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10 Largest Facial Tissue Brands In The World

By Abby McCain
Jun. 16, 2021
Last Modified and Fact Checked on:

10 Largest Facial Tissue Brands in the World (2026 Edition)

When you reach for a tissue to sneeze or blow your nose, the brand name on the box might not be your first consideration. However, if you’re purchasing tissues for your home, especially during allergy season or cold outbreaks, you may be inclined to choose a trusted brand that offers comfort and reliability.

Facial tissues are essential items that significantly enhance your comfort, particularly when you’re feeling unwell. Consequently, many consumers develop a strong loyalty to specific brands and product types, not just for their softness but also for their affordability and availability in various settings, including workplaces and healthcare facilities.

With numerous brands competing in the market, including a multitude of private labels, the landscape can be overwhelming. Here are ten of the largest facial tissue brands dominating the global market as of 2026:

10 of the Largest Facial Tissue Brands in the World

  1. Puffs. Cincinnati, Ohio, U.S.A.

    Parent Company: Procter and Gamble
    Procter and Gamble 2020 Net Sales Baby, Feminine, and Family Care Sector: $18.46 billion

    Puffs is a leading facial tissue brand in the U.S., renowned for its soft, lotion-infused tissues. Launched in 1960, Puffs quickly gained popularity with its Puffs Plus Lotion, which became the first facial tissue to incorporate moisturizer. The brand’s marketing features animated characters known as Puffs Pals and emphasizes sustainability by partnering with environmental organizations to ensure tree replacement for every one harvested.

    Puffs offers a variety of products, including Puffs Plus Lotion, Puffs Ultra Soft, and Puffs To Go.

  2. Kleenex. Irving, Texas, U.S.A.

    Parent Company: Kimberly-Clark
    Kimberly-Clark 2020 Net Sales Consumer Tissue Sector: $6.72 billion

    Kleenex is often synonymous with facial tissues, thanks to its long-standing history since the first introduction in 1924. Initially marketed as makeup removers, they became disposable handkerchiefs by 1929. The brand has since expanded its product line to include Kleenex Allergy Comfort Tissues and various stylish packaging options, catering to a variety of consumer preferences.

    In addition to tissues, Kleenex now offers wipes, hand sanitizers, and face masks, aligning with modern health trends.

  3. Cushelle. Stockholm, Sweden

    Parent Company: Essity
    Essity 2020 Net Sales Consumer Tissue Sector: $6.04 billion

    Cushelle is primarily popular in the U.K. and Ireland, having evolved from a rebranding of Charmin products. The brand is known for its playful koala mascot and has recently expanded its offerings to include facial tissues that claim to withstand washing machines, catering to the needs of modern consumers.

  4. Lotus. Stockholm, Sweden

    Parent Company: Essity
    Essity 2020 Net Sales Consumer Tissue Sector: $6.04 billion

    Lotus focuses on the Nordic markets and offers a broad range of products within the tissue category. Its facial tissues come in various options, including sensitive formulations and natural products, appealing to eco-conscious consumers. Like Cushelle, Lotus claims its tissues can survive a wash cycle, enhancing consumer confidence in product durability.

  5. SCA Tissue North America. Stockholm, Sweden

    Parent Company: Essity
    Essity 2020 Net Sales Consumer Tissue Sector: $6.04 billion

    Known for its Tork brand, SCA Tissue focuses on commercial products, including facial tissues designed for public facilities. With options ranging from premium to budget-friendly, Tork ensures versatility and accessibility in various settings.

  6. Tempo. Stockholm, Sweden

    Parent Company: Essity
    Essity 2020 Net Sales Consumer Tissue Sector: $6.04 billion

    Tempo is a staple in several European countries and is recognized for its thicker tissues, designed for enhanced durability. The brand has diversified its offerings to include antibacterial and scented options, as well as eco-friendly products, reflecting a growing consumer demand for sustainability.

  7. Vinda. Xinhui District, Jiangmen, China

    Parent Company: Essity
    Essity 2020 Net Sales Consumer Tissue Sector: $6.04 billion

    As a leading hygiene brand in China, Vinda has expanded its product range to include various facial tissues and wipes, appealing to both local and international markets. The brand is known for its colorful packaging aimed at younger consumers.

  8. Hearttex. Anhai Town, Jinjiang City, Fujian Province, China

    Parent Company: Hengan
    Hengan 2019 Revenue: $3.5 billion

    Hearttex is well-regarded within China for its innovative products, including scented and eco-friendly options. The brand has won numerous awards for its quality and marketing strategies, appealing to a diverse consumer base.

  9. Regina. Porcari, Lucca, Italy

    Parent Company: Sofidel Group
    Sofidel Group’s 2020 Net Sales: $2.66 billion

    Regina, a prominent brand in Europe, offers a range of paper products, including specialty facial tissues. With efforts focused on environmental sustainability through collaborations with organizations like WWF, Regina is making strides in eco-friendly product offerings.

  10. Softis. Porcari, Lucca, Italy

    Parent Company: Sofidel Group
    Sofidel Group’s 2020 Net Sales: $2.66 billion

    Softis caters primarily to German and Austrian consumers, known for its soft and high-quality facial and toilet tissues. The brand continues to innovate with new product lines that address the needs of allergy sufferers and eco-conscious customers.

As we move further into 2026, the facial tissue market continues to evolve, with brands adapting to consumer preferences for soft, sustainable, and multifunctional products. Whether it’s for personal use or in commercial settings, these top brands are leading the way in innovation and quality in facial tissues.

Author

Abby McCain

Abby is a writer who is passionate about the power of story. Whether it’s communicating complicated topics in a clear way or helping readers connect with another person or place from the comfort of their couch. Abby attended Oral Roberts University in Tulsa, Oklahoma, where she earned a degree in writing with concentrations in journalism and business.

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