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Baby Wipes
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You aren't supposed to see this part.

This isn't a launch. It's the process.

Derek DeMeo

Founder & Builder

This product isn't ready yet. 

In an era of overnight brands and disposable products, the path from an idea to your home has become a black box. Most companies wait until the mistakes are hidden and the marketing is polished to show you what they’ve made. We’re doing the opposite. We believe that if a product is truly meant to be better, safer, or more intentional, you should be allowed to see the 'how' and the 'why' behind it. 

 

We are documenting our development process in real-time, from failures to victories, because transparency shouldn't be a marketing tactic; it should be the foundation of the things you bring into your life. 

We aren't just building a product; we're proving that it’s still possible to make things the right way, even if it takes a little longer.

A few years ago I started paying attention to wipes. I don’t remember the exact moment. It wasn’t a big one.

At the time, we had multiple small children. As a family, we weren't just using wipes; we were neck-deep in them. They were in every room, every bag, and every car door. And because they were always in my hands, I started noticing the same small annoyances showing up again and again.

 

Pulling three wipes when I only needed one (while holding a squirming toddler). Fumbling with a lid that required two hands when I only had a fraction of one. Finding the top half of the pack bone-dry when I needed them most.

It was a slow realization, and at some point, I stopped ignoring the friction and started writing things down. I realized that for something we use so intimately and so often, we’ve settled for 'good enough' for far too long. I decided to see if I could build something better, and now I've decided to let you see exactly how I’m doing it.

Why I Kept Coming Back to It

I realized that wipes are usually nearby because something has already gone wrong. A spill. A mess. A moment you want to move past quickly.

 

But the tool itself always asked for more attention than it should. You have to pull carefully. You have to fix the lid afterward. You have to deal with three wipes when you needed one. It’s not a 'serious' problem in the grand scheme of things, but it’s a constant one.

 

I didn’t have a clear idea of what to build when I started. I just knew that the interaction felt heavier than the task, and that seemed backwards. I wanted to flip that. I wanted the tool to disappear so you could get back to the moment.

Phase 1: The Education 

I knew that building a better dispenser wouldn't matter if the wipes inside it were an afterthought. So, before we drew a single blueprint for a machine, my small team and I became a wipe company. 

 

We spent months hunting for the best supplier. We obsessively vetted ingredients until we achieved EWG Verification. We launched a 'standard' wipe just so we could get them into the hands of thousands of families. We wanted to see how they traveled, how they aged, and how people actually used them. We didn't do this for the profit; we did it for the data. We needed to understand the liquid-to-cloth ratio, the pull-strength, and the shelf-life in the real world. This was our 'Degree in Wipes,' and we’re using everything we learned to build what’s coming next.

Phase 2: The Hardware Lab

Once we mastered the wipe itself, we finally earned the right to look at the hardware. We knew we didn’t want to build just another plastic container. We wanted to build a machine that anticipated the mess.

 

Hardware is a series of trade-offs. If you make it faster, it might get louder. If you make it smaller, you might lose the seal. To stay honest to the original problem—that 'heavy' interaction—we had to rank our goals before we ever started designing. We divided our world into The Must-Haves (the reason we exist) and The Nice-to-Haves (the things we won’t let compromise the mission).

 

We then moved into the world of sensors, motors, and moisture-seals. We've spent months obsessing over the the exact torque required to pull a wipe without tearing it. We’ve gone through many iterations, some that were too loud, some that were too slow, and some that looked more like a lab experiment than a household object. We’re still in the thick of it, but we’re finally closing in on a design that feels right.

Quality is a Choice, Not a Coincidence

If we wanted to ship something 'okay,' we could have finished months ago. But we’re stuck on a couple of specific challenges that we If we wanted to ship 'good enough,' we’d be done. But we aren't building for the short term. We are currently navigating a few complex technical requirements that require a level of precision we refuse to compromise. Taking the time to get this right now prevents a mountain of technical debt and user frustration down the road. to skip over.

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Our Team's Battery
80% Core Logic: The system is functional and stable.
20% "The Magic": That final layer of excellence that makes it worth the wait.
Please note: We are 100% Caffeinated and keeping the gears turning until it's perfect.
 

We're all ears.

While we work on perfecting our current prototypes, the ideas are always brewing. Here are some of the features our team goes back and forth about. Feel strongly about one or have another idea? Let's hear from you below. 

One-Handed Dispensing

This is one is a non-negotiable for us. 

Moisture Sealing

A wipe that is 20% dry is 100% useless. We refused to move forward until the moisture stayed locked in.

Hard-wired, Plug-in, Rechargeable Battery, Dry-Cell Batteries

Each have their pros and cons, and our team has exhaustively gone over them. 

Built-in Lighting

Should this have a night light on it? Does it work on a sensor, a timer? 

Noise Levels

Anything that dispenses and is moving is going to make some noise...but how much noise is acceptable?

Heating Element

We've done a lot of exploring wipe warmers, and to be honest, we just don't think that they actually keep a wipe warm enough once air hits them for this element to be worth it right now. Have a wipe warmer you love and totally disagree? Let's chat!

Custom Color Features

Lots of options might be a version 2 offering. Beauty matters, but amazing, easy dispensing matters more. Aesthetic comes after Architecture.
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