Helping protect the environment and our nation’s wastewater infrastructure is at the heart of RFA’s mission. Part of this mission involves championing innovative solutions, which is why we’re proud to spotlight RFA member WaterWipes and its groundbreaking strides in sustainability.

In March 2022, WaterWipes answered the call for more sustainable products by becoming the first major baby brand sold in the U.S. to launch plastic-free, plant-based wipes*. WaterWipes Baby Wipes are USDA certified Biobased and these wipes are made from regenerated cellulose utilizing wood pulp.

“Baby wipes can have a huge environmental impact, and WaterWipes recognizes the responsibility that it holds,” said Dr. Emer Gilligan, External Affairs Director at WaterWipes UC. She explained that billions of baby wipes are used in the U.S. each year — many of which contain plastic materials, contributing to the 8 million metric tons of plastic waste that enters the ocean annually.

RFA and WaterWipes encourage consumers to always look at the packaging for direction before disposing wet wipes as plastic-free does not automatically mean flushable. Additionally, all baby wipes are considered non-flushable and include the ‘Do No Flush’ symbol prominently on the packaging to remind consumers that these wipes should be disposed of in the trash and never the toilet.

Reducing Waste While Meeting Consumer Demand

The impact of the transition to plastic-free, plant-based wipes has been substantial. WaterWipes’ lifecycle analysis data shows that the move saves the equivalent of 228 million plastic bottles and 3.28 Olympic-sized swimming pools of water annually.

Furthermore, Dr. Gilligan noted that WaterWipes has received only positive responses from its customers since making the switch, demonstrating that the change aligns with consumers’ personal values and sustainability goals.

“Making WaterWipes plastic-free is just one of the ways we’ve innovated to offer a better choice for customers,” she said. “Our research indicates that baby wipe shoppers, and indeed WaterWipes customers, consider environmental sustainability when making purchasing decisions. More sustainable options are their preference—and that’s across all goods they purchase, not just baby wipes.”

Of course, sustainable options must also meet performance standards to ensure customer satisfaction. These plastic-free, plant-based wipes maintain the same purity, softness, and strength as their predecessors, ensuring no compromise on product quality.

“The most important piece of this is that it’s part of the movement for more sustainable choices for consumers,” said Dr. Gilligan. A movement that RFA wholeheartedly supports.

A Holistic Approach to Environmental Responsibility

Beyond its products, WaterWipes is dedicated to reducing its overall environmental footprint with a commitment to climate action. The company has set science-based emission reduction targets aligned with the 1.5°C decarbonization pathway, operates its headquarters and manufacturing facility on green energy, and has implemented lean manufacturing processes to increase efficiency and reduce energy consumption.

The wipes industry is increasingly embracing sustainability, driven by consumer demand and regulatory initiatives. WaterWipes’ proactive approach exemplifies the kind of innovation that can drive change, demonstrating that sustainability, product performance, and customer satisfaction can go hand in hand.

*The claim does not refer to the full product lifecycle nor the external plastic packaging and relates to the wipes only. For further information please see WaterWipes website.