How fresh ‘bottom health’ insight helped lead Wype to major wins and category-defining growth
TL;DR
In early 2025, sustainable bottom care brand Wype had a problem: they’d built a very loyal customer base but needed to better understand how customers perceived the brand and what opportunities there were in the wider, mainstream market for growth.
Six months after our research highlighted six critical growth opportunities, Wype achieved some amazing results:
- Won major retail listings with Holland & Barrett
- Successfully secured £1m in funding
- Won a £50,000 TV advertising campaign
- Reached an annualised revenue run rate of £4.5 million – a huge 15x increase since launch
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About the client
Wype is a UK-based personal care innovator operating in a fresh new category of “bottom care”. Founded in 2020 by husband-and-wife duo Giorgia Granata and Eli Khrapko, Wype offers a refillable cleansing gel that transforms regular toilet paper into a sustainable alternative to wet wipes – delivering a bidet-clean feeling without the environmental damage of single-use products.
The challenge we accepted
By early 2025, Wype had gained strong loyalty from an avid group of early adopters. They’d found product market fit but needed to bring the brand onto its next phase of growth, specifically:
- Grow brand awareness and consideration
- Increase market share and penetration
- Identify opportunities for continued growth eg. distribution channels, NPD
Wype needed comprehensive customer understanding and fresh insight to guide their next phase of growth. The research needed to answer fundamental questions about where new growth might come from as well as maintaining the authentic voice that had won over their early adopters.
With a founding team and newly appointed Head of Brand eager for fresh insight on customers and potential customers, Customer IQ set to work. Time was an important factor here – competitor activity was increasing in the flushable wipes space. Wype needed actionable insights fast.
Wype needed comprehensive customer understanding and fresh insight to guide their next phase of growth … time was an important factor here – competitor activity was increasing in the flushable wipes space. Wype needed actionable insights fast
How Customer iQ partnered with the client
Clearly, this wasn’t going to be a typical market research project. The team at Wype didn’t want numbers in a PowerPoint, they needed insights that would fundamentally reshape their business strategy.
The research design reflected this partnership mindset. We structured three complementary studies to build a complete picture: i) a comprehensive customer survey, ii) a robust market / competitor survey and iii) a ‘bottom health’ boost survey.
Wype also had other sources of customer data that we analysed to help a) better understand what they already knew and b) triangulate findings with fresh data collection. We involved key stakeholders in questionnaire development, ensuring we captured attitudinal and behavioural insights that could drive real action.
What made this engagement different was the speed and depth of collaboration. Rather than disappearing for weeks and returning with a dense report, we maintained regular communication, sharing preliminary insights and testing hypotheses together as data came in. This iterative approach meant the final deliverable wasn’t a surprise – it was a roadmap we’d built together.
The team at Wype didn’t want numbers in a PowerPoint, they needed insights that would fundamentally reshape their business strategy … this iterative approach meant the final deliverable wasn’t a surprise – it was a roadmap we’d built together
What we discovered
The research revealed a number of game-changing insights that challenged Wype’s assumptions and helped redefine their growth strategy. Whilst we can’t share these here (for obvious reasons) we can say that the findings were surprising and provided the team at Wype with some really counterintuitive points of view that led to exciting conversations about the potential for the business and brand.
The impact made
Research findings like these couldn’t just sit on a shelf. Instead they helped form Wype’s roadmap for the next phase of growth, with measurable results that exceeded even optimistic projections. The six months following the research saw some extraordinary outcomes:
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15x revenue growth since launch, reaching £4.5 million annualized revenue run rate (August 2025)
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291 Holland & Barrett stores secured for physical retail presence, their first major bricks-and-mortar listing (September 2025)
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£1 million funding round secured (August 2025), oversubscribed, led by Anotherway Ventures and Ventures Together
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£50,000 TV advertising campaign won through TV Stars 2025 competition, bringing bottom care to national television for the first time (aired September 2025)
Why this partnership worked
Three core principles made this engagement successful and turned insights into impact:
1] Speed matched to business urgency
We structured the research to deliver actionable insights within the tight timeline Wype’s retail conversations demanded, proving that rigour and speed aren’t mutually exclusive when needs require them both
2] Audience depth over surface breadth
Rather than surveying broadly and shallowly, we invested in substantial sample sizes across strategic segments – customers, market, and category-specific boosts – ensuring statistical confidence for the bold recommendations the business needed
3] Insight creation, not just data delivery
Every finding was explicitly connected to a business decision or action Wype could take, transforming research from an interesting academic exercise into a practical playbook for growth
Author
C-IQ
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