In 2025, the new version of the national standard Wet Wipes and Similar Products (GB/T 27728—2024 Series) was officially implemented on October 1st. It has added a number of testing requirements covering heavy metals, benzene-based substances, and flushability, imposing more stringent regulatory controls. As a mandatory national standard, Hygienic Requirements for Disposable Sanitary Products (GB 15979—2024) had already taken effect in July. This standard brings new product categories such as sanitary wet wipes into the regulatory scope and explicitly prohibits the use of harmful substances including migratory fluorescent whitening agents.

The implementation of these national standards has set a clear baseline for the safety and environmental performance of wet wipe products. Meanwhile, it marks the official entry of China’s wet wipe industry into a high-quality development phase, where the core keywords are safety, environmental-friendliness, and quality.

In the future, competition among enterprises will no longer be limited to simple marketing campaigns and price wars, but a contest of comprehensive strength. The core competitiveness will lie in technological R&D capabilities, quality control systems, and the ability to integrate green supply chains that align with future trends. Industry reshuffling is inevitable, yet this also presents tremendous development opportunities for brands that adhere to long-termism and embrace innovation.

A growing number of consumers are moving away from blind pursuit of the "natural" label. Instead, they are taking a more rational approach to evaluating the environmental and safety performance of products throughout their entire life cycle. Amid the wave of green consumption, certifications for biodegradability and flushability are gradually becoming the "passport" for wet wipe products in the market.