‘Bottom care’ challenger Wype has raised a seven-figure sum to supports its mission of cleaning up the personal care category and reducing the use of wet wipes.
Founded by husband-and-wife duo Giorgia Granata and Eli Khrapko, the brand sells a refillable cleansing gel that turns normal toilet paper into a wet wipe.
The oversubscribed £1m equity round follows a gathering momentum at the business.
Wype featured on the BBC’s Dragons’ Den in 2022, which, despite not securing an investment, boosted brand awareness. It has since grown its revenues 15-fold, hitting an annualised run rate of £4.5m this year.
The latest funding round was led by Anotherway Ventures and Ventures Together, as well as founders from the likes of Heights and Suri, and follow-on support from existing angels.
“What we’ve achieved so far – with a small team, in a taboo category, without any industry tailwinds – is something I’m incredibly proud of,” said CEO Granata.
“We don’t stop to celebrate very often, but this moment matters. It confirms what we’ve believed from the start: the unmet need is massive – and we’re more confident than ever that it’s time not just to grow the category, but to name it.
“To give it shape, visibility and the credibility it’s always lacked. Bottoms deserve better. And with the support of our team, our community and our exceptional investors, that’s exactly what we intend to deliver.”
Anotherway Ventures partner Jono Holt added: “Wype is not just building a brand but a whole new category.
“It’s also a product that people need not just want, which means long-term loyalty not just one-off sales. The month-on-month growth so far shows amazing early momentum – at a time where most DTC brands are flatlining – and the opportunity to create, grow and then sell the brand that defines a category offers us a huge opportunity of a massive return on our investment.”
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