Wype
Overview
Wype is an innovative UK-based company founded in 2019 by Giorgia Granata and Eli Khrapko. It offers an eco-friendly solution to wet wipes by providing a natural gel that can be applied to toilet paper, transforming it into a biodegradable, flushable wipe. The startup, known for its commitment to sustainability, has become a significant player in the personal hygiene market. With a focus on environmental responsibility, Wype utilizes non-toxic, organic ingredients in its products, appealing to environmentally conscious consumers.
Recent Developments
Over the past two years, Wype has made significant strides in both market penetration and product innovation:
- August 2025: Wype announced closing a £1 million equity funding round led by Anotherway Ventures and Ventures Together. The funds aim to enhance brand presence and retail expansion.
- May 2025: Wype won the TV Stars 2025 competition, securing £50,000 in TV advertising across the Sky network. This exposure marks the company's debut in TV promotion, enhancing its brand visibility significantly.
- March 2025: The company achieved recognition for its innovative wet wipe alternative gel, which combines aloe vera and chamomile, offering a sustainable, gentle cleansing solution.
- 2024: Collaborations with major retail chains, including a successful listing on Boots.com, contributed to substantial growth in sales, achieving a 15x revenue increase.
- 2023: The UK government’s ban on wet wipes containing plastic increased demand for Wype’s biodegradable products, opening new market opportunities.
- Dragons' Den Appearance: Although Wype did not secure investment, the pitch significantly bolstered public interest and brand awareness.
Company Information
| Attribute | Information |
|---|---|
| Founding Date | 2019 |
| Headquarters | London, United Kingdom |
| Founders | Giorgia Granata, Eli Khrapko |
| Revenue | Annualized run rate of £4.5 million |
| Key Investors | Anotherway Ventures, Ventures Together |
| Industry | Personal Care and Hygiene |
| Products | Eco-friendly toilet paper gel |
Early History
Wype was conceived out of necessity when Giorgia Granata, an Italian national, moved to the UK and missed the cleanliness provided by a bidet. This led to the development of a sustainable alternative to wet wipes. Giorgia partnered with her husband, Eli Khrapko, and together they launched Wype in late 2019. The company's initial product, a natural gel that transforms toilet paper into a moistened wipe, quickly gained traction. They focused on eco-friendliness, utilizing organic components while addressing environmental concerns about traditional wet wipes blocking sewage systems.
Company Profile and Achievements
Wype's business model focuses on environmentally and socially responsible hygiene solutions:
- Brand Commitment: A strong commitment to sustainability, as seen in their recyclable packaging and organic formulation.
- Product Line: The hero product, a gel-based toilet paper converter, reduces the environmental impact compared to wet wipes.
- Market Penetration: With over 250,000 customers, Wype is establishing a new market category known as "bottom care."
- Recognition: Wype was a finalist in Dragons' Den, and despite not winning investment, it secured significant public interest.
- Growth Milestones: Achieved a 15x increase in revenue from 2022 to 2025, driven by strategic retail partnerships and innovative marketing campaigns.
Current Operations and Market Position
Wype is poised strategically in the personal hygiene sector, leveraging increasing awareness about sustainable products in the UK and Europe. The brand is rapidly expanding its retail presence and scaling its operations to meet growing demand. Wype's innovative approach, focusing on product effectiveness without compromising on environmental impact, positions it competitively against traditional wet wipe manufacturers. As public policies increasingly target plastic waste, Wype stands to benefit from favorable market dynamics.
Wype Gel
Wype Gel, the company's flagship product, is made primarily from organic ingredients, including aloe vera and chamomile, designed to offer a soothing experience while being environmentally responsible. The gel comes in a refillable aluminium bottle with a reusable applicator, making it a sustainable alternative to disposable wet wipes. It is dermatologically tested, guaranteeing suitability for sensitive skin.
Wype On Dragons' Den
Wype gained significant visibility after appearing on the BBC’s Dragons' Den in 2022. Despite not securing investment, the appearance highlighted the brand's innovative approach to personal hygiene. The pitch emphasized the eco-friendly aspect of Wype’s gel, appealing to both the Dragons and the viewing audience.
Conclusion
Wype is revolutionizing personal hygiene by offering an eco-conscious alternative to traditional wet wipes. Its innovative gel not only addresses environmental concerns but also sets new standards for cleanliness and convenience. With rising environmental awareness and regulatory measures targeting plastic waste, Wype is well-positioned for continued growth. The company’s strategic emphasis on sustainable innovation and customer education reflects its potential to redefine industry standards and expand its market influence.