At RFA, we champion responsible flushing habits and believe in the power of education. That’s why we’re especially excited to spotlight a brand that makes flushability a core tenant of its mission — and has fun doing it.
We talked with goodwipes SVP of Marketing Meredith Diehn about a recent rebrand, a groundbreaking activation, and an unwavering commitment to teaching consumers what responsible flushing really looks like.
A Fresh Take on Staying Fresh: The goodwipes Rebrand
goodwipes recently underwent a significant brand refresh to strengthen its distinction and deliver a more elevated visual identity. In refining the brand’s expression, it aimed to welcome more consumers into the world of flushable wipes while maintaining recognition among existing customers.
Diehn was happy to report that the feedback on the rebrand has been truly remarkable. Shoppers consistently praise the new monochromatic design, saying it feels chic and displayable for their bathrooms.
And the refresh goes beyond just look and feel. Diehn noted that the new aesthetic perfectly aligns with the brand’s philosophy of “humor meets glamour” — being cheeky and approachable without crossing into crass territory (a target RFA understands well). Another particularly notable element is the more prominent display of the “actually flushable wipes™” text on the packaging.
“We recognized that it’s one of the most important things for consumers to know,” Diehn said. The direct and clear communication addresses a major consumer barrier: misinformation about flushability. Many consumers mistakenly believe that no wipes should be flushed, a common misconception that creates hesitation and prevents them from exploring the benefits of a better restroom routine.
By prominently and explicitly stating “actually flushable wipes™” on the front of the packaging, goodwipes aims to immediately reassure consumers and provide the peace of mind needed to make an informed choice at the shelf.
At its core, goodwipes is committed to consumer education about flushing responsibly, a mission RFA shares. In fact, goodwipes is a proud RFA member and has even put the RFA logo on its product packaging. This, along with clear language on product packaging, exciting activations, knowledgeable staff and even a dedicated section on its website, displays a steadfast commitment to education around what can and cannot be flushed.
Porta Palace and Driving Flushability Education Forward
goodwipes has taken its mission to revolutionize the restroom routine directly to consumers with the innovative Porta Palace activation. Born from the idea of providing a much-needed service at events, especially festivals, the Porta Palace transforms the often-dreaded portable restroom experience into a luxurious one.
The elevated, display-worthy portable restroom facility visually and experientially represents the goodwipes brand. It’s designed to make people feel like they’re in a glamorous and luxurious space, complete with goodwipes for a superior experience.
Crucially, the Porta Palace serves as a direct educational hub. From the moment eventgoers hop in line, they’re met with responsible flushing education featured on signage all around the pop up. The palace is also staffed with goodwipes employees and brand ambassadors who undergo extensive training to meet folks in line with engaging, one-on-one conversations about flushability, what makes goodwipes actually flushable and what differentiates them from non-flushable alternatives like baby wipes or cleaning wipes.
The brand also highlights that while its products are “actually flushable,” responsible flushing habits are still paramount. It’s important to inspect packaging on any wipes products to determine specific usage guidelines, like only flushing one wipe at a time.
What’s Coming in 2026 and Beyond
goodwipes has no plans to slow down in 2026, with big plans for more campaigns, innovative launches, and continued experiential activations. Following a successful “Wet January” campaign, the brand has introduced new items at Walmart, including Fragrance Free “actually flushable wipes™” and a 6-pack variety box. It also plans to expand Porta Palace activations and launch a new Field Marketing Program to foster local brand communities.
goodwipes’ dedication to product innovation, consumer education, and responsible flushing practices makes the brand a valuable partner in the RFA’s mission. By empowering consumers with clear information and an exceptional product, goodwipes is helping people make smarter, more responsible choices for their restroom routines and our wastewater systems.