Wype
Wype is a UK-based DTC consumer brand selling a natural, COSMOS organic-certified toilet tissue gel as a biodegradable alternative to wet wipes. The company serves eco-conscious and general consumers through subscription bundles via Shopify storefronts in the UK and US.
- Company typePrivate
- Founded2014
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wype does
Wype Ltd is a privately held UK-based direct-to-consumer consumer goods company that manufactures and sells a natural toilet tissue gel designed to enhance the cleansing power of dry toilet paper as a biodegradable alternative to wet wipes. The company's core product, Wype Gel, is a COSMOS organic-certified, vegan, cruelty-free, dermatologically tested, pH-balanced formula made with ingredients including Aloe Barbadensis Leaf Juice, Chamomile Extract, Coconut Fruit Extract, Bamboo Leaf Extract, and Vitamin E. The product is dispensed through a custom reusable applicator bottle, with one 100ml bottle claimed equivalent to six packs of wet wipes and lasting approximately two months per individual user. The portfolio is sold through three bundle tiers — Starter (£27.99), Classic (£33.99), and Family (£47.99) — all available at a 10% discount under a recurring subscription model with free shipping on orders over £20.
Wype operates a lean DTC model with two regional Shopify storefronts: wypeuk.com for the UK market and getwype.com for the US market, with all products manufactured in-house at its London headquarters in Park Royal Works. The go-to-market is digital-first, relying on organic social (Instagram), earned media placements in publications such as Women's Health, Yahoo News, Stylist, and The Grocer, a referral program (Buttcoin Rewards and Refer a Friend), and content marketing via its blog. The company holds an 'excellent' rating on Trustpilot and serves two primary customer segments: eco-conscious consumers seeking sustainable bathroom alternatives and general consumers (all genders) seeking improved personal hygiene. The company was founded in 2014 (per firmographics, though operational data suggests a more recent operational start), has 1–10 employees, and is privately held under Wype Ltd, incorporated in England and Wales. An undisclosed seed funding round was referenced in trade press for scaling the brand.
Wype firmographics
Firmographics- Name
- Wype
- Legal name
- Wype Ltd
- Website
- https://wype.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wype is a UK-based DTC consumer brand selling a natural, COSMOS organic-certified toilet tissue gel as a biodegradable alternative to wet wipes. The company serves eco-conscious and general consumers through subscription bundles via Shopify storefronts in the UK and US.
- Ownership category
- akta.pro rank
Wype industry classification
Industry- Product category
- Personal Care Products
- NAICS
- Toilet Preparation Manufacturing (325620)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Eco-Friendly Bathroom & Toilet Cleaners (CRAJAOAE)
Keywords
Where Wype is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wype 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
Revenue model
- Product Sales (One-time Purchase): Direct e-commerce sales of Wype gel products including Starter Kit and various bundles at one-time purchase prices.
- Subscription (Subscribe & Save): Recurring subscription model offering 10% discount to subscribers. Delivers recurring revenue through automatic refills of gel bottles. Free shipping on orders over £20.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Starter Bundle - Essential kit with reusable applicator and one gel bottle |
| Subscription | Annual | Classic Bundle - Standard offering for individual use |
| Subscription | Annual | Family Bundle - Larger pack for multiple users |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Wype product offering
Product offeringCore offering
Wype designs, manufactures, and sells a natural, organic toilet tissue gel that boosts standard toilet paper's cleansing power as a sustainable alternative to wet wipes. The product is delivered through a custom reusable applicator bottle and sold directly to consumers via e-commerce under Starter, Classic, and Family bundle SKUs, with an optional subscription offering 10% recurring savings.
Product overview
Wype is a single-product brand offering a toilet tissue gel that boosts toilet paper's cleansing power as a wet wipe alternative. The product portfolio consists of the Wype Gel (core product), a reusable applicator bottle, and the Starter Kit which combines the applicator with a 100ml gel bottle. Additionally, Wype offers three bundle options (Starter, Classic, and Family) that provide progressive savings for customers. All products are COSMOS organic certified, vegan, cruelty-free, pH balanced, and dermatologically tested.
Differentiator
Problem solved
Functional benefit
Products and services
- Wype Gel A soothing, natural gel that boosts toilet paper's cleansing power as a wet wipe alternative. COSMOS organic certified, vegan, cruelty-free, dermatologically tested, pH balanced, and completely biodegradable. Designed for adult consumers seeking sustainable personal hygiene alternatives.
