DUDE Wipes Wants to Make Potty Training Fun With New 'LiL’ DUDE Wipes'

DUDE Wipes is taking its cheeky approach to an entirely new audience: toddlers.

The flushable wipes brand, famous for its Shark Tank origins and Walmart dominance, has launched "LiL’ DUDE Wipes," designed for kids ages two to ten.

Available now in Walmart stores nationwide and online, the product marks DUDE Wipes’ first major step into the toddler care aisle.

“When we became dads, we realized how the toddler wipes category was totally missing the mark — pandering to parents instead of actually making something fun for kids,” DUDE Wipes Co-Founder Sean Riley told DesignRush.

“With LiL’ DUDE Wipes, we wanted to bring the same DUDE energy to a new generation [...] We’re finally giving kids a product made for them — not just their parents.”

The wipes feature plant-based ingredients like aloe vera and vitamin E, and are hypoallergenic, flushable, and free from dyes, alcohol, and harsh chemicals.

But what sets LiL’ DUDE Wipes apart is its kid-first approach: bold packaging, a playful "Bubble Bum" scent, and even surprise stickers tucked inside.

"From those first toilet tries to big-kid independence, these wipes are built to handle every stage," Riley added.

Retailing at $3.97, LiL’ DUDE Wipes are positioned as both accessible and differentiated in a crowded category often dominated by bland, parent-focused options.

DUDE Wipes is a brand that doesn't take itself too seriously, and it shows in its previous campaigns. 

Earlier this year, it worked together with MANSCAPED for an April Fools' campaign about a new bum hair trimmer and cleanser.

This time, the company is betting that cheeky humor and some Bubble Bum scent can go a long way with families struggling with the chaos of potty training.

Targeting Tiny Cheeks With Big Personality

The product launch comes with full in-store and online support from Walmart, which sees DUDE Wipes as a consistent driver of category innovation.

LiL’ DUDE Wipes offer two options: a classic fragrance-free version and the Bubble Bum scented variety.

Both aim to turn messy moments into something a little more manageable (and even fun) for kids and parents alike.

“DUDE Wipes continues to bring innovation to new categories that our customers love,” said Ryland Allen, Vice President, Baby, Walmart U.S.

This latest expansion builds on DUDE Wipes’ rapid growth.

With over $220 million in retail sales last year, a compact team of 35 people, and more than 9.1 billion wipes sold, the brand continues to punch above its weight in the personal care space.

Our Take: Can the Lil' Wipes Find Big Success? 

What stands out here is how DUDE Wipes managed to translate its irreverent adult brand voice into a genuinely kid-friendly product.

They didn’t just shrink their existing wipes and call it a day.

By adding kid-specific touches like bubble gum scent and stickers they approached these wipes with real innovative product design thinking.

It shows that even in a category as practical as wipes, understanding your end user (in this case, both toddlers and their parents) can lead to something that feels fresh and squeaky clean.