The founders’ journey began with a shared habit: both were exclusive baby wipe users who found toilet paper insufficient. Initially labeled as the "wipe dealers" of their dorm, they distributed wipes in Ziploc bags at campus tailgates. Years later, they transformed this personal preference into a premium product line designed for millennials, focusing on flushable, ingredient-conscious formulas that address sensitive skin and digestive health.
How a College Bathroom Habit Built a Billion-Dollar Wipe Empire
What started as a casual conversation in a Florida State University fraternity bathroom between Sam Nebel and Charlie Siciak has evolved into Goodwipes, a major player in the personal hygiene market. Thirteen years later, their brand secures shelf space at Walmart, Target, and Kroger, redefining a once-niche category through humor.
Scaling the business required relentless persistence against retail gatekeepers. Nebel recalls a grueling six-year pursuit to secure a partnership with Kroger, marked by initial rejections and long periods of silence from buyers. Despite financial strain and the complex demands of supply chain management, the duo leaned into a branding strategy defined by the acronym PEACH—playful, empathetic, approachable, cheeky, and honest. This distinctive voice recently manifested in unexpected collaborations, including a mashup with Liquid Death’s sCREAM Soda flavor, proving that the brand’s reach extends far beyond the bathroom.
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