Dean Tansman Is Redefining Innovation in the Wipes Industry

By Robert White, Editor-In-Chief

Some industries operate quietly in the background, shaping daily life without much recognition. The wet wipes industry is one of them, and Dean Tansman, the Vice President of Operations at A World of Wipes, is proving that innovation, quality, and vision can redefine a market people often take for granted.

Dean’s journey into the world of wipes wasn’t a conventional one. Born in the United States, he grew up with a strong cultural connection to both America and Israel. His upbringing was deeply rooted in business, thanks to his father, who carved out a niche in the wipes industry. However, Dean initially pursued a different path. At 19, he joined the Israeli Air Force, serving in a Patriot missile battery in a defensive role. “It was a phenomenal time,” he recalls. “It taught me a lot about myself, about life, and it set me on a different path than many of my peers who went straight to college.”

His journey eventually led him back to Florida during the pandemic, where he found himself immersed in the family business. “One thing led to another, and I found myself knee-deep in substrates, formulations, and just a really cool business that I hadn't fully appreciated when I was younger,” he says. Today, as the Vice President of Operations at A World of Wipes, Dean plays a crucial role in maintaining and expanding a company that has been a leader in the wipes industry for over 34 years.

A World of Wipes operates across multiple sectors, specializing in contract manufacturing and private label production. Their work is found in countless products across major retailers like Walmart and Target. “The complexity of wet wipes is so pronounced that companies prefer to contract out to us because we understand the chemistry, the mechanics, and the intricate details of manufacturing,” Dean explains. “Sometimes, clients don’t even know exactly what they need. They come to us with a problem, and we create a formulation and product to solve it.”

Beyond contract manufacturing, the company also owns several branded lines, including EREZ Tactical and Wipex, which allow them to innovate independently rather than waiting for clients to present ideas. “We’re not waiting for industries to figure out how wipes can improve their workflow. We’re creating solutions ourselves,” Dean says. This shift allows them to explore new markets and introduce innovative products that might not have been considered before.

One of the most fascinating aspects of A World of Wipes is its commitment to innovation. Many people don’t realize the depth of science and engineering involved in developing a wipe that retains moisture, remains durable, and performs its intended function without breaking down. “You can’t just put liquid on a paper towel and call it a wet wipe,” Dean explains. “We use nonwoven substrates that are specifically designed for different applications, whether it’s cleaning a kitchen counter, maintaining a firearm, or sanitizing medical equipment. Every single component is meticulously tailored to its purpose.”

Dean’s passion for innovation is clear, and he credits much of the company’s success to its ability to adapt and evolve. Unlike many manufacturers that shifted to cheaper production in China in the early 2000s, A World of Wipes remained committed to maintaining its facilities in Israel and the United States. “We didn’t pack up and move,” he says. “Instead, we focused on innovation, smaller production runs, and niche products. That decision ultimately became our greatest strength.”

That commitment to creativity and problem-solving has led to some groundbreaking developments. “We were the first to develop adult wipes when they didn’t exist in the early '90s,” Dean reveals. “At the time, there were only baby wipes, and my father saw the growing adult diaper industry and realized there was an unmet need. He pioneered that space.” The company has also been instrumental in the evolution of makeup remover wipes and a variety of specialized cleaning solutions.

As for the future, Dean is especially excited about the launch of EREZ Tactical’s new tactical wipes. “One of the biggest issues in the firearms community is that people don’t maintain their weapons properly because cleaning is tedious,” he says. “We spent two years developing what I believe is the most advanced, effective gun cleaning wipe on the market. It’s lint-free, perfectly formulated, and it’s already being received incredibly well.”

Beyond that, the company is about to launch a groundbreaking product designed to remove gunshot residue from skin. “Law enforcement, military personnel, and shooting enthusiasts are constantly exposed to toxic materials,” Dean explains. “We created a wipe that allows them to clean their hands, face, and neck without needing immediate access to a shower. It’s something the industry truly needs.”

Despite his busy schedule, Dean remains deeply involved in every aspect of the business. His day typically begins at 5:30 or 6:00 a.m. with calls to the company’s production team in Israel. “Because of the time difference, they’re wrapping up their day as I’m starting mine,” he says. With a team that spans the globe, including employees in India and Brazil, his work is never confined to a typical 9-to-5 schedule. “This business is 24/6 for us. The only day we take off is the Sabbath,” he adds. “But we love it. It’s our passion, and it never really feels like work.”

What makes A World of Wipes unique is its ability to merge a startup mentality with the experience of an established company. “We’ve built an environment where everyone, from logistics to web design, understands our business intimately,” Dean says. “Even our web developers contribute ideas for new products. It’s a highly collaborative space where innovation comes from every level of the company.”

The company’s ability to adapt to market needs while fostering a creative and engaged workforce has positioned it as a leader in an industry most people don’t think twice about. “We’ve been able to bring new energy into a low-tech industry, and that’s something we’re really proud of,” Dean says.

A World of Wipes continues to push the boundaries of what’s possible in the industry. Whether through sustainable, plastic-free wipes for fitness enthusiasts, cutting-edge tactical wipes for firearm owners, or innovative cleaning solutions for everyday life, the company is proving that even the simplest products can benefit from vision and expertise.

For more on A World of Wipes, visit Wipex for eco-friendly cleaning solutions or EREZ Tactical for advanced tactical wipes.

Follow @Wipex_Studio on Instagram for updates on new products and innovations.

To connect with Dean Tansman on LinkedIn, visit his profile here.