A Gateway to rapid innovation: WaterWipes’ SAP Data Governance Revolution.

Client Overview: WaterWipes

Industry: Consumer Goods/ Retail
Headquarters: Drogheda, Ireland
Founded: 2008
Employees: 250+
Markets: Global distribution in 50+ countries

WaterWipes is a leading manufacturer of the world’s purest baby wipes, made with just two ingredients: 99.9% water and a drop of fruit extract. Trusted by healthcare professionals and parents alike, WaterWipes products are specially designed for sensitive skin and are widely used in neonatal intensive care units (NICUs) around the world. With rapid global growth and a strong focus on product safety, compliance, and innovation, WaterWipes continues to set the standard in the baby care industry.

Challenge

In just 18 months, WaterWipes underwent a rapid ERP transformation—moving from a legacy bespoke system to a modern SAP landscape including S/4HANA, IBP, Datasphere, and SAC.

However, data governance wasn’t part of the initial implementation. The lack of control over data quality soon emerged as a critical risk. For a brand trusted by parents around the world—especially for newborn care—maintaining accurate, reliable data is essential to ensure product safety and regulatory compliance.

WaterWipes needed to act fast. They began searching for a scalable, future-proof data governance solution—one that could evolve with the business, be deployed quickly, and provide consistent control across all data domains.

“We needed a solution that could be altered as our business grows and changes and could be quickly deployed for our key and emerging data sets.”- Liz Cotter, Global Data Manager

Why Maextro?

After evaluating multiple solutions, Maextro stood out. Built on SAP BTP, it offered:

• Modular scalability to grow with the business

• Configurable workflows for flexibility across different data sets

• Automated processes that enforce data quality through embedded rules and validations

• A user-friendly interface for rapid adoption

With Maextro, WaterWipes gained end-to-end governance for their most critical data—enabling transparency, control, and consistency across their ERP landscape.

Maextro Dashboard seen above.

Solution & Results

WaterWipes deployed Maextro across their key data domains and saw immediate impact:

• 50% faster data processing

• 30% reduction in implementation costs

• Low-disruption go-live, thanks to pre-built templates

• Stronger data governance, with a clean, compliant, and scalable core

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.

What This Means for You

Maextro helps businesses go beyond short-term fixes. It provides a future-ready governance model that unlocks the full potential of your SAP investment, whether already made or yet to come, ensuring your data is clean, your core is protected, and your business is ready for whatever comes next.

If you would like to discover more about the potential of Maextro, check out some of our other case studies below or go straight to Maextro’s page here.