Wet wipes are no longer just a hygiene product; they’ve become a versatile addition to many brands’ product lines, offering commercial opportunities and helping businesses stand out in competitive markets.
While wet wipes have faced negative press in recent years due to environmental concerns and misuse around flushability, responsible manufacturing and the use of sustainable, compliant materials mean brands can confidently introduce wet wipe products without reputational risk. By partnering with an experienced manufacturer that prioritises eco-conscious substrates and clear usage guidance, businesses can align with both consumer expectations and regulatory standards.
For companies looking to expand their offerings, partnering with an experienced manufacturer can ensure high-quality, tailored products that align with brand identity, while addressing sustainability expectations.
As a leading manufacturer with over 25 years of industry expertise, Guardpack supports brands in successfully developing and integrating wet wipes into their product ranges. Here, we explore how adding them to your portfolio can drive measurable commercial growth.
A Smarter Product Addition
Consumer habits have shifted dramatically in recent years, shifting toward convenience, portability, and multi-purpose solutions. Wet wipes tick all of these boxes, making them a high-appeal addition to any product range, with strong repeat purchase potential.
From a commercial perspective, adding wet wipes offers several advantages:
High consumer demand: Practical and easy to use, they appeal to a wide audience across age groups and lifestyles.
Brand reinforcement: Customisable packaging, textures, and fragrances allow brands to integrate wipes seamlessly with their existing product lines.
Cross-sector flexibility: Suitable for personal care, hospitality, travel, fitness, food service, and healthcare markets.
Revenue generation: Beyond brand extension, wet wipes can create new income streams, particularly when offered as private label or co-branded products.
Importantly, niche wipe categories such as branded makeup removers, beauty wipes, shoe care wipes, or furniture care solutions can command premium retail pricing while maintaining comparatively low production costs. This creates strong margin potential for brands looking to introduce high-value, specialist products without significant upfront investment.
Because they are compact, scalable, and adaptable, wet wipes represent a relatively low-barrier entry into a proven product category. With the right manufacturing partner, brands can introduce a commercially viable range with attractive return on investment, without compromising on quality or brand positioning.
At Guardpack, we ensure every wipe meets industry-leading manufacturing standards. We collaborate closely with clients to develop tailored formulations and packaging solutions that reflect their brand values while remaining commercially competitive.
Versatile, Tailored Solutions
One of the most powerful aspects of wet wipes is their versatility. They can be incorporated into a wide range of product categories and industries, supporting brand expansion without diluting identity:
Personal Care: Travel packs, facial wipes, makeup removal wipes, or hand cleansing wipes for everyday use.
Food, Drinks and Catering: Individual wipes for takeaway meals or table service, improving freshness and convenience.
Travel and Hospitality: Branded kits for hotels, airlines, or events, adding convenience and reinforcing brand professionalism. See more on this in our recent blog on travel.
Healthcare and Fitness: Sanitising or cleansing wipes for clinics, gyms, wellness centres, and healthcare providers.
Guardpack offers comprehensive customisation, including size, substrate texture, formulation, fragrance, eco-conscious materials, and fully branded packaging. We also support brands in selecting responsibly sourced and compliant materials to ensure products meet environmental expectations. This ensures that wet wipes are developed as a cohesive extension of your brand, rather than a generic add-on product.
Driving Growth Through Customer Journey
When developed strategically, wet wipes can strengthen brand presence throughout the customer journey while delivering measurable commercial benefits.
- Pre-purchase: Including wet wipes within promotional packs, gift sets, subscription boxes, or retail bundles enhances perceived value and strengthens first impressions. A well-designed wipe product can elevate packaging and differentiate your offering at the point of decision.
- During service: When integrated into hospitality, travel, catering, or wellness product lines, branded wipes enhance overall experience while reinforcing brand consistency. Their practical value increases customer satisfaction without requiring significant operational changes.
- Post-purchase: Because wet wipes are portable and frequently used, they extend brand visibility beyond the initial transaction. Continued use reinforces brand familiarity and increases the likelihood of repeat purchases.
Commercially, this translates into:
- Clear product differentiation in saturated markets
- Enhanced perceived value in premium or bundled offerings
- Broader audience reach across diverse sectors
- Incremental revenue generation through private label expansion
For brands entering specialist categories such as beauty, personal care, or lifestyle accessories, wet wipes can become a premium add-on product with strong repeat sales and compelling profit margins. Rather than being a standalone item, they can become a scalable product category that supports long-term commercial growth.
Why Guardpack Is the Manufacturer of Choice
Introducing or expanding a wet wipe product line requires more than just production capability. It demands compliance, quality assurance, consistency, and an understanding of evolving consumer expectations. Guardpack stands out as a trusted leader in the wet wipe industry for several reasons:
Decades of expertise: Producing high-quality wet wipes for diverse sectors for over 25 years.
Customisation: Tailoring size, texture, fragrance, and packaging to align perfectly with your brand.
Sustainability and compliance: Commitment to eco-conscious materials and strict adherence to industry safety standards, compliance and regulation.
Reliable B2B partnership: Proven track record of supporting suppliers and brands with consistent innovation and delivery.
Partnering with Guardpack provides you with knowledge beyond manufacturing. We work collaboratively with brands to ensure their wet wipe products are market-ready, responsibly produced, competitively positioned, and commercially sustainable.
Get in Touch with Guardpack
For suppliers and brands looking to differentiate themselves in 2026, Guardpack delivers unmatched quality and bespoke customer service.
If you’d like to expand your product offering, or want to know more about how we can help you, get in touch with us today. Simply fill out our contact form, email us at trade@guardpack.co.uk, or give us a call on 01245 505807. We look forward to hearing from you!