Clean Beauty Goes Mainstream in Wet Wipes

The global clean beauty market is reshaping how brands formulate, market and certify personal care products. Wet wipes are no exception. Clean beauty now influences everything from ingredient sourcing to label claims and packaging expectations. Consumers want more transparency and fewer synthetic chemicals in their everyday hygiene products.

At AHC, we continue to see growing demand for clean beauty formulations in wet wipes. Clients now request safer preservatives, gentler scents and naturally sourced materials. This is not only a consumer-driven trend. In 2025, over 48 countries updated cosmetic rules, now applying them to wipes as well. As a leading OEM manufacturer in Asia, we offer clean-certified, compliant formulas with biodegradable substrates and low-fragrance systems, ready to meet these new global standards.

For brands looking to innovate, clean beauty is no longer optional. It is an entry ticket to the shelf. Product developers must stay informed about trending claims and the science behind them. The clean label movement is not about fear, it is about facts and consumer trust.

What Clean Beauty Really Means in Wipes

In wipes, clean beauty claims go beyond catchy marketing. They must reflect real formulation and manufacturing decisions. These are the most demanded attributes:

• Fragrance free or naturally scented: synthetic fragrances are being replaced with essential oils or fermented botanicals.

• Alcohol free and paraben free: brands avoid these due to irritation concerns, especially in sensitive skin segments.

• Safety Assesment including Non-toxic and allergen tested: dermatologically approved claims now include skin patch testing and product safety assesment.

• Plant based fibers: biodegradable or plastic free substrates support the clean image and reduce environmental impact.

• Cruelty free and vegan: more brands are choosing non-animal testing and plant-derived ingredients.

At AHC, many of our best-selling SKUs already meet these criteria. We offer formulations with 95% natural origin content, pH-balanced bases and certified organic actives. Our baby wipes, feminine wipes and makeup removers include options for Ecocert, Cosmos and vegan certifications.

Why Brands Are Moving Toward Clean Claims

Clean beauty claims help brands connect with a more informed and demanding audience. In 2024, 72% of shoppers said label transparency affected their purchase decisions. This number has only grown in 2025. The demand is especially high in products used on babies, intimate areas and the face.

Retailers are also placing pressure on suppliers. Large pharmacy and supermarket chains now require sustainability and safety documentation before accepting new private label SKUs. For wipes, this means brands must prove not just product efficacy but also ingredient sourcing and environmental responsibility.

Clean beauty in wipes is not about marketing hype. It reflects real consumer concerns and long-term brand equity. At AHC, our team tracks industry standards, regulatory changes and clinical data to develop wipes that meet clean label expectations globally.

“Clean beauty claims are now a baseline expectation. Our clients rely on AHC to stay ahead of ingredient safety trends and compliance.” — Molly L. - R&D Manager at AHC

How AHC Helps Brands Navigate the Clean Beauty Movement

AHC supports clients with full OEM solutions tailored to clean beauty demands. Our R&D team can help formulate safe and effective wipes using:

• Non-irritating preservatives such as gluconolactone or sodidum benzoate.

• Biodegradable fibers including lyocell and cotton.

• Natural cleansing agents like coconut-based surfactants.

• Botanical actives with clinical backing such as calendula, green tea and oat extract.

Our in-house testing includes skin compatibility checks, microbiological challenge testing and stability validations. We also assist brands with documentation for cruelty free, vegan and clean beauty audits.

With factories certified under ISO 9001 and BRC CP, AHC ensures consistent quality and traceability across every production batch. From ingredient selection to marketing claims, we help clients go clean with confidence.

Let’s Build Your Clean Beauty Wipes Line

Whether you are launching your first clean SKU or revamping an entire range, AHC can help. Our global OEM capabilities, clean beauty expertise and compliant formulations make us the ideal partner for growth.

Contact us to start your clean label journey:

sales@amhygienics.com

+86-0573-85858389