What EDGEO LTD does

EDGEO LTD operates the consumer goods brand FreshX Toilet Tissue Spritz, a UK-based direct-to-consumer personal care company selling a spray-on product that transforms standard toilet paper into a moist wipe experience. The product is a 100ml spray formulation containing skin-conditioning ingredients such as Aloe Vera and Coconut extracts, plus a hypoallergenic and unfragranced variant for sensitive skin; it is dermatologically tested and approved for skin compatibility. Each bottle is positioned as delivering approximately 200 uses, and the company markets FreshX as a plumbing-friendly, environmentally preferable alternative to wet wipes at a time when the UK government is phasing in a ban on plastic wet wipes (Wales from December 2026, England from May 2027). The portfolio currently spans five SKUs across Aloe Vera, Coconut, and Sensitive Skin variants in single-bottle and 3-pack formats.

The business runs entirely on a Shopify-powered DTC e-commerce storefront at freshx.co.uk, shipping within the UK via Royal Mail Tracked 48 with free delivery on orders over £29 GBP. Pricing is positioned at £9.99 GBP per single 100ml bottle and £26.99 GBP per 3-pack bundle. The company has no disclosed institutional funding, is founder-led by Brian Chapman, and operates with a headcount in the 11–50 range. Distribution is concentrated in its own online store, though the company states openness to wholesale enquiries, and marketing is driven by organic content on its own blog covering wet wipe alternatives, the UK plastic ban, and fatberg prevention. FreshX's corporate parent is registered in England, United Kingdom.

Name

EDGEO LTD

Legal name

FreshX Toilet Tissue Spritz

Website

https://freshx.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

EDGEO LTD, trading as FreshX Toilet Tissue Spritz, is a UK bootstrapped DTC brand selling a 100ml toilet paper moistening spray in Aloe Vera, Coconut, and Sensitive Skin variants via Shopify, positioned as an eco-friendly alternative to plastic wet wipes ahead of the UK ban.

Ownership category

akta.pro rank

Product category

Personal Care Products

NAICS

Toilet Preparation Manufacturing (325620)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Intimate & Personal Hygiene Washes (CRABAEAF)

Keywords

• Personal hygiene spray
• Toilet tissue moistener
• Flushable wipe alternative
• Eco-friendly personal care
• Dermatologically tested spray

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: FreshX generates revenue through direct sales of their toilet tissue spray products. Products are sold as one-time purchases at various price points, including single bottles and multi-pack bundles. The company sells directly through their e-commerce platform and potentially through wholesale channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

EDGEO LTD operates the FreshX brand, selling the FreshX Toilet Tissue Spritz — a 100ml personal care spray applied to regular toilet paper to convert it into a flushable wet wipe alternative, with each bottle producing approximately 200 wipes. The product range includes three formulations: Aloe Vera, Coconut, and a hypoallergenic Sensitive Skin variant, sold directly to UK consumers via the freshx.co.uk Shopify e-commerce storefront at £9.99 per bottle or £26.99 per three-pack.

Product overview

FreshX Toilet Tissue Spritz is a single-product brand offering toilet paper sprays that transform ordinary toilet tissue into a fresh, flushable wet wipe alternative. The product line consists of five SKUs across two formulations (Aloe and Coconut) plus a Sensitive Skin variant, available in single bottles or 3-packs. All products are 100ml spray bottles designed for everyday bathroom use and travel. The portfolio spans scented (Aloe, Coconut) and unscented (Sensitive Skin) options to address different skin types and preferences.

Differentiator

Problem solved

Functional benefit

Products and services

• FreshX Toilet Tissue Spritz - Aloe Vera

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Andrex: UK's dominant toilet tissue brand owned by Kimberly-Clark. A natural adjacent competitor because it controls the toilet paper side of the equation and could easily launch its own moistening product or 'washlet'-style SKU, displacing FreshX at retail.
• Kleenex: Kimberly-Clark's flagship tissue brand and a household name in UK bathroom hygiene. Its sheer retail presence and brand recognition mean any move into moistening sprays or compliant alternatives would directly threaten FreshX's niche positioning.
• Bio Bidet: Specialist bidet and washlet brand competing in the 'replace wet wipes with water-based cleansing' category. Same end-consumer problem as FreshX, different delivery mechanism — useful comparable for sizing the addressable alternative-to-wipes market.
• WaterWipes: Market-leading 'pure' wet wipes brand positioned as gentle and eco-credible. Directly competes for the eco-conscious bathroom hygiene consumer that FreshX targets, and has the marketing budget to win the wet-wipe-alternative narrative around the UK ban.
• Brondell: Established US bidet and personal hygiene brand offering sprays, attachments and seats. Addresses the same consumer pain points as FreshX (plumbing damage from wipes, better hygiene) through a different format, anchoring the alternative-to-wipes category.

Emerging players

• ImseVimse: Reusable cloth wipes and eco-friendly hygiene brand. Targets the same 'ditch disposable wet wipes' consumer with a reusable format, providing a third pathway (alongside bidets and sprays) that FreshX must position against.

Direct peers

• Cheeky Panda: UK-based eco-friendly bamboo tissue and wipes brand. Targets the same eco-conscious UK consumer with a sustainable hygiene positioning and already has retail distribution, making it a directly comparable alternative-format challenger.
• Tushy: Direct-to-consumer bidet attachment brand built around the same 'ditch wasteful wipes' value proposition. Competes for the same eco-conscious American/international consumer mindset and demonstrates how a spray/wash alternative can be scaled into a household-name brand.
• Bumboo: UK-based eco-friendly bamboo toilet paper and wipes brand. Competes head-to-head for eco-conscious UK bathroom consumers and benefits from the same regulatory tailwind around plastic wet wipes.
• Jackson Reece: Eco-friendly wet wipes brand selling biodegradable, plastic-free wipes in the UK. Directly competes for the wet-wipe-alternative consumer ahead of the UK ban and has established retailer relationships FreshX lacks.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/edgeo-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 EDGEO LTD