Facial Tissues Market Report 2026

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., Metsä 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.

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