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Facial Tissues Market

Facial Tissues Market Size, Share, Competitive Landscape and Trend Analysis Report, by Product Type , by Packaging Type, by Distribution Channel : Global Opportunity Analysis and Industry Forecast, 2023-2032

CG : Personal care and cosmetic

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Author's: Rupesh Dixit | Roshan Deshmukh
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The global facial tissues market was valued at $3.6 billion in 2022, and is projected to reach $6.2 billion by 2032, growing at a CAGR of 5.8% from 2023 to 2032.

Facial Tissues Market

Market Dynamics

The facial tissues market refers to the to the segment of the paper products industry that specializes in the manufacturing, distribution, and sale of disposable tissues designed for facial use. This market consists of manufacturers, distributors, and stores working together to meet the surge in demand for affordable and clean facial solutions. Facial tissues are light, absorbent, and gentle to the touch. They are often used for tasks such as removing makeup, wiping sweat or dirt, and cleansing the face. The market growth is driven by factors such as consumer preferences, product innovation, and the importance of personal hygiene which surge the surge the facial tissues market share.

Facial tissues market is typically made from high-quality, absorbent paper fibers that are gentle on the skin. The sheets are often layered and folded to form a convenient, compact pack for easy dispensing. It is commonly available in rectangular or square-shaped sheets, individually folded or interlocked, and packaged in portable tissue boxes or travel-sized packs. The primary function of facial tissue paper is to provide a soft, hygienic, and convenient solution for personal care and cleanliness. It offers a gentle and absorbent surface for wiping or blowing the nose without causing irritation or discomfort. Facial tissues are suitable for delicate facial skin, as they are designed to be soft and non-abrasive.

The rise in hygiene awareness contributes to the growth of the facial tissue paper market. As people become more conscious regarding their personal hygiene, they seek simple and hygienic solutions to meet their daily needs. Facial tissues provide a practical and disposable option for daily facial care, promoting cleanliness and preventing infection. Awareness of the health benefits associated with the use of facial tissues has led to a greater demand for these products and increases the facial tissues market size.

The increase in penetration of skin hygiene in emerging markets plays a crucial role in the growth of the facial tissue paper market. As emerging markets experience economic development, increasing disposable income, and changing consumer lifestyles, there is a growing demand for hygiene products. Expanding into facial tissue paper markets offers facial care manufacturers new opportunities to reach a wider customer base. By targeting and tracking the unique needs and preferences of these emerging markets, companies can gain market share, increase volume, and contribute to the overall facial tissues market growth.

Sustainable and eco-friendly practices play an important role in the growth of the facial tissue paper market. Many tissue paper manufacturers and brands have adopted sustainable practices and incorporated recycled content into their products. This shift aligns with their corporate social responsibility goals and meets the surge in consumer demand for eco-friendly options. In addition, sustainable production helps to reduce energy consumption, reduce water use, and lessen carbon emissions. The integration of eco-friendly packaging solutions further enhances the sustainability image of facial wipes, attracts eco-friendly customers, and contributes to the facial tissues market demand.

Environmental regulations and standards implemented by governments have a positive impact on the facial tissue paper market growth. These regulations create a framework for industrial production and promote environmental responsibility in the market. The government encourages the use of eco-friendly manufacturing processes by creating toilet paper manufacturers to reduce their environmental footprint (such as using recycled materials and reducing waste). By imposing requirements on tissue paper manufacturers to reduce their environmental footprint, such as using recycled fibers and minimizing waste generation, governments encourage the adoption of eco-friendly production methods.

In addition, environmental regulations often go hand in hand with labels and certifications to distinguish products with good environmental characteristics. For example, certifications such as the Forest Stewardship Council (FSC) or EcoLogo indicate that facial tissues are useful and meet environmental standards. These certifications give consumers confidence in their purchasing decisions and increase the demand for facial wipes that meet these standards.

Manufacturers are constantly investing in research and development for facial tissue papers. They focus on improving softness, strength, and absorbency to provide users with the best experience. In addition, manufacturers are developing and growing their business with specialized wipes tailored to consumer needs for specific applications such as sensitive skin, baby care, or makeup removal. Moreover, to stand out in the competitive market, companies emphasize the importance of providing higher-quality tissue papers with additional features. These may include tissue soaks in lotions for added softness or antibacterial products for proper hygiene. By diversifying their products, manufacturers can capture market share and attract customers looking for upgrades and unique options.

