The Brand Behind TikTok's Viral 'One Wipe' Moment Expands Its Wipes Range at Walmart

New survey reveals parents want wipes to go beyond cleaning – demanding gentle care, performance and ingredients they can feel good about

LOS ANGELES, Oct. 20, 2026 /PRNewswire/ -- Parents reach for baby wipes for everything from diaper changes to sticky hands and messy mealtimes. But when it comes to choosing a wipe, cleaning up is only part of the equation. New research commissioned by baby care brand Rascals reveals that parents also prioritise gentle care, performance and ingredients they feel good about.

According to a new survey commissioned by baby care brand Rascals, 57% of parents say they expect baby wipes to be gentle on skin, while 44% expect them to handle big messes and 44% expect them to help prevent irritation. Another 41% say they expect safe ingredients from their wipes.

For Rascals, these expectations reflect a simple idea: parents shouldn't have to choose between a wipe that gets the job done and one designed with their baby's delicate skin in mind. That's the thinking behind the brand's expanded wipes range, featuring the recently introduced 99% Water Premium Wipes and Rascals Premium Aloe Vera Wipes, giving parents more options for the everyday messes that come with life with little ones. Both are designed with parents and babies in mind, combining skin-conscious formulas with Rascals' signature functional approach to wiping.

"Parents don't have the luxury of choosing between a wipe that works and a wipe that's gentle," said Will Harvey, Marketing Director at Rascals."They need something that can handle whatever the day throws at them – whether that's a blowout, a messy face, sticky hands or everything in between. That's what Rascals is built for."

More than a clean-up

Rascals 99% Water Premium Wipes are made with over 99% pure water and a thick, soft, 100% plant-based and plastic-free cloth. They are dermatologist tested to be safe and gentle on sensitive skin, hypoallergenic and made with a 99% pure water formula – free of any fragrances, alcohol and phthalates. And, true to Rascals commitment to making life easier, the wipes are designed to come out one at a time, every time, helping eliminate the frustrating stream of wipes that can come out when parents only need one.

For parents looking for an aloe-infused option, Rascals Premium Aloe Vera Wipes feature a 99% natural formula with aloe vera. Dermatologist tested and hypoallergenic, they are made without fragrance, alcohol or phthalates and feature a soft yet strong cloth designed to be gentle on delicate skin while tackling everyday messes.

Together, the expanded range gives parents more choice in how they care for their little ones, with products designed to deliver on the needs that matter most.

From viral moment to growing wipes brand

Rascals focus on real-life parenting frustrations has already made waves in the wipes category.

When a parent-created TikTok highlighted the frustration of baby wipes dispensing multiple sheets at once, Rascals joined the conversation with a video demonstrating its own one-at-a-time dispensing feature.

The response generated more than 30 million organic views in 72 hours and inspired more than 200 user-generated videos, as parents recreated the experience and shared their reactions.

Beyond the viral numbers, the moment highlighted the power of a simple, relatable product benefit. By responding to a frustration parents already understood, Rascals demonstrated how a small detail can make everyday routines that little bit easier.

"Going viral is exciting, but what matters most is creating products that genuinely make a difference to parents' everyday lives," said Harvey. "We pay attention to the little things that can make a big difference, from getting the right amount of wipes to having a formula that suits your family's needs. Because when life gets real, the products parents reach for should be ready for it."

Parents can shop the Rascals wipes range at Walmart, with options available online and through pickup and delivery.

About Rascals:

Rascals was founded in New Zealand by a mom of four who wanted a diaper that combined reliable performance, accessible pricing and gentle protection for her son's eczema-prone skin. Today, Rascals makes ultra-absorbent diapers, training pants and baby wipes designed for the messy, unpredictable realities of parenting. Its Premium Diapers are engineered with six core innovations to help prevent leaks and provide gentle protection for sensitive skin. The brand's global platform, "When Life Gets Real, Get Rascals," reflects the moments that rarely go to plan and the importance of having products parents can rely on when life gets messy. With a distinctive, relatable and playful approach, Rascals speaks to Millennial and Gen Z parents with honesty and humor. Available in more than 30 markets, Rascals is the #1 diaper brand on TikTok, has won 95+ baby awards and is trusted by millions of parents worldwide with more than 210,000 five-star reviews. For more information, visit www.rascalsbaby.com.

For more information:

Nicole Daley, Daley Public Relations

[email protected] | 415.408.8664

SOURCE Rascals