When specialist knowledge and a strong desire to help the world combine with incredible results…
Meet Elle McIntosh
Elle is the creator of Twipes, the world’s first truly flushable wet wipes. She put her background in bio-chemical and materials science to fantastic use and in doing so, has gone on to be listed on Forbes’ 30 Under 30 List in 2020 for her achievements in science, and was a finalist at the 2022 Everywoman Awards.
1. Why did you start Twipes and what were you doing before?
Before founding Twipes, I was a scientist doing research in a bench science lab. I realised how much I loved human biology and environmental science, while simultaneously growing more passionate about sustainability and lining up my life habits to be as eco-conscious as possible. My concern for the environment and my love of science combined and resulted in creating this anti-plastic wet wipe and a business rooted in doing good for the earth.
2. What were the biggest sources of inspiration and support when you were starting out?
One of the strongest sources of inspiration came from my amazing mother – she raised three equally strong and courageous women who took the path less travelled for women of colour, studying and working in STEM fields.
I know this is typically where a celebrity is mentioned as a source of excitement to start a business and take on new challenges but for me, my mum has always been the heart of it. She taught me the meaning of resilience, to push through all the anxiety and fear and show up regardless. She’s shown me how to make your own courage that way, I wouldn’t have come this far without that support.
3. What’s the biggest lesson you’ve learned since starting the business?
My most significant lesson after all these years is that it’s ok to ask for help when you need it. In fact it’s more than okay, it’s necessary and will get your foot in many doors you want to open. It will lead you into conversations that can be life-changing for your business.
In the beginning, my cofounder and I were hesitant to talk about our ideas with others and get feedback, but after a while realised we needed to speak up and ask for advice to get the expertise that could help us forward.
Whenever I speak to young people in schools or at any public speaking event, I always say “no person is an island”. It’s important to voice your ideas and utilise the network of people around you, you aren’t alone and the only path to success is through community and working together.
Early in business someone told me they thought that talk of business culture was a load of nonsense. They were very wrong, I actually think that company culture is the most important thing.
4. What has been your proudest moment/biggest achievement so far?
My proudest moment was this past autumn, standing on stage on my 29th birthday in front of televised audience of 9000+ people, pitching for a $1,000,000 investment in my company. At that time, we were speaking to a crowd of strangers in a different country, but we knew the value of our product through validation from industry experts, investors, and even other competitors in our industry. Having that sense of intrinsic value and self-trust was an incredible feeling.
It was made even better knowing my mum was in the audience, witnessing that great moment of self-actualisation. (And we did get that raise in the end!)
5. What piece of advice would you give to anyone starting out?
Similar to the biggest lesson I’ve learned – my strongest advice is to utilise your networks. Speak to people about your ideas, find trusted mentors and allies to help you push yourself towards success.
Finding a community that can help guide you as you form your business and become the best version of yourself as an entrepreneur, is priceless. Just remember, if you don’t ask, you can’t receive.
6. What piece of investment did you make in the business that was worth every penny?
As I mentioned before, I stood on stage pitching for that $1 million investment – and initially didn’t get selected. Shortly after they changed their decision and asked us to join them – not just for the monetary investment, but for a year packed with mentorship and community building and brand development and so many essential tools to expanding our business globally.
It allowed us to break into the US market and has provided us with so much invaluable advice already, as we continue to grow with people that want to see us succeed and are actively working to help us grow. I’m so grateful to be part of that cohort and can’t wait to see how much we can grow with all their support.
7. Which element of marketing has made the biggest impact on your business?
I think in-person marketing opportunities (e.g., tradeshows, tabling at events, etc) have made a massive difference in getting our message across to people.
When people see the product in action and conduct a shake test with us, watching the wipes completely disintegrate in front of their own eyes – it makes a strong impact.
That interactivity helps convey the difference our product can make and is tangible proof of how much better we are than the other wipes on the shelves.
It’s a bit more difficult to convey that through social media or websites. When we can stand face-to-face, have conversations with people and show how passionate we are as founders, the trust is easier to build.
8. What do the next 12 months look like for you?
We’re so excited for the year ahead! We’re launching in the US on April 4th on www.twipes.us , so we’ll be making a difference in a whole new part of the world.
We’re making strong connections with VCs with hopes to continue our expansion and get closer to making our technology the standard in wet wipes.
At the end of the day, we just aim to do everything we can to make a difference to the planet, one wipe at a time.
Do you have an interesting story to tell about how your business got started? Tell us about it.
