Cheeky Squirt Gel, an innovative, eco-friendly personal care product, is more than just a business endeavor for Australian entrepreneur Louise Upton. It’s a heartfelt tribute to her late father, Jim Upton, and a testament to resilience, creativity, and the enduring strength of family ties.
With a distinguished career in business improvement and development, Louise has made a notable impact in the corporate world. Today, she juggles her role as the driving force behind Cheeky Squirt Gel with her full-time professional career, all while having raised her son as a single mother from the time he was 6 years old—he is now 27.
The inception of Cheeky Squirt Gel is closely tied to Louise’s father, Jim Upton, who had a successful background in sales and business improvement within large corporate environments. Jim’s decision to uproot his family from the UK to Australia, arriving with no job and four children, demonstrated his determination and resilience. Within weeks, Jim secured a position he would hold until retirement, setting a strong example for his family.
Tragically, Jim passed away unexpectedly in 2020, leaving the family in deep grief. “Dad’s sudden passing was a shock we could never have anticipated,” Louise reflects. “It affected us all deeply, and for a while, we lost motivation. Cheeky Squirt Gel was shelved and nearly forgotten.”
Yet, Jim’s legacy refused to fade. During the COVID-19 pandemic, with more time available due to working from home, Louise and her family found the inspiration to revisit the project. “We knew that if Dad were here, he’d give us a stern talking-to for giving up. So, we decided to dust off Cheeky Squirt Gel and bring it to life,” says Louise.
Cheeky Squirt Gel, which transforms ordinary toilet paper into a gentle, effective wipe, quickly gained popularity for its practicality and environmental benefits. It has since been embraced by communities and recommended by pelvic health physiotherapists across the country, who now stock the product in their practices and suggest it to their clients.
“Cheeky Squirt Gel is more than just a product—it’s a way to honor Dad’s memory and carry forward the work we began together,” Louise shares. “Balancing my career, raising my son, and building this brand has been challenging, but it’s also deeply fulfilling. My father’s values of hard work, innovation, and family continue to inspire me every day.”
For more information on Cheeky Squirt Gel, visit www.cheekysquirt.com.au.
About Cheeky Squirt: Cheeky Squirt Gel is an Australian-owned and made product that turns ordinary toilet paper into a gentle, effective wipe. Founded by Louise, with significant inspiration from her late father, Jim, the brand is dedicated to providing eco-friendly personal care solutions that enhance everyday routines while minimizing environmental impact. Cheeky Squirt is redefining personal hygiene for today’s consumer, with a focus on quality, sustainability, and honoring the legacy of family values.
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