List of product brands > Household daily use > Paper products > Toilet rolls > Toilet roll brand ranking Updated: 2025-02-21

2025 toilet roll brand ranking

【2025年Toilet roll brand ranking】依托全网大数据，根据Toilet rolls品牌知名度、品牌实力、口碑评价以及销量popularity评选出的Toilet rolls品牌（排名不分先后）：Tempo DUPLO、Kleenex Soothing、Vinda Vida、Heart-to-heart、Charmin、C&S 洁柔、breeze、Cottonelle、May flower 五月花、Hygienix Jieyun、The true color of the spring forest、如果您正在查询Toilet rolls什么牌子好？本Toilet rolls品牌排名榜单仅供您作为借鉴参考。

TOP.1

Tempo DUPLO Sweden

Toilet rolls are one of the most common paper towels, mainly used for personal cleaning after using the toilet, but many consumers are accustomed to using one paper for multiple purposes, including cleaning the tabletop, wiping water stains, and even drying after washing the face and wiping the mouth after eating. In fact, toilet paper is different from tissue paper in terms of raw materials, use indicators and microbial requirements. However, most of the brands that have been deeply involved in the field of tissue paper for many years have more advantages in raw materials and production processes, and the product quality is also higher, and the use experience is almost comparable to that of tissue paper. DUPLO, which has always been known for its high quality and style, is one of them. As the first handkerchief paper producer in Europe, Depot sells well in Germany, Italy and other European countries, and has long occupied the champion position in the Hong Kong market, with a market share of nearly 70%. In terms of product toughness, few brands in the industry can compete with Depot, and sanitary roll paper is certainly no exception. Although in terms of thickness, Depot toilet roll paper has only 3 layers of thickness, but thanks to the higher proportion of raw materials with a higher proportion of long fibers and advanced production technology, the thickness is also higher than that of 4-layer roll paper on the market.

1

Score

90

popularity

14974
TOP.2

Kleenex Soothing United States

Toilet rolls originated in the United States, since entering the Chinese market has gradually occupied family toilets, public toilets, most of the household paper brands are producing this kind of easy-to-use toilet paper, including many of the superior quality of international brands, such as the creator of handkerchief paper Shu Jie. Shujie is the hegemon of the world's facial tissue market, and has ranked first in sales in the United States for many years, and its brand name Kleenex has also been included in the English dictionary and has become synonymous with disposable handkerchiefs. Unlike Depot, Shu Jie's understanding of toilet paper falls on the skin-friendly feeling, and there are many comments on the soft touch in the evaluation. However, Shujie's path in the pursuit of softness is different, the general wrinkling process pursues the uniform and smooth surface of the paper after treatment, but Shujie's wrinkling process uses geometric principles to increase the distance between molecules, and the inside of the paper towel presents a three-dimensional structure. From the outside, Shujie's toilet roll paper has a raised air pillow, which seems to be very rough, in fact, these air pillows make the paper fluffy and elastic, and the softness is also 2 times that of ordinary toilet paper, wiping the baby with delicate skin...

2

Score

88

popularity

14090
TOP.3

Vinda Vida Guangdong

Toilet paper accounts for more than half of the domestic household paper market, and Vinda is the king of this field. Vinda rolls have ranked first in the country for nine consecutive years, and the results in the first half of 2018 are still outstanding even in the difficult period of fierce competition in the industry and a sharp rise in the cost of wood pulp. I have to admit that as a brand that has been deeply involved in the tissue industry for many years, Vinda's quality is very trustworthy, especially its strong and tough performance, and many domestic reviews have rated it as a strong choice. In this regard, Vinda's secret lies in the ratio of long and short fibers, long fibers affect toughness, short fibers dominate softness, and when the proportion of long fibers is higher, the toughness is also enhanced. At the same time, Vinda's toilet paper has a thickness of 3 layers or more, and the paper is thick and strong, which is comparable to DUPLO's toilet paper with the same number of layers, and it is not easy to break when rubbed hard. It's a pity that, compared to Depot, Vinda's toilet paper is less soft to the touch and a little harder to the touch, but fortunately, it has little impact on the user experience, and it is very suitable for wiping after using the toilet. As the No. 1 brand of rolling paper in China, Vinda's products are abundant.

