Loo Wipes  is a new personal care brand offering 100% plant-based flushable wipes that are as gentle on skin as they are on the planet. The wipes, available in scented and unscented varieties, are compliant with the GD4 flushability guidelines and are made with a higher percentage of plant pulp to ensure flushability and sustainability. They’re juiced with a formulation that’s hydrating, moisturizing and pH balanced.

Loo Wipe’s packaging stayed true to the brand’s commitment to sustainability. Not only is the packaging sourced from green materials, it is also fully recyclable. Household & Personal Care Wipes spoke to the brand’s founders about the importance packaging played in the brand’s identity as a sustainable alternative in the wipes market.
 
HPCW: Please discuss the concept behind the development of Loo Wipes?
Loo: In the flushable wipes market that’s dominated by plastic bags and films bound for landfills, we saw an opportunity for real change: creating clean, sustainable flushable wipes with a bold, innovative packaging design that merges form and function. Our mission is to deliver a premium experience through plant-based wipes that are soft yet strong, genuinely flushable, and made with clean, non-toxic ingredients. Every detail—from our wipes to the easy-to-disassemble, recyclable packaging—is crafted for simplicity and sustainability.
 
HPCW: How does the incorporation of recycled packaging reflect the brand’s core values?
Loo: At Loo, sustainability isn’t just a feature—it’s at the heart of everything we do. Incorporating recycled packaging reflects our commitment to reducing waste and minimizing environmental impact, while still delivering a premium experience through our wipes, clean juice, and packaging designed for easy recycling. We view our product as a true ambassador of our values, embodying the balance between high-quality performance and responsible innovation.
 
HPCW: Was it difficult to develop and source recyclable packaging?
Loo: Absolutely. We dedicated over a year to developing and testing packaging solutions that could genuinely be recycled while maintaining a practical shelf life—a significant investment of time and resources. It was essential to us to make recycling a real option for customers in a category where it’s rarely possible. Plus, we’re thrilled with how it turned out, adding a touch of style to the bathroom.
 
HPCW: Are you finding that more consumers are looking toward more sustainable packaging options to lessen their overall environmental footprint?
Loo: We’re seeing that there is a growing community of eco-conscious consumers who are seeking products that blend sustainability and design, products that not only perform well, but also align with consumers’ evolving values.
 
HPCW: Are consumers willing to pay more for more sustainable packaging options?
Loo: According to recent research and studies, a significant majority of consumers take sustainability into account when making buying decisions and are willing to support brands that prioritize waste reduction and utilize environmentally friendly materials. Consumers see it as a way to align their spending with their values—turning purchases into small acts of positive impact. Many of our customers appreciate the design and functionality, but are equally motivated by our mission to minimize environmental impact.