Travel has plenty of glamorous moments.

Sunsets. Beautiful hotels. Long lunches. Airport lounges. Beach days.

Then there are the other moments.

The unfamiliar bathroom. The long-haul flight. The road trip that seems to go on forever. The beach with no facilities nearby. The festival where you suddenly realise you should have packed something more useful than sunscreen.

Goodwipes was created for those moments.

The personal-care brand started with a surprisingly simple observation. Founders Charlie Siciak and Sam Nebel had both discovered that dry toilet paper wasn't always enough, and they were already using wet wipes as part of their own routines. When they met in a college bathroom, they realised they had independently arrived at the same solution.

That conversation eventually became a business.

The founders saw another problem too. Most wet wipes were marketed toward babies, while many adult-focused alternatives were either inconvenient, difficult to carry or wrapped in a rather awkward image.

So they decided to make something different.

Goodwipes was designed specifically for adults, with a focus on personal hygiene, portability and a brand identity that doesn't take itself too seriously. Instead of hiding the category, the company leaned into it.

And that approach has attracted attention beyond the bathroom aisle.

Forbes profiled Goodwipes in 2025, examining the company's attempt to disrupt the traditionally unglamorous toilet-paper category. The article focused on the founders' branding strategy, the company's move into lifestyle marketing and unusual activations such as its Porta Palace, a deliberately over-the-top portable toilet experience designed to turn an everyday necessity into something people would actually talk about.

It's a clever reflection of the brand itself.

Goodwipes doesn't pretend personal hygiene is glamorous.

It simply makes the conversation less awkward.

The products are also designed with convenience in mind. The range includes individually wrapped wipes for carrying in a bag, larger packs for home use and different formulas including fragrance-free options.

One of the brand's most distinctive claims is its flushable range.

Goodwipes says its flushable wipes are made from 100% plant-based fibres and have been tested by a third-party laboratory against recognised flushability standards, including IWSFG guidelines and GD4 testing. The company says the wipes are designed to break down in well-maintained municipal wastewater and septic systems.

There is an important caveat here: "flushable" doesn't mean appropriate for every plumbing system. Goodwipes itself recommends flushing only one wipe at a time and says that if you're unsure about your system, it's better to throw the wipe away instead.

For travellers, however, the convenience is obvious.

A pack of individually wrapped wipes takes up very little room in a carry-on, beach bag, backpack or handbag. They can be useful after a long flight, during a road trip, at a festival, after a day at the beach or simply when you're staying somewhere unfamiliar.

And sometimes the most useful things you pack are the things you don't think about until you need them.

That makes Goodwipes particularly relevant to the way people actually travel.

Imagine spending an entire day exploring Ibiza. You start with breakfast in Ibiza Town, walk through Dalt Vila, head to the beach, spend the afternoon in the sun and then continue straight to dinner. By that point, a few small comforts can make a surprisingly big difference.

That's where a compact hygiene essential earns its place.

The same goes for long flights. Airplane bathrooms are hardly anyone's favourite part of travelling, and having your own personal-care essentials within easy reach can make the experience feel a little more comfortable.

Goodwipes has also deliberately made its packaging and branding more playful than the category traditionally allows. That may sound like a small detail, but it's actually central to the company's story. The founders realised that people were already using these products. They simply wanted to create something adults would feel comfortable buying, carrying and talking about.

And perhaps that's the most interesting thing about Goodwipes.

It took something people generally don't want to discuss and turned it into a brand with personality.

Forbes recognised that strategy, but the idea is even more relevant when you look at travel. Holidays aren't only about the beautiful photographs. They're also about making the practical parts of the journey easier.

Sometimes that means a great pair of shoes.

Sometimes it means a portable charger.

And sometimes it's simply having the right thing in your bag when you really, really need it.

Goodwipes understands that.

Because travel can be unpredictable.

Your hygiene routine doesn't have to be.