Top Kleenex Alternatives: Leading Tissue Brands Revealed

The world of facial tissues, often referred to generically as "Kleenex," offers a vast array of options catering to different preferences and needs. Renowned for their quality and comfort, several brands have emerged as leaders in this category, ensuring consumers have plenty of choices when seeking the perfect tissue. Whether it's a focus on ultra-softness, eco-friendly materials, or innovative packaging for convenient use, these brands continue to push the envelope in providing premium tissue products. To help you navigate this landscape, we've compiled a list of the best brands for facial tissues below.

Illustration of kleenex

Best brands of kleenex in 2025

Kleenex

Kleenex, a brand under Kimberly-Clark, is a leading producer of facial tissues, consistently topping the list of American consumers' favorite household and personal care brands. In 2023, Kimberly-Clark generated over $20 billion in revenue, with the personal care segment, which includes Kleenex, accounting for more than half of the company's overall revenue. The brand's dominance is further underscored by its presence in numerous households, particularly in the U.S. and other global markets. The tissue and hygiene paper market, where Kleenex is a key player, generated almost $47 billion in revenue in the U.S. alone in 2023. This market is expected to continue growing, driven by increasing necessities for personal care and sanitation.

Puffs

Puffs, a brand under Procter & Gamble, is a leading producer of facial tissues, often competing with the iconic Kleenex brand by Kimberly-Clark. Puffs is known for its soft and durable tissues, catering to a wide range of consumer needs. The facial tissue market, which includes brands like Puffs, is projected to grow significantly, with the global market expected to reach $21.96 billion by 2030, growing at a CAGR of 7.3% from 2023 to 2030. Regular facial tissues, such as those produced by Puffs, account for more than 50% of the market share. The increasing demand for personal care and hygiene products drives the growth of brands like Puffs.

Scotties

Scotties, a brand by Kruger Products, has emerged as a leading producer of facial tissues in Canada, particularly after Kleenex's exit from the market. With Kruger's Scotties holding a significant 35.5% market share, it is now the most popular brand in Canada, surpassing Kleenex's 16.2% share. Kruger has reinforced its commitment by investing $1 billion in assets, including a new high-quality facial tissue line starting up in Quebec in December 2023. This expansion has also led to the creation of 16 new jobs and a 25% increase in facial tissue production at their Richelieu Plant. Kruger's strong manufacturing and distribution network ensures high-quality tissues are widely available across Canada.

Seventh Generation

Seventh Generation, although not a producer of Kleenex, is a notable brand in the tissue paper market, known for its eco-friendly and sustainable products. Kleenex, a brand of facial tissues, is actually produced by Kimberly-Clark, a major player in the personal care and consumer tissue segments. In 2021, the global tissue paper market, which includes brands like Kleenex, was valued at USD 20.86 billion and is expected to grow at a CAGR of 3.3% from 2022 to 2028. The facial tissue segment, where Kleenex dominates, is the fastest-growing segment, expected to grow at 4.0% during the same period. Kimberly-Clark's personal care segment, which includes Kleenex, accounted for more than half of the company's overall revenue in 2023.

Kirkland Signature

Kirkland Signature, Costco's house brand, has established itself as a significant player in the tissue paper market, including products like kleenex. The brand's penetration rate has grown to the high 20s percent, indicating strong customer loyalty and preference for its products. Kirkland Signature's focus on quality and cost efficiency allows it to offer competitive pricing, such as reducing plastic packaging by 80% for its laundry packs, which can be inferred to apply similar innovations to tissue products. The brand's revenue is substantial, with Kirkland Signature generating over $52 billion in annual sales, making it one of the largest consumer packaged brands globally. This success is driven by Costco's ability to control product designs, costs, and pricing, ensuring high-quality products at lower prices. For more insights, visit their Kirkland Signature page.

White Cloud

White Cloud, though not a producer of Kleenex, is a notable brand in the tissue industry, often compared to leading brands like Kleenex. However, Kleenex, a brand owned by Kimberly-Clark, held a significant sales share of 31.5% in the U.S. facial tissue market in 2017. White Cloud, on the other hand, is known for its soft and durable toilet paper products, competing in the same consumer goods sector. It is part of the Walmart store brand portfolio, offering affordable and quality tissue products. While it may not match Kleenex's market dominance, White Cloud remains a popular choice among consumers. For a selection of White Cloud toilet paper products, you can visit Walmart's website.

Solimo

Solimo, Amazon's private label brand, has quickly established itself as a significant competitor in the facial tissue market, achieving the sixth-highest selling position in this category on Amazon by early 2019. Solimo's products, including facial tissues, have gained traction due to their competitive pricing and quality, with the brand generating over $6 million in monthly sales and doubling its sales every quarter. In the coffee pod category, Solimo achieved a 66% share of wallet among its buyers in Q4 of the same year. This rapid growth underscores Solimo's effectiveness in leveraging Amazon's data-driven approach to meet consumer demand. As of 2019, Solimo was already rivaling major brands like Procter & Gamble and Kimberly-Clark in various household categories. You can explore their offerings by visiting their facial tissue section on Amazon.

Lotus

Lotus is a prominent brand in the tissue paper industry, known for its high-quality products that compete with renowned brands like Kleenex. The global tissue paper market, which includes facial tissues and lotion tissues, is expected to grow significantly, with the overall tissue paper market projected to reach USD 143.14 billion by 2032, growing at a CAGR of 6.0% from 2024 to 2032. Lotus, as part of this market, benefits from the increasing demand for personal hygiene products, particularly in regions like North America and Asia Pacific. The facial tissue market, a segment where Lotus operates, is forecasted to grow at a CAGR of 7.72% from 2024 to 2033, reaching USD 27.8 billion by 2032. The brand's presence in a market with such robust growth indicates its strong position and potential for continued success. For more insights on the lotion tissues market, visit the Zion Market Research report.

Renova

Renova, a pioneering tissue producer, stands out as a notable brand in the industry, particularly known for its innovative and luxurious products. Established in 1939, Renova has a significant market presence, holding 34% of the toilet tissue market, 37.6% of the napkin market, and 29.5% of the facial tissue market in Portugal as of 2012. The company is renowned for introducing toilet paper with balms and lotions in 1998 and for its distinctive products such as black, red, yellow, and green toilet rolls. Renova's international expansion, especially after Portugal's EU membership in 1986, has solidified its position, with a 6% market share in Spain and a leading 12% share in the napkin segment. The company's focus on innovation and strong brand identity has made it a competitor in the global tissue market. For more insights into Renova's innovative journey, visit the Tissue World Magazine article.

Velvet

Velvet Care, under its Velvet brand, is a leading producer of high-quality tissue products, including kleenex, and has been at the forefront of the Polish tissue market since its introduction in 1997. The company has achieved significant growth, with annual growth figures reaching 20% in 2019 and a more than 60% increase in production capacity following the start-up of its second Valmet-supplied Advantage DCT line, TM8, in 2021. This expansion has boosted the company's production capacity to 150,000 tonnes per year and converting capacity to 145,000 tonnes per year. Velvet Care continues to expand, with plans to increase annual capacity to 210,000 tonnes by adding a third paper machine. The company's strategy involves creating market demand and then building the necessary production and converting capacities.