LIFE'S FUNNY
Wiped Out
A plunge into the dark side of gendered toiletries
By Maria Johnson
Some things you cannot unsee.
Consider the day I go shopping for personal care items, and I’m stopped cold by a stack of imposing black packages on a shelf crammed with otherwise brightly colored products.
I move closer to the interloper.
“Dude Wipes,” the soft-sided package proclaims. “48 flushable wipes. Mint Chill, with mint and eucalyptus oils.”
Wet wipes? Specifically for men?
I scan the package for more clues. My eyes fall on a big one: “XL.”
No other size is available.
Yep. This is definitely a product by men, for men. Since when would a man cop to needing anything other than an extra large?
I flip over the package, hoping for some kind of explanation. Sure enough, there is the origin story:
“Back in the day, we founded DUDE out of our apartment in Chicago. We were so tired of dealing with dry toilet paper during the aftermath of a lunchtime burrito. Something needed to be done. So we created DUDE Wipes to put you back on your game whenever nature calls.”
It is signed “DUDE.”
Simply “DUDE.”
Next to the backstory are directions: “Grab one and wipe, Dude.”
Well, I think to myself, this is a good thing. At least some men will understand the concept of mansplaining now.
Right next to the directions lie an American flag and an assurance — for those worried about foreign-born wipes — that the disposable cloths are “Assembled in the U.S.”
At times like this, I have so many questions. Truly, it’s the downside of curiosity, especially when I’m in a hurry.
But it doesn’t stop me from wondering: Are baby wipes not enough for the XYs among us? Are the tyke towelettes too small? Too flimsy? Too childish?
And burritos? Really? Is that a legit story or just marketers blowing mesquite smoke?
And what’s up with mint chill? Is that a flavor? Or a sensation?
“Huh,” I say aloud.
I look up to see a man and a woman pushing a cart toward me. The narrow aisle requires me to move my cart over. They’re eyeing the package I am holding.
“Have you seen these?” I say, holding up the wipes and offering a faint laugh. “They’re for men.”
They hurry by me. I feel vaguely embarrassed. Will they wheel their cart straight to the manager and report a woman fondling the Dude Wipes?
I tuck the package back onto the shelf and round the corner.
I almost run into Duke Cannon.
Do you know Duke?
Duke Cannon Supply Co.?
You might recognize the blocky “D” on their displays.
They make a relatively new line of grooming products including a hand balm called “Bloody Knuckles,” featuring a label with two old-timey boxers wearing handlebar mustaches and long pants; a lip balm that claims to be “Offensively Large” (what else?); and face and body wipes that fly under the banner of “Cold Shower,” a product clearly meant to chill the overheated front-sides of fellows.
By now, I am indelibly aware that Dude Wipes has their backsides covered.
There’s more.
Duke Cannon also make soaps, apparently for Dude users when they decide it’s time for a deep cleaning.
One product, the “Big Ass Brick of Soap,” is available in the dangerously romantic scent of Midnight Swim; the militarily dominant fragrance of Midway (as in the World War II Battle of Midway?); and the aromatic Buffalo Trace edition, which swears it’s made with real Kentucky straight bourbon whiskey.
Because alcohol cuts grease?
Because everyone wants their employer to catch a whiff of booze on them first thing in the morning?
Should a Duke user not want to risk dropping his soap in the shower, the company also sells a “tactical scrubber,” aka a mesh pouch with a carrying strap.
More effeminate consumers might call this soap on a rope, a fact acknowledged in Duke’s fine print because, seriously, who knows what a tactical scrubber is anyway? Something that goes on a smoke stack in a war zone? Someone who scrubs military intel from classified files?
I think of a potential baby shower gift I saw recently: a “tactical baby carrier” for dad. The product listing showed the midsection of a burly, tattoo-sleeved man. Infant limbs protruded from a heavy-duty sling, which was available in black, camel, olive and camouflage.
The grammarian in me was puzzled. Which word, I wondered, was “tactical” intended to modify?
Was the baby tactical? A little Army Ranger?
Or was the carrier tactical? And if so, in which way? Tactical in the sense that mom finally figured out a way for dad to help carry the load, literally?
As I said, curiosity can stand in the way of efficient shopping. So can nostalgia.
Standing there in front of the Duke display, I’m wistful for the nonbinary days of Jergens and Ivory soap. I turn down the antiperspirant aisle hoping for a whiff of neutrality.
Silly me. Maybe I’ve never noticed we live in a nation so divided by toiletries. Maybe my eyes have been wiped clean by an XL Dude Wipe. Or maybe someone is pranking me.
In any case, I find myself in a heavily-gendered never-never-land, where no one need sweat.
Here, in this fictional world, a teenage boy does not smell like a teenage boy, thanks to a line of deodorants adorned with menacing manga-style cartoon characters with names such as RaptorStrike, Wolfthorn, NightPanther and BearGlove.
Here, women only glow in pastel products that make them smell of rose, nectarine, lavender, vanilla and water lily. Never mind that no one this side of White Lotus season three knows what a water lily smells like; it sounds lovely. And hydrating.
Here, adult men are secure in their black, gray and occasionally fire-engine-red containers filled with products scented to evoke Timber, Deep Sea, Orchard and, because it’s 5 o’clock somewhere, Apple Cider Bourbon, Whiskey Smash and Mint Mojito.
Presumably, one application causes drunkenness, wood-chopping or perhaps winning a marlin fishing tournament.
I briefly consider buying several sticks of the the timber-scented deodorant, smearing my entire body with it, and seeing if that inspires me to hack down the invasive Russian olive shrubs in our backyard.
But I have more pressing plans, underarms and underbrush be damned, so I stoop down to the bottom shelf and grab a stick of boring (and less expensive) Arm & Hammer deodorant.
It feels like an act of rosemary-and-lavender-scented defiance.






