WaterWipes Maintain Product Safety and Customer Trust Through SAP Data Governance

WaterWipes is the manufacturer of the world’s purest baby wipes, trusted by parents and healthcare professionals across more than 50 countries. With rapid international expansion, the company has grown into a global brand serving millions of families.

But growth on this scale brings complexity. Managing multiple data sources, meeting strict compliance standards, and maintaining operational excellence was becoming increasingly difficult. And for a company whose products are used on newborns and in neonatal intensive care units, even the smallest error in governance or compliance was unthinkable. The stakes weren’t just operational—they touched directly on product safety and customer trust.

To safeguard its growth and reputation, WaterWipes sought a scalable, future-ready solution that could bring clarity, consistency, and control to its most critical data through SAP data governance.

About the Client

• Industry: Consumer Goods / Retail

• Headquarters: Drogheda, Ireland

• Founded: 2008

• Employees: 250+

• Markets: Global distribution in 50+ countries

WaterWipes is renowned for its simple, pure formula—99.9% water and a drop of fruit extract—designed for sensitive skin. The brand’s products are trusted worldwide, including in NICUs, highlighting the critical importance of data accuracy, compliance, and operational control.

Business Challenge

In just 18 months, WaterWipes completed a major ERP transformation, moving from a bespoke legacy system to a modern SAP landscape that included S/4HANA, IBP, Datasphere, and SAC. The modernisation delivered a scalable platform for growth, but SAP data governance had not been considered or implemented as part of the initial rollout.

The governance gap soon turned from a minor oversight into a critical risk. It posed a real threat to the company and, more importantly, to the customer base (including babies) who rely on its products. Inaccurate or inconsistent data could compromise product safety, jeopardise regulatory compliance, and destroy the hard-won trust of parents and healthcare professionals worldwide. WaterWipes was founded on principles of purity and safety, so the company would not take that risk.

They identified an immediate opportunity for a solution that would deliver reliable, end-to-end governance immediately, while being fully scalable and capable of keeping pace with their growing SAP ecosystem.

Engagement and Solution Journey

To address these challenges, WaterWipes partnered with Bluestonex to introduce SAP data governance and automation through SAP BTP and Maextro. The engagement followed the Bluestonex AppHaus methodology, a human-centred design approach that placed people, processes, and outcomes at the core of the project.

• Explore Phase: Workshops were run to understand business problems, capture the current “as-is” state, and design the desired “to-be” processes. This ensured every requirement was tied back to the real needs of the teams managing data day to day.

• Discover Phase: Bluestonex worked closely with WaterWipes to map their data processes and review existing models. Critical business rules were identified, along with the key stakeholders responsible for each data object, providing clarity and accountability across the data landscape.

The solution combined Maextro for governance and rule enforcement, SAP BTP for improved user experience and automation, and a roadmap for AI adoption to enable deeper data insights. Together, these laid the foundation for clean, governed data that could be trusted for decision-making and regulatory compliance—delivering SAP data governance at scale.

Real Impact Across the Business

Introducing Maextro protected the very values that define the WaterWipes brand. By embedding governance and automation at the heart of operations, the company gained the visibility, consistency, and control it needed to uphold its promise of delivering the world’s purest baby wipes.

Accurate, compliant data now underpins every decision, ensuring that quality, safety, and regulatory standards are never compromised. This gives parents, healthcare professionals, and retail partners confidence that WaterWipes products can always be trusted.

Equally important was adoption. By moving quickly, WaterWipes reduced the risk of errors or compliance issues that could undermine both safety and reputation. The new approach empowered teams with user-friendly workflows and automated checks, removing complexity while encouraging ownership of data quality. Employees were freed from manual, repetitive tasks, enabling them to focus on value-adding activities that support growth and innovation.

Measuring the Impact

The project delivered clear, measurable outcomes for WaterWipes, alongside the foundations for future innovation:

• 50% Faster Data Processing: Automation cuts manual effort, accelerating workflows and decision-making.

• 30% Lower Implementation Costs: A scalable, pay-per-object model minimised unnecessary spend compared to full-suite solutions.

• 7x Faster Deployment: Pre-built templates enabled rapid, low-disruption go-live.

Maextro ‘Material Master’ screen.

• Reduced IT Costs: Cloud-based architecture lowered hardware dependency and maintenance overheads.

• Operational Efficiency: Streamlined workflows and hybrid agile delivery ensured rapid value realisation.

• Enhanced Governance & Security: Real-time monitoring, compliance controls, and SAP BTP integration improved control and data integrity.

• Future-Proofing: Reliable data foundations now support AI adoption and continuous innovation.

This goes to show just how transformative the right solution can be. For WaterWipes, it’s not just about the metrics; it’s about delivering the confidence and control required to protect product safety, maintain customer trust, and fuel global growth. This has all been kept in check by Maextro.

Looking Ahead

With Maextro running on SAP BTP, WaterWipes is now ready to embrace AI, automation, and low-code innovation. Plans are underway to expand governance across finance and customer data, integrate third-party systems, and future-proof their operations.

The WaterWipes project was so successful that it won the SAP EMEA AI Challenge 2025 and was a finalist in the 2025 Customer Success Awards.

To learn more about how Maextro can help your business enforce data governance, improve data accuracy, and help your business scale, take a look at Maextro in detail here.