Giorgia Granata (Wype)
Overview
Giorgia Granata is an accomplished entrepreneur best known as the co-founder and CEO of Wype, a revolutionary company in the personal hygiene sector, specifically focusing on eco-friendly solutions for intimate care. Born in Italy and equipped with a background in fashion, Granata transitioned into entrepreneurship, co-founding Wype to address the environmental issues associated with traditional wet wipes. Her company's innovation lies in its gel product that turns regular toilet paper into an eco-friendly alternative to wet wipes. Under her leadership, Wype has garnered attention and accolades for its commitment to sustainability, and has achieved a widespread consumer base exceeding 200,000 users.
Recent Developments
- August 2025: Wype announced a successful £1 million funding round aimed at expanding its brand presence and developing new products. The funding round was led by Anotherway Ventures and Ventures Together.
- July 2025: Wype won the All Response Media TV Stars 2025 competition, securing a fully funded TV advertising campaign that aims to further increase its market reach and redefine the personal hygiene category.
- 2024: The company reported a significant revenue increase, achieving a 15-fold growth post their appearance on Dragons' Den, and is currently maintaining a £4.5 million annualized run rate.
- 2023: Giorgia Granata and her husband, Eli Khrapko, co-founders of Wype, declined a £50,000 investment offer on Dragons' Den, choosing instead to continue independently, which later contributed to sustained company growth.
- Throughout this period, Wype focused on expanding its retail presence by launching in major outlets like Boots.com, enhancing both accessibility and customer engagement.
Personal Information
| Attribute | Information |
|---|---|
| Full Name | Giorgia Granata |
| Born | Italy |
| Nationality | Italian |
| Occupation | Entrepreneur, CEO of Wype |
| Known For | Co-founding Wype, an eco-friendly hygiene brand |
| Education | MBA, London Business School |
| Net Worth | Not publicly available |
Early Life and Education
Giorgia Granata was born in Italy and raised in a multicultural family with Italian, American, and Russian roots. She was educated at international schools from a young age, which imparted her fluency in English. Initially, Granata pursued a career in fashion, studying at prestigious institutions such as the Fashion Institute of Technology in New York City and the Royal Antwerp Academy. She subsequently worked for Versace as the Head of Product for Versace Jeans. However, her quest for a deeper understanding of business operations led her to pursue an MBA at London Business School, which significantly influenced her career trajectory and confidence in navigating the business world.
Career and Notable Achievements
After completing her MBA, Giorgia Granata briefly worked at Farfetch before deciding the luxury fashion industry was not her true calling. She co-founded Wype alongside Eli Khrapko, using her entrepreneurial acumen to identify and develop a unique business proposition that addressed global environmental concerns.
- Wype's Launch: Introduced an eco-friendly gel that transforms toilet paper into a sustainable hygiene solution.
- Dragons' Den: Appeared on the British TV show leading to substantial publicity and business growth despite rejecting an investment offer.
- Sustainability Focus: Pioneered a product certified by COSMOS for its organic and environmentally friendly properties.
- Expansion into Retail: Takes pride in successfully launching Wype’s product range on significant retail platforms such as Boots.
Current Work and Impact
Presently, Giorgia Granata continues to lead Wype as it expands its influence in the personal care industry. The brand's innovative approach to "bottom care" aligns with growing consumer demand for sustainable products, establishing Wype as a leader in a niche category. Granata focuses on scaling the company, refining product lines, and expanding into new markets. Her vision is not just about scaling a business but also about redefining cultural norms around intimate hygiene.
Conclusion
Giorgia Granata stands out as a pioneering entrepreneur who took a relatively unconventional path from high fashion to sustainable personal hygiene. Her work with Wype has not only addressed significant environmental issues but also reshaped consumer perceptions about intimate care. As Wype continues to grow, Granata's influence in advocating for sustainable practices and challenging outdated taboos holds potential for further market impact and inspire a wider acceptance of innovative personal hygiene solutions.