Potty Training — words that send shivers down the spines of parents everywhere. It’s a messy, often frustrating, but ultimately rewarding milestone. DUDE Wipes, known for its wipes designed for grown-up dudes, is tackling the toddler terrain with a new product: Lil’ DUDES Wipes. We sat down with Jeff Klimkowski, co-founder and CFO of DUDE Wipes, to hear more about what inspired this new product and how it addresses the challenges of potty training while promoting responsible flushing.
The DUDE Evolution
The story of DUDE Wipes began over a decade ago, born from a simple need: a convenient way to freshen up on the go. Fast forward to today, and the founders, now dads themselves, are facing the new challenge of potty training their little ones.
“You go from baby wipes, which are great for infants, to toilet paper, and kids often complain about how dry and uncomfortable it is,” Klimkowski said. “We wanted to create a product that provides a better clean and also has that emotional connection — something fun that resonates with kids. That’s what really drove us to create Lil’
DUDES: to make potty training a little less brutal.”
More Than Just a Wipe
So, what makes Lil’ DUDES different? DUDE Wipes is focusing on making the
experience fun for kids.
- Fun Scents (and Unscented Options!): Lil’ DUDES come in two versions:
Bubble Bum, a fun bubble gum scent (a playful take on the potty experience!),
and a 99% water-based, fragrance-free option for kids with sensitive skin. - Engaging Packaging: Each case of Lil’ DUDES includes stickers featuring the
new mascot, Duce. - Interactive Tools: Lil’ DUDES even come with a poop chart where kids can use
the stickers to track their progress.
Flushability: Meeting the Standards
DUDE Wipes also understands the importance of responsible flushing and has taken steps to ensure Lil’ DUDES meet the necessary standards of flushability.
Lil’ DUDES Wipes meet or exceed both INDA GD4 and IWSFG PAS 3:2020 flushability standards, which assess the compatibility of disposable nonwoven products with plumbing and wastewater infrastructure.
While DUDE Wipes has met or surpassed both flushability standards, they are a partner to responsible flushing and the products’ disposal instructions direct users to “flush only one wipe per flush.”
Addressing the Baby Wipe Problem
DUDE Wipes recognizes the widespread issue of baby wipes being improperly flushed. “Over 30 million households are using baby wipes improperly,” Klimkowski said. “Given that Lil’ DUDES Wipes are flushable, we’re excited to make a dent in that problem — like a 22 million household opportunity — and continue to beat the drum on what should and should not be flushed.”
The brand also emphasizes the importance of clearly labeling non-flushable wipes, like their DUDE Shower Wipes, which are made to be thicker and super durable, with the Do Not Flush symbol.
By focusing on both fun and responsible disposal, DUDE Wipes aims to make potty training a little easier for parents and a little more engaging for kids while also helping instill responsible flushing habits from a young age — something that can help protect our communities and environment well into the future.
This July for Flush Smart Month, the Responsible Flushing Alliance is launching its “Potty Training for Grown-Ups” campaign. To learn how you can promote proper flushing habits, check out our toolkit HERE.