WaterWipes expands personal care portfolio with new intimate care lines
The company enters new categories with minimalist formulations focused on sensitive skin care across different life stages
WaterWipes announced the expansion of its personal care portfolio with the launch of two new intimate care lines: Feminine Care and Incontinence Care Wipes. The move marks the company’s entry into new categories, expanding beyond its traditional baby and children’s care segment.
With this initiative, the company now addresses needs related to women’s intimate health and sensitive and mature skin care, reinforcing its positioning in minimalist formulations. The products are developed with more than 99% water, feature balanced pH, and are approved by gynecologists and dermatologists, with a focus on preserving the skin’s microbiome.
The proposal aims to offer alternatives to traditional approaches in the segment, with products designed for different life stages, including daily intimate hygiene, menstrual care, and aging-related needs.
“We started by supporting parents with a product ideal for newborn and children’s skin. Now, we are excited to expand our presence across all life stages,” said Jennifer Foley, President and General Manager of WaterWipes® Americas. “Each formula was developed to meet the specific needs of every woman, while maintaining a focus on skin and microbiome protection,” she added.
In the feminine care segment, the line includes three variants Sensitive, Refreshing, and Cleansing designed with minimal ingredients and skin compatibility, suitable for daily hygiene and menstrual use.
Meanwhile, the Incontinence Care Wipes line expands the brand’s presence in the incontinence segment, offering solutions designed for sensitive and mature skin, with extra-large wipes and 3-in-1 cleansing functionality.
