Emirates Wet Wipes
Emirates Wet Wipes (WOW) is a Dubai-based hygiene products manufacturer founded in 2001, producing wet wipes, tissues, sanitizers, and disinfectants for retail, commercial, and institutional customers across the GCC region under its own brand and private label arrangements.
- Company typePrivate
- Founded2001
- HeadquartersDubai, United Arab Emirates
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Emirates Wet Wipes does
Emirates Wet Wipes (WOW – Wet Wipes) is a Dubai-based hygiene products manufacturer founded in 2001 at the Jebel Ali Free Zone, operating as a private company with 56 employees. The company manufactures a broad portfolio spanning five categories: Mother & Baby (Baby Wipes), Anti-Bacterial (Multipurpose, Skin, Kids School, and Antibacterial Refreshing Wipes), Personal Care (MakeUp Remover, Nail Polish Remover, Kandoora Wipes, Abaya Wipes), Sanitizers & Disinfectants (Hand Sanitizer, Sanitizer Spray, Sanitizer Wipes, Disinfectants), and Paper Products (Facial Tissue, Toilet Rolls, Maxi Rolls). Core production technology is Non-Woven Spunlace Tissue/Fabric combined with Viscose and Polyester, manufactured in standard wipe sizes of 16x20cm, 17x20cm, and 20x22cm.
The company's operations are supported by an extensive regulatory and quality framework: ISO 9001, ISO 14001, ISO 45001, GMP, HACCP, and OHSAS 18001. Manufacturing capabilities include in-house printing and lamination, enabling private label contract manufacturing alongside branded WOW retail products. The company self-describes as the largest wet wipes manufacturer in the GCC.
WOW monetizes through three channels. First, branded retail sales via unit-priced SKUs across major GCC hypermarkets and supermarkets, plus five online marketplaces (Amazon, Noon, First Cry, Cleaning Superstore, Shop 360) and a direct e-commerce site. Second, B2B/quote-based wholesale supply to enterprise customers including Emirates, Dubai Police, ENOC, FAB, SEHA, Caesars Palace, and Godolphin across hospitality, government, aviation, oil and gas, banking, healthcare, and racing verticals. Third, private label manufacturing services using in-house printing and lamination. Geographic reach covers UAE, Saudi Arabia, Kuwait, Qatar, Oman, and Bahrain, with no disclosed expansion beyond the GCC.
Emirates Wet Wipes firmographics
Firmographics- Name
- Emirates Wet Wipes
- Legal name
- Emirates Wet Wipes
- Website
- https://wow-wetwipes.ae
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Emirates Wet Wipes (WOW) is a Dubai-based hygiene products manufacturer founded in 2001, producing wet wipes, tissues, sanitizers, and disinfectants for retail, commercial, and institutional customers across the GCC region under its own brand and private label arrangements.
- Ownership category
- akta.pro rank
Emirates Wet Wipes industry classification
Industry- Product category
- Wet Wipes Manufacturing
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Polish and Other Sanitation Good Manufacturing (325612), Soap and Other Detergent Manufacturing (325611)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Papers & Allied Products (2600), Specialty Cleaning, Polishing And Sanitation Preparations (2842), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Wipes (Baby, Flushable, Household, Personal) (CRADALAH)
- akta.pro secondary industries
- Disinfectant Wipes (Pre-moistened) (CRAJANAC), Wipes (All-Purpose Cleaning Wipes) (CRAJAMAJ), Body Wipes & Cleansing Towelettes (CRABAEAG), Away-from-Home (AFH) Tissue & Wipers (Commercial/Institutional) (IMAMAGAB)
Keywords
Where Emirates Wet Wipes is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices1 record
Markets served
Emirates Wet Wipes business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Wet Wipes and Hygiene Products Sales: One-time product sales of wet wipes, sanitizers, disinfectants, and tissue products through retail and online channels across GCC markets
- Private Label Manufacturing: In-house printing and lamination units with latest technology to cater for vast private label requirements for customers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Maxi Rolls available in multiple lengths |
| Unit Pricing | Pay-as-you-go | Baby Wipes - Fragrance Free and Mild Fragrance options |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Emirates Wet Wipes product offering
Product offeringCore offering
Emirates Wet Wipes (WOW brand) manufactures and sells a comprehensive range of wet wipes, sanitizers, disinfectants, and tissue products organized into five categories: Mother & Baby (Baby Wipes), Anti-Bacterial (Multipurpose, Skin, Kids School, Refreshing wipes), Personal Care (MakeUp Remover, Nail Polish Remover, Kandoora Wipes, Abaya Wipes), Sanitizers & Disinfectants (Hand Sanitizer, Sanitizer Spray, Sanitizer Wipes, Disinfectants), and Paper Products (Facial Tissue, Toilet Rolls, Maxi Rolls). All products are manufactured in Dubai using Non-Woven Spunlace fabric combined with Viscose and Polyester.
