Facial Tissues Global Market Report 2026

Facial tissues, also known as tissue papers, wipes, or paper handkerchiefs, are thin, soft, absorbent, and disposable paper products used for cleaning the face and reducing the spread of infections or diseases like swine flu. They provide a convenient and hygienic alternative to traditional cloth handkerchiefs.

The main types of facial tissues include box facial tissue and pocket facial tissues. Pocket facial tissues are soft, absorbent, and disposable papers designed for facial cleansing and are typically available in small, portable packs. These products are distributed through various channels, such as supermarkets, hypermarkets, departmental stores, convenience stores, online retail platforms, and others, catering to both home and on-the-go applications.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report's Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

Tariffs are impacting the facial tissues market by increasing costs of imported pulp, paper processing chemicals, packaging materials, and tissue-making machinery. Manufacturers in North America and Europe are particularly affected due to dependence on imported raw pulp, while Asia-Pacific faces pricing pressure on export-oriented tissue production. These tariffs are increasing production costs and retail prices, affecting mass-market demand. However, they are also encouraging local pulp sourcing, domestic tissue manufacturing expansion, and investments in cost-efficient and sustainable production processes.

The facial tissues market research report is one of a series of new reports from The Business Research Company that provides facial tissues market statistics, including facial tissues industry global market size, regional shares, competitors with a facial tissues market share, detailed facial tissues market segments, market trends and opportunities, and any further data you may need to thrive in the facial tissues industry. This facial tissues market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The facial tissues market size has grown strongly in recent years. It will grow from $11.14 billion in 2025 to $11.77 billion in 2026 at a compound annual growth rate (CAGR) of 5.7%. The growth in the historic period can be attributed to rising awareness of personal hygiene, expansion of urban population, increasing disposable income levels, widespread availability of retail distribution networks, growth in at-home tissue consumption.

The facial tissues market size is expected to see strong growth in the next few years. It will grow to $15.09 billion in 2030 at a compound annual growth rate (CAGR) of 6.4%. The growth in the forecast period can be attributed to increasing demand for sustainable paper products, rising health awareness post-pandemic, expansion of premium tissue product offerings, growing penetration of e-commerce channels, increasing innovation in biodegradable tissue materials. Major trends in the forecast period include increasing adoption of eco-friendly tissue materials, rising demand for soft and premium facial tissues, growing preference for pocket and travel-friendly formats, expansion of online and direct-to-consumer sales channels, enhanced focus on hygiene and infection prevention.

The increasing prevalence of seasonal allergies is expected to drive the growth of the facial tissue market going forward. Seasonal allergies occur when the immune system overreacts to environmental allergens, typically during spring, summer, or fall when pollen levels are high. Facial tissues help manage allergy symptoms by offering a soft, gentle, and absorbent solution for blowing the nose and absorbing mucus, thereby reducing discomfort and the risk of skin irritation. For example, in June 2023, according to Allergy UK, a UK-based allergy foundation, allergic rhinitis affects approximately 29% of the UK population, while cow's milk allergy remains the most common pediatric food allergy in developed countries, affecting around 2% to 3% of children. In addition, food allergies are associated with about 10 deaths annually in England and Wales. Therefore, the rising incidence of seasonal allergies is contributing to the growth of the facial tissue market.

Major companies operating in the facial tissue market are increasingly focusing on innovative offerings such as premium multi-ply tissues with enhanced softness to improve comfort and overall user experience. These premium multi-ply tissues are produced using multiple layers of high-quality fibers, delivering a smoother texture, greater strength, and improved durability while providing gentle care for sensitive skin. For instance, in January 2024, Charta Global Inc., a US-based manufacturing company, in partnership with Asia Pulp & Paper Group (APP), an Indonesia-based pulp and paper producer, launched new high-value tissue jumbo roll bath and facial tissue products at Tissue World 2024 Miami. These products feature up to five-ply configurations with a 40-45 hand-feel rating and are made from 100% sustainable virgin pulp, offering high brightness, superior softness, strong absorbency, and easy disintegration for improved hygiene. Available across a wide range of GSM weights, roll widths, core sizes, and ply options, the substrates allow converters to efficiently produce various facial tissue formats for both at-home and away-from-home use, supporting premium private-label offerings and evolving consumer preferences for comfort, sustainability, and quality.

In July 2024, Sofidel S.p.A., an Italy-based tissue manufacturing company, acquired the tissue-paper business of Clearwater Paper Corporation for an undisclosed amount. Through this acquisition, Sofidel aims to strengthen its presence in the North American market and expand its capacity to supply tissue products across major retail and commercial channels. Clearwater Paper Corporation is a US-based tissue manufacturer specializing in toilet tissue, paper towels, and facial tissues.

