Wype, the UK’s fastest-growing bottom care brand, expands its current range with new Wype Soothe – a calming cleanser designed for sensitive, reactive or unsettled skin. Available online from 31 March 2026, Wype Soothe combines effective cleansing with enhanced soothing support and comfort in one simple step.
Founded in 2020 by Giorgia Granata and husband Eli Khrapko, Wype has redefined everyday hygiene with its eco-friendly cleansing gel that upgrades toilet paper into a moisturising, flushable wipe – a sustainable alternative to disposable wet wipes. The brand now sells over 2,500 units daily to more than 350,000 customers.
Building on the success of Wype Original, Wype Soothe is designed to help soothe irritation whilst cleansing, supporting skin comfort and balance. The dermatologically tested and Vegan Society Approved formula features calming bisabolol, clinically proven to help soothe skin, leaving it feeling settled and comfortable, alongside supporting “self-heal” extract (Prunella vulgaris) and witch hazel.
The launch reflects a broader gap in everyday hygiene. In the UK, an estimated 8 million people experience haemorrhoids and other perianal conditions, and 75% of adults will experience ananal health issue at some point in their lives. Despite this, bottom care remains underdeveloped, with many consumers relying on solutions not designed for ongoing comfort or skin sensitivity. As a result, there is growing demand for products that better support both cleanliness and skin comfort as part of daily routines.
Commenting on the launch of Wype Soothe, Giorgia Granata, Co-Founder and CEO of Wype, said: “Our commitment is to support anal and perianal health without stigma and preconceptions. Despite how common bottom health issues are, only about 5% of people currently use solutions designed specifically to support them, which shows just how underserved this category still is. With the Wype Soothe formula we created a more complete solution for those who need it most – the same cleansing benefits of our Classic Wype Gel – and an ingredient mix that is really at the service of reducing soreness and irritation.”
The launch of Wype Soothe demonstrates ongoing interest in personal care and everyday routines, as consumers increasingly expect products to go beyond basic function. Wype Soothe delivers gentle cleansing while supporting skin comfort and balance, in a way that feels useful, considered and stigma-free.
The Wype Soothe Starter Kit will retail at £11.99, with refills available at £9.99. The range is available from 31 March 2026 via wypeuk.com.