Product overview
Emirates Wet Wipes (WOW brand) is a comprehensive hygiene products manufacturer offering a diverse portfolio organized into five main categories: (1) Mother & Baby products including Baby Wipes in Fragrance Free and Mild Fragrance variants; (2) Anti-Bacterial products including Multipurpose Wipes, AntiBacterial Skin Wipes, Kids School Wipes, and Antibacterial Refreshing Wipes; (3) Personal Care including MakeUp Remover, Nail Polish Remover, Kandoora Wipes, and Abaya Wipes; (4) Sanitizers & Disinfectants including Hand Sanitizer, Sanitizer Spray, Sanitizer Wipes, and Disinfectants; and (5) Paper Products including Facial Tissue, Toilet Rolls, and Maxi Rolls. All products are manufactured in Dubai using Non-Woven Spunlace Tissue/Fabric combined with Viscose and Polyester, with standard wipe sizes of 16cm x 20cm, 17cm x 20cm, and 20cm x 22cm.
Differentiator
Problem solved
Functional benefit
Products and services
- Baby Wipes Wet wipes designed for baby care, available in Fragrance Free (0% perfume with Organic Aloe Vera and Organic Chamomile extract) and Mild Fragrance variants. Suitable for sensitive skin and can be used head to toe. Multiple pack sizes: 26, 56, 64, 80, and 100 sheet options.
- Multipurpose Wipes
Quantifiable outcome
- 2 years shelf life for wipes from production date
- +1 more outcomes
Companies that use Emirates Wet Wipes
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles5 records
Emirates Wet Wipes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Emirates Wet Wipes partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and supporting.
- AmazoncoreWOW products available for purchase on Amazon platform, enabling broad online distribution across GCC and internationally
- First CrycoreBaby products including WOW Baby Wipes available on First Cry platform, targeting mothers and families in the GCC region
- NooncoreWOW products distributed through Noon e-commerce platform, providing access to Middle East consumers
- Cleaning SuperstoresupportingSpecialty cleaning products retailer carrying WOW sanitization and disinfectant product lines
- Shop 360supportingOnline marketplace partner for WOW product distribution
- SpriisupportingE-commerce platform partner visible in partners section of website
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Emirates Wet Wipes competitors and assessment
Company assessmentDirect peers
- Rockline Industries: Private-label wet wipes producer (consumer and flushable) supplying major retailers globally. Comparable to WOW's private-label printing/lamination wet-wipes model, though focused on North American and European retail.
- PDI (Professional Disposables International): Healthcare-grade disinfectant wipes manufacturer (Sani-Cloth, Sani-Hands) supplying hospitals, airlines, and government accounts. Comparable to WOW's institutional sales to SEHA, Dubai Police, Emirates airline, and healthcare/hospitality B2B channel focus.
- Nice-Pak: Largest US-based private-label wet wipes manufacturer serving retail, foodservice, and healthcare channels. Closely comparable to WOW on the private-label/contract manufacturing model and spunlace non-woven substrate production, though at much larger scale.
- Fine Hygienic Holding: Leading MENA-based hygiene and tissue products group (Fine baby diapers, facial tissues, hygiene products). Operates across GCC and broader MENA with integrated manufacturing and a similar mix of branded tissue, hygiene, and personal care products, making it the most direct regional competitor to Emirates Wet Wipes.
