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WaterWipes

Sector Consumer & Private Label
Year invested 2024
Location UK
Status Current

WaterWipes is a global premium leader in the c.€12bn personal care wet wipes market

Visit waterwipes.com

Overview

WaterWipes’ differentiated and natural product has enabled it to become a global leader in the attractive premium wipes segment. Their products are 99.9% water and made from only two natural ingredients, making it highly differentiated with proven effectiveness to help prevent and reduce negative skin reactions. WaterWipes is globally accredited by skin health and allergy institutions and endorsed by healthcare professionals.

The company provides an essential everyday product with over 90% of its customers using wet wipes at least once per day. Products are manufactured in-house at WaterWipes’ facilities in Drogheda, Ireland. Its sales are diversified across 50+ countries with key geographies including the US, Europe and UK&I.

What attracted us

Our investment will further accelerate WaterWipes’ double-digit growth in offline and online channels; supporting the company’s expansion in Europe, Latin America and Asia in its core Baby and Children’s range, and well as capturing further opportunities in additional categories such as Senior and Convenience. The wet wipe market is forecast to grow strongly driven by increased hygiene awareness following COVID and demand for convenience.

Strongly aligned to our vison of building long-term sustainable growth, WaterWipes is an industry leader in sustainability using plant-based plastic-free wipes and natural ingredients.

I’m delighted to be partnering with the team at 3i. They bring deep experience across our value chain, from manufacturing personal care products and scaling premium brands to working closely with leading international offline and online retailers. With 3i we will capture the significant growth opportunities and execute the next phase of our strategy.

Edward McCloskey , Founder, WaterWipes