Holy Cr*p! We've Rebranded!

Holy Cr*p! We've Rebranded!

Written by Giorgia Granata

Hello dear Wypers, Wype-curious, and anyone else who might be reading this!

See below for a little update on what’s been going on at Wype, starting with our rebrand! On the face of it, it might seem like we just changed the logo, changed some colours and took some pretty pictures, well what’s the big deal with that?

Let me try to explain the whats and the whys at the back of it all.

First of all, where’s the bum?

I know some of you loved it, and some of you hated it. And the ones who hated it, boy were you vocal about it… I didn’t know postmen were really that nosy (oops)! However, and there’s a big however – that’s not why we removed it. We refuse to sugar-coat the noble job of wiping good people’s nethers, and we are proud and loud about keeping it clean, so no shame behind the bum. We just wanted a more grown-up and polished look, so we are happy to introduce, the ass-terisk. It comes in all shapes and sizes, just like our a**holes. Oh yes, it also helps to censor naughty words, and since our field is marred by stigma and outdated taboos, it’s only fitting. Finally, there’s a lot that we want to do in the future, some new and exciting product launches this autumn, and the bum just started to feel a bit… limiting. So it’s going to be wype* from now on.

What else is this new star-studded wype* all about? Much of the same, to be honest.

Wype product and packaging


We believe everyone deserves to feel clean and confident. Simple as that!


We take steps to minimise our company’s impact – and help Wypers do the same. As always, this is a work in progress and we are constantly working on improving.


Honestly, everybody goes to the toilet, there’s nothing to be ashamed of. It’s time to end the stigma and have a healthy relationship with our bathroom habits.


Some of the things we talk about can be a bit… awkward. But they don’t have to be – we love to have a laugh around bathroom time, it helps break the ice, tear down outdated taboos, and let’s face it, who doesn’t love a good toilet pun?

No ifs just butts graphic


One more thing - and this has to do with things going wrong sometimes, and our continuous (and sometimes chaotic) journey towards being a company that we can keep on being proud of.

So many brands these days focus their communication on achieving perfection. If you drink this drink, eat this food, use this cream, you’ll be perfect, live forever, save the planet. Your body is a temple, the fate of the world is in your hands. We see it a bit differently. We see the body as a movie theatre. After a really good movie there’s popcorn on the floor, someone didn’t put their cup in the bin. Is that a shoe? There’s been laughter, tears, and a bit of smooching in the back row. And the room looks messy. Because life IS messy, our bodies are messy. But that is why they are so beautiful.

We want Wype to serve a purpose in that wonderful mess. But in a straightforward, honest, and purposeful way. And we want our brand to reflect that. I hope we’re doing a good job of that, but just like you, we’re not perfect. We will keep doing our best and taking your feedback on board, so keep it coming.

This year, we appeared on Dragons’ Den, launched our reusable and refillable applicator and a new (and cleaner than ever) formula, grew our team with some truly wypetastic individuals, and we still have so much more planned for next few months.

So a heartfelt thanks to all of you for your support.

The bottom line is, same Wype, fresh new look.

Wypey with a daisy

Anything you want to know, or tell us about, the best places are:

  • Subscribe to our newsletter for discounts, news and updates (see footer to sign up)

  • hello@wypeuk.com for any customer service issues

  • Our Wype VIP group for chatting with us, other Wypers, and early insider access to everything Wype


    *made you look! Yes, the asterisk can also be used to star helpful information. Not in this case, clearly.


    • Jen gash

      Love ur product saw it on Dragons Den..is this bottle able to be taken on planes due to fluid restrictions?

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