- Starter Kit Contains a custom reusable applicator plus one 100ml bottle of Wype Gel (equivalent to 6 packs of wet wipes, lasting approximately 2 months for one person). Designed for new customers to begin using the Wype system.
- Starter Bundle Entry-level bundle offering savings compared to individual purchase. Price: £27.99 (was £33.00). Designed for customers seeking value pricing on the Wype gel system.
- Classic Bundle Mid-tier bundle offering savings compared to individual purchase. Price: £33.99 (was £39.00). Designed for individual regular users seeking moderate volume.
- Family Bundle Larger bundle designed for families, offering the best savings. Price: £47.99 (was £60.00). Designed for multi-user households with higher consumption needs.
Companies that use Wype
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Wype technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Wype partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Wype competitors and assessment
Company assessmentBroad incumbents
- Seventh Generation: Eco-friendly household and personal care brand owned by Unilever. Competes across categories in which Wype operates with broader distribution and similar sustainability positioning.
- Cottonelle (Flushable Wipes): Kimberly-Clark's flagship toilet paper and flushable wipes brand. The mass-market incumbent in the wet-wipe-after-toilet occasion; an obvious long-term competitor if it strengthens its biodegradable wipes line.
Emerging players
- Tushy: Bidet attachment brand offering a hardware alternative to wet wipes for cleaner post-toilet cleansing. Competes for the same consumer problem (better cleaning vs. dry paper) via a different mechanism — a structural competitor to Wype's gel format.
- Luvette: DTC personal hygiene and feminine care brand. Adjacent in targeting body-positive, eco-conscious consumers with personal cleansing products, sharing sustainability cues and DTC brand-building approach with Wype.
Regional players
- The Good Roll: European sustainable toilet paper brand made from bamboo and recycled paper. Comparable eco-positioning and DTC subscription model, though primarily active in continental Europe rather than the UK/US overlap that defines Wype's footprint.
Direct peers
- Goodwipes: Compostable, plant-based adult wet wipes brand. Competes for the same eco-friendly cleansing ritual use case, providing a flushable wipe alternative with overlapping eco-conscious customer base.
- Who Gives A Crap: Eco-friendly toilet paper brand selling bamboo and recycled paper DTC and via subscription. Closely comparable to Wype on sustainability positioning, DTC subscription model, and bathroom category, though Wype adds a gel applicator versus WGC's paper-only product.
- Cheeky Panda: UK-based bamboo tissue brand (toilet paper, kitchen rolls, tissues). Comparable DTC subscription model and sustainability positioning in the bathroom tissue category, though UK-only like Wype.
- Dude Wipes: Flushable personal wipes brand. Directly competes for the same 'post-toilet cleansing' occasion Wype targets, with overlapping DTC positioning toward male/gender-neutral consumers, though Dude Wipes is a wipe format versus Wype's gel format.
- Bim Bam Boo: Bamboo-based toilet paper brand. Operates in the same sustainable bathroom category as Wype with overlapping eco-conscious consumer target and DTC subscription model; differs in offering paper tissue instead of a gel applicator.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Wype social profiles
Digital presenceWype compliance and trust
Trust signalCompliance4 records
Wype financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wype leadership team
Management profileNumber of profiles
Profiles2 records
Wype funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wype 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 Wype
What does Wype do?
Wype designs, manufactures, and sells a natural, organic toilet tissue gel that boosts standard toilet paper's cleansing power as a sustainable alternative to wet wipes. The product is delivered through a custom reusable applicator bottle and sold directly to consumers via e-commerce under Starter, Classic, and Family bundle SKUs, with an optional subscription offering 10% recurring savings.
Is Wype a public or private company?
Wype is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wype founded?
Wype was founded in 2014. It employs 1 to 10 people.
Where is Wype based?
Wype is headquartered in Los Angeles, United States, in the North America region.
How does Wype make money?
Two revenue lines are on record. Product Sales (One-time Purchase) is the primary driver. The others are subscription (Subscribe & Save).
Who are Wype's main competitors?
Broad incumbents on record are Seventh Generation and Cottonelle (Flushable Wipes). Emerging players are Tushy and Luvette. The Good Roll is listed as a regional player. Direct peers are Goodwipes, Who Gives A Crap, Cheeky Panda, Dude Wipes and Bim Bam Boo.
Does Wype have an API?
No public API is recorded for Wype.
What industry is Wype in?
Wype's product category is Personal Care Products. Its primary akta.pro industry code is CRAJAOAE, Eco-Friendly Bathroom & Toilet Cleaners. Its NAICS code is 325620 and its SIC code is 2844.