Target Up And Up Baby Wipes: Ingredients, Concerns, And How The Options Compare

Target sells several baby wipes under its Up & Up brand (often searched as “up and up”), and they’re a common choice for families who want something affordable and easy to find. At first glance, the different Up and Up baby wipes look interchangeable. The packaging is similar, the pricing is close, and all of them promise gentleness.

In reality, they are not equal.

One version raises more concerns than the others, while two Up and Up wipes rank higher in my Baby Wipes Rating List.

This post is meant to help you understand how Target brand wipes differ — without turning your shopping trip into an ingredient deep dive or a source of stress.

Are Target Up And Up Baby Wipes A Good Choice?

There isn’t a single yes-or-no answer here. Up and Up baby wipes can be a good option for some families, but not all versions — and not in every situation.

Specifically, there are three kinds of Up and Up baby wipes:

• Up and Up Fragrance-Free Baby Wipes
• Up and Up Sensitive Skin Baby Wipes
• Up and Up Fresh & Clean Scented Wipes

The first two have no fragrances added, and the last one does. The fragrance-free and sensitive versions score better in my Baby Wipes Rating List and may work well for some families. Conversely, the fragranced version is the one I’m cautious about.

Why The Fragranced Target Up And Up Wipes Raise Concerns

Added fragrance in Up & Up Fresh & Clean Scented Wipes is the main reason this version stands apart from the rest of the Up and Up wipes.

To clarify, fragrance is one of the most common contributors to irritation or allergic reaction in baby wipes. Potentially, it consists of numerous ingredients, not disclosed by the manufacturer. Some of those ingredients may cause allergies, dermatitis, respiratory distress, skin sensitization, and endocrine disruption. (Learn more in my blog post Is Natural Fragrance Safe?.)

Importantly, fragrance doesn’t help with cleaning. Yet, it increases the likelihood of redness, diaper rash, or sensitivity — especially when wipes are used multiple times a day.

Additionally, these wipes include a sodium benzoate preservative listed third among the ingredients. In my experience, the closer the ingredient to the beginning of the list, the higher its concentration.

Generally speaking, sodium benzoate is a safer preservative than many others, including phenoxyethanol. Yet, it is still not perfect.  Namely, the American Contact Dermatitis Society states it can raise the risk of an allergic reaction if used in concentrations of 5% and higher.

This can further increase the chance of irritation for babies with reactive or delicate skin. While this doesn’t mean your baby will react, it means that the risks are higher. I believe it’s a good idea to discontinue using these wipes if any irritation occurs.

How The Other Target Brand Wipes Compare

The other two kinds of wipes are Up and Up Fragrance-Free Baby Wipes and Up and Up Sensitive wipes.

I rate them much better in my Baby Wipes Rating List because they do not list one of the most common sources of irritation: added fragrance. Without fragrance, the overall formula is simpler and better suited for frequent use.

That said, they are not perfect either. In fact, both Up and Up Fragrance-Free Wipes and Up and Up Sensitive Baby Wipes  still rely on the sodium benzoate preservative.

As I mentioned before, if used in concentrations of 5% and higher, sodium benzoate can increase the chance of irritation, especially for babies with reactive or delicate skin. Be sure to watch your baby’s skin and stop using these wipes if any irritation occurs.

Up And Up Wipes Review Of Material

Even when the ingredients look similar, the wipe material can affect how gentle it feels on skin. Target Fragrance-Free baby wipes list viscose as the wipe material. Viscose is a fiber made from plant cellulose, usually wood pulp, that is heavily processed before becoming a soft, disposable fabric. 

The Up and Up Sensitive wipes and Fresh & Clean wipes describe their material simply as “plant-based.” While that sounds reassuring, it isn’t very specific. “Plant-based” isn’t a regulated term, and it doesn’t tell you what the fiber actually is or how it was processed.

This doesn’t automatically make those wipes worse. It does, however, make comparison harder. When one product names the material and another relies on a broad marketing phrase, transparency suffers.

As with ingredients, clearer disclosure helps parents make more informed choices — especially when the wipes are used repeatedly on sensitive skin.

Are Up And Up Baby Wipes Suitable For Newborns?

This is where extra caution matters.

In my opinion, the fragranced Up and Up baby wipes are not a good fit for newborns, whose skin barrier is still developing and more reactive. Even if irritation doesn’t show up immediately, fragrance may add unnecessary exposure during a sensitive stage.

The fragrance-free and sensitive Up and Up wipes may work for some newborns, especially if the baby has no skin issues.

What I’d Focus On Instead Of Marketing Claims

Rather than relying on labels like “gentle” or “sensitive,” I recommend focusing on ingredient transparency, fragrance avoidance, and how your baby’s skin actually responds over time.

You cannot control every potential concern, and trying to eliminate every possible risk quickly becomes overwhelming. Making informed choices about what you can control — and letting go of the rest — leads to calmer, more sustainable decisions.

Final Takeaway On Target Up And Up Baby Wipes

In summary, Target Up and Up baby wipes vary more than they appear at first glance.

One version — the fragranced Up and Up wipes — raises the most concerns and is the one I’m cautious about. Two other Target Up and Up wipes score better and may work well for some families, though trade-offs still exist (like sodium benzoate preservative and the wipe fabric).

If you want to have more options, my Baby Wipes Rating List is for you. It will help you know all your options and choose baby wipes that work for your family.

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