Personal care challenger Wype has landed its biggest listings yet, rolling three lines into Holland & Barrett from today (8 September).
Wype’s first major step into bricks-and-mortar retail established “the brand within the mainstream wellness space and on to the shelves of the UK’s most trusted health and wellness retailer”, it said
The listings across 291 stores cover the Starter Kit, Mini and Refill formats of Wype’s cleansing gel, which turns toilet paper into wet wipes.
The brand’s mission was “to create a gold standard for bottom care”, said CEO and co-founder Giorgia Granata. “Every part of our body deserves thoughtfully designed health and wellness products, and anal and perianal skin is no different.
“Holland & Barrett is synonymous with curated, holistic wellness that doesn’t compromise on the planet,” she added. “I couldn’t have imagined a better partner to bring this to the shelves. We are so thrilled about the opportunity. Finally, our products are more accessible than ever for all those looking to take care of themselves from top to bottom.”
Jonathan Brennan, category manager at Holland & Barrett, said the retailer was “proud to be the first major UK retailer to bring Wype into stores. Since banning wet wipes in 2019, we’ve been committed to finding better alternatives – and Wype is the perfect partner to help our customers make sustainable choices that are kinder to the planet.”
The listings come a week after Wype kicked off its first TV ad – the result of its May victory of the TV Star 2025 competition. Created by ad agency All Response Media, it awarded a fully funded television campaign.
In the 30-second clip, a woman converses with her own bottom after using Wype’s gel. The aim was “bring bottom health into the forefront of mainstream conversation”, said the fast-growing brand at the time.
Also last week, Holland & Barrett unveiled a major overhaul of its beauty offer. The new-look lineup takes an “inside-out” approach to the category by featuring a boosted range of supplements and collagen products, alongside more traditional branded and own-label beauty products. They will be combined in beauty bays in store for the first time.
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