Who REALLY buys Dude Wipes?

Like, how well does the brand know its buyers?

You might’ve seen Dude Wipes. Launched in 2012, it is, quite simply, flushable wet wipes for dudes.

The pack is black & the logo is tough. The brand is punny and crass. They, uh, crack a lot of dirty jokes. They did a limited-edition DUMPkin Spice-scented pack. They just, uh, dropped a camo pack with camo maker Realtree.

And they have a long, uh, streak of poopy marketing. (During the super bowl, they ran digital billboards in Las Vegas. One said, “We love a clean tight end, too.” It caused a stink. Clearly Travis & Taylor stans.)

So you’d think the brand would, uh, rub women the wrong way. But you’d be wrong.

According to co-founder Ryan Meegan, HALF of all Dude Wipes users are women. They like the convenience, gentleness, and scents just like dudes do.

And on top of that, SEVENTY PERCENT of Dude Wipes’ buyers are women.

But that’s because lots of grown-ass men don’t shop for themselves. (Maybe they’re half-assed men.) And moms are indeed buying them for their stinky boys.

So some lessons:

💩 Don’t assume you know WHO your buyer is.

💩 Don’t assume you know WHY they buy you.

💩 Go find out who they are — ESPECIALLY the light, quiet, not-posting-all-the-time buyers who probably make up >50% of your sales.

💩 Maybe some of our gender stereotypes need to get, uh, flushed away.