Biom's brand rep explains how a few manufacturers dominate wipes by making everything from baby to disinfectant wipes on the same equipment with cheap plastic formulas. Biom differentiates through premium design and sustainability positioning instead of competing on price.
Chapters
As a new entrant in the wipe space competing against 50-plus-year-old incumbents, how do you approach building such a differentiated brand?
Oh, it's a great question. Um, the same manufacturer that makes baby wipes for like a Huggies or a Pampers makes disinfectant wipes for Lysol and Clorox, and they make Armor All wipes and make pet wipes and Neutrogena makeup removing wipes, right? And so if you look at that all together, right, they're all using the same machines. And all of them share a couple of things in common. One, there's general sense of unknowns of what formulations are. 90% of companies cut corners and choose to just produce them for cheaper with plastic in them. And then the packaging leaves a lot to be desired, at least in our eyes. And so if you wanted to approach the industry more broadly in a way that made sense in the eyes of consumers when we kind of like crossed categories, well, how would you do that? And so our idea was much of what you've kind of already mentioned today. It's like this idea of elevated design, better for you, better for the planet. products.
