Pampers redesigns its wipes to dispense one at a time and hires comedian Iliza Shlesinger to explain the wipe maths

Key Takeaways

• Pampers has redesigned how its baby wipes dispense so that parents get one wipe per pull.

• The update covers Pampers Sensitive, Aqua Pure, Ultra Clean, Complete Clean and Clean & Calm Wipes.

• Comedian, actress and mother Iliza Shlesinger fronts a comic campaign built around parents pulling out a handful of wipes when they only wanted one.

• P&G announced the change on 9 October 2026, with a campaign video and more details on Pampers.com.

Anyone who has changed a nappy knows the moment. One hand is keeping a wriggling baby on the mat, the other reaches for a single wipe, and a whole chain of them follows it out of the pack. Pampers has now redesigned how its wipes dispense so that each pull delivers just one, and it has asked comedian Iliza Shlesinger to make the announcement.

The change, announced by P&G in the US, applies across the brand's wipes range. Pampers says the redesign came straight from parent feedback, and it sits alongside an earlier change this year when the brand removed fragrance from its Swaddlers nappies.

Pampers launches single-pull wipes across five ranges with Iliza Shlesinger fronting the campaign

Procter & Gamble announced the update on 9 October 2026, explaining that Pampers Wipes have been redesigned to dispense one wipe at a time instead of several coming out together. The change covers all Pampers Wipes, including Pampers Sensitive, Aqua Pure, Ultra Clean, Complete Clean and Clean & Calm, so parents do not need to switch to a special pack or a new product line to get it. The release does not go into the engineering behind the new dispensing, keeping the focus on the result for parents.

To tell people about it, Pampers has partnered with Iliza Shlesinger, whom the brand describes as a comedian, actress, mom and Pampers Wipes user. The humour-driven campaign, which includes a video released on YouTube, is built on the familiar frustration of the multi-wipe pull, and Shlesinger sums it up in the announcement. "Every parent knows the wipe math: you need one, the pack gives you six, and suddenly you are holding a tiny wet scarf collection while trying to keep a baby from rolling away," she said. She added, "What I loved about this partnership is that it started with something so relatable."

Caroline Sanchez, Senior Brand Director at Pampers, connected the wipes update to the brand's wider approach to listening to parents. "Parents and babies are at the center of everything we do, and their feedback helps us identify meaningful ways to improve their everyday experiences," she said. Sanchez went on to describe the partnership with Shlesinger as a way to share the news in a way that feels relatable, authentic and rooted in the realities of parenting.

Pampers removed fragrance from every Swaddlers nappy in June 2026 after listening to parents

The wipes redesign is the second change Pampers has announced this year on the back of parent feedback. On 22 June 2026, P&G confirmed that all Pampers Swaddlers, in every size and count, were now fragrance free, which it described as the first time every Swaddlers nappy had been fragrance free. The brand said the core of the nappy and its technology had not changed, and that the move reflected a growing preference among parents for fragrance free products. Laura Vicenti, Senior Vice President Baby Care at Procter & Gamble, said at the time, "Parents have always been at the center of every decision we make."

Sanchez linked the two updates directly in this month's announcement, saying, "We have been acting on that feedback across the Pampers portfolio, from redesigning how Pampers Wipes dispense to removing fragrance from Swaddlers." Taken together, the two changes give Pampers a running story about responding to parents, with the wipes campaign as the lighter and more visual chapter.

Shlesinger is a natural fit for that lighter tone, she won Last Comic Standing in 2008, becoming the first woman and the youngest comedian to take the title, and has released a string of Netflix stand-up specials including War Paint, Confirmed Kills, Elder Millennial and Hot Forever. She has also become a parent in recent years, welcoming a daughter in 2022 and a son in 2024, and she is no stranger to baby care advertising. In 2022 she starred in Register for More, the 75-second baby shower spot for wearable breast pump brand Willow, where unwanted advice for new parents became the joke.

Pampers is not the only brand to find comedy in wipes recently, as Wet Ones turned hands into bottoms with its Just For Hands campaign on the streets of New York. Pampers has taken the gentler route, finding the humour in a small moment that every parent will recognise from the changing mat.