Consumers who have come to love wet wipes now have a substitute that is better for the environment and the fresher way to go, according to independent personal care brand Aquinelle. Its new Toilet Tissue Mist ($4.99-$19.99) is said to transform ordinary toilet paper with one spritz into a refreshing cleanser. 
 
The concept for Aquinelle came about nearly two years ago when Joe Kassin, the company’s founder and CEO, had one too many clogged drainpipes. As a father of seven and grandfather of four, he experienced many incidents of wipes backing up his house’s plumbing system. A business man and entrepreneur at heart, Kassin began to experiment in his bathroom with different solutions for this problem. His bathroom began to look more like a science lab but it was here that Kassin came up with the idea for Aquinelle.
 
“I understand that this is an issue that people don’t want to talk about, but that doesn’t take away from the fact that it’s a real problem that many people face and that is really effecting our cities and our infrastructure,” said Kassin, who has 20 years of experience in the apparel business as the president and owner of Overseas Direct Import Co. Ltd. “I want to help educate consumers about this issue and to help spread the message that wipes aren’t flushable, but there are other options. Hopefully, through my endeavor, I will be able to help people learn to take better care of the environment and the cities that we live in.”
 
According to Kassin, Aquinelle’s patent-pending system features soothing ingredients like aloe vera, vitamin E and botanicals to moisturize and is available in refreshing scents like Rainforest, Ocean Breeze, Island Mist and Citrus Burst. Made in the US, Aquinelle Toilet Tissue Mist is hypoallergenic and dermatologist tested.
 
Another added benefit to using Aquinelle, noted Kassin, is that it’s more cost effective; a standard 168 count of wet wipes retails for $9.99. In contrast, an 8.25 fl oz. bottle of Aquinelle Toilet Tissue Mist which has more than 300 uses for the same retail price. Aquinelle is also available in travel size at 3.25 fl oz. individually for $4.99 and a four-pack for $19.99.
 
“My goal is for Aquinelle Toilet Tissue Mist to become a staple in everyone’s house, much like wipes have become, and to create a fresher, more eco-friendly and all around enjoyable bathroom experience,” he said.
 
At press time, Aquinelle is sold online via the company’s website, http://aquinelle.com, as well as on Amazon.
 
Kassin told Happi, “The Amazon model—especially with Amazon Prime—gives the customer a secure feel when buying and also has a very wide reach to an educated customer who researches the best products available to purchase.”
 
The company plans to expand its  distribution to all the big box drug and better retail chains, large supermarkets and specialty supermarkets in 2016.