Action Ultra Sensitive Baby Wipes

Action Ultra Sensitive Baby Wipes is a private label brand of the European discount retailer Action. These wipes are specifically designed for infants with sensitive skin, featuring a perfume-free formula and high-water content for gentle cleansing.

As a private label product, the brand belongs entirely to Action B.V., a Dutch company founded in Enkhuizen in 1993. While the brand is of Netherlands origin, the actual manufacturing is typically handled by third-party contract manufacturers across Europe and Asia to maintain low price points. Since 2011, the ultimate owner of the brand has been 3i Group plc, a British private equity and venture capital firm, which acquired a majority stake in Action and oversaw its rapid expansion across Europe.