Our Glossary
You have the right to know what's inside the products you use. Here is every water grade, ingredient and material we work with — including the ones we chose not to use.
Ultra-pure DI water Water grades Purest
Deionised water: the purest form of water, free from all ions and impurities, resembling the pristine quality of glacier water.
It is roughly 100 times cleaner than RO water. That purity is what lets a wipe clean effectively while staying cool and calming on delicate skin.
Found in: Pure Water Wipes, Newborn WipesDistilled water Water grades Very pure
Water boiled to steam and condensed back, leaving impurities and minerals behind.
A clean and safe option for sensitive skin — purer than RO, but still a step below deionised water.
Found in: Not used — reference onlyRO water Water grades Common
Reverse-osmosis water, the grade most commonly used in wet wipes. Many contaminants are removed, but some minerals remain.
It's the industry baseline. We chose to go past it: DI water is around 100× cleaner.
Found in: Not used — industry standardTap water Water grades Impure
Municipal water containing various minerals and potential impurities.
Less suitable for sensitive applications, and never appropriate for a wipe used on a newborn's face.
Found in: Not usedHome compostable cloth Material Certified
A plant-derived nonwoven cloth certified to break down in an ordinary home compost system.
It returns to the soil in about 28 days rather than sitting in landfill — a first in baby care.
Found in: Every Wiggle & Tickle wipeParabens Ingredients Excluded
A family of synthetic preservatives used to extend shelf life.
We don't use them. Our formulation keeps its shelf life without them.
Found in: Never usedPhthalates Ingredients Excluded
Plasticising compounds sometimes found in fragrances and packaging.
Excluded entirely from both our formulation and our packaging.
Found in: Never usedAdded fragrance Ingredients Excluded
Synthetic or natural scent added purely for shelf appeal.
Fragrance is a common irritant on delicate skin, so nothing is added for scent.
Found in: Never usedHypoallergenic Ingredients Tested
Formulated and tested to minimise the likelihood of an allergic reaction.
Confirmed by laboratory testing to international standards on every product we sell.
Found in: Every Wiggle & Tickle wipeTry a different word, or reset the filters.