WaterWipes Lawsuit: Are Baby Wipes Full of Microplastics?

Case Overview: A class action lawsuit alleges WaterWipes (WaterWipes (USA) Inc.) misleadingly advertised its baby wipes as "plastic-free" and "pure," when independent testing allegedly revealed high levels of microplastics.

Consumers Affected: U.S. consumers who purchased WaterWipes baby wipes labeled as "plastic-free" or "pure."

Court: U.S. District Court for the Northern District of California

A new lawsuit is challenging WaterWipes’ claims about the purity of its popular baby wipes. A California consumer has filed a complaint alleging that the wipes, widely advertised as plastic-free and made with only two ingredients, actually contain high levels of microplastics.

Filed in June 2025, the suit centers on concerns that the product’s packaging and marketing statements misled parents and environmentally minded shoppers into paying more for something they believed was safer and cleaner.

Independent Testing Allegedly Contradicts "Plastic-Free" Marketing

Plaintiff Devery Merlo says she bought WaterWipes baby wipes believing they were made without plastics. According to the complaint, she relied on prominent labeling phrases including “just two ingredients” and “the world’s purest baby wipes,” expecting a wipe made only with water and fruit extract.

Independent laboratory testing, the suit alleges, paints a different picture. Tests reportedly detected microplastic particles at levels 387 times above what was found in control samples. The complaint argues that these findings contradict the brand’s marketing and packaging, and could have impacted the choices of customers who were trying to avoid products containing plastic.

“Consumers like Plaintiff believed they were purchasing wipes made without synthetic materials,” the lawsuit states. “Instead, they received a product with measurable levels of plastic content.”

Parents Say They Paid More for Unfulfilled Promises

WaterWipes has built its brand on the idea that its product is simpler and purer than competitors. The lawsuit claims this messaging played a role in driving up prices compared to other wipes on the shelf. According to the filing, shoppers chose the product and accepted the higher cost based on trust in the company’s claims.

Merlo says she would not have purchased the wipes, or would have expected to pay less, if she had known they included microplastics. The complaint adds that consumers are entitled to transparency when it comes to ingredients, especially for products marketed for newborns and sensitive skin.

The complaint points to a pattern of relying on packaging to build a green-friendly image. According to the Merlo, WaterWipes used words and visuals designed to appeal to eco-conscious parents, while omitting any indication that the product contains materials other than water and fruit extract.

Personal Care Industry Faces Growing Labeling Disputes

This isn’t the first time a personal care or baby product has faced legal scrutiny over material content. Last year, a complaint filed against Kirkland Signature baby wipes claimed that they contained PFAS, a group of synthetic chemicals, despite being marketed as gentle and natural. That case echoed similar concerns about companies downplaying or concealing unwanted ingredients.

In May, a separate lawsuit targeted toy maker ZURU, alleging that its popular Bunch O Balloons product was falsely promoted as environmentally friendly while containing compounds known as “forever chemicals.”

Each of these cases raises similar concerns around how brands describe their products to attract buyers who are seeking safer, cleaner, or greener options.

The WaterWipes lawsuit aims to represent a class of U.S. consumers who purchased the wipes during the period covered by the claim. Merlo is asking for a jury trial and monetary damages for herself and others in the group.

The case also requests an order requiring WaterWipes to correct its advertising and packaging to reflect the true nature of the product. In addition to compensation, Merlo wants the court to ensure that the company stops labeling the wipes in a way that could mislead future customers.

Case Details

• Lawsuit: Merlo v. WaterWipes (USA) Inc.
• Case Number: 3:25-cv-04640 
• Court: U.S. District Court for the Northern District of California

Plaintiffs' Attorney:

• P. Renée Wicklund (Richman Law & Policy)

Do you use WaterWipes? What are your thoughts on their 'plastic-free' claims now? Share your opinion below.