List of product brands > Household daily use > Paper products > Facial tissues > Facial tissue brand rankings Updated: 2025-02-21

2025 facial tissue brand ranking

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

TOP.1

Tempo DUPLO Sweden

Duplo was born in 1929 as the first tissue brand in Europe. Tempo stands for speed and pace in German, symbolizing the hope for the future in the German economic depression era, and the Germans still refer to the paper towel directly as Tempo. As early as 1999, Depot entered the Chinese market, with Hong Kong as its most important stronghold, ranking the sales champion for 18 consecutive years, with a market share of nearly 70%, dominating the high-end facial tissue market. Germans are known for their rigor and elegance, and the handkerchiefs they carry with them are required to be clean and proper, and washing and ironing handkerchiefs is almost a daily necessity for German families. The advent of DUPLO paper handkerchiefs is a good replacement for cotton handkerchiefs that need to be ironed frequently, so thick and structured like ironing has also become DUPLO's killer feature. The thicker the tissue, the better the toughness, DUPLO facial tissues are mostly 4 layers, compared to most brands only 2-3 layers, more thick and tough, vigorously pulling will not produce wrinkles, and it is still smooth and obedient after unfolding, which is not an exaggeration to say that it is ironing. Even in the face of wetness, DUPLO remains intact and unbroken, which has been verified in numerous reviews, and has been named the king of toughness...

1

Score

92

popularity

5769
TOP.2

Kleenex Soothing United States

The world's first facial tissue was born in Shu Jie's hands, and the word Kleenex has also been included in the English dictionary to explain disposable tissues. According to a survey conducted by Euromonitor International Limited in 2018, Shujie has ranked first in the world in facial tissue sales for 10 consecutive years since 2008, and its brand status is self-evident. The internal fiber structure of the paper towel is the main factor affecting its touch, the fluffy structure is soft, and the tight structure makes the paper towel thicker, and it is mainly reflected in the fiber formula, papermaking forming method and wrinkling process in the production, Shujie is at the leading level in the industry in these fields, and the softness has always been the top in the market. Shujie adopts the exclusive Ultra Soft plus softening formula, the proportion of fine and short wood fibers is relatively high, the internal gap of the paper is more, with the advanced wrinkling process, the distance between the paper surface is increased, and the long fibers are connected like needles and threads, the overall fiber structure is fluffy, the feel is soft and smooth, and there will be no strong friction in contact with the skin, and it can also be used during the cold period when the nose is often blown. Unlike Depot, Shujie has its own forest farm, and the raw materials need to be purchased through a third party, but all products are purchased through...

2

Score

91

popularity

6520
TOP.3

Puffs United States

Puffs has a market share of nearly a quarter of the facial tissue market in the United States, second only to Shujie. Puffs is currently part of P&G, and along with Always, Bounty, Pampers, and Charmin, it belongs to P&G's health care division, which contributed 29% of P&G's net profit in 2015 and is its main profit division. Also from the United States, Puffs's understanding of facial tissue is very similar to Shu Jie, the selling point is also soft, the tissue fiber structure is curved and three-dimensional, and the gap between the layers forms an air pillow, if you can peek at its internal structure, you will find that it is very similar to the spring composition of the mattress, giving people a feeling of fluffy elasticity, and the fact is that Puffs facial tissue paper is smooth and not soft and collapsed, and it feels comfortable. Unfortunately, due to the limitation of the fiber formula, the softness of Puffs is slightly inferior to Shujie, but the skin-friendly feeling is undoubtedly the highest level in the industry. In order to enhance the skin-friendly feeling and wetting properties of paper towels, most American and Japanese brands will add emulsions, which contain moisturizing and water-locking ingredients such as glycerin and hyaluronic acid, so that the moisture content of paper towels in a dry state is higher than that of ordinary paper towels, and the touch is warmer when in contact with the skin.

3

Score

90

popularity

7526
TOP.4

C&S 洁柔 Guangdong

Jierou is the mainstay of China's facial tissue enterprises, but unlike the heart and breeze that rely on the price advantage strategy, the high quality of Jierou is the foundation of its foothold, and all products have reached the highest quality products of the national standard. The mid-to-high-end market of facial tissues is the main attack position of Jierou, including Jinzun soft pump, Face series, LOTION series, natural wood series and other product series, each with its own characteristics. Consumers are most familiar with the Face series, whether it is the strong cologne smell or the fresh scent of flowers are impressive, and many white-collar workers like to carry Face handkerchiefs with them. Wettable water is a major feature of Face, which means that the paper towel is not easy to break after wetting, which is actually the function of a wet strength agent. Paper towels generally use non-toxic PAE resin as the wet strength agent, and the base paper can achieve the effect of not breaking wet water after more than 15 days of maturation. However, compared to these napkins, facial tissues will improve the softness of the paper towels through repeated stretching, calendering and other processes, so that they will remain smooth to the touch...

