We sat down with the founders of Wype to learn more about their business, vision for the future and challenges they’ve had along the way. Read on to find out more.
Take us back to 2019. What inspired you to start Wype?
A. I moved to the UK for my MBA and couldn’t help but notice something that, at first, seemed pretty minor: the huge difference in how different cultures approach bottom care. In Italy, intimate hygiene products take up huge sections of supermarket shelves, with options for literally every need you can think of – and interestingly, without all the gendered marketing you see in other places. While I was deep in my business studies, I noticed this fascinating market trend: adults were increasingly turning to wet wipes, showing a clear appetite for an updated approach to intimate care. But here’s the thing – these products were absolutely wreaking havoc on the environment and causing serious problems in sewage systems. It became obvious there were several gaps to bridge: we needed something that could deliver what people wanted without destroying the planet, something that could acknowledge that yes, we all have bottoms, and no, it shouldn’t be awkward to talk about caring for them properly.The focus on bottom care wasn’t random – I really wanted to create something universal, something that wouldn’t be boxed into gender categories or age groups. What began as a personal observation about missing my bidet turned into this larger mission to shake up a category that affects literally everyone but that nobody seemed comfortable discussing. And that’s precisely what made itfascinating – sometimes the most overlooked everyday problems are where you can make the biggest difference.
As a husband-wife duo, are there any challenges to building a successful business together?
A. I love this question. I can’t give blanket advice about partners working together – I can only speak to what works for us. Eli and I are completely different in how we approach things. I’m the creative one, the big-picture thinker. I’m good at spotting patterns and imagining future possibilities, but I’ll admit I’m not the most detail-oriented person. Eli is an engineer through and through – he thrives on facts and figures, he’s methodical, and he won’t rest until every item on his checklist is complete. This works brilliantly for us because we never step on each other’s toes. He knows there are things I do that he couldn’t, and I certainly couldn’t do what he does. What really makes it work is our communication style. After working together for so long, we approach both personal and work challenges with the same methodology – we examine the problem, each offer our perspective and potential solutions, then work toward a point of agreement. One of the unexpected benefits has been seeing each other in our professional elements. Most couples only know each other in their personal lives, but we get to see each other under pressure, handling problems, working with others, and excelling in different roles. This has added a whole new layer of respect and admiration for each other. Neither of us minds that our work and personal lives blend together. Running this company together feels like a privilege – it’s something we both genuinely enjoy at this stage in our lives.
The downside is that we both work too much, and there’s a significant level of financial risk and uncertainty in having two people invested in the same startup. It’s a comfort level we assess annually, and for now, we still have the madness and energy to keep going – it certainly helps that the business
is doing well!
How is Wype settling into the wellness industry?
A. The wellness industry is an interesting space for us because we don’t quite fit neatly into any established category. We’re creating something new with bottom care, and I’ve learned just how challenging it can be when you’re building something that doesn’t fit into existing boxes… and really, when I mean boxes, it’s just convention, right? It’s just habit. But things change. Take retail, for example – in supermarkets, toilet paper sits in ‘household.’ Isn’t that fascinating? A product used on your body is categorized alongside cleaning supplies. Shouldn’t it be in personal care? Yet we also don’t necessarily belong next to hemorrhoid creams, because many of our customers simply use Wype as part of their daily hygiene routine for cleanliness and skin health. Creating a new category certainly hasn’t made things easy for ourselves. But we’re seeing signs that the industry is ready for change. Even the biggest players in the toilet paper world are starting to shift their messaging around bottom care, opening up more honest conversations about everyday needs. We’re essentially having to build the road as we walk it, but that’s what makes this journey so interesting. Luckily our community and customers have supported us the whole way, and our performance has been so positive that even the biggest naysayers are having to admit that there’s something about bottom care!
Do you have any advice for aspiring entrepreneurs?
A. There’s so much I could say to an aspiring entrepreneur, but the truth is, no matter how much advice you get, you won’t fully understand it until you’re in the thick of it. So maybe the best thing to say is this: if you feel the itch, go for it. I could go on about how hard it is, the sacrifices you’ll make, the extreme highs and crushing lows, and the slim chances of a big payout. But honestly, I heard all of that before I started, and when reality hit, I still wasn’t prepared. That’s just how it is. And that’s also why so many entrepreneurs are optimists. If we weren’t, we wouldn’t do it. Which brings me to something even more important. 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 1.
What is the most rewarding part of being part of this business?
A. Every year, I have to pinch myself when I think about what we’ve built. From nothing. There was no blueprint, no precedent, and yet here we are. 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. But beyond the numbers, one of the most rewarding parts is the sheer unpredictability of where this journey takes us. One moment we’re pitching to a world-class investor, the next we’re packing boxes in the warehouse. We’re deep in formulation discussions with scientists, mapping out strategy with our brilliant team, then catching up with a leading healthcare professional to talk about wellbeing. It’s a galaxy of interactions, conversations, decisions, and moments that exist only because of this thing we built. And there is nothing more rewarding than that, especially, when we get to see it continue growing. What excites
me is that 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.
Tell us about any significant achievements of Wype to date.
A. Several milestones stand out us. Last year we saw almost 3x growth from 2023, taking us to 1,500+ units in daily sales to a customer base that has now grown to over 200k customers. We’ve also recently launched online with Boots, making it easier for our customers to find us. Our Dragons’ Den appearance is 2022 is also a highlight. The reach that the show has in the UK is phenomenal, and our appearance really paced the way for a step change in the business. However, our proudest achievement has been breaking the stigma around bottom health when no one else would. When we started, nobody was talking about bums, at least, not in a way that was open, honest, and free from shame. If anything, the conversation is only now starting to catch up with us. We had to be bold, challenge outdated taboos, and pave our own way. Millions of people suffer in silence with anal and perianal health issues, too embarrassed to seek help or even acknowledge their struggles. We’ve heard from so many who have felt unseen, ignored, or alone in their experience. By speaking up (always with our signature disarming tone) we’ve helped open up a conversation that should have existed long ago. More than anything, we want people to feel comfortable in their own bodies, to know they’re not alone, and to take care of their health without shame. If we’ve helped even one person feel that way, then it’s all been worth it.
What can we expect from Wype in 2025?
A. 2025 is going to be an exciting year for us. We’re building on the momentum we’ve created, particularly following our successful launch with Beauty | Health | Pharmacy and Prescriptions – Boots, and we’re seeing more opportunities opening up in retail. What’s really exciting is how the conversation around bottom care is evolving – there’s growing recognition that this category is ready for innovation. We’re continuing our research and development, looking at new ways to help people feel clean, comfortable and confident. I can’t share specifics yet, but we’re working on some interesting innovations that stay true to our core mission of putting a smile between people’s cheeks. Most importantly, we’re growing our team with some brilliant people who share our vision for better bottom care. What I can say is that we’ll keep challenging conventions and working to make better bottom care accessible to more people. The support from our community has been incredible, and we’re excited to bring them along on this next chapter.
For more information, visit Wype
Giorgia Granata is co-founder of Wype
Questions compiled by Ivana Syrota
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