The idea came about when brand founder and managing director, Mark Yates, realised the wipes that his own family was using were increasingly being made overseas, and most contained plastics that are not biodegradable.
“It felt like the industry had accepted that compromise as normal. I wanted to prove that we could make a premium wipe locally, using better materials and processes, without sacrificing the quality of the wipe itself.
“The gap was clear — there was no brand that combined Australian-made quality, true sustainability, and a beautiful design people are proud to show off,” Yates told CosmeticsDesign-Asia.
According to Kine Australia, most conventional wipes are made with “hidden plastics”, petroleum-based fibres, and chemical preservatives that are not always disclosed on the label.
These materials not only resist natural decomposition and can irritate sensitive skin, but many are also produced offshore, generating substantial carbon-intensive transport emissions.
“Our Body Cloths are made from 100% plant-based cellulose fibres derived from sustainably sourced wood pulp. Materials are sourced from companies with FSC certification.
“The fibres are designed to maintain strength when wet but break down naturally once disposed of — whether flushed or composted. Because they’re free from plastic binders and synthetics, they return safely to the environment without leaving microplastics behind. It’s a small change that makes a significant difference to how people can care for themselves and the planet at the same time.”
In addition, the Body Cloths are certified to meet Australia’s flushability standard, AS/NZS 5328, a rigorous test that ensures products are safe to flush and do not cause sewer blockages to protect the country’s wastewater systems.
The renewable cellulose fibres disperse rapidly in moving water, reducing the risk of clogs and build-up. In a controlled composting environment, they fully biodegrade within 180 days into carbon dioxide, water, and biomass.
Independent testing also showed that they achieve over 80% breakdown within 45 days under normal landfill conditions.
Furthermore, the wipes are infused with chamomile, jojoba, and vitamin E to cleanse, hydrate and refresh while soothing skin and maintaining barrier health.
Driving meaningful sustainability
According to Yates, it took close to 12 months to take the concept from idea to launch in 2024.
“We worked closely with Australian-based material and manufacturing specialists and production engineers to get the best out of every detail — from fibre strength and softness to certified flushability.
“We tried to keep as much of the process end-to-end in Australia as possible, to reduce our impact to the fullest extent. The result is something we’re proud of: a wipe that meets strict environmental and quality benchmarks, and showcases what Australian manufacturing can achieve.”
Produced in South Australia, the Body Cloths are claimed to reduce supply chain emissions by 50%, while supporting local jobs and homegrown innovation.
While the wipes are “completely plastic-free”, the outer packaging still contains plastic and Kine is actively exploring more sustainable options, including compostable and recyclable alternatives.
“We haven’t yet found a solution that meets our standards for product integrity, shelf life, and hygiene. It’s a challenge we are committed to solving. We believe in being transparent with our community, and we will continue to push for improvements as suitable materials become available.”
Additionally, Yates said that the beauty and wellness industry has a huge opportunity to lead by example in driving meaningful sustainability.
“Real sustainability means tracing impact through the whole supply chain — from raw materials to end-of-life. That level of transparency builds trust and drives innovation.
“Consumers today are smart and connected. They can tell when sustainability is genuine or fake. I think the growing awareness isn’t just about environmental issues; it’s about people wanting to feel aligned with the brands they support. That’s where change becomes lasting.”
Areas of focus
Designed for modern routines, the Body Cloths are available in regular and travel sizes while subscription options are also provided.
Currently, the products are sold in Australia via Kine’s online shop.
“Our initial focus has been building trust and awareness locally, creating a strong foundation before expanding internationally. That said, we’ve received growing interest from eco-conscious partners in New Zealand and Asia, which is encouraging.
“Any expansion will be careful and deliberate. It’s important that we scale while maintaining full oversight of quality and our environmental commitments.”
At the same time, the brand is working on expanding its range into hand wipes and baby wipes.
“Beyond new products, a big part of our innovation is refining our materials and packaging to keep improving sustainability performance. The idea isn’t to flood the market with products; it’s to build a brand that keeps setting the benchmark for clean, thoughtful, and effective personal care,” Yates reiterated.
