Twipes: How This Company Is Bringing A Clean Change To A Dirty Industry

By Amit Chowdhry • Jun 3, 2024

Twipes is a company that is bringing clean change to a dirty industry. The company created the world’s first truly flushable and biodegradable wet wipes. These wipes disperse in water within 3 hours and biodegrade in landfill within just 7 days. And they are plastic-free, alcohol-free, and paraben-free – dermatologist-tested to be as safe on skin as they are for the planet. Pulse 2.0 interviewed Twipes COO Ellenor McIntosh to learn more about the company.

Ellenor McIntosh

Formation Of Twipes

How did the idea for the company come together? McIntosh said:

“Twipes was founded in London in 2015 with me as the scientist and Alborz Bozorgi running the business side of things. We met at university and founded the company over brunch with a friend.”

“The idea for Twipes came about during that brunch conversation. Al and I were eating with our friend. He told us he kept clogging his toilet with supposedly ‘flushable’ wet wipes. That’s when we realized the world needed better, more sustainable hygiene products. I’m very passionate about the environment, so I went into the lab and used my skill as a scientist to create a solution.”

Favorite Memory

What has been McIntosh’s favorite memory working for the company so far? McIntosh shared:

“My favorite part of this company has been being able to take our product all around the world to showcase it and its potential. Being on big stages, pitching the work we’ve done to investors, customers – anyone who we’ve spoken to about Twipes – it really feels like we’re making a difference. By the response we received, I know we are. It’s a great community.”

Core Products

What are the company’s core products and features? McIntosh explained:

“Right now, our primary product is Twipes, built using our patent-pending dispersion biotech. We are currently looking into truly flushable and truly biodegradable feminine hygiene products and baby diapers using the technology as well.”

Challenges Faced

What challenges has McIntosh faced while building the company? McIntosh acknowledged:

“A big challenge is always public perception on the definition of ‘flushability.’ When other wipes companies say their products are flushable, yet the wipes proceed to block a toilet, it effectively greenwashes the term ‘flushable.’ What we try to communicate to the public is that our wipes are truly flushable. Some plant-based options may sell for cheaper and lead people to believe they are better for the environment, but still cause huge problems when it comes to their lack of biodegradation. So ultimately, our biggest challenge is commercial viability in such a large market. Overcoming that just takes us raising awareness of how Twipes are better for your toilet, for sewer systems and for the environment.”

Evolution Of McIntosh’s Technology

How has the company’s technology evolved since launching? McIntosh noted:

“We are currently in research and development on truly flushable and biodegradable feminine hygiene products and baby diapers as we speak.”

Significant Milestones

What have been some of the company’s most significant milestones? McIntosh cited:

“Most recently, we were part of Morgan Stanley’s Inclusive Ventures Lab in New York City. It was an honor to be a part of that program and it provided mentorship and financial support to our startup. Since the company’s founding, we’ve also been named winners of the Mayor’s Fund for London Entrepreneur Award, the Buffalo-based 43North startup competition, and are currently participating in the Innovate U.K. program.”

Total Addressable Market

What total addressable market (TAM) size is the company pursuing? McIntosh assessed: “The worldwide market size for wet wipes is $18 billion.”

Differentiation From The Competition

What differentiates the company from its competition? McIntosh affirmed:

“Our biotech that breaks down completely within three hours in water or within seven days in a landfill. That’s what differentiates us from competitors.”

Future Company Goals

What are some of the company’s future company goals? McIntosh pointed out:

“Having just launched in America last year, we are now looking to set up manufacturing on the other side of the Atlantic. We’re also working on moving into retail, so we can be more accessible to those interested in Twipes.”

Additional Thoughts

Any other topics to discuss? McIntosh concluded:

“I just want to say how grateful I am and we all are for the amount of support we’ve received all over the world. From our launch in the U.K., to our expansion to the U.S. and all of the people in the E.U. who have shown us support as well, it’s just been the most wonderful outpouring of support and kindness to our company.”