Fragrance is one of the first things a consumer notices about a product. Before performance, texture and even packaging – there is scent. Within seconds it shapes perception: fresh, clinical, luxurious, gentle, premium, the list goes on, and that impression stays with the user.
In wipes and wet wipe manufacturing, fragrance plays a significant role in that first impression. But adding scent is never as simple as ‘just adding perfume’. It requires technical understanding, regulatory knowledge and careful alignment with brand positioning.
Perfume-Free or Fragrance-Free
Whilst most clients are looking for fragrances to enhance a customer experience, some do require fragrance-free formulations. The most common requests we receive are for fragrance-free formulations. It is important to clarify that fragrance-free typically means no added parfum – it does not mean odourless and scent-free.
Raw materials have their own natural aromas. Botanical extracts such as chamomile or aloe carry inherent notes. Preservatives and cleansing agents also have a base scent. When no masking fragrance is used, those natural characteristics become more noticeable.
Managing this expectation early in product development is key, particularly in sectors such as baby care and sensitive skin, where fragrance-free claims are often important.
Parfum, Essential Oils and Natural Positioning
When fragrance is added, it is professionally developed by specialist perfume houses. These fragrances are:
- Designed specifically for cosmetic and wipe applications
- Stable in water-based formulations
- Manufactured in line with IFRA (International Fragrance Association) standards
- Consistent from batch to batch
Essential oils, while naturally derived, are not automatically simpler or milder. They contain naturally occurring allergens and are subject to the same declaration requirements as synthetic fragrance components. In addition, crop variation can lead to differences in composition.
‘Natural’ does not remove the need for safety assessment or regulatory compliance, and in many cases can introduce additional complexity.
Different Sectors, Different Expectations
Fragrance preferences vary considerably depending on the market sector and intended use. For many years, Lemon Mint has been our signature scent in our wet wipes. These are particularly popular for restaurant wipes to provide a clean, uplifting and refreshing scent, ideal for cleansing hands after a meal. Recently, we’ve expanded the scents in our wet wipe manufacturing portfolio to include Lime and Basil for a sharper freshness scent and also, an Oud allergen free option, to accommodate those looking for something richer and full-bodied.
Within our formulation portfolio, preferences vary by purpose, from White Tea for spa-like calm, Jasmine or Orange Blossom for cosmetic elegance and even Cologne-style scents which are always popular with male grooming and even deodorant wipes.
In our opinion, scent is never a one-size-fits-all scenario, it’s what feels right for the target consumer and brand positioning. We take pride in working alongside our clients on their fragrance journey.
Regulatory Considerations
Fragrance development must always sit within a clear regulatory framework. All cosmetic wipes require:
- Compliance with IFRA standards for fragrance concentration limits
- A full Cosmetic Product Safety Report (CPSR)
- Ingredient listing in line with EU and UK Cosmetics Regulations.
All fragrance allergens must be declared individually on packaging when present above specific thresholds. The EU has recently expanded the list of declarable fragrance allergens, increasing the level of transparency required for cosmetic products. You can read more about this on our recent blog on UK and EU cosmetic legislation changes. These changes make fragrance selection even more important.
Behind every fragrance sits safety and compliance. At Guardpack, we work with specialist perfume houses who understand the science and standards required and then we work with Cosmetic Safety Assessors to ensure the product is safe for use and does not exceed IFRA limits for that product. From this we can create the Cosmetic Product Safety Report and work out exactly what needs to go on the packaging.
Developing a Bespoke Fragrance with Guardpack
For clients seeking something distinctive, bespoke fragrances can be developed during the wet wipe manufacturing process to further reflect brand identity. We work collaboratively to:
- Understand the target sector and consumer expectation
- Provide samples for review, modification and approval
- Align fragrance direction with brand positioning
- Review allergen impact and regulatory implications early
- Test stability and compatibility within the wipe formulation
- Finalise documentation, CPSR and compliant labelling
Whether selecting from our established portfolio or developing a bespoke scent, our process is structured, transparent and fully compliant.
Get in Touch
We know that wet wipe manufacturing is just as much about regulation and safety as it is a fragrant end product! As trusted manufacturers, we are committed to consumer safety, trust and satisfaction. Afterall, we know that when you partner with us, we are essentially an extension of your brand and reputation.
If you’d like to know more about us and how we can help you expand your product offering, our team would love to hear from you!
Get in touch with Guardpack today by simply filling out our contact form, emailing us at trade@guardpack.co.uk, or speak to one of the team today on 01245 505807. We look forward to hearing from you!