Tara Olivo, Associate Editor04.04.24
Harper Hygienics is a leading manufacturer of cosmetic pads, cosmetic buds and wet wipes in Poland. At its production plant in Minsk Mazowiecki, the company produces its own brands as well as private label products for international retail chains. Nonwovens Industry spoke with the company’s CEO Dmitrij Kostojanskij about the wipes market in the region and the company’s expansion in recent years.
Nonwovens Industry (NWI): Please provide some background information on Harper Hygienics.
Dmitrij Kostojanskij (DK): Polish company Harper Hygienics S.A. was established in 1990. By this moment, the company managed to become the leader of the Polish market in the categories of cosmetic pads, cosmetic buds as well as household wet wipes. The Company is listed on the Warsaw Stock Exchange as of 2010. The company’s production plant is located in Minsk Mazowiecki.
Cleanic is the main brand of Harper Hygienics. This brand marks the products, which are the leaders in their categories, such as: makeup removal pads and wipes, hygienic buds, intimate hygiene wipes and sanitary pads. Kindii is the brand that provides safe and highest quality products for infants and children. Presto brand includes a range of exceptional household products, including versatile dry and wet wipes designed for various surfaces. Harper Hygienics is also a recognized producer of private labels for international retail chains.
The company is committed to providing the highest quality products at an affordable price. Harper Hygienics continues to grow and invest in modern machinery and state-of-the-art technologies to meet consumer expectations for innovative products.
Harper Hygienics products are available not just in Poland, but on many foreign markets as well, where they have been successfully exported for many years. The high awareness of the Cleanic brand provides the potential for further development of the company and launch of new products.
NWI: Why did the company decide to enter the wipes market?
DK: Harper Hygienics expanded its product line in 2001, introducing wet wipes for babies and makeup removal wipes. Since then, this category has become one of our most significant offerings. The decision to enter the wipes market was carefully considered, and the timing was opportune, aligning with the market’s evolution. With the highest quality wipes, Harper Hygienics successfully positioned itself as one of the key players in the Polish wipes market.
NWI: Can you describe the company’s key wipes offerings? Have you launched any new products recently?
DK: Harper Hygienics owns three main brands: Cleanic, Kindii, and Presto. We approach each brand with a focus on its unique characteristics, considering the specific needs of its audience. Wet wipes are a staple in the portfolio of each of our brands.
Cleanic is a brand designed for a broad range of users spanning various age groups with specific needs, from infants to individuals with mature skin. Additionally, we offer products tailored to different skin types, including dry and sensitive skin. Our Cleanic brand boasts a diverse portfolio of wet wipes, including makeup removal wipes, moist toilet tissues, refreshing wipes, disinfecting wipes for surfaces, intimate wipes, and wet wipes for baby care. Each product resonates successfully with its core audience, which we actively monitor and assess. Recently, we introduced a new line of makeup removal wipes infused with linen, catering to different skin types. We have also launched innovative intimate wipes containing hemp fibers with antibacterial properties.
Kindii, our brand for baby and infant care, provides a range of wet wipes suitable for use from the first moments of life. These wet wipes are carefully crafted to be gentle on the delicate skin of babies, ensuring they do not cause irritation. For slightly older children, we offer the delightful Kindii moist toilet tissue with a pleasant scent. Notably, we have introduced award-winning infant wet wipes containing linen fibers, making them the first baby wipes on the market infused with linen fibers. The innovative blend of linen fibers and linen oil is designed to soothe irritations, moisturize, and regenerate, making it particularly suitable for sensitive skin.
Presto is a brand entirely dedicated to household wipes, designed for those who appreciate simple and effective cleaning of the surfaces in their homes. Presto wipes are available in both wet and dry formats, offered in packs of various sizes. Moreover, we have specific lines tailored to address different surfaces in the house, including the kitchen, floors, wooden surfaces, shower, windows, toilets, grills, and more. We also provide a range of universal wipes suitable for various surfaces. Our recent additions to the Presto portfolio include Hypoallergenic Universal wet wipes with linen, Hypoallergenic Universal wet wipes with hemp, double-sided Presto Dual Action wipes designed to tackle tough dirt thanks to a rough side and leaves surfaces shining like new thanks to the soft side, and Presto wet wipes designed for shoes.