4

Score

86

popularity

15173
TOP.5

Vinda Vida Guangdong

Founded in 1985, Vinda is the first tissue manufacturer in China to use 100% virgin wood pulp for production, and has been deeply involved in the tissue industry for many years, becoming one of the largest producers in the field of tissue paper in China. Vinda also continued to rank first in offline sales on e-commerce platforms, with a market share of 17.5% in 2016, ranking among the top three in the country in both roll paper and face towel categories. As a brand with the same emphasis on resilience, it is easy for consumers to compare Depot and Vinda, especially since Dipot's business in Asia is currently represented and produced by Vinda. In the early years, Depot was based in Hong Kong and Chongqing with the intention of winning the high-end tissue market in China, but the sales volume was not ideal, but this inspired Vinda, and so far, Vinda's classic ultra-tough series is similar to Depot in terms of packaging design and product positioning. However, there is a certain difference between the two products, the thickness of Vinda super tough series is 3-4 layers, which is slightly inferior to the thickness of DUPLO's 4 layers, and the softness performance is also average, slightly hard to the touch, and it is easy to damage the skin when rubbing the face vigorously, but it is very advantageous when cleaning up stains that have remained for a long time. In addition, the market positioning of the two is different...

5

Score

85

popularity

6372
TOP.6

Heart-to-heart Fujian

Xinxiangyin, together with Jierou, Vinda and Qingfeng, is known as the four giants of China's household paper industry, with sales ranking in the forefront, and won the Golden Wheat Quality Award, known as the Oscar of e-commerce, in 2017. According to the China Federation of Commerce and the China National Commercial Information Center's national large-scale retail enterprise sales survey, Xinxiangyin ranked first in the household paper market share for 11 consecutive years from 2004 to 2014. Facial tissues are mainly used for personal cleaning, and the requirements for water absorption are not as good as kitchen paper, most brands focus on the flexibility of paper towels, but Xinxiangyin is different, and attaches great importance to water absorption, which is one of the reasons why it is ahead of the other three giants in the field of kitchen paper. The water absorption of facial tissues is affected by factors such as raw materials, internal fiber structure, embossing process, etc., and there are many gaps in the structure of the heart-to-heart printing paper towel, and at the same time, chrysanthemum-shaped or tea-shaped embossing is used to form a water conduction channel with the inside, and in the face of the embarrassing situation of spilling coffee and beverages, not only the water absorption is stronger than similar products in the industry, but also not easy to be damaged after wetting. The most representative are the tea language classic series and the tea language silk enjoyment...

6

Score

82

popularity

10815
TOP.7

Elleair King Japan

Dawang Paper is one of the three major comprehensive paper companies in Japan, and its business involves publishing and printing paper, information paper, packaging carton board and household paper, etc., with a recycled paper utilization rate of 67%, higher than the industry average of 63%. In 1979, it entered the Japanese household paper market, and currently has the largest market share in facial tissues and toilet paper, and is the first brand of moisturizing facial paper in Japan. Japan is a pollen country, and about 30% of people will have varying degrees of rhinitis caused by pollen, so Japanese facial paper pursues softness and moisturizing. Dawang is the king of moisturizing facial paper and is favored by rhinitis patients. The moisturizing tissue paper increases the water content by adding moisturizing ingredients, which is the same as the tissue paper with added lotion, but the moisturizing tissue paper adds more and more complex ingredients, and it looks like wet water in the dry state, and if you haven't used it, it will feel greasy to the touch. In addition, Dawang adopts the New soft bulk process, the tissue fiber gap is large, the structure is fluffy, and the softness is the highest in many evaluations, but unfortunately there are only 2 layers, the paper is thinner, and it will be damaged if you rub it hard a few times.

