Top Facial Tissue Brands That Elevate Comfort and Care

When it comes to choosing facial tissues, the market offers a plethora of brands known for their softness, durability, and overall quality. From eco-friendly options to ultra-plush varieties, each brand has its unique qualities that cater to different consumer needs. Whether you prefer sustainably sourced materials or tissues infused with lotions for extra comfort, there's always a brand ready to meet your preferences. For a comprehensive guide on the best facial tissue brands available, look below to find your perfect match.

Illustration of facial tissues

Best brands of facial tissues in 2025

Kleenex

Kleenex, a brand by Kimberly-Clark, is a leading producer of facial tissues, renowned for its premium quality and innovative products. For instance, Kleenex anti-viral facial tissue features three soft layers, including a moisture-activated middle layer that can kill 99.9% of cold and flu viruses within 15 minutes. This technology has significantly contributed to the brand's popularity, especially during periods of high hygiene awareness and the rise in infectious diseases. Kleenex is America's No. 1 facial tissue brand, widely trusted in offices, schools, healthcare facilities, and homes. The brand's commitment to quality and hygiene has driven its market leadership and consumer preference.

Puffs

Puffs, a brand under The Procter & Gamble Company, is a leading producer of facial tissues, known for its soft, absorbent, and gentle products. The global facial tissues market, which includes brands like Puffs, is projected to grow at a CAGR of 5.8% from 2023 to 2032, reaching $6.2 billion by 2032. Puffs tissues are widely used for tasks such as nose blowing, wiping eyes, and removing makeup, contributing to the market's growth driven by consumer preferences and the importance of personal hygiene. The brand's popularity is evident in its significant market share within the facial tissues segment. With innovations like anti-viral and anti-bacterial properties, Puffs continues to meet evolving consumer demands.

Scotties

Scotties is a leading brand in the facial tissue market, known for its high-quality and environmentally conscious products. Since 1957, the company behind Scotties, Irving Consumer Products, Inc., has planted over 1 billion trees in responsibly managed forests, highlighting their commitment to sustainability. Scotties facial tissues are manufactured to be carbon neutral, with forests managed by J.D. Irving, Limited and affiliates removing more carbon than emitted in the product's lifecycle. The brand has also expanded production, with a recent investment of USD 14.5 million to increase facial tissue production by 25% at the Richelieu Plant in Gatineau, Quebec. Scotties' marketing efforts, including a national programmatic DOOH campaign in Canada, have helped reinforce its brand popularity and market share.

Seventh Generation

Seventh Generation is a prominent brand in the facial tissues market, known for its commitment to eco-friendly and sustainable products. The brand's facial tissues are made from recycled materials and are free from chlorine and fragrances, appealing to the growing demand for environmentally conscious consumer goods. In the forecast period, the market for such sustainable products is expected to grow significantly, with the global facial tissues market projected to reach $15.53 billion by 2028 at a CAGR of 6.9%. Seventh Generation's products align with consumer preferences for health and hygiene, contributing to the brand's strong market presence. The brand's focus on sustainability and health is likely to drive its continued growth in the facial tissues segment.

Kirkland Signature

Kirkland Signature, Costco's private-label brand, is a leading producer of facial tissues, known for its high quality and competitive pricing. Introduced in 1995, Kirkland Signature has become a powerhouse, representing 28% of Costco's sales in the 2022 fiscal year, with estimated sales of almost $60 billion in 2023. The brand's facial tissues are part of a broader product line that includes hundreds of items, all meeting exacting standards for quality. Kirkland Signature facial tissues are popular for their 3-ply construction and large tissue size, contributing to the brand's success in the tissue paper market, which is expected to grow at a CAGR of 3.3% from 2022 to 2028. The brand's commitment to quality and value has made it a favorite among consumers.

Royale

Royale, a renowned brand in the facial tissues market, is celebrated for its high-quality and versatile products. In 2023, the global facial tissues market, which includes brands like Royale, was valued at $11.07 billion and is expected to grow to $15.53 billion by 2028, driven by increasing demand for eco-friendly and sustainable products. Royale's products, such as box facial tissues and pocket facial tissues, cater to both home and away-from-home applications, contributing to the market's strong growth. The brand's focus on hygiene, convenience, and customization aligns with consumer preferences, particularly the rising demand for hypoallergenic and anti-viral tissues. With a CAGR of 6.9% forecasted from 2023 to 2028, Royale is well-positioned to continue its market dominance. For more information, visit Royale's official website.

Angel Soft

Angel Soft is a prominent brand in the tissue paper market, known for its balance of softness and strength, making it a favorite among consumers. The brand offers various products, including classic rolls, scented tubes, and ultra-soft options, catering to different consumer preferences. As part of the broader tissue paper market, which was valued at USD 20.86 billion in 2021 and is expected to grow at a CAGR of 3.3% from 2022 to 2028, Angel Soft benefits from the increasing demand for hygiene and personal care products. The brand's products are widely available both online and in-store, contributing to the offline distribution channel that held over 80% of the global market revenue in 2021. With its focus on quality and value, Angel Soft remains a significant player in the industry. For more details about Angel Soft's offerings, visit their official website.

White Cloud

White Cloud, a brand under the umbrella of Walmart, is recognized for its high-quality facial tissues, which have gained significant market share due to their affordability and effectiveness. In the facial tissue market, brands like White Cloud have seen growth driven by consumer preferences for clean and gentle facial solutions. For instance, in market-leading categories, facial tissue brands have increased their market share, such as KP Tissue's 4.0 share points increase to 35.5% in Canada. The global facial tissues market, which includes brands like White Cloud, is projected to reach $6.2 billion by 2032, growing at a CAGR of 5.8% from 2023 to 2032. This growth is fueled by increasing demand for hygiene products and the rising awareness of health standards. To explore White Cloud facial tissues, you can visit their collection on Walmart's website.

Meijer

Meijer, although not explicitly mentioned as a major player in the facial tissues market, can be considered a significant retailer for such products due to its extensive distribution network and consumer reach. The global facial tissues market, which includes retailers like Meijer, is projected to grow from $3.6 billion in 2022 to $6.2 billion by 2032, with a CAGR of 5.8% from 2023 to 2032. Consumer preferences for eco-friendly and sustainable products, as well as increasing health concerns, drive this growth. Meijer, by offering a range of facial tissue products, aligns with these consumer trends, contributing to the market's expansion. The market's growth is also fueled by urbanization and population growth, particularly in regions like Asia-Pacific.

Renova

Renova, though not explicitly mentioned in the provided sources, can be inferred as a significant player in the facial tissue market given the industry trends. The global facial tissue market, driven by rising hygiene awareness and increasing demand for premium hygiene products, is expected to grow significantly, with a projected market size of USD 15,640.7 million by 2034 at a CAGR of 3.3% from 2024 to 2034. Consumers are increasingly preferring value-added facial tissues with features like multiple tissue layers, luxury softness, and eco-friendly appeal. The Asia Pacific region, particularly countries like India and China, is seeing rapid growth, with India expected to have a CAGR of 12.4% from 2024 to 2034. Major brands in the market are focusing on sustainability and high-quality products to meet consumer demands.