In Estonia, a new product has become the go-to as an alternative to wet wipes. Satu Laboratory sells “gel wipes” as a better and greener way to wipe your bottom. The “wipe” is a gel you can apply to toilet paper before use.

The product was evaluated by Intertek, a worldwide group of testing laboratories for the textile, footwear, toys, petroleum and chemicals industries. The moisturizer is suitable for children under three years old. Tests were made to evaluate the environmental impact and the gel was approved for flushing. It is currently the number one toilet paper moisturizer in the U.K. and the product appeared in Forbes in June.

WWD Associate Editor Sara Myers spoke to Siim Saat, CEO of Satu Laboratory, about his company, the gel wipes and the flushable wet wipes epidemic.