Private Label Feminine Wipes: Formulation, pH and Claims

The vulva is not a single surface. A 2025 review on vulvar hygiene describes a pH gradient from about 4.5 in the vestibule, close to vaginal pH, to around 6 on the surrounding skin, with higher values in moist folds (Healthcare (Basel), 2025). The same review supports mild, syndet-based cleansers rather than harsh soaps for external care.

Formulation choices also affect skin pH in use. In a 30-day study of two intimate cleansers, labia minora pH was 5.27 with one product and 5.6 with the other (J Cosmet Dermatol, 2020). Many brands therefore target a mildly acidic lotion pH, but the target, and any “pH-balanced” claim, should be supported by measurement on the finished wipe and by the safety assessment.

Substrate choices are explained in what wet wipes are made of. Soft viscose, lyocell or cotton spunlace is typical, and plastic-free fibre avoids the UK ban.

In the EU, the definition of a cosmetic product explicitly includes products applied to the external genital organs for cleaning, perfuming, protecting or keeping them in good condition (Regulation (EC) No 1223/2009, Article 2). In the US, the FDA classifies products by intended use: a product intended to treat or prevent disease is a drug, even if it is also a cosmetic (FDA).

Claims must also meet the EU common criteria for cosmetic claims (Regulation (EU) No 655/2013). Avoid wording that implies the vulva is unclean or needs “odour control”; besides the regulatory risk, it is a reputational one.

• Microbiology in the strictest category. ISO 17516 applies its tighter limit (≤10² CFU/g total count) to products used on mucous membranes (ISO).
• Challenge test to ISO 11930 on the finished formula.
• pH of the lotion and of the finished wipe, every batch.
• Safety assessment covering the intimate use area, as required by each market.
• Tolerance studies such as dermatological or gynaecological testing, if you plan to claim them.

Full test lists are in wet wipes quality testing. Note that some published research in this category is industry-funded; a 2017 review supporting daily external cleansing was written by employees of a consumer health company (Womens Health, 2017). Read evidence with that in mind.

Only if they are built and tested as flushable. Most feminine wipes are not. In California, feminine hygiene wipes containing petrochemical-derived fibres are a covered product under the “Do Not Flush” labelling law, and Washington’s law excludes wipes that are labelled flushable and intended for anorectal or vaginal use. See Do Not Flush labeling laws by state. In the UK, feminine wipes containing plastic fall under the consumer sales ban unless plastic-free.

1. Responsible person duties: MoCRA listing in the US, EU RP and CPNP, UK RP and SCPN (see regulations by market).
2. Label text: external use only, directions, warnings such as stopping use if irritation develops.
3. Pack: individually wrapped sachets for handbags, or small soft packs with a strong reseal.
4. A positioning that answers real needs, such as post-workout, travel or period days, without implying a medical benefit.

LX Wipe does not have a separate feminine wipes product page; we develop them as a custom OEM project with partner factories experienced in personal care wipes.

Planning a wider personal care range? See private label adult wipes.