3

Score

87

popularity

15574
TOP.4

Heart-to-heart Fujian

Hengan Group is a big winner in the field of maternal and child hygiene products, and is currently one of the largest tissue paper manufacturers in China. In the Kantar Worldpanel Global Brand Footprint 2017, Xinxiangyin is the only tissue brand on the list, and its position in the hearts of consumers is obvious. In the field of toilet rolls, Xinxiangyin and Shujie's understanding are very similar, and both brands are making a fuss about touch. But the difference is that Shujie toilet paper is soft and elastic, and it is fluffier and more comfortable to contact with the skin than other brands, while Xinxiangyin pursues a soft and smooth touch, which is closely related to the advantages and disadvantages of wrinkling technology. Wrinkling is the peeling off of the paper that adheres to the surface of the dryer, and at the same time, the paper is slightly curled and wrinkled, and the fewer wrinkles produced in this process, the more delicate and smooth the paper, and the higher the softness. Xinxiangyin obviously has a lot of experience in the wrinkling process, the toilet paper is soft and smooth to the touch, and the quality meets the highest standards of toilet paper, and it is also suitable for women during menstruation. However, the performance of Xinxiangyin in other properties such as toughness and water absorption is average, and it is similar to Depot, Wei...

4

Score

83

popularity

19709
TOP.5

Charmin United States

Born in 1928, Charmin became P&G's first tissue brand in 1957, and the cleaning paper brand Bangting and facial tissue brand Puffs were both spun off from it, and are now leading in their respective fields. According to Nielsen's 2016 U.S. Toilet Paper Sales Report, Charmin is the most popular toilet paper brand in the U.S. region. Charmin has been highly praised in the Wirecutter evaluation, with good water absorption and softness, unique surface texture of the paper towel, forming a towel-like flexible texture, and the thickness is also suitable, the thickness of the two layers is not easy to penetrate, and it is easy to decompose in water, and it can be thrown directly into the toilet bowl after use. On the other hand, the 3-4 layer toilet paper of Chinese brands has good toughness, but it is slow to decompose and is relatively easy to clog the toilet. However, compared with the heart printing that focuses on the smooth surface of the paper, the Charmin paper is a little rough and lacks a skin-friendly experience, but it is more than enough for daily cleaning after the toilet. According to the product characteristics, Charmin is roughly divided into Ultra Soft, Ultra Strong, Essentials Soft, Essentials Strong and Ultra Gentle, and the biggest difference between Ultra Soft and Ultra Strong is the embossing pattern and depth. Ultra...

5

Score

82

popularity

6488
TOP.6

C&S 洁柔 Guangdong

Zhongshun Jierou is one of the largest manufacturers in the domestic tissue industry, and participated in the drafting of national standards for tissues, and Jierou is its most important brand. Jierou's dominant market is the last among the four giants of tissue and toilet paper in China, but it is also ahead of other brands. In order to avoid clogged toilets, toilet paper generally requires weak wet toughness, but when manufacturers increase their dry strength, the toughness of the wet state will also increase, as is the case with Jierou. Jierou attaches great importance to the toughness of toilet paper, with a thickness of 4 layers, which is rarely seen in the pursuit of toughness in both DUPLO and Vinda, and the paper is thicker and not easy to break in a dry or wet state. However, it also causes it to decompose in water for a longer time, so if you are used to putting a paper towel in the toilet bowl before going to the toilet to prevent splashing, it is a good choice for clean and soft wetness. It is worth mentioning that if the toilet water pressure or suction power is insufficient or weak, it is recommended to put the used toilet paper in the garbage basket and clean it regularly to prevent the growth of bacteria. On the product line, Jierou covers black face roll paper, powder face roll paper, blue face roll paper, blue face roll...

6

Score

80

popularity

18626
TOP.7

breeze Tianjin

As the main brand of Jinhongye Paper Group Co., Ltd., Qingfeng is known as the top four in the tissue industry in the Chinese market in the field of household paper, along with Vinda, Xinxiangyin and Jierou, and was rated as China's Top 50 FMCG brands in 2014. In China's Consumer Reports, Qingfeng's softness and water absorption performance are impressive, after all, in the evaluation of facial tissues, Qingfeng has repeatedly mentioned that the quality is quite different from the other three major tissue giants. On the toilet paper, Qingfeng adopts a thick fiber interweaving process, a mixture of long and short fibers, and leaves a gap in the structure, which is smoother and softer to the touch, suitable for the baby to use after urinating. However, the toughness of Qingfeng is still unsatisfactory, the paper is thinner, and the thickness of 3 layers is equivalent to that of Vinda and Xinxiangyin, and it is not recommended to buy it if the action is large during daily cleaning. Different from other brands, Qingfeng is clearer in the distinction between coreless rolling paper and coreless rolling paper, coreless rolling paper only has two series of pure wood coreless rolling paper and calla lily coreless rolling paper, the latter is Qingfeng's most classic coreless rolling paper, but there is little difference in performance with the former, and even the former per section of paper...

