How to build your own wet wipes brand to compete with big brand wet wipes


Starting your own brand of wet wipes can be a challenging but rewarding endeavor. In order to compete with the big name wipes, you need careful planning, market research, branding, and an effective marketing strategy. Here’s a step-by-step guide to help you create your own wipes brand:

1. Market research:

● Identify your target market:

Identify your target audience, whether it’s parents with babies, travelers, fitness enthusiasts or a specific demographic group. Your target audience determines whether you focus on baby wipes, makeup remover wipes, disinfecting wipes, or a specific demographic such as eco-friendly or sensitive skin wipes? Then focus on the wet wipes market you plan to participate in, including consumer preferences, pricing, and trends. Identify gaps and opportunities for your brand.

2. Product development:

● Quality assurance:

Make sure your wipes meet high quality standards. Test different materials, ingredients, and fragrances to find the product that best suits your target audience.

● Innovation:

Consider unique features such as biodegradability, eco-friendly materials, hypoallergenic, or special formulas that meet specific needs.
Product variations: Consider developing different types of wipes, such as baby wipes, makeup remover wipes, antibacterial wipes, or eco-friendly wipes, to meet different needs.


3. Brand identity:

● Brand name and logo:

Choose a brand name that is memorable, eye-catching, and unique. Design a professional logo that represents the essence of your brand.

Unique value proposition:

Determine what makes your wipes unique among the competition. It could be in terms of ingredients, packaging, sustainability or target market.

Packaging design:

Design beautiful and functional packaging to stand out on the shelf. Clearly communicate the benefits and intended use of the wipes on the packaging.

4. Regulations and Compliance:


Make sure your products comply with local and international regulations regarding wet wipes, including safety and labeling requirements.

● Certification:

Obtain necessary certifications, such as organic or cruelty-free labels, to increase your brand’s credibility.

5. Manufacturing and supply chain:

●Manufacturer selection:

Choose a reliable manufacturer with experience in producing wet wipes. Consider their production capabilities, quality control measures, and ethical practices.

● Supply chain management:

Establish a sound raw material and distribution supply chain. Reliable suppliers are crucial to stable product quality.

6. Pricing strategy:

Determine competitive pricing to provide value to customers while ensuring profitability.

7. Marketing and Sales:

● Online status:

Create a user-friendly website and provide an e-commerce platform for online sales. Optimize the website for mobile devices and implement a secure payment gateway.

● Social media:

Leverage social media platforms to increase brand awareness. Engage with potential customers through visually appealing posts and informative content.

● Content marketing:

Start a blog or create videos related to hygiene, skincare, and parenting. Useful content attracts and retains customers.
Partnerships & Collaborations: Partner with influencers, bloggers, or the parenting community to promote your wipes.


8.Customer service:

● Timely support:

Provide excellent customer service through a variety of channels including email, phone or social media. Address customer questions and concerns promptly and professionally.

● Feedback loop:

Listen to customer feedback and continually improve your product based on their suggestions.

● Loyalty program:

Implement a loyalty program to retain customers. Offer rewards for repeat purchases.

9. Adapt and innovate:

● Stay updated:

Keep a close eye on market trends, customer preferences and technological advancements. Adapt your products and strategies accordingly.

● Innovation:

Regularly introduce new variations, scents or packaging designs to keep your products fresh and exciting.

10. Sustainability and Corporate Social Responsibility:

● Environmental responsibility:

Consider eco-friendly packaging and sustainable material sourcing. Communicate your commitment to the environment to attract eco-conscious customers.

● Community involvement:

Get involved in a community initiative or charity. This can enhance your brand reputation and create a positive image.


Building a wipes brand requires dedication, research, and a deep understanding of your target market. By offering high-quality products, effective marketing, and excellent customer service, you can carve out a niche for your brand in the highly competitive wet wipes market.

If you want to try to create your own wet wipes brand, you can try to contact Jinhua Golden Daily Products Co.,Ltd., which is a professional wet wipes manufacturer from China,I believe this will help you guys a lot.

Jack Zheng
Jack Zheng

I'm Jack from Jinhua Golden Daily Products Co.Ltd.


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