Top Picks: Elite Brands for Premium Tissue Paper

Choosing the right tissue paper can make a significant difference in your daily comfort and hygiene. With a variety of brands available on the market, it's important to consider factors like softness, strength, and absorbency to find the perfect match for your needs. From eco-friendly options to premium quality picks, there are standout choices that cater to all preferences and budgets. In this article, we've compiled a list of the best tissue paper brands to help you make an informed decision. Explore below to discover which brands made the cut and why they stand out!

Illustration of tissue paper

Best brands of tissue paper in 2025

Kleenex

Kleenex, a brand under Kimberly-Clark, is a leading producer of tissue paper, known for its high quality and widespread use. The global tissue paper market, featuring brands like Kleenex, is expected to grow at a CAGR of 6.0% from 2024 to 2032, reaching a market size of USD 143.14 billion by 2032. Kleenex products are popular both at home and away from home, contributing significantly to the market share, especially in regions like North America where the brand dominates. The brand's success is driven by rising awareness of hygiene and cleanliness, as well as the increasing demand for biodegradable and eco-friendly tissue paper products. In 2021, the global tissue paper market, which includes Kleenex, was valued at USD 20.86 billion.

Puffs

Puffs, a renowned brand by Procter & Gamble, is a leading producer of tissue paper, particularly in the facial tissue segment, which held a significant market share in 2022. The facial tissue paper market, valued at around USD 10.8 billion in 2023, is expected to grow at a CAGR of 6.5% from 2024 to 2032. Puffs is known for its softness and premium quality, often made from virgin wood pulp, which is anticipated to grow at a 5.8% CAGR through 2032. The brand's products are widely available through various distribution channels, including supermarkets and online platforms, contributing to its strong market presence. In the global tissue paper market, North America, where Puffs is highly popular, held the largest market share in 2022.

Charmin

Charmin, owned by Procter & Gamble, is one of the leading brands in the tissue paper market, known for its high-quality products like Charmin Ultra Soft, which is the brand's highest-selling product. Charmin Ultra Soft is renowned for its softness and absorbency, being two times more absorbent and clog-safe, septic-safe, and Roto-Rooter plumber approved. The brand has a significant presence in the North American tissue paper market, with Procter & Gamble holding the second-largest share in 2023. Charmin was created in 1928 and acquired by Procter & Gamble in 1957. The global tissue paper market, which includes brands like Charmin, is projected to grow at a CAGR of 3.41% from 2024 to 2032.

Scotties

Scotties, a renowned Canadian brand, has been a leading producer of tissue paper since 1956, known for its high-quality facial tissues. The brand has recently introduced its most premium products, Scotties Ultra Soft and Ultra Soft with Lotion, featuring three-ply cushiony layers and enhanced with Aloe and Vitamin E for extra gentleness. In 2023, Kruger Products, the parent company of Scotties, invested USD 14.5 million to boost production at its Richelieu Plant, increasing facial tissue production by 25%. Scotties is committed to providing Canadians with superior tissue products, made at state-of-the-art facilities like the Sherbrooke manufacturing plant in Quebec. The brand's new campaign aims to educate consumers about the correct name of the brand, highlighting its long-standing presence in the Canadian market.

Caboo

Caboo is a leading brand in the sustainable consumer goods sector, specializing in tree-free paper products made from fast-growing bamboo. Founded in 2012, Caboo offers a range of products including toilet paper, paper towels, and wipes, all of which are biodegradable, fragrance-free, BPA-free, and chlorine bleach-free. By choosing Caboo, consumers have helped save over 43,000 trees from deforestation. The company's commitment to sustainability is evident in its use of less than 1 gallon of water per roll of toilet paper, a significant reduction compared to traditional wood-pulp products. With its products available in several cities and a mission to make traditional paper products unnecessary, Caboo is a pioneer in the eco-friendly tissue paper market.

Seventh Generation

Seventh Generation is a prominent brand in the tissue paper market, known for its commitment to sustainability and environmental responsibility. Their 100% recycled bathroom tissue, available in various sizes such as 4, 12, and 24 rolls, is a popular choice for those seeking eco-friendly products. This tissue paper is made from 100% recycled fiber and is whitened without chemicals containing chlorine, aligning with the growing demand for biodegradable and sustainable tissue paper products. The brand's focus on hygiene and cleanliness, coupled with its eco-friendly approach, contributes to the overall growth of the tissue paper market, which is expected to expand at a CAGR of 3.3% to 3.41% from 2022 to 2028 or 2032. Seventh Generation's products are part of the broader trend of increasing awareness about sanitation and personal care. For more details, check out their 100% recycled bathroom tissue.

Cottonelle

Cottonelle, a prominent brand under Kimberly-Clark, is a leading producer of tissue paper, known for its high-quality and innovative products. In 2023, Kimberly-Clark maintained a significant presence in the North American tissue paper market, with Cottonelle being one of its well-known brands. Cottonelle's Ultra Clean Toilet Paper features unique CleaningRipples(tm) texture, is 3X thicker and stronger than leading value brands, and is made from 100% plant-based fibers sourced from responsibly managed forests. The brand's commitment to sustainability is highlighted by its FSC certification and adherence to EPA minimum standards. Cottonelle's market dominance is further reinforced by its strong distribution networks and consumer loyalty.

Andrex

Andrex, a prominent brand under Kimberly-Clark Corporation, is a leading producer of high-quality tissue paper products, known for its innovative and eco-friendly offerings such as the Andrex Shea Butter toilet tissue. This brand contributes significantly to the global tissue paper market, which is projected to grow by USD 29.39 billion from 2024 to 2028 at a CAGR of 5.82%. Andrex products are popular in both residential and commercial settings, particularly in regions like Western Europe and North America, where hygiene advocacy is strong. The brand's focus on sustainability aligns with the market's shift towards environmentally friendly and recyclable sanitary items. With a robust market presence, Andrex continues to drive growth in the tissue paper sector.

White Cloud

White Cloud, a brand under Kruger Products, is renowned for its high-quality tissue paper, particularly its Ultra Soft and Thick toilet paper, which has consistently topped Consumer Reports' ratings for its exceptional balance of softness, strength, and value. In 2012, it was rated the best toilet paper, outperforming competitors like Quilted Northern Ultra Plush, and was priced at just 25 cents per 100 sheets, making it a CR Best Buy. White Cloud products are made in the USA from domestic and imported materials and are Forest Stewardship Council certified, reflecting the company's commitment to sustainability. The brand's products are also known for their gentle yet strong performance, ensuring user comfort and peace of mind. White Cloud's commitment to quality and sustainability has made it a trusted name in household essentials. For more information, visit the official White Cloud page.

Renova

Renova is a pioneering brand in the tissue paper industry, known for its innovative and distinctive products. Established in 1939, Renova has a rich history, having transitioned from a printing and writing paper producer to a leading tissue paper manufacturer in the 1960s. The company holds significant market shares, such as 34% for toilet tissue, 37.6% for napkins, and 29% for kitchen rolls in Portugal as of 2012. Renova is recognized globally for its luxury tissue products, including the infamous black toilet rolls, and operates with a lean and green business model. With two production sites in Portugal and commercial units in several European countries, Renova produces 100,000 tons of tissue products per year. For more details on Renova's innovative strategies, visit their feature article.