Beauty wipe manufacturers are starting to realize that consumers care just as much about where products and packaging go after they use them as how they’re sourced. Major brands have started to phase out microbeads, and many products are now formulated with sustainable alternatives — or entirely without them.
There are seemingly countless uses for wet wipes in the personal care market. Products can be found for cleaning, clarifying, makeup removal, hair removal, tanning, brush cleaning, antibacterial and more. Wipes are easy to use and portable, making them extremely convenient.
Post Product Life
A growing concern of what happens to beauty wipes after use has caused many consumers to choose eco-friendly substitutes that degrade quickly and cause little-to-no environmental pollution.
FTC guidelines for biodegradable products include rules that “a marketer making an unqualified degradable claim should have competent and reliable scientific evidence that the entire item will completely break down and … decompose into elements found in nature … within a reasonably short period of time after customary disposal.”
Bamboo Wipes
Bamboo serves an innovative alternative to traditional wipes, which are basically product formulations on nonwoven fabric. Synthetic polymers, like polyester, are traditionally used to form the fabric, but bamboo can be used instead as an eco-friendly option. Bamboo is growing increasingly popular and has been regarded as a solid green option for a number of years.
The indie eco-brand, Kaia Naturals, has created this alternate product in hopes of capturing the attention of prestige naturals consumers. According to a press release, the company’s bamboo facial cleansing cloths are formulated with organic Canadian honey, eight pure citrus essential oils and sunflower seed oil.
The company markets its eco-friendly bamboo wipes by noting that consumers can “simply throw (a used wipe) in a compost bin or bury the cloth in soil and it will biodegrade in approximately 90 days.”
Non-Biodegradable Wipes Could Slow Market Growth
Ever-increasing evidence that wet wipes pollute the environment could deter growth in this market. Wipes are washing up in waterways and on beaches in the U.S., the U.K. and in other places around the globe. In fact, the U.S. Department of Environmental Protection spends approximately $3 million each year in the New York City area alone to remove used wet wipes from rivers, beaches and other waterways.
Truly biodegradable wipes could have a major impact on the beauty wipe market. According to a report from the Freedonia Group, the demand for wipes in the U.S. will rise 3.6 percent annually through 2018, when it will total $2.9 billion.
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