7

Score

75

popularity

20202
TOP.8

Cottonelle United States

Founded in 1972, Cottonelle was originally one of the top brands in the United States, and in 1996, it cooperated with Shujie to create the toilet paper brand Cottonelle, which is now owned by Kimberly-Clark. Cottonelle's embossing process is unique among other brands, using New Wavy CleanRippl technology, which has a wavy surface texture and deep nicks between each wave, resulting in less contact with the stain and more friction. Compared with ordinary plain paper or light embossed toilet paper, the cleaning power is significantly improved, and it is more suitable for use after defecation. Of course, this also causes Cottonelle toilet paper to feel rough to the touch, so it is recommended to use it gently if you need special care such as babies, pregnant women, or people with hemorrhoids. In China, many people are accustomed to throwing used toilet paper in the garbage basket next to the toilet, but there is no such habit in the United States, and the general toilet paper will be thrown directly into the toilet to flush off, so the toilet paper is required to decompose in water to avoid causing toilet blockage. Cottonelle uses its own patented Safe Flush Technology, which quickly decomposes tissue raw materials and adhesives when it enters the water, which is more decomposing than first-line brands such as Shujie.

8

Score

75

popularity

19621
TOP.9

May flower 五月花 Taiwan

Mayflower, one of Taiwan's top 100 brands, is owned by Yongfengyu Paper Co., Ltd., an industry leader in Taiwan's private papermaking industry. Mayflower has been in the mainland market for nearly 20 years, and is a frequent visitor to many large supermarkets, and its sales volume is also considerable. Mayflower focuses on softness, and its products include Comfort Soft Series, Baby Soft Series, Zhenmai Slim Series, Flexible Comfort Rolling Paper, Flexible Thick Rolling Paper, etc., and the obsession with softness is overflowing. Among them, the comfortable and soft series adopts groove embossing and high-density velvet point structure, compared with ordinary plain roll paper, the paper is more fluffy, soft, absorbent, and tactile performance is better, even if the skin is more fragile baby can also be used, is the best-selling product of Mayflower. While most of the natural paper on the market is made of a single raw material of wood pulp or bamboo pulp, Zhenmai Delicate Series uses a mixture of wheat straw pulp and bamboo pulp, and the fiber ratio of a single pulp is more difficult to control, which is the advantage of mixed pulp. However, the mixed pulp requires higher technology in the papermaking process, and Mayflower uses the original npulp technology to make paper, that is, natural enzymes decompose wheat straw, and the degree of decomposition is not high, and there will be naked eye...

9

Score

71

popularity

7258
TOP.10

Hygienix Jieyun Shanghai

Jieyun is a local brand in East China, affiliated to Shanghai Dongguan Huajie Paper Co., Ltd., in Jiangsu, Zhejiang and Shanghai is even more well-known than Jierou, for many years to obtain the best-selling brand in Shanghai, but in the national market radiation is insufficient. Flat toilet paper is the earliest form of toilet paper, commonly known as straw paper, which is extremely rare in the market, but Jieyun square wrapping paper is a continuation of this traditional form and is still the best-selling item of Jieyun. In terms of technology, Jieyun square wrapping paper adopts oblique mesh forming technology, which forms a thick paper layer as a whole compared with the general vertical and horizontal intertwined sanitary roll paper, although it cannot reach the thickness of Debao and Vinda products, but it will not produce delamination. However, both sides of the case have a concave and convex texture, which is rough to the touch, so if you are concerned about cleaning power, you can give it a try. Freedom Forest Natural Paper is a partner of the Shanghai World Expo, made from recycled pulp, which comes from the sandwich paper layer of milk drinks and agricultural and forestry residues, etc., which is more environmentally friendly than virgin pulp natural paper, but the performance of paper towels is significantly inferior to the latter. In the case of toilet paper, it is made from recycled materials.

10

Score

68

popularity

6618
TOP.11

The true color of the spring forest Beijing

Quanlin is one of the leading brands in the field of professional production of natural color paper, and the integrated technology of natural color pulp and paper used is considered to be a model of the toilet paper industry, also known as the green economy. Using wheat straw as raw material is the biggest selling point of Quanlin's natural color, the straw fiber is small, it does not need to be ground and split, and it will not fall off paper scraps if it is rubbed or torn, which is better than ordinary wood pulp paper. However, straw fiber is short, small in density, large in molecular space, and inferior to wood pulp paper in terms of flexibility, toughness and cleaning power. The biggest feature of natural color paper is that it has not undergone the bleaching process, the paper towel is the primary color of plant fiber, and the natural color toilet paper of Quanlin is light yellow, with a faint wheat fragrance, and it is claimed that it does not add chemicals such as softeners and wet strength agents, which is safer and more environmentally friendly. However, in fact, the addition of additives in the production process is very exquisite papermaking process, which is a powerful embodiment of the strength of the enterprise, and consumers do not have to blindly pursue natural color paper, and ordinary white paper is just a slight difference in color. Quanlin's natural product line includes hollow core toilet rolls, solid toilet rolls, maternity confinement paper and sanitary flat rolls.