Innovative packaging played an important role in increasing the demand for the facial tissue paper market. Manufacturers develop creative and functional packaging designs that increase the appeal and convenience of facial tissue paper products. Portable wipes, beautiful tissue boxes designed for home & office, and travel packaging attract the attention of consumers and increase product awareness. These innovative solutions not only provide convenience, however, also provide marketing tools to attract customers and stimulate demand. The new packaging has led to the growth of the facial tissue paper market, improving the overall user experience and meeting consumers' needs for ideas and beautiful packaging options.

However, surge in hygiene awareness has led to market demand for the facial tissues industry. As people realize the importance of personal hygiene, they look for easy and clean solutions in their daily lives. Facial wipes provide a viable, disposable option for keeping face clean, especially when compared to other disposables. The convenience, portability, and ease of use of facial tissue paper fit perfectly into a lifestyle such as hygiene.

Segmental Overview

The facial tissue paper market is segmented into product type, packaging type, distribution channel, and region. By product type, the market is classified into regular, lotion infused, antibacterial, and others. As per packaging type, the market is divided into box pack and pocket pack. By distribution channel, the market is categorized into supermarket & hypermarket, online store, pharmacies, and others. Region-wise, the market is analyzed across North America (the U.S., Canada, and Mexico), Europe (Germany, UK, France, Russia, and the rest of Europe), Asia-Pacific (China, Japan, South Korea, India, Australia, and rest of Asia-Pacific), and LAMEA (Brazil, Argentina, UAE, South Africa, and Rest of LAMEA).

By product Type

Based on product type,regular facial paper held the major share in the facial tissues market, as there is a notable trend toward regular tissue paper that caters to the evolving needs and preferences of consumers. One prominent trend is the surge in demand for products that offer superior softness and comfort. However, antibacterial facial tissue paper is expected to grow with the highest CAGR during the forecast period. The COVID-19 pandemic significantly increased public awareness of hygiene and the need for effective infection prevention measures. As a result, consumers actively seek products that offer enhanced protection against bacteria and viruses.


By Packaging Type,

On the basis of packaging type, box pack held the major share in the facial tissues market. The most popular model in the facial tissue market is the box pack. This model can be associated with the convenience and functionality provided by the container. The facial tissue paper box is designed to be stored in various places such as home, office, car, or public places for easy access when needed. However, pocket pack is expected to grow with the highest CAGR during the forecast period as customization and personalization has boosted the market demand for the pocket pack tissue paper segment.

Facial Tissues Market by Packaging Type

By Distribution Channel

Supermarket and hypermarket held the major share in the facial tissues market in the distribution channel. Increased availability and accessibility of facial tissue paper brands and options result in a major trend for supermarket and hypermarket. However, the online store segment is expected to grow with the highest CAGR during the forecast period. Online stores specializing in facial tissue paper have a wide selection of brands, types, and packaging. It allows customers to research different products, compare prices, and read reviews to make an informed purchasing decision.

Facial Tissues Market by Distribution Channel

By Region

The North American facial tissues market has seen significant growth in recent years. There is an increase in preference for facial tissue paper made from recycled materials or from sustainable sources. Consumers in North America have become more conscious of environmental concerns and are actively seeking products that align with their values. However, Asia-Pacific is expected to grow with the highest CAGR during the forecast period. Increase in urbanization and population growth in countries such as China and India have led to increased demand for facial tissue paper.

Facial Tissues Market by Region

Competition Analysis

The players in the facial tissues market have adopted acquisition, business expansion, partnership, collaboration, and product launch as their key development strategies to increase profitability and improve their position in the market. Some of the key players profiled in the facial tissue paper market analysis include Kimberly-Clark Corporation, The Procter & Gamble Company, Svenska Cellulosa Aktiebolaget SCA (SCA), Hengan International Group Company Limited, Sofidel Group, Wepa Group, Asaleo Care Limited, APP (Asia Pulp & Paper) Group, Cascades Inc., and Georgia-Pacific LLC.

