Simple launch the first mass market biodegradable cleansing wipes

Simple, the UK’s number one facial skin care brand from Unilever UK[1], is set to add new biodegradable wipes to its leading portfolio in a bid to tap into the growing consumer demand for environmentally friendly products.

Made from soft, renewable plant fibres and sustainable wood pulp[2], these new biodegradable face wipes retain the same great skin cleansing proficiency as previous offerings from Simple, whilst helping consumers lessen their impact on the planet. On top of this, as with all Simple’s best-selling products, they contain no artificial fragrance or colour, no harsh chemicals and no alcohol, parabens or phthalates.

The new wipes from Simple biodegrade in just 42 days under home compost conditions -better than oak leaves, pine needles and wood fibres. All testing was conducted in partnership with a world-renowned lab in the field of biodegradability and compostability, adhering to EN/ISO/ASTM standard tests.

“At Simple, we understand that face wipes have an impact on our planet, so as the UK’s no1 brand of face wipes, we wanted to lead the way and create the first biodegradable face wipes in the mass market,” says Georgina Bradford, Marketing Director Skin Care UKI. “We know many consumers want the convenience of using a face wipe and don’t want to have to choose between the right cleansing and being kind to the planet – which is why we’ve added this new option to our range.”

As part of the announcement, Simple has also outlined its ambition to move their other wipes to be biodegradable. This will be started with a phased approach, giving consumers the choice between biodegradable or non-biodegradable. “Consumers are faced with tough choices every day,” says Georgina Bradford, Marketing Director Skin Care UKI. “We believe that choosing between taking good care of your skin or caring for the planet shouldn’t be one of them.”

The new Biodegradable Cleansing Wipes also come in an all-new pack design, featuring a graphic leaf.

£4.39 RRP New Simple Biodegradable Cleansing Wipes 25pc pack* 

*NB. Pricing is at the sole discretion of the retailer

[1]   Nielsen data w/e 16.07.18

[2] Simple wipes are made by an FSC certified manufacturer, using wood pulp that comes from sustainable sources.