About Us

From a Messy Moment to a Mission for Clean, Conscious Self‑Care

I didn’t set out to launch a business; I was just a busy mum doing my best to keep up. One hectic day on the Tube, with my little boy on one hip and a heavy bag on the other, I fumbled with a packet of wipes. They spilled everywhere, tore easily, and smelled of nothing in particular, leaving my skin dry, itchy, and uncomfortable. It struck me how careful we are about the ingredients in our food and skincare, yet we rarely think about the wipes we grab off the shelf. Your skin is your largest organ, and it absorbs whatever touches it, but most conventional wipes are full of harsh chemicals, synthetic perfumes, and toxins that strip away moisture.

That evening, I began searching for an alternative: compact, sturdy wipes made from biodegradable materials, scented pleasantly and containing ingredients I’d be happy to use on myself and my child. I wanted something modern and eco‑conscious that I could trust on my own sensitive skin. Nothing I found ticked all those boxes, so I decided to create it myself.

Months of research, late nights, and countless designs later, Earthly Safi was born. Our wipes are biodegradable and packaged without plastic. We’ve eliminated the mystery chemicals and artificial fragrances in favour of clean, plant‑based ingredients that leave skin feeling nourished instead of dry. Everything, from the subtle scents to the simple packaging, is designed to slip easily into your life on the school run, after the gym, on road trips, or at festivals.

Safi means “clean,” reflecting both our goal of promoting cleaner self‑care and our wish for a cleaner planet. What began as a messy moment on public transport has grown into a mission: to make self‑care convenient, conscious, and kind to your skin and the earth. This isn’t just another wipe. It’s a small act of self‑care with a big heart. 

 CLEAN, CONCIOUS & CONVENIENT.

Welcome to Earthly Safi