Marquise Baby launches innovative dry wipes in Coles stores nationwide

Sam Griffin was standing in the baby aisle of a supermarket, looking for something that didn't exist. His son had eczema, and the usual options—traditional wet wipes or tissues—weren't working. Tissues fell apart the moment they touched delicate skin. Commercial wipes came loaded with ingredients he didn't want near his child's face. He needed something soft enough for sensitive skin, durable enough not to shred, and simple enough to use straight from the pack. That gap in the market became the seed for what would become Marquise Baby's dry wipes.

The product itself is straightforward in concept but novel in execution. Made entirely from natural bamboo fibres, the wipes arrive in the pack completely dry. A parent can use them as-is for quick cleanups—wiping a child's face after a meal, clearing a runny nose, handling the small messes that punctuate every day with a young child. But if you need something wetter, you simply add water. The bamboo stays soft and intact, unlike tissue, which disintegrates under moisture. There are no hidden additives, no fragrances, no chemicals that might irritate sensitive skin. It's a product that lets parents choose their own level of moisture and ingredient simplicity.

For Griffin, now director of Marquise Baby, the innovation solved a real problem he'd lived through. "As a parent, I realised there was a really simple option missing from the baby aisle," he explained. "There are plenty of wet wipes available, but sometimes you just want something soft with nothing added to it." The company, which traces its roots back to 1932 as an Australian family business focused on babywear, had already expanded into nappies and wipes. But this dry wipe concept represented something different—a product category that didn't quite exist in the local market.

Parents who've tried them seem to have found exactly what Griffin was searching for. One user described the moment of discovery: "I didn't know I needed these until I got them. I love using them at mealtimes to wipe little one's face and hands. Also good to add a little water and use as a wet wipe for their little tooshie." That kind of versatility—the ability to be both a dry wipe and a wet wipe depending on the moment—appears to be what's resonating. In a supermarket baby aisle already crowded with choices, these wipes offer something genuinely different.

The real milestone, though, came when Coles agreed to stock them nationwide. For a 94-year-old family brand that had been building its reputation quietly, this distribution deal represents a significant step forward. "For Coles to now bring that concept into major supermarkets is a huge milestone for us," Griffin said. "More importantly, it makes a product that has been relatively unknown in Australia much more accessible to everyday parents." What was once a niche solution to a specific problem—eczema-prone skin, parents seeking simplicity—is now available in one of the country's largest retail networks. That shift from specialty to mainstream changes everything about who can find and use the product. For Marquise Baby, it's the kind of expansion that signals the brand has moved beyond its heritage sector into something with broader appeal. And for parents still searching that baby aisle for something that actually works, the wipes are now much easier to find.