Around the end of high school, Sean Riley got hooked on using wet wipes as toilet paper. He first encountered them at a friend’s house on the back of the toilet, and decided to give them a try. “It’s just a totally different feeling,” he says . “You see what you were leaving behind.”

When he moved into an apartment in Chicago with his three best friends after college, Riley stocked wet wipes in the bathroom. It didn’t take long for the guys to have what he calls “the conversation”: They all admitted they were addicted. Once they felt that moist rub, they couldn’t turn back to the brittle chafe of toilet paper. They made a trip to Sam’s Club together to buy wet wipes in bulk.

Then they had a second conversation. What if they started a business? What if they created a wet wipe that young men, like themselves, could purchase without feeling embarrassed? “That was when we started looking at the market,” Riley says. “Where is the flushable wipes market at right now? Where is it going?”

Dude Wipes was born.