Sustainable hygiene startup Wype has raised £1m in an equity round as it looks to build on strong sales momentum.
Unsuccessfully pitched on Dragons’ Den three years ago, Wype, which sells cleansing gel to turn toilet paper into wet wipes – reducing demand for the environmentally straining product – has since grown its revenue by 15 times, achieving an annualised run rate of £4.5m.
The company, which won the £50,000 TV Stars 2025 pitching competition from by All Response Media, is now aiming for a reimagined brand presence, retail scale-up and the development of new products in its range.
“What we’ve achieved so far – with a small team, in a taboo category, without any industry tailwinds – is something I’m incredibly proud of,” said Giorgia Granata, co-founder and chief executive of Wype.
“We don’t stop to celebrate very often, but this moment matters. It confirms what we’ve believed from the start: the unmet need is massive – and we’re more confident than ever that it’s time not just to grow the category, but to name it. To give it shape, visibility, and the credibility it’s always lacked. Bottoms deserve better.
The funding came from Anotherway Ventures and Ventures Together, as well as a handful of angels.
“Wype is not just building a brand but a whole new category. It’s also a product that people need not just want, which means long term loyalty not just one-off sales,” said Jono Holt, partner at Anotherway Ventures.
“The month-on-month growth so far shows amazing early momentum (at a time where most DTC brands are flatlining!) and the opportunity to create, grow and then sell the brand that defines a category offers us a huge opportunity of a massive return on our investment.”
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