WaterWipes: From Cotton Wool ‍to Global Leader

Company⁢ History & Key Facts

Edward McCloskey founded Irish Breeze in 1993, initially producing cotton wool, ‍soaps, and skincare products. After years ⁤of research, he launched WaterWipes in 2010, a gentler, chemicals-free alternative to conventional baby wipes.

Market Position

• Global Reach: Products are sold in 50 countries.
• North America: ⁤ Number⁢ three brand.
• Amazon: Number two globally.
• UK: Brand leader.
• Production: Three million packs manufactured weekly at two cleanroom sites in Drogheda.
• Employees: Nearly 400 in Ireland, with additional employees in Europe, the US, and Australia.

Key Moments & Challenges

the “Light-bulb Moment”

McCloskey⁢ observed that health ‍professionals ⁢recommended⁤ water and cotton wool over chemical-based wipes due to health concerns,but convenience led parents to largely ignore this advice.This identified ⁢a clear‍ market possibility.

Back-to-the-Wall moment

In the year WaterWipes launched, the core cotton-wool business faced severe challenges due to a dramatic increase⁤ in global cotton prices, which were tough to ‍pass on to retailers.⁢ The business barely survived this period.

Game-Changer/Turning Point

During the early months of the COVID-19 pandemic in ⁢2020, WaterWipes maintained uninterrupted supply to ⁢major US ⁣retailers like Walmart, Target, Walgreens, and ⁢Amazon, while competitors struggled. This‍ resulted in ⁤a meaningful surge in ‍sales and profits.

International Trade

While WaterWipes is the brand leader in Ireland, the vast ⁤majority of its sales are international, spanning approximately 50 ⁢countries.

Sales data (Estimated)