Holland & Barrett will soon stop selling wet wipes and replace them with eco-friendly alternatives.
The chain will become the first high street retailer to make the change over concerns they contribute to the blocking of sewers and waterways causing fatbergs.
The healthy goods chain will remove all 34 branded and own-label wet wipe products from its 800 UK and Ireland stores from this July.
The wet wipes will be replaced with greener alternatives including organic double-sided cotton cloths, unbleached cotton muslin cloths, organic cotton pads and exfoliating gloves. They say all products are made from sustainable materials.
The exchange will continue into its other global stores by the end of September this year.
According to the EarthWatch institute, 9.3m wipes are flushed down toilets every single day.
A spokesperson at Holland & Barrett said: "There is a growing awareness of how much our current throwaway culture is damaging our oceans, beaches and rivers.
"We want to encourage our customers to think about what they currently throw away and encourage them to swap to more sustainable alternatives.
"The quickest way for us all to make a positive impact on the world we live in is to choose to spend our money on more sustainable products."
Traditional wet wipes are made of polyester and contain millions of chemical microfibres. Once in water, these fibres are released and can damage a host of marine species.
While other brands are introducing new types of biodegradable wipes that are described as 'flushable and compostable', industry body Water UK, and many environmental charities such as the Marine Conservation Society, warn that these won’t degrade quickly enough to avoid damaging drains, rivers, and eventually marine life.
Fatberg, a large mass of solid waste, was recently added to the 22 new words list in Scrabble.
