Directly competes with Cheeky's reusable period pads in the UK market.

Regional players

• Imse Vimse: Swedish reusable cloth nappy and baby textile brand. Comparable product line (cloth nappies, reusable wipes) but primarily serves the Nordic/EU market rather than competing head-to-head in the UK.

Emerging players

• Who Gives A Crap: B Corp-certified sustainable household paper products brand selling recycled toilet paper, paper towels, and tissues. Comparable sustainability positioning and DTC subscription model, with overlapping reusable toilet paper alternative product category.

Broad incumbents

• Bambo Nature: Established Scandinavian eco-friendly baby diaper and wipes brand owned by ABENA. Comparable baby wipes category but as part of a wider hygiene portfolio serving mainstream retail channels.
• WaterWipes: Global premium baby wipes brand (owned by Energizer Holdings) marketed as a 'clean' alternative to conventional wipes. Competes for the same parent customer segment though with a disposable rather than reusable model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/cheekywipes
• YouTubeyoutube.com/channel/UCtozGLP-TMZoG61sanBzqtQ
• Facebookfacebook.com/CheekyWipes
• Instagraminstagram.com/cheekywipes
• TikToktiktok.com/@cheekywipes
• LinkedInlinkedin.com/company/cheeky-wipes

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Cheeky Wipes