Goodwipes Co-Founder on Quirky Collaborations and Why Fewer Is Better

Goodwipes co-founder Sam Nebel recently discussed the personal-care brand's collaboration strategy, which has included surprising pairings with Liquid Death, Olipop and influencer Hallie Batchelder. He said the goal is to insert the brand into cultural moments and create unique conversations, even when the connection isn't immediately obvious.

The Hallie Batchelder partnership centered on "Wet January," a twist on Dry January. Nebel credited Meredith Diehn, the company's SVP of marketing, for spotting the link between the abstinence month and the choice between wet and dry wiping, and bringing in someone who would "never go dry."

The Olipop tie-up, meanwhile, played on the connection between gut health and what Nebel called "butt health." The brand used Numerator data that showed significant buyer overlap between Goodwipes and Olipop shoppers, and leaned into the April Fool's humor of a prebiotic soda brand teaming up with a wipe company.

Nebel said the collaborations brought new users to Goodwipes, Olipop and Walmart alike. But he stressed a philosophy of "fewer, deeper and bolder," suggesting that roughly three partnerships a year would be the maximum the brand wants to pursue.

He added that the approach is to pick partners that may not make sense at first glance, but that generate a distinctive conversation when combined with Goodwipes.