Broad incumbents
- Reckitt Benckiser: Global CPG owner of Dettol, Lysol, and Finish, with strong disinfectant wipes and surface care lines distributed across GCC via the same hypermarket and pharmacy channels where WOW competes. Broad incumbent rather than direct peer due to portfolio scale and global R&D.
- Kimberly-Clark: Global leader in tissue (Kleenex, Scott) and personal care (Huggies, Kotex wipes). Overlaps with WOW's facial tissue, toilet, and maxi-roll paper products lines and also competes in baby wipes; broader incumbent with global footprint.
- Procter & Gamble: Global CPG owner of Pampers, Always, and Mr. Clean-branded wipes sold through every GCC hypermarket chain. Direct overlap with WOW in baby wipes and household cleaning wipes as a broad incumbent with substantially larger marketing and R&D budgets.
- 3M: Industrial wipes and surface disinfectant maker (Scotch-Brite, C. diff Sporicidal Wipes) sold to B2B accounts across healthcare, hospitality, and government. Comparable to WOW's institutional and disinfectant SKU set as a broad incumbent with deep B2B channels.
- Henkel: Global household cleaning products company (Vernel, Bref, Persil) with exposure to disinfectant and surface cleaning wipes. Competes with WOW's multipurpose and surface-disinfectant lines as a broader household care incumbent.
- Essity: Global hygiene and tissue company (TENA, Libresse, Tempo) with significant GCC distribution. Competes with WOW on personal care wipes, antibacterial wipes, and AFH tissue/maxi rolls as a broad incumbent.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Emirates Wet Wipes social profiles
Digital presenceEmirates Wet Wipes compliance and trust
Trust signalCompliance7 records
Emirates Wet Wipes financial estimates
Financial estimateRevenue estimate
Valuation estimate
Emirates Wet Wipes leadership team
Management profileNumber of profiles
Emirates Wet Wipes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Emirates Wet 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 Emirates Wet Wipes
What does Emirates Wet Wipes do?
Emirates Wet Wipes (WOW brand) manufactures and sells a comprehensive range of wet wipes, sanitizers, disinfectants, and tissue products organized into five categories: Mother & Baby (Baby Wipes), Anti-Bacterial (Multipurpose, Skin, Kids School, Refreshing wipes), Personal Care (MakeUp Remover, Nail Polish Remover, Kandoora Wipes, Abaya Wipes), Sanitizers & Disinfectants (Hand Sanitizer, Sanitizer Spray, Sanitizer Wipes, Disinfectants), and Paper Products (Facial Tissue, Toilet Rolls, Maxi Rolls). All products are manufactured in Dubai using Non-Woven Spunlace fabric combined with Viscose and Polyester.
Is Emirates Wet Wipes a public or private company?
Emirates Wet Wipes is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Emirates Wet Wipes founded?
Emirates Wet Wipes was founded in 2001. It employs 51 to 100 people.
Where is Emirates Wet Wipes based?
Emirates Wet Wipes is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does Emirates Wet Wipes make money?
Two revenue lines are on record. Wet Wipes and Hygiene Products Sales are the primary driver. The others are private Label Manufacturing.
Who are Emirates Wet Wipes's main competitors?
Direct peers on record are Rockline Industries, PDI (Professional Disposables International), Nice-Pak and Fine Hygienic Holding. Broad incumbents are Reckitt Benckiser, Kimberly-Clark, Procter & Gamble, 3M, Henkel and Essity.
Does Emirates Wet Wipes have an API?
No public API is recorded for Emirates Wet Wipes.
What industry is Emirates Wet Wipes in?
Emirates Wet Wipes's product category is Wet Wipes Manufacturing. Its primary akta.pro industry code is CRADALAH, Wipes (Baby, Flushable, Household, Personal), with a secondary code of CRAJANAC, Disinfectant Wipes (Pre-moistened). Its NAICS code is 32561 and its SIC code is 2840.