Tell us about Wype
We are a London-based wellness brand redefining bottom care.
We create innovative, sustainable products that keep people and the planet pristine while breaking outdated taboos.
How did you come up with the idea for Wype?
Growing up in Italy, where bidets are the norm, I was struck by how differently other cultures approach intimate hygiene. During my MBA in the UK, I noticed people compromising with environmentally harmful wet wipes simply because better options didn’t exist.
This wasn’t just a gap in the market—it was an opportunity to revolutionise bottom care entirely.
What makes Wype unique is our seamless integration with existing habits: our patented applicator and COSMOS organic certified formula transform ordinary toilet paper into a daily ritual for bottom health and comfort. We’ve reimagined bottom care for the modern world.
What’s your advice to aspiring entrepreneurs?
If you feel the itch, go for it. No advice will fully prepare you for the reality—the highs, lows, and sacrifices. Entrepreneurs are optimists because we have to be – if we weren’t, we couldn’t do it.
Most importantly, find your people. There are incredible communities out there built just for entrepreneurs.
You may have to try a few, dip in and out, but trust me, you need that support. Not want. Need. So go find them, even before you put pen to paper. Have an idea? Talk about it with people who turn ideas into realities for a living. And then talk to a few more. That’s rule number one.
What excites you most about Wype?
The sheer unpredictability of this journey. We started from nothing! Now we ship 50,000 units a month, we have a team of 10, and over 200,000 people have used our product. It’s mad!! We’re deep in formulation discussions with scientists, mapping out strategy, then catching up with healthcare professionals about wellbeing. It’s a galaxy of interactions, conversations, decisions, and moments that exist because of what we built.
I know we can make Wype into an internationally recognised brand, normalising bottom care as a basic self-care need, and I want to see it happen.
How has the company evolved over the last couple of years?
Growth has been intense. Until October 2024, we were a four-person team managing triple sales growth. We refreshed our branding, refined our formula, and launched on Boots.com — our first step into retail.
Looking back, it’s surreal. From packing orders in our living room during COVID to appearing on Dragons’ Den, to now leading a talented team. We’re focused now on building a company that can truly scale. We want to grow, and our job is to figure out exactly what we need to take that next step. Most importantly, we haven’t forgotten where we started, and we’re lucky to have such amazing people joining us on this journey. There are so many opportunities ahead, but it’s crucial to grow thoughtfully and stay focused.
What can we hope to see from Wype in the future?
We’re in an exciting phase of product development, researching new solutions that challenge industry norms. The need for tailored bottom care – across different life stages and comfort concerns – is growing. We’re challenging conventions while staying true to our original mission of putting a smile between people’s cheeks and allowing them to feel clean, comfortable and healthy every day.
Retail is another big opportunity. Our products fit both pharmacy and grocery spaces, meaning we can reach more people than ever. While I can’t share specifics yet, we’re committed on what we do best – taking care of people’s bottoms in ways that have never been done before.
