Product
Biom has positioned itself as a premium, sustainable alternative in the cleaning wipes category. Their core offering is biodegradable, microplastic-free wipes, paired with a refillable dispenser designed for countertop use. The brand differentiates through eco-certifications like ‘Certified Plastic Neutral’ and expanded into All-Purpose, Flushable, and Hand-Sanitizing wipes.
Price
The standard dispenser retails for around $25, while refills cost ~$24 for athree-pack (approx.
$8 per pack), with subscriptions lowering per-pack cost ($6.50–$7.50).While their prices are higher than traditional wipes, they justify it withsustainability credentials and design appeal. Still, price may remain a barrier for mainstream audiences.
Place
Biom follows an omnichannel approach: direct-to-consumer (D2C) via getbiom.co, retail partnerships with Target, and eco-centric marketplaces like Grove Collaborative. As of recent reports (ModernRetail), nearly 70% of revenue came from D2C, suggesting reliance ononline growth while retail partnerships expand brand awareness.
Promotion
The primary messaging centers on health, design, and sustainability: “refillable, microplastic- free, non-toxic.” Biomleverages user-generated content from social media and discounts offered through subscription for retention, while in-store visibility comes from Target Clean/Zero labeling. However, their promotional efforts are more limited than larger competitors in household goods.
How Biom Can Improve
• Product: Broaden formats (e.g. pet-safe, baby, glass-cleaning wipes) to increase household opportunity. Highlight third-party biodegradability and flush-ability testing more prominently to strengthen consumer trust. LeveragingUGC and live reviews of this test.
• Price: Communicate value with per-wipe cost comparisons, explanations of saved waste by cleaning better with a Biom wipe vs another alternative. Introduce entry-level SKUs or travel-size packs to reduce price concerns from potential buyers.
• Place: Expand to high-end lifestyle retailers (Crate & Barrel, Whole Foods) and B2B smaller commercialaccounts with high usage (gyms, salons). Enhance Target listings with “Buy Online, Pick Up In-Store” options.
• Promotion: Use data-driven storytelling by highlighting consumer reviews, lifecycle savings, and environmental impact statistics. More professional visuals, such as infographics showing environmental benefits or refill savings, would make the sustainability story tangible and credible.
By combining stronger data-backed messaging with expanded formats and channels, Biom can scale from a niche sustainable disruptor into a mainstream household staple.
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