Fast-growing ‘bottom care’ challenger Wype has added Soothe, a gel cleanser for sensitive, reactive or unsettled skin.
Available now online, the refillable Wype Soothe (£11.99) is designed to be applied to toilet tissue, turning it into a moisturising, flushable wipe. It promises “effective cleansing with enhanced soothing support and comfort in one simple step”.
Wype Soothe was meant “to help soothe irritation whilst cleansing, supporting skin comfort and balance”, said the brand. The dermatologically tested formula featured “calming bisabolol – clinically proven to help soothe skin, leaving it feeling settled and comfortable”. It also contains woundwart extract and witch hazel. Gel refills are priced at £9.99.
The launch reflected “a broader gap in everyday hygiene”, Wype added. “In the UK, an estimated eight million people experience haemorrhoids and other perianal conditions, and 75% of adults will experience an anal health issue at some point in their lives.”
The launch of Soothe comes after Wype raised a seven-figure sum last August to supports its mission to reduce the use of wet wipes.
Founded in 2020 by Giorgia Granata and her husband, Eli Khrapko, Wype’s eco-friendly cleansing gel upgrades toilet paper. The brand now sells over 2,500 units daily to more than 350,000 customers.
Wype featured on the BBC’s Dragons’ Den in 2022, which, despite not securing an investment, boosted brand awareness.
“Our commitment is to support anal and perianal health without stigma and preconceptions,” said Granata. “Despite how common bottom health issues are, only about 5% of people currently use solutions designed specifically to support them, which shows just how underserved this category still is.”
Wype Soothe’s formula was “a more complete solution for those who need it most – the same cleansing benefits of our classic Wype gel – and an ingredient mix that is really at the service of reducing soreness and irritation”, she added.
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