Roadmap

Goal: Make cloth baby wipes normal in Australia by 2030, keeping 1 billion wipes out of landfill.

The Plan:

• 2026: Get 10,000 families using their products, partner with 50 stores
• 2027: Go mainstream retailing -Reach 50,000 families
• 2028: Get councils offering rebates, childcares using cloth wipes, aim for 10% market share
• 2029-2030: Push for plastic regulations, expand overseas, hit 25% awareness
• 2031: Make it the default - 50% of new parents using cloth wipes

Why it matters: Every Australian baby uses ~14,000 disposable wipes. With 300,000 babies born yearly, switching to reusable wipes could massively reduce waste.

The comparison: They're aiming to do for baby wipes what's already happened with reusable shopping bags and coffee cups.