Around the end of high school, Sean Riley got hooked on using wet wipes as toilet paper. He first encountered them at a friend's house on the back of the toilet, and decided to give them a try. “It’s just a totally different feeling,” he says . “You see what you were leaving behind.”
When he moved into an apartment in Chicago with his three best friends after college, Riley stocked wet wipes in the bathroom. It didn’t take long for the guys to have what he calls “the conversation”: They all admitted they were addicted. Once they felt that moist rub, they couldn’t turn back to the brittle chafe of toilet paper. They made a trip to Sam’s Club together to buy wet wipes in bulk.
Then they had a second conversation. What if they started a business? What if they created a wet wipe that young men, like themselves, could purchase without feeling embarrassed? “That was when we started looking at the market,” Riley says. “Where is the flushable wipes market at right now? Where is it going?”
Dude Wipes was born.
The company is a rising star in the flushable wet-wipe world, a multi-billion-dollar industry that took off in the mid-2000s, when companies like Kimberly-Clark and Proctor & Gamble repackaged traditional baby wipes as luxurious adult toilet paper, pre-soaked and cut-down small enough to flush down a toilet. In 2015, personal wet-wipe sales reached an estimated $2.2 billion.
Dude Wipes has made a name for itself by using clever and humorous marketing. The company posts a never-ending stream of potty-themed jokes on social media, such as the faux-launch of a limited-edition Pumpkin Spice scent. Riley, now 31, refers to himself as the “Chief Executive Dude.” Collectively, the owners call themselves “the AmbASSadors.”
Riley believes that his friends’ camaraderie and sense of humor give Dude Wipes its competitive edge. People seem to agree. In 2013, Dude Wipes won the Nonwovens Industry Visionary Award, an industry-wide honor for the year’s most exciting new product. In 2015, after the AmbASSadors appeared on TV show Shark Tank, the billionaire Mark Cuban became an investor and partner in the company. Dude Wipes is stocked at national chains like Kroger, Meijer, and Target.
But lawsuits are now popping up across the country over use of the word “flushable.” Sewerage authorities claim that flushable wet wipes don’t break apart, and, as a result, are destroying municipal sewer systems. The wipes cluster with congealed food fat to form large blockages known as fatberg—a portmanteau of fat and iceberg. Last year, a 10-ton lump was removed from the London sewer system at a cost of £400,000. Cases have also been reported in Newcastle, Sydney, San Francisco, Miami, New York City, Toronto, and Washington, D.C.
In 2015, the Federal Trade Commission pulled a wet wipe by the brand Nice-Pak off the market. Sewerage authorities hope that more regulation is imminent. Dude Wipes, for its part, claims that its wipes are biodegradable and have been tested by “scientist and doctor dudes.” Are those claims true? Can wet wipes be stopped? Or must cities resign themselves to a future of fatberg?
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