7

Score

79

popularity

12449
TOP.8

breeze Tianjin

Qingfeng is a typical brand that relies on price strategy to occupy market share, ranking among the top four in China's tissue industry. Qingfeng is a brand of Asia Gold Leaf Group, which occupies more than 7% of the Indonesian market share and is known as the king of Asian tissues. Chinese facial tissue brands are particularly partial to toughness, and the thickness of the tissue is often 3-4 layers. The reason why Qingfeng is in many use evaluations is mainly because its paper is thinner, only 2-3 layers of paper, handkerchief paper can reach 4 layers, and the degree of double pressing line on both sides is not high, and it is easy to layer with a light tear, which is far less thick than the same number of layers of products as Jierou and Vinda. One of the major advantages of Qingfeng is that there are many products, from different layers and fragrance types, white paper to primary color paper and other different dimensional products are included. Among them, the log pure product series is the basic model, using the long and short fiber interweaving process, so that the internal structure of the paper towel has more gaps, so as to improve the softness of the paper towel, delicate and comfortable to the touch, and can be used to wipe in winter.

8

Score

77

popularity

7053
TOP.9

Nepia Japan

Nipiao is a brand of Oji Paper, one of the three giants of Japanese tissues. Oji Paper was the first manufacturer in Japan to introduce Western technology for large-scale paper making. Nipiao entered the Chinese market as early as 2002, and Prince Group Nipiao Co., Ltd. was established by its acquisition of Suzhou Procter & Gamble Paper Products Co., Ltd., and has become a familiar tissue brand to Chinese consumers. The commonality of Japanese facial tissues is softness, and the same is true for Nipiao, which is second only to the king in softness in many domestic evaluations. Using SMS paper-making process, the process is actually the perfect combination of pulping raw materials, fiber ratio and wrinkling process, the proportion of fine and short Brazilian wood pulp fiber is higher, the internal fiber structure is fluffy and there are many gaps, and at the same time, the use of advanced equipment to make the wrinkles even, under the joint action of Nipiao paper towels are soft and smooth to the touch, even if you wipe your nose many times when you have a cold, it will not cause sensitivity. However, for rhinitis patients, the most feared is the paper towel crumbs, when blowing the nose, the confetti will be inhaled into the nasal cavity, the nose is more uncomfortable, Ni Piao's paper is thin, it is easy to break the crumbs after wet water, and it is not recommended to overlap many times when blowing the nose. Speaking of Nipiao,...

9

Score

75

popularity

18085
TOP.10

May flower 五月花 Taiwan

Mayflower from Taiwan's Yongfengyu Group, which has been in the mainland market for nearly 20 years, and its main markets are in first-tier cities such as Shanghai and Beijing, and it is not well-known in the country, but it has performed well in e-commerce channels in recent years, ranking fourth in paper sales. Facial tissues have more opportunities to come into contact with the skin of the face, and the tissues around the nose and mouth especially need to be protected, and tissues with a strong skin-friendly feeling can bring a better experience at this time. Mayflower's understanding of paper towels is exactly this, using a soft fiber formula with a slightly higher proportion of short fibers, and improving the surface finish of the paper through hot or cold pressing in the embossing process, the friction between the paper towel and the skin is less, and the paper is soft and smooth at the same time higher than other brands. In the case of not adding additives, improving the softness will reduce the strength of the paper towel to a certain extent, which is also the main reason for the lack of toughness of Mayflower paper towels, the thickness of 4 layers is only comparable to Vinda's 3 layers of paper towels, it is easy to break after rubbing a few times, and it is kneaded into a ball after wet water, and can not be completely spread. The product line Mayflower is divided into baby soft...

10

Score

70

popularity

12502
TOP.11

The true color of the spring forest Beijing

Quanlin is the leader in the field of natural paper, and its production technology is at the leading level in the industry, and it has played a role in promoting the reform of the household paper industry in terms of environmental protection and raw material development. Quanlin natural color paper has two major selling points, one is to use wheat straw as raw material, straw fiber is short, the advantage is that there is no need to chop plant fiber, many evaluations in the chip performance is good, but compared with wood pulp, straw fiber density is small, molecular space is large, resulting in thin and brittle paper, easy to break and layer, softness is also insufficient. Another big selling point is that there is no bleaching process in the production, no softeners, wet strength agents, etc., and the paper towels are pale yellow with a wheat fragrance. This point mainly highlights the environmental protection and safety of the spring forest, but in terms of environmental protection, straw papermaking consumes several times more water resources than mature wood pulp paper. In addition, after bleaching, adding additives without affecting the quality of the product is the embodiment of the strength of the enterprise, such as Jierou, Vinda and other products can reach the highest grade of the national standard, but the true color of Quanlin is just above the qualified line. Quanlin natural color tissue according to...