Recent Developments in the Facial Tissue Paper Market

  • In May 2023, Sofidel S.p.A., acquired the brands namely, Hakle, Hakle Feucht, Dick & Durstig and others from Hakle GmbH in order to strengthen its presence in the German consumer brand market.
  • In February 2022, Kimberly-Clark Corporation opened a new manufacturing facility in Lagos, Nigeria in order to increase production capacity and better serve its consumer.
  • In February 2022, Essity Aktiebolag acquired Legacy Converting, Inc., which is a professional wiping and cleaning company based in the U.S., in order to expand its product offering and further strengthen its presence in the North American market.
  • In October 2020, Kimberly-Clark Corporation acquired Softex Indonesia, which is a leading Indonesian personal care products company, in order to expand and strengthen its portfolio.
  • In October 2020, Sofidel S.p.A., established new production plant in Oklahoma, U.S.in order to strengthen its position in the U.S. market.

Key Benefits For Stakeholders

  • This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the facial tissues market analysis from 2022 to 2032 to identify the prevailing facial tissues facial tissues market forecast and opportunities.
  • The market research is offered along with information related to key drivers, restraints, and facial tissues market opportunities.
  • Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.
  • In-depth analysis of the facial tissues market segmentation assists to determine the prevailing market opportunities.
  • Major countries in each region are mapped according to their revenue contribution to the global market.
  • player positioning facilitates benchmarking and provides a clear understanding of Facial Tissues Market statistics and the present position of the market players.
  • The report includes the analysis of the regional as well as global facial tissues market trends, key players, market segments, application areas, and market growth strategies.

Facial Tissues Market Report Highlights

Aspects Details
Market Size By 2032

USD 6.2 billion

Growth Rate

CAGR of 5.8%

Forecast period

2022 - 2032

Report Pages


By Product Type 
  • Regular
  • lotion Infused
  • Antibacterial
  • Other
By Packaging Type
  • Box Pack
  • Pocket Pack
By Distribution Channel
  • Supermarket and Hypermarket
  • Online Store
  • Pharmacies
  • Others
By Region
  • North America  (U.S., Canada, Mexico)
  • Europe  (Germany, UK, France, Russia, Rest of Europe)
  • Asia-Pacific  (China, Japan, South Korea, India, Australia, Rest of Asia-Pacific)
  • LAMEA  (Brazil, Argentina, UAE, South Africa, Rest of LAMEA)
Key Market Players

Sofidel S.p.A., The Procter & Gamble Company, Asia Pulp & Paper Group, Georgia-Pacific LLC, Kimberly-Clark Corporation, Svenska Cellulosa Aktiebolaget SCA, Essity Aktiebolag, WEPA Hygieneprodukte GmbH, Hengan International Group Company Ltd., Cascades Inc.

Analyst Review

According to CXOs, the facial tissue paper market has experienced a growing demand globally. Factors such as increasing hygiene awareness, rise in disposable incomes, and the demand for sustainable and convenient personal care products are expected to drive market growth. Innovation, product differentiation, and strategic partnerships are anticipated to be key strategies for companies to capitalize on the market's potential and meet evolving consumer preferences. Competitive pricing, marketing strategies, and effective distribution channels play crucial roles in capturing market share and sustaining growth.

Sustainability has become increasingly important in the facial tissue paper sector, according to experts. They have pointed out that consumers are increasingly looking for ecologically friendly solutions and anticipate that manufacturers use recycled materials or sustainable sourcing practices. To achieve these customer expectations, market participants are encouraged to implement sustainable practices throughout the supply chain. E-commerce has had a tremendous impact on the facial tissue paper industry, according to market experts. The expansion of online retail platforms offers consumers convenience, a diverse selection of product options, and competitive pricing. As a result, to access a larger client base, manufacturers and merchants must adapt to the digital world and optimize their online presence.

Author Name(s) : Rupesh Dixit | Roshan Deshmukh
Frequently Asked Questions?

Increase in hygiene awareness are the upcoming trends of Facial Tissues Market in the world

Regular facial tissue paper is the leading product type of Facial Tissues Market

North America held the major share in the facial tissue paper market

The global facial tissue paper market was valued at $3,556.2 million in 2022, and is projected to reach $6,200.4 million by 2032, registering a CAGR of 5.8% from 2023 to 2032.

Some of the key players profiled in the facial tissue paper market analysis include Kimberly-Clark Corporation, The Procter & Gamble Company, Svenska Cellulosa Aktiebolaget SCA (SCA), Hengan International Group Company Limited, Sofidel Group, Wepa Group, Asaleo Care Limited, APP (Asia Pulp & Paper) Group, Cascades Inc., Georgia-Pacific LLC.

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Facial Tissues Market

Global Opportunity Analysis and Industry Forecast, 2023-2032