Natracare, a women-owned and environmentally conscious company from the UK, has announced that its moist tissues have been tested and certified to the International Water Services Flushability Group (IWSFG) Standard, endorsing its status as a flushable product. Natracare is the only brand to hold both this and the Fine to Flush Water UK certification.

According to a report published by the National Association of Clean Water Agencies (NACWA), the US spends an estimated $441 million a year collecting wipes that are not safe to flush from the water systems. Many wipes contain viscose and secret plastics, and are falsely marketed as flushable. Made of 100 per cent paper and an organic, natural formula, Natracare’s flushable moist tissues cleanse and refresh delicate skin. Each tissue contains soothing aloe vera and anti-bacterial witch hazel, the company said in a media statement.

“As a campaigning brand, we look at where the environmental problems are with products. Through our design-for-change-attitude, we wanted to work with the water companies to produce a product that is functional, but doesn't cause damage to municipal wastewater treatment plants, pump stations, or home plumbing. Consumers find it all very confusing, and this is where there is a need to have clear, defined, and stringent standards,” Susie Hewson, founder of Natracare, said in a statement.

“Since the founding of Natracare, the health of people and the planet have always been priority number one. They’ve never lost sight of the importance of producing products that do no harm; that's why we are proud partners with a company that truly leads the feminine hygiene industry in sustainability,” Heidi Sanborn, executive director of National Stewardship Action Council (NSAC), said.