11

Score

64

popularity

18229

Brand Included Brand Claim

List of related product brands

Ranking of popular toilet roll paper brands

1 20202
breeze

As the main brand of Jinhongye Paper Group Co., Ltd., Qingfeng is known as the top four in the tissue industry in the Chinese market in the field of household paper, along with Vinda, Xinxiangyin and Jierou, and was rated as China's Top 50 FMCG brands in 2014. In China's Consumer Reports review
2 19709
Heart-to-heart

Hengan Group is a big winner in the field of maternal and child hygiene products, and is currently one of the largest tissue paper manufacturers in China. In the 2017 Kantar Worldpanel Global Brand Footprint, Xinxiangyin is the only tissue brand on the list.
3 19621
Cottonelle

Founded in 1972, Cottonelle was originally one of the top brands in the United States, and in 1996, it cooperated with Shujie to create the toilet paper brand Cottonelle, which is now owned by Kimberly-Clark. Cottonelle's embossing process is unique among other brands, with New Wavy CleanRippl technology
4 18626
C&S 洁柔

Zhongshun Jierou is one of the largest manufacturers in the domestic tissue industry, and participated in the drafting of national standards for tissues, and Jierou is its most important brand. Jierou's advantage market is in facial tissue, toilet paper sales ranked last among the four giants of China's paper towel, but also leading
5 18229
The true color of the spring forest

Quanlin is one of the leading brands in the field of professional production of natural color paper, and the integrated technology of natural color pulp and paper used is considered to be a model of the toilet paper industry, also known as the green economy. Using wheat straw as raw material is the biggest selling point of Quanlin's natural color, and the straw fiber is fine
6 15574
Vinda Vida

Toilet paper accounts for more than half of the domestic household paper market, and Vinda is the king of this field. Vinda rolls have ranked first in the country for nine consecutive years, even during a difficult period of fierce competition in the industry and a sharp rise in the cost of wood pulp
7 14974
Tempo DUPLO

Toilet rolls are one of the most common paper towels, mainly used for personal cleaning after using the toilet, but many consumers are accustomed to using one paper for multiple purposes, including cleaning the tabletop, wiping water stains, and even drying after washing the face and wiping the mouth after eating. Actually, toilet paper in the original
8 14090
Kleenex Soothing

Toilet roll originated in the United States, since entering the Chinese market has gradually occupied the family bathroom, public toilet, most of the household paper brands are producing this easy-to-use toilet paper, including many international brands with superior quality, such as handkerchief paper Chuang
9 7258
May flower 五月花

Mayflower, one of Taiwan's top 100 brands, is owned by Yongfengyu Paper Co., Ltd., an industry leader in Taiwan's private papermaking industry. Mayflower has been in the mainland market for nearly 20 years, and is a frequent visitor to many large supermarkets, and its sales volume is also considerable. Mayflower is mainly soft and producing
10 6618
Hygienix Jieyun

Jieyun is a local brand in East China, affiliated to Shanghai Dongguan Huajie Paper Co., Ltd., in Jiangsu, Zhejiang and Shanghai is even more well-known than Jierou, for many years to obtain the best-selling brand in Shanghai, but in the national market radiation is insufficient. Flatbed toilet paper is the earliest type of toilet paper
11 6488
Charmin

Born in 1928, Charmin became P&G's first tissue brand in 1957, and the cleaning paper brand Bangting and facial tissue brand Puffs were both spun off from it, and are now leading in their respective fields. According to Nielsen's 2016 U.S. Toilet Paper Sales Report, C

2025 toilet roll brand ranking

Tempo DUPLO Sweden

Kleenex Soothing United States

Vinda Vida Guangdong

Heart-to-heart Fujian

Charmin United States

C&S 洁柔 Guangdong

breeze Tianjin

Cottonelle United States

May flower 五月花 Taiwan

Hygienix Jieyun Shanghai

The true color of the spring forest Beijing

List of related product brands

Ranking of popular toilet roll paper brands

breeze

Heart-to-heart

Cottonelle

C&S 洁柔

The true color of the spring forest

Vinda Vida

Tempo DUPLO

Kleenex Soothing

May flower 五月花

Hygienix Jieyun

Charmin

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