Embrace the Joy, Forget the Mess.
Wiggle & Tickle was born from a team of passionate parents who wanted the best for their children without compromising on fun or safety.
Shop NowIn a world where parenting often feels like a balancing act, Wiggle & Tickle began with a simple desire: make parenthood both joyful and effortless.
Our journey started with a team of passionate parents who wanted the best for their children without compromising on fun or safety. Inspired by their own parenting experiences, they created a line of baby products that pair high-quality natural and organic ingredients with playful, engaging design.
From the very first wipe, we set out to turn mundane tasks into delightful moments — gentle on delicate skin, effective at keeping little ones clean and happy, and finished with enough whimsy that both parent and child look forward to using them.
Wiggle & Tickle is more than a brand. It's a celebration of the beautiful chaos that is parenthood — and a promise rooted in three things we don't move on: safety, quality, and community.
“Embrace the Joy, Forget the Mess.”
Our promise, on every packHow we got here
Wiggle & Tickle began with parents who wanted the best for their own children — without giving up fun or safety to get it.
Inspired by the pristine quality of glacier water, we moved to ultra-pure DI water: the purest form, free from ions and impurities, and 100 times cleaner than the RO water most wet wipes use.
Every product is examined to confirm it is safe, hypoallergenic, effective, and free from harmful chemicals — not once, but as standard practice.
A first in baby care: wipes that break down naturally in just 28 days, even in home composting systems — turning waste into nutrient-rich compost for future growth.
The travel range extends the same promise to sunny days out and playground afternoons: SPF 50+ sunscreen wipes, antibacterial wipes, and 99% pure water mouth & face wipes.
Our vibrant, playful packaging makes clean-ups something to look forward to. Every wipe is a small gift of love, handed over a dozen times a day.
A touch of whimsy that has to earn its place next to the science. Timeless enough for a nursery shelf, playful enough that little hands reach for it.
Our core values
Safety, quality and community — the three promises every pack has to keep.
Your child's safety is our utmost priority. Every product undergoes rigorous testing to meet and exceed international safety standards — hypoallergenic, free from harmful chemicals, gentle on delicate skin.
Only the finest natural and organic ingredients, and only what is necessary and beneficial. Ultra-pure DI water does the work; nothing rides along for shelf life or scent.
Sustainable practices and community support initiatives, because a better world for the next generation is part of the product — not a page on the website.
Five years in, in five numbers
Our wipes end as compost, not landfill.
Certified home compostable, our wipes break down into nutrient-rich compost that can go on to grow plants — a cycle that reduces landfill waste and gives new hope to future happy parents.
Our commitment to sustainability