NWI: What end-use segments are seeing growth? What’s driving growth in these categories?
DK: We are experiencing growth across all our existing categories, with the most notable increase observed in baby wipes. This is driven by a rising consumer interest in high-quality products made from natural ingredients. At Harper Hygienics, our primary focus is on sustainability, ensuring that our products are both effective and environmentally friendly.
NWI: Can you tell me about Harper Hygienics’ production capabilities?
DK: We follow the principle of vertical integration, meaning we have the capability to manufacture material and turn it into a final product. Specifically, we operate an Arvell line for nonwoven material production. The company is consistently modernizing its facilities to enhance efficiency.
NWI: How important is environmental sustainability in the wipes market? How is Harper Hygienics responding to the demand for more sustainable products?
DK: The global market is undergoing a transformative shift as consumers become more informed and concerned about the environmental impact of their purchases. By prioritizing sustainable innovations, we aim not only to meet market demands but also to lead the industry while making a positive environmental impact.
Harper Hygienics keeps a close eye on trends and adjusts to them, strategically aligning with customer demands. This involves incorporating sustainable and innovative fibers like hemp and linen into our wipe lines. These materials are not only better for the planet but also offer unique properties, reducing bacterial growth, being hypoallergenic, and exceptionally durable. We believe these fibers represent the future of the industry.
NWI: Where are your products supplied geographically? What are your plans for expansion?
DK: At present, our primary market is traditionally EMEA, with Poland being our domestic and main market. Specifically, our Cleanic brand enjoys a brand recognition exceeding 90% in Poland. The EU stands as our largest market currently. We are consolidating our positions in Middle Eastern countries and achieving positive results in APAC countries. Moreover, we have recently entered the North American market. Our plans involve reinforcing our standing in our traditional markets and expanding our presence in NAFTA and LATAM markets.
NWI: How does Harper Hygienics differentiate itself in the hygiene market?
DK: Harper Hygienics has been a significant player in the hygiene market for over 33 years. This extensive experience has provided us enough time to deeply understand market demands and connect with our audience. Our expertise allows us to intuitively grasp the diverse needs of our wide range of customers.
Harper Hygienics is a company that embraces innovation and experimentation. We actively seek new solutions and invest in opportunities. Being pioneers, we introduced innovative and sustainable hemp and linen fibers into various hygienic product categories. Our commitment to innovation extends to exploring new product lines and continuously updating existing ones to stay current. We stay in tune with the times by closely monitoring customer needs through various channels, including social media. Additionally, we emphasize e-commerce, successfully running our Allegro store and distributing products globally through Amazon.
We are leaders in the field of sustainability, carefully monitoring our ESG indicators. We believe in adopting sustainable practices in the hygienic market for the long term. We take pride in our strong commitment to community engagement, forming valuable partnerships with non-profit organizations to extend our positive impact beyond our product offerings. We believe that transparency in communicating product ingredients, sourcing methods, and manufacturing processes is essential for building trust among consumers.
We are a global company with ambitious plans to expand our presence worldwide and enter new markets to meet the needs of customers across the globe.
NWI: How would you characterize the wipes market overall? Is it a good time to be in the wipes industry?
DK: Wipes are considered convenient and easy-to-use cleaning products for various applications. Consumers are increasingly concerned about cleanliness and hygiene, and wipes are viewed as a way to ensure that surfaces and skin are clean and germ-free.
It is important to note that the industry faces certain challenges. Consumers express concerns about the environmental impact of wipes. Additionally, there is a growing emphasis on affordability, and businesses must explore ways to provide high-quality wipes at competitive prices. The wipes market is highly competitive, with various brands and retailers competing for consumers’ attention.
There is also a growing demand for wipes infused with natural ingredients such as hemp and linen. Manufacturers are responding by creating wipes with specialized formulas tailored to different skin types and concerns.
