New Beauty Trend in 2022: Your butt deserves self-care too

In the last few years intimate beauty care has been a hot topic that is no longer considered taboo. In 2022 it’s time for bottom care to come out of the shadow. Clean solution to a dirty problem

SATU laboratory developed a product that promises to look after your butt as well as the planet – a gel that can turn toilet paper into instant wet wipe that is truly flushable.Siim Saat, the founder of SATU laboratory highlights that “The innovative feature of this gel is the option to use it in combination with any regular toilet paper without immediately damaging the paper.” Already, this solution has helped prevent almost 15 million wipes from being flushed or thrown away.                    

 “Why do I need gel when flushable wipes are available?” you may ask.Think they’re flushable? Think again.

Since the onset of COVID-19, global awareness of sanitation and personal hygiene has skyrocketed. Demand for a variety of wet wipes such as baby wipes, facial wipes, moist flushable wipes, and household wipes has exploded as a consequence. This is putting sewers and nature under great stress. Massive ‘fatbergs’ consisting mostly of wet wipes (93% according to Water UK), are highlighting the hundreds of thousands of blockages in the world.

In a recent study conducted by Canadian Ryerson University, 101 wet wipe products failed international wastewater industry specifications for toilet and drain-line clearance, along with disintegration. Not a single wet wipe passed these tests. Keeps your undies clean and shiny

Besides environmental issues there is a rarely talked self-care aspect. When it comes to number two, we all know regular dry toilet paper doesn’t do the job on its own. It leaves too much grime behind and doesn’t give you that clean feeling you need to have a great day. Consider this. Which one of us would use just dry paper to clean grime from hands? But for bottom this is seen as “normal”.

We are here to change it. Just a drop or two of gel added to ordinary toilet paper, and you’ll feel shower fresh & clean, wherever you are. And your underpants – spotless. Your partner will thank you too, as bad hygiene is constantly rated as one of the major turn-offs for both sexes.

Celebrities believe in it too

Famous names like Will.I.Am, Will Smith and Terence Howard are all advocating a proper toilet cleansing routine. Will Smith likes a clean bottom so much that he says: “I’m the type of person that it’s important for me to share. When I experience something that’s special and incredible, I like to share it with people. Anyone who’s using dry toilet paper, you’re really not doing yourself the true service,” he told BBC’s Radio 1.

Company Background

SATU laboratory is the world’s original and leading toilet paper gel company with Nordic heritage. Focused exclusively on developing expertise around personal hygiene and sustainability.

As a socially responsible Nordic company that cares about people’s health and environmental protection, we manufacture in Europe and use only high quality components. That’s why the gel is approved for use by some of the largest toilet paper manufacturers in Europe and is tested in EU to be safe for children under age of 3.

Headquartered in Tallinn, Estonia, the SATU laboratory brand is available in more than 9 countries globally. Estonia is the first e-government in the world and offers e-residency to people from all over the world. Some of the recipients of the Estonian e-residency include Angela Merkel and Barack Obama. In contrast to high tech life, more than half of Estonia is covered by forested land and almost a quarter is protected nature. As a result, Estonia has the 4th best air quality in the world.