material that is safe
and gentle to use on
the skin, but the for-
mula surrounding the
wipe is effective and
actually provides the
While many wipes
are used for simple
the industry is seeing
a trend with products
ranging from anti-ag-
ing, deep cleaning and
exfoliating to hydrat-
ing, added Sosnick.
Derma E, which is
a top seller at outposts like Whole
Foods, recently debuted Hydrating Facial
Wipes. Each freshly
scented pre-moist-ened wipe is infused
with ultra-moistur-izing hyaluronic acid
that helps condition,
soften and smooth skin, leaving it fresh and dewy. Fortified with
superfruit extracts grape seed and maqui berry, these easy, one-step wipes offer antioxidant protection while keeping skin clean
and refreshed, according to the company. Plus, each wipe is 100%
compostable and all outer packaging is 100% recyclable.
Meanwhile, Aura Cacia, a leader in essential oils, has launched
Revive Body Cloths. Offering aromatherapy on the go, the wipes
are formulated with the brand’s high-quality essential oils, not
fragrance oils. Derived from botanical and mineral ingredients,
Revive Body Cloths are alcohol-free, biodegradable and Forest
Stewardship Council and Rainforest Alliance certified.
“Consumers told us that they were looking for a dual purpose
body cloth—one that not only refreshes but provides true aro-
matherapy benefits,” said Shannon Ousley, director of marketing,
Aura Cacia.“Our new Aura Cacia Revive Body Cloths do just that
with the help of pure botanical and mineral ingredients.”
Revive Body Cloths are available in three blends: Calm, fea-
turing an aromatic mix of floral lavender essential oils and skin-
soothing oat and aloe; Balance, a blend of mild mint essential
oils and oat and aloe; and Focus, an amalgam of rosemary mint
essential oils and oat and aloe.
Fellow natural brand Pacifica is expanding its repertoire at
both Ulta and Target stores this season. At Ulta, it debuted both
Pacifica Underarm Deodorant Wipes and Essential Makeup
Removing Wipes. The deo wipe features an innovative formula
utilizing natural ingredients with effective odor control and
protection that can last for hours. A distinctive blend of natural
essential oils and coconut milk, these odor-neutralizing, alumi-
num-free wipes keep you feeling fresh and fabulous all day long.
The Essential Makeup Removing Wipes pack contains 30 natural
biodegradable towelettes infused with a bevy of natural ingredi-
ents like coconut milk, jojoba, calendula, chamomile and jasmine.
At Target, the 30-count Pacifica Coco Pure Makeup Removing
Wipes Facial Towelettes pack is infused with coconut milk. Jojoba
oil and aloe vera make these wipes great for sensitive and dry
A Delicate Issue
In fact, consumers with delicate skin will find more and more
wipes in the marketplace that cater to their needs. For example,
Lumene’s rich, protective formulations are infused with Arctic
linen seed to defend skin against damage. Meanwhile, the new
Sensitive Touch range of cleansers and daily skin care treatments
include wipes, of course. With a simple swipe, they remove make-up, dirt, oil and other impurities—no water required. These ultra-soft wipes calm skin while thoroughly cleansing and won’t leave
behind a greasy residue or irritate eyes when removing makeup,
said the company.
Another company, Skyn Iceland, sold at the California-based Beauty Collection stores and online, is rolling out Glacial
Cleansing Cloths. Infused with Icelandic glacial waters and beneficial natural extracts, the wipes sweep away makeup, dirt, oil
and other impurities while refreshing and soothing stressed skin
with a clean scent, said the company.
Indie brands are getting a boost this season in wipes sales.
For example, Lauren Napier Cosmetics in New York launched
Pacifica Coco Pure Makeup Removing Wipes
New wipes at Derma E