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We kept coming back to Apple’s philosophy: simple is better. A product shouldn’t need to shout about quality, you should feel it when you hold it. That became our filter for every design decision.
We didn’t want to add more plastic to the world, so we started searching for alternatives. After countless dead ends, inspiration came from somewhere unexpected: a Tetra Pak juice box. It’s light, strong, paper-based, and recyclable,
so why couldn’t wipes be packaged the same way?
Just like the film we are using, our inner box had to balance strength, moisture-resistance, and recyclability. We spent weeks testing different papers, glues, and coatings before finally landing on an inner box made from true recycled paper.
Even the printing mattered. We love bold colors, but how do you do that without polluting the planet? The answer: vegetable-based inks. It sounds simple, but it took endless trial and error to get right.
Every decision was a tug-of-war between performance and sustainability, and we refused to compromise on either.
Most wipes are made from viscose, a chemically treated synthetic fiber. We wanted better. Bamboo felt right, it’s renewable, naturally soft, and strong. But switching wasn’t easy. Bamboo had to be physically processed, not chemically broken down. That meant working with mills who shared our vision, tweaking production until we had cloth that felt gentle on skin yet durable in use.
“Natural only” sounded simple in theory. In practice, it was a nightmare. Some natural preservatives failed stability tests. Others smelled odd or left residue. We went through dozens of failed trials, reformulating again and again until we landed on a formula that was safe, effective, and genuinely natural.
Every time we thought we had it, another test sent us back to the drawing board, but it made the final result stronger.
Even the little details mattered. Take the opening. Most brands just provide “an opening” without thinking about how people actually use it. We designed ours wide enough that even a fat finger like mine can fit inside without frustration. And when you get down to the last few wipes, a built-in push-up feature makes sure you can grab them easily, with no digging or shaking the pack.