Major companies operating in the facial tissues market are Kimberly-Clark Corporation, The Procter & Gamble Company, Asia Pulp & Paper Group, Vinda International Holdings Limited, C&S Paper Co. Ltd., Metsa Tissue Corporation, WEPA Group, Cascades Inc., KP Tissue Inc., Essity AB, Sofidel S.p.A., CMPC Tissue S.A., Georgia-Pacific LLC, Fujian Hengan Group Ltd., Hengan International Group Company Limited, Kruger Products L.P., Clearwater Paper Corporation, Wausau Paper Corp., Marcal Manufacturing LLC, Soundview Paper Company, Oasis Brands Inc., Solaris Paper Inc., Seventh Generation Inc.

Asia-Pacific was the largest region in the facial tissues market in 2025. North America was the second largest region in the facial tissues market. The regions covered in the facial tissues market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the facial tissues market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The facial tissues market consists of sales of mineral oil, ceresin, stearyl alcohol, and isopropyl palmitate. Values in this market are factory gate values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

Facial Tissues Market Global Report 2026 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.

This report focuses facial tissues market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.

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Where is the largest and fastest growing market for facial tissues ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The facial tissues market global report from the Business Research Company answers all these questions and many more.

The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, total addressable market (TAM), market attractiveness score (MAS), competitive landscape, market shares, company scoring matrix, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

• The market characteristics section of the report defines and explains the market. This section also examines key products and services offered in the market, evaluates brand-level differentiation, compares product features, and highlights major innovation and product development trends.
• The supply chain analysis section provides an overview of the entire value chain, including key raw materials, resources, and supplier analysis. It also provides a list competitor at each level of the supply chain.
• The updated trends and strategies section analyses the shape of the market as it evolves and highlights emerging technology trends such as digital transformation, automation, sustainability initiatives, and AI-driven innovation. It suggests how companies can leverage these advancements to strengthen their market position and achieve competitive differentiation.
• The regulatory and investment landscape section provides an overview of the key regulatory frameworks, regularity bodies, associations, and government policies influencing the market. It also examines major investment flows, incentives, and funding trends shaping industry growth and innovation.
• The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
• The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.
• The total addressable market (TAM) analysis section defines and estimates the market potential compares it with the current market size, and provides strategic insights and growth opportunities based on this evaluation.
• The market attractiveness scoring section evaluates the market based on a quantitative scoring framework that considers growth potential, competitive dynamics, strategic fit, and risk profile. It also provides interpretive insights and strategic implications for decision-makers.
• Market segmentations break down the market into sub markets.
• The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth.
• Expanded geographical coverage includes Taiwan and Southeast Asia, reflecting recent supply chain realignments and manufacturing shifts in the region. This section analyzes how these markets are becoming increasingly important hubs in the global value chain.
• The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
• The company scoring matrix section evaluates and ranks leading companies based on a multi-parameter framework that includes market share or revenues, product innovation, and brand recognition.

Scope

• Markets Covered:1) By Type: Box Facial Tissue; Pocket Facial Tissues
• 2) By Applications: At Home; Away From Home
• 3) By Distribution Channel: Supermarkets And Hypermarkets; Departmental Stores; Convenience Stores; Online Channels
• Subsegments:
• 1) By Box Facial Tissue: Standard Box Facial Tissues; Soft Touch Box Facial Tissues; Eco-Friendly Box Facial Tissues
• 2) By Pocket Facial Tissues: Single-Packet Pocket Tissues; Multi-Packet Pocket Tissues; Travel-Sized Pocket Tissues
• Companies Mentioned: Kimberly-Clark Corporation; The Procter & Gamble Company; Asia Pulp & Paper Group; Vinda International Holdings Limited; C&S Paper Co. Ltd.; Metsa Tissue Corporation; WEPA Group; Cascades Inc.; KP Tissue Inc.; Essity AB; Sofidel S.p.A.; CMPC Tissue S.A.; Georgia-Pacific LLC; Fujian Hengan Group Ltd.; Hengan International Group Company Limited; Kruger Products L.P.; Clearwater Paper Corporation; Wausau Paper Corp.; Marcal Manufacturing LLC; Soundview Paper Company; Oasis Brands Inc.; Solaris Paper Inc.; Seventh Generation Inc.
• Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Taiwan; Russia; South Korea; UK; USA; Canada; Italy; Spain.
• Regions: Asia-Pacific; South East Asia; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
• Time Series: Five years historic and ten years forecast.
• Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita,
• Data Segmentations: country and regional historic and forecast data, market share of competitors, market segments.
• Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
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