Wype, the UK bottom care brand, has secured nationwide distribution at Boots, rolling into 288 stores from April 2026.
Rather than sitting within personal care or intimate hygiene, Wype has been ranged within Boots' digestive health aisle — alongside probiotics, IBS products, and gut supplements.
"Being located in the digestive health area gives us the opportunity to reframe bottom care as a natural extension of digestive wellness, and make it accessible to millions of people on the high street," said Eli Khrapko, co-founder of Wype.
What Wype sells
Founded in 2020 by husband-and-wife team Giorgia Granata and Eli Khrapko, Wype's hero product is a cleansing gel infused with aloe vera and chamomile, applied to standard toilet paper to turn it into a flushable, moisturising wipe.
Join European founders, operators, and investors who read The Checkout every week.
The brand reports selling more than 2,500 units daily to over 350,000 customers, with triple-digit growth. The Boots debut includes both Wype's hero Starter Kit and its on-the-go format.
UK retail momentum
The Boots launch builds on Wype's £1.4m investment round and nationwide rollout in Holland & Barrett in 2025. With distribution across Holland & Barrett and Boots, Wype has comprehensive coverage of UK health and wellness high-street footfall.
Wype is now available at Boots and on its DTC channels, with the Starter Kit and on-the-go formats stocked across 288 stores from April 2026.
AUTHOR
SUPPORTED BY PAPER RUN
Paper Run helps brands win back customers that email can't reach through automated direct mail that integrates with Shopify & Klaviyo.
SUPPORTED BY SHOPLIFT
A/B Testing Doesn't Have to be a Pain in the SaaS. Unleash your store’s profit potential with the first CRO platform purpose-built for Shopify.
JOIN OUR FOUNDER NETWORK:
VENICE FOUNDERS NETWORK
A private network for Europe's leading eCommerce founders & CEOs.
A space for founders & CEO's to find each other, learn from each other, and move faster together.