11

Score

67

popularity

18512

Brand Included Brand Claim

List of related product brands

Top facial tissue brands

1 18512
The true color of the spring forest

Quanlin is the leader in the field of natural paper, and its production technology is at the leading level in the industry, and it has played a role in promoting the reform of the household paper industry in terms of environmental protection and raw material development. Quanlin natural color paper has two major selling points, one is that wheat straw is used as raw material, and the straw fiber is short
2 18085
Nepia

Nipiao is a brand of Oji Paper, one of the three giants of Japanese tissues. Oji Paper was the first manufacturer in Japan to introduce Western technology for large-scale paper making. Nipiao entered the Chinese market as early as 2002, and Prince Group Nipiao Co., Ltd. acquired Suzhou Procter & Gamble Paper
3 15173
C&S 洁柔

Jierou is the mainstay of China's facial tissue enterprises, but unlike the heart and breeze that rely on the price advantage strategy, the high quality of Jierou is the foundation of its foothold, and all products have reached the highest quality products of the national standard, which is currently made in all facial tissue brands
4 12502
May flower 五月花

Mayflower from Taiwan's Yongfengyu Group, which has been in the mainland market for nearly 20 years, and its main markets are in first-tier cities such as Shanghai and Beijing, and it is not well-known in the country, but it has performed well in e-commerce channels in recent years, ranking fourth in paper sales. Facial tissues with face
5 12449
Elleair King

Dawang Paper is one of the three major comprehensive paper companies in Japan, and its business involves publishing and printing paper, information paper, packaging carton board and household paper, etc., with a recycled paper utilization rate of 67%, higher than the industry average of 63%. In 1979, it entered the Japanese household paper market
6 10815
Heart-to-heart

Xinxiangyin, together with Jierou, Vinda and Qingfeng, is known as the four giants of China's household paper industry, with sales ranking in the forefront, and won the Golden Wheat Quality Award, known as the Oscar of e-commerce, in 2017. Xinxiangyin has always won with price advantages, according to the China Chamber of Commerce and the All-China Chamber of Commerce
7 7526
Puffs

Puffs has a market share of nearly a quarter of the facial tissue market in the United States, second only to Shujie. Puffs is currently part of P&G, along with Always, Bounty, Pampers, and Charmin, which contributed 29% to P&G in 2015
8 7053
breeze

Qingfeng is a typical brand that relies on price strategy to occupy market share, ranking among the top four in China's tissue industry. Qingfeng is a brand of Asia Gold Leaf Group, which occupies more than 7% of the Indonesian market share and is known as the king of Asian tissues. Chinese noodles
9 6520
Kleenex Soothing

The world's first facial tissue was born in Shu Jie's hands, and the word Kleenex has also been included in the English dictionary to explain disposable tissues. According to a survey conducted by Euromonitor International Limited in 2018, Shujie has ranked first in the world in facial tissue sales for 10 consecutive years since 2008
10 6372
Vinda Vida

Founded in 1985, Vinda is the first tissue manufacturer in China to use 100% virgin wood pulp for production, and has been deeply involved in the tissue industry for many years, becoming one of the largest producers in the field of tissue paper in China. Vinda also continued to rank first in offline sales on e-commerce platforms in 2016
11 5769
Tempo DUPLO

Duplo was born in 1929 as the first tissue brand in Europe. Tempo stands for speed and pace in German, symbolizing the hope for the future in the German economic depression era, and the Germans still refer to the paper towel directly as Tempo. Back in 1999, Depot

2025 facial tissue brand ranking

Tempo DUPLO Sweden

Kleenex Soothing United States

Puffs United States

C&S 洁柔 Guangdong

Vinda Vida Guangdong

Heart-to-heart Fujian

Elleair King Japan

breeze Tianjin

Nepia Japan

May flower 五月花 Taiwan

The true color of the spring forest Beijing

List of related product brands

Top facial tissue brands

The true color of the spring forest

Nepia

C&S 洁柔

May flower 五月花

Elleair King

Heart-to-heart

Puffs

breeze

Kleenex Soothing

Vinda Vida

Tempo DUPLO

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