WaterWipes® Achieves GenM MTick® Certification

Menopause and perimenopause can bring many unexpected changes, including shifts in skin comfort, sensitivity, and bladder control. For many women, intimate skin may become drier, more delicate, or more reactive than before, and occasional bladder leaks or changes in continence may also be experienced.^1. Products that once felt perfectly comfortable may begin to sting, irritate, or feel less suitable for everyday use.  

These changes are extremely common, yet they are not always spoken about openly. As awareness around menopause grows, more people are looking for products that support comfort gently and confidently through this stage of life. 

That is why WaterWipes® is proud to announce it has achieved MTick® certification across its Feminine Care and Incontinence Care ranges, joining a growing collective of brands committed to improving menopause support, visibility and product choice for women. 

A Certification Designed to Simplify Product Choice 

The MTick® is the universal shopping symbol and certification, created by GenM to help consumers more easily identify products that have been independently assessed in supporting one or more of the 48 signs of menopause. 

Only 2% of women describe themselves as thriving during their menopause transition, and just 5% say they feel confident, highlighting the reality for many women going through this stage of life.^2. 

Created in response to growing demand for greater menopause visibility and support, the certification helps make suitable products easier to find both in-store and online. By providing a clear and recognisable symbol, the MTick® aims to support women to search, source and shop with confidence. 

 MTick® certification is awarded only after a structured assessment process developed by GenM. This evaluates product relevance against one or more of the 48 recognised signs of menopause, ensuring only those that meet defined criteria are approved to carry the MTick® symbol. 

For WaterWipes®, certification across its Feminine Care and Incontinence Care ranges reflects a continued focus on gentle, minimal-ingredient care designed to support sensitive skin and evolving intimate care across different life stages. 

Two Ranges Supporting Different Intimate Care Needs 

WaterWipes® MTick®-certified products span two complementary ranges developed to support different but related aspects of feminine and intimate care. Together, they form a joined approach to everyday hygiene and functional intimate care, reflecting the varying needs women may experience across different life stages, including menopause and perimenopause. 

While each range serves a distinct purpose, they are designed to work alongside one another. The Feminine Care range focuses on everyday freshness and gentle intimate hygiene, while the Incontinence Care range provides more functional support for incontinence care and situations where additional cleansing and protection are needed. 
 

Feminine Care Range 

The Feminine Care range is designed for everyday intimate hygiene and freshness, supporting gentle cleansing as part of regular self-care routines. Made with over 99% water, the range is designed for sensitive skin and suitable for regular use, including during menopause and perimenopause when skin undergoes changes that can alter its sensitivity and care needs.^3. 

Feminine Care Products 

Feminine Sensitive 

• 99.9% water and minimal ingredients 
• Fragrance-free 
• pH-friendly 
• Suitable for daily use 
• Designed for gentle everyday intimate cleansing 

Feminine Refreshing 

• Contains postbiotics to help neutralise odour 
• Microbiome-friendly (Kind to Biome accreditation) 
• pH-friendly 
• Designed to support a fresh, comfortable feeling throughout the day 

Feminine Cleansing 

• Formulated with botanicals to help soothe skin 
• Designed for a more thorough gentle cleanse 
• Gynaecologist and dermatologist approved 
• Twice as effective cleansing versus water alone 

 
Incontinence Care Range 

The Incontinence Care range is designed to support everyday intimate cleansing and incontinence care, helping maintain comfort and hygiene across light to heavier leak-related needs during menopause and perimenopause, when changes in bladder control and intimate comfort may be experienced.^4. It provides practical support for moments where additional cleansing and freshness are required throughout the day, including during pad changes, accidental leaks and situations where access to washing facilities may be limited. 

Incontinence Care Products 

Sensitive+ Body & Intimate 

• 99.9% water 
• Designed for sensitive skin 
• Suitable for gentle everyday cleansing and light refreshment 

Sensitive+ Intimate Care Light 

• Contains Pro Vitamin B5 and coconut water to help hydrate 
• Includes glycerin to support moisture balance 
• Odour-removing technology 
• Designed for light leaks and everyday freshness 

Sensitive+ Intimate Care Ultra 

• Soapwort for enhanced cleansing 
• Odour-removing technology 
• Strong and thick 60gsm wipe for more robust cleansing 
• Designed for heavier leaks and pad changes 

Supporting Confidence Through Trusted Certification 

Menopause is a natural stage of life, yet the experiences that come with it can vary widely and are not always fully reflected in everyday product choices. As awareness grows, so does the need for clearer, more trusted ways to identify products that align with changing intimate care needs.  

For many women, this stage is not defined by a single change, but by a combination of shifting needs, from skin sensitivity to everyday comfort and confidence in managing routine care. Having access to products that are designed with these changes in mind can help make those everyday decisions feel more straightforward. 

WaterWipes® takes a minimal-ingredient approach designed to support sensitive skin through gentle, consistent care. Its Feminine Care and Incontinence Care ranges are developed to offer simple, dependable options that fit into evolving routines, helping make everyday intimate care feel more manageable. 
 
To learn more, explore the WaterWipes® Range, or visit the WaterWipes® Advice & Care Hub for expert guidance and support. 

To learn more about menopause support and the MTick® certification, visit the GenM website 
 
 

References  

1. https://my.clevelandclinic.org/health/diseases/21841-menopause 
2. https://gen-m.com/wp-content/uploads/2021/09/GenM-Invisibility-Report.pdf 
3. https://my.clevelandclinic.org/health/diseases/15500-vaginal-atrophy 
4. https://www.nhs.uk/conditions/menopause-and-perimenopause/symptoms/ 

About GenM 

GenM is the Menopause Partner for Brands and the home of the MTick®, a universal shopping symbol designed to improve trust, visibility, accessibility and choice for people navigating menopause. 

GenM is committed to transforming society’s perception and representation of menopause from one of fear and uncertainty to one where women are empowered to thrive. Central to this mission is the belief that every woman will experience menopause and deserves to feel seen, understood and supported, regardless of how she enters her menopause journey, whether naturally, early or through surgical menopause. 

Today, GenM brings together a collective of more than 130 purposeful and progressive brands and retailers working together to improve the menopause experience for millions of women. Through education, awareness and certification, the organisation aims to make menopause-friendly products easier to discover while encouraging more open conversations around menopause. 

Recognising that meaningful change cannot be delivered by one organisation alone, GenM works alongside its network of partners to help empower women everywhere to live their best menopause through greater choice, trust and understanding. 

MTick® Certified WaterWipes® Products 

• WaterWipes® Feminine Sensitive Wipes 
• WaterWipes® Feminine Refreshing Wipes 
• WaterWipes® Feminine Cleansing Wipes 
• WaterWipes® Sensitive+ Body & Intimate 
• WaterWipes® Sensitive+ Intimate Care Light 
• WaterWipes® Sensitive+ Intimate Care Ultra