A decisive 2025 for tissue and personal care: new products and innovations reshape the global landscape

The tissue sector is experiencing a period of strong dynamism: global and regional brands are revamping portfolios and strategies with launches that combine better performance, enhanced user experience, and sustainability criteria. In recent weeks, the market has seen everything from three-ply household towels to pioneering circular-economy projects, plastic-free packaging, screen-safe wipes, and communication campaigns addressing intimate topics in a destigmatizing way. This report summarizes the most relevant launches and initiatives across North America, Europe, and Asia, and highlights the innovations and campaigns that are redefining how personal care and tissue products are designed, produced, and communicated in the global market.

PRODUCT LAUNCHES

Recent product releases reflect a dual trend: higher performance and lower environmental impact. Below is an overview of the key launches by region that will soon be in the hands of consumers and facility managers.

Cascades announced in Canada the launch of Fluff Excellence, a new generation of products designed to elevate the performance of fluff pulp used in hygiene, absorbent, and personal care solutions.

In the United States, Brawny introduced a new three-ply paper towel developed to offer greater strength and durability for household tasks. Additionally, CloroxPro launched in the U.S. market a specialized line of wipes designed exclusively for the safe cleaning of screens and electronic devices. Finally, After Bite presented an innovative “two-in-one” solution designed to both prevent and treat exposure to poison ivy, combining anticipatory protection and post-exposure relief in a single product. Although it does not fall strictly within the tissue category, its inclusion is notable due to its technological innovation and functional contribution to the broader care and wellness market.

In Europe, Navigator introduced in Portugal the new Amoos Max, a toilet paper line with greater softness and resistance, aimed at consumers seeking premium comfort. The product incorporates improvements in paper structure and an optimized manufacturing process that boosts performance without compromising sustainability. Within the same portfolio, Amoos also advanced its sustainability strategy by launching a fully paper-based package designed to replace traditional plastic options and align with the growing European demand for environmentally responsible packaging.

In Japan, a local company launched an innovative paper made from recycled diapers, marking a significant step forward in circularity for the tissue industry. The new product demonstrates the viability of recovering post-consumer absorbent waste through advanced recycling processes, becoming a sustainable alternative with strong potential for broader adoption in the Asian market. Meanwhile, in the United Kingdom, Who Gives a Crap expanded its retail presence with the launch of its products at Tesco, reinforcing its growth strategy and commitment to offering sustainable toilet paper to a wider consumer base.

INNOVATION, CAMPAIGNS & SUSTAINABILITY

Beyond products, brands are investing in platforms, campaigns, and services that reinforce their commitment to sustainability, inclusion, and operational efficiency.

In Canada, Scotties launched a national campaign featuring athlete Scottie Barnes, aiming to strengthen the brand’s presence in the facial tissue category and connect with consumers through a highly recognizable public figure.

In the United States, Kimberly-Clark Professional rolled out two major sustainability-driven initiatives. The first, RENEW, is a global platform designed to strengthen the circular economy through solutions that reduce waste and promote more responsible materials. The second, Thrive Service, helps businesses and organizations reduce waste and optimize commercial hygiene processes using efficient and sustainable practices. Together, these initiatives reinforce the company’s leadership in advancing greener operational models within the professional sector.

Also in the U.S., Tork developed the Focus4Sustainability platform, aimed at helping businesses and institutions adopt sustainable hygiene practices through tools, metrics, and implementation guidelines. At the global level, Tork introduced its Inclusive Hygiene Playbook, a manual proposing standards to redesign public restrooms under principles of accessibility and inclusion. In the United Kingdom, the brand collaborated with Publicis London on a campaign that raises awareness about the importance of truly inclusive public hygiene, strengthening its commitment to social equity in shared spaces.

In the British market, Regina launched the Net Zero Hero minigame, a digital initiative designed to educate consumers on sustainable practices through interactive, game-based content.

PERSONAL CARE: ADVANCING THROUGH EVERY STAGE OF LIFE

The personal care segment which includes diapers, feminine hygiene products, incontinence protection, and intimate care is essential to daily well-being and continues to evolve with new demands for comfort, skin health, and sustainability. With increasingly informed consumers, demanding young families, and a rapidly aging population, the category is moving toward more inclusive, skin-friendly, and environmentally conscious solutions.

Below is an overview of the latest developments by region, offering insight into where the industry is heading.

In the United States, Ontex strengthened its portfolio with the launch of Dreamshield 360 Night Pants, a nighttime diaper designed to offer greater protection for babies during sleep. In the adult segment, Essity introduced in the U.S. the new TENA Sensitive Care Pads, focused on skin-friendly materials and optimized absorption technologies to improve user experience. In complementary skin-care products, WaterWipes launched a new line of wipes that are softer and stronger, specially formulated for sensitive skin. This reinforces the brand’s position in the premium baby-care market, where demand for safer, low-ingredient formulas continues to rise.

In the children’s segment, Rascals introduced premium Night Pants for kids experiencing enuresis, while Hello Bello released a special diaper edition featuring exclusive Dr. Seuss-inspired illustrations, available at Walmart. Following the trend of themed designs, Kimberly-Clark added new Moana and Captain America prints to its diaper line, strengthening its strategy of building emotional connections with families. Meanwhile, Millie Moon expanded its U.S. presence through a nationwide rollout at Walmart, allowing its premium diapers and training pants to reach a broader consumer base.

In the youth segment, Youth Crews launched a diaper line specially designed for users aged 4 to 17, addressing a category with increasing demand in the country. Additionally, Goodnites, also from Kimberly-Clark, introduced a new XXL size that fits children up to 165 pounds, significantly expanding product inclusivity.

In feminine hygiene, Always launched Pocket FlexFoam, a compact sanitary pad using FlexFoam technology in a portable format. Meanwhile, Lola expanded its portfolio with a new line of postpartum care products, and Pinkie introduced its new night pads, reinforcing the nighttime category. In adult care, Because Market increased its retail footprint by entering Walmart with a new line of urinary-protection products.

Among the noteworthy campaigns, Kimberly-Clark launched a joint initiative between Poise and actress Katherine Heigl, aimed at breaking stigmas and fostering open conversation about bladder leakage a topic historically silenced within the category.

In the European market, Ontex expanded its presence with the launch of iD Discreet, a new line strengthening the light-incontinence segment across various countries. Meanwhile, Greencore strengthened its sustainable portfolio by introducing a line of eco-friendly feminine pads aligned with Europe’s increasing demand for environmentally responsible alternatives. Additionally, Harper Hygienics launched Harper Care, a product line tailored to the needs of senior consumers, offering enhanced comfort, absorption, and ease of use.

Finally, Kimberly-Clark introduced the new Huggies Little Movers line, supported by a global campaign featuring athlete Giannis Antetokounmpo and his daughter. This expansion reinforces the brand’s global positioning in the premium diaper segment designed for active babies.

Overall, the launches and initiatives seen in 2025 confirm that the global tissue and personal care markets are entering a new stage defined by technological sophistication, sustainability and people-centered innovation. Companies are responding to more demanding consumers with higher-performance products, eco-friendly packaging, inclusive campaigns and platforms focused on operational efficiency.

This landscape highlights an industry that is dynamic, continuously evolving and increasingly aligned with contemporary challenges: environmental responsibility, well-being, accessibility and smart hygiene solutions. With these trends, 2025 stands out as a pivotal year that redefines standards and opens new opportunities for the sector worldwide.