London-based personal care brand Wype has raised £1m in an oversubscribed equity round as it looks to scale its cult product and expand into retail.
Founded by husband-and-wife duo Giorgia Granata and Eli Khrapko, Wype has built the UK’s fastest-growing bottom care brand around its hero product – a refillable cleansing gel that turns toilet paper into a soothing, sustainable alternative to wet wipes.
The brand now has more than 250,000 customers and sells over 1,900 units every day.
The raise, backed by Anotherway Ventures, Ventures Together and existing angels, will be used to fund a refreshed brand presence, retail expansion and an expanded product ecosystem.
The company appeared on BBC’s Dragons’ Den in 2022, asking for £50,000 in exchange for 2% of equity.
Touker Suleyman made an offer of £50,000 for 15% of the business, but the founders ultimately rejected the Dragon’s offer.
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However, since entering the Den three years ago, Wype has seen huge momentum, growing revenue 15x.
Sales reached £2.2m in 2024 and the company is now operating at £4.5m ARR.
“What we’ve achieved so far – with a small team, in a taboo category, without any industry tailwinds – is something I’m incredibly proud of,” said CEO Granata.
“This moment confirms what we’ve believed from the start: the unmet need is massive, and we’re more confident than ever that it’s time not just to grow the category, but to name it.
“Bottoms deserve better – and with the support of our team, our community, and our exceptional investors, that’s exactly what we intend to deliver.”
Investor Jono Holt, partner at Anotherway Ventures, added: “Wype is not just building a brand but a whole new category.
“The month-on-month growth so far shows amazing early momentum at a time where most DTC brands are flatlining.”
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