Our primary driver at Harper Hygienics is sustainability without compromising on product efficacy and quality. We aim to not only meet these market demands but also stay ahead in the industry while making a positive environmental impact. We believe it’s a good time to be in the wipes industry, as long as you’re open to adapting and evolving with the changing market needs.
Nonwovens Industry (NWI): Please provide some background information on Harper Hygienics.
Dmitrij Kostojanskij (DK): Polish company Harper Hygienics S.A. was established in 1990. By this moment, the company managed to become the leader of the Polish market in the categories of cosmetic pads, cosmetic buds as well as household wet wipes. The Company is listed on the Warsaw Stock Exchange as of 2010. The company’s production plant is located in Minsk Mazowiecki.
Cleanic is the main brand of Harper Hygienics. This brand marks the products, which are the leaders in their categories, such as: makeup removal pads and wipes, hygienic buds, intimate hygiene wipes and sanitary pads. Kindii is the brand that provides safe and highest quality products for infants and children. Presto brand includes a range of exceptional household products, including versatile dry and wet wipes designed for various surfaces. Harper Hygienics is also a recognized producer of private labels for international retail chains.
The company is committed to providing the highest quality products at an affordable price. Harper Hygienics continues to grow and invest in modern machinery and state-of-the-art technologies to meet consumer expectations for innovative products.
Harper Hygienics products are available not just in Poland, but on many foreign markets as well, where they have been successfully exported for many years. The high awareness of the Cleanic brand provides the potential for further development of the company and launch of new products.
NWI: Why did the company decide to enter the wipes market?
DK: Harper Hygienics expanded its product line in 2001, introducing wet wipes for babies and makeup removal wipes. Since then, this category has become one of our most significant offerings. The decision to enter the wipes market was carefully considered, and the timing was opportune, aligning with the market’s evolution. With the highest quality wipes, Harper Hygienics successfully positioned itself as one of the key players in the Polish wipes market.
NWI: Can you describe the company’s key wipes offerings? Have you launched any new products recently?
DK: Harper Hygienics owns three main brands: Cleanic, Kindii, and Presto. We approach each brand with a focus on its unique characteristics, considering the specific needs of its audience. Wet wipes are a staple in the portfolio of each of our brands.
Cleanic is a brand designed for a broad range of users spanning various age groups with specific needs, from infants to individuals with mature skin. Additionally, we offer products tailored to different skin types, including dry and sensitive skin. Our Cleanic brand boasts a diverse portfolio of wet wipes, including makeup removal wipes, moist toilet tissues, refreshing wipes, disinfecting wipes for surfaces, intimate wipes, and wet wipes for baby care. Each product resonates successfully with its core audience, which we actively monitor and assess. Recently, we introduced a new line of makeup removal wipes infused with linen, catering to different skin types. We have also launched innovative intimate wipes containing hemp fibers with antibacterial properties.
Kindii, our brand for baby and infant care, provides a range of wet wipes suitable for use from the first moments of life. These wet wipes are carefully crafted to be gentle on the delicate skin of babies, ensuring they do not cause irritation. For slightly older children, we offer the delightful Kindii moist toilet tissue with a pleasant scent. Notably, we have introduced award-winning infant wet wipes containing linen fibers, making them the first baby wipes on the market infused with linen fibers. The innovative blend of linen fibers and linen oil is designed to soothe irritations, moisturize, and regenerate, making it particularly suitable for sensitive skin.
Presto is a brand entirely dedicated to household wipes, designed for those who appreciate simple and effective cleaning of the surfaces in their homes. Presto wipes are available in both wet and dry formats, offered in packs of various sizes. Moreover, we have specific lines tailored to address different surfaces in the house, including the kitchen, floors, wooden surfaces, shower, windows, toilets, grills, and more. We also provide a range of universal wipes suitable for various surfaces. Our recent additions to the Presto portfolio include Hypoallergenic Universal wet wipes with linen, Hypoallergenic Universal wet wipes with hemp, double-sided Presto Dual Action wipes designed to tackle tough dirt thanks to a rough side and leaves surfaces shining like new thanks to the soft side, and Presto wet wipes designed for shoes.
NWI: What end-use segments are seeing growth? What’s driving growth in these categories?
DK: We are experiencing growth across all our existing categories, with the most notable increase observed in baby wipes. This is driven by a rising consumer interest in high-quality products made from natural ingredients. At Harper Hygienics, our primary focus is on sustainability, ensuring that our products are both effective and environmentally friendly.
NWI: Can you tell me about Harper Hygienics’ production capabilities?
DK: We follow the principle of vertical integration, meaning we have the capability to manufacture material and turn it into a final product. Specifically, we operate an Arvell line for nonwoven material production. The company is consistently modernizing its facilities to enhance efficiency.
NWI: How important is environmental sustainability in the wipes market? How is Harper Hygienics responding to the demand for more sustainable products?
DK: The global market is undergoing a transformative shift as consumers become more informed and concerned about the environmental impact of their purchases. By prioritizing sustainable innovations, we aim not only to meet market demands but also to lead the industry while making a positive environmental impact.
Harper Hygienics keeps a close eye on trends and adjusts to them, strategically aligning with customer demands. This involves incorporating sustainable and innovative fibers like hemp and linen into our wipe lines. These materials are not only better for the planet but also offer unique properties, reducing bacterial growth, being hypoallergenic, and exceptionally durable. We believe these fibers represent the future of the industry.
NWI: Where are your products supplied geographically? What are your plans for expansion?
DK: At present, our primary market is traditionally EMEA, with Poland being our domestic and main market. Specifically, our Cleanic brand enjoys a brand recognition exceeding 90% in Poland. The EU stands as our largest market currently. We are consolidating our positions in Middle Eastern countries and achieving positive results in APAC countries. Moreover, we have recently entered the North American market. Our plans involve reinforcing our standing in our traditional markets and expanding our presence in NAFTA and LATAM markets.
NWI: How does Harper Hygienics differentiate itself in the hygiene market?
DK: Harper Hygienics has been a significant player in the hygiene market for over 33 years. This extensive experience has provided us enough time to deeply understand market demands and connect with our audience. Our expertise allows us to intuitively grasp the diverse needs of our wide range of customers.
Harper Hygienics is a company that embraces innovation and experimentation. We actively seek new solutions and invest in opportunities. Being pioneers, we introduced innovative and sustainable hemp and linen fibers into various hygienic product categories. Our commitment to innovation extends to exploring new product lines and continuously updating existing ones to stay current. We stay in tune with the times by closely monitoring customer needs through various channels, including social media. Additionally, we emphasize e-commerce, successfully running our Allegro store and distributing products globally through Amazon.
We are leaders in the field of sustainability, carefully monitoring our ESG indicators. We believe in adopting sustainable practices in the hygienic market for the long term. We take pride in our strong commitment to community engagement, forming valuable partnerships with non-profit organizations to extend our positive impact beyond our product offerings. We believe that transparency in communicating product ingredients, sourcing methods, and manufacturing processes is essential for building trust among consumers.
We are a global company with ambitious plans to expand our presence worldwide and enter new markets to meet the needs of customers across the globe.
NWI: How would you characterize the wipes market overall? Is it a good time to be in the wipes industry?
DK: Wipes are considered convenient and easy-to-use cleaning products for various applications. Consumers are increasingly concerned about cleanliness and hygiene, and wipes are viewed as a way to ensure that surfaces and skin are clean and germ-free.
It is important to note that the industry faces certain challenges. Consumers express concerns about the environmental impact of wipes. Additionally, there is a growing emphasis on affordability, and businesses must explore ways to provide high-quality wipes at competitive prices. The wipes market is highly competitive, with various brands and retailers competing for consumers’ attention.
There is also a growing demand for wipes infused with natural ingredients such as hemp and linen. Manufacturers are responding by creating wipes with specialized formulas tailored to different skin types and concerns.
Our primary driver at Harper Hygienics is sustainability without compromising on product efficacy and quality. We aim to not only meet these market demands but also stay ahead in the industry while making a positive environmental impact. We believe it’s a good time to be in the wipes industry, as long as you’re open to adapting and evolving with the changing market needs.
