What Softys does

Softys is the Latin American consumer hygiene and personal care subsidiary of Empresas CMPC, a Chilean pulp and paper conglomerate. Founded in 1980 in Santiago, Chile, Softys manufactures and distributes tissue, personal care, and professional cleaning products across 17 countries, operating 20 industrial plants and 16 commercial offices with a workforce exceeding 14,000 employees. The company states it is the No.1 tissue producer in Latin America and the No.2 player in personal care, serving approximately 500 million consumers through a mix of mass retail, institutional channels, and direct-to-consumer platforms.

The product portfolio is organized into three business units: Consumer Tissue (toilet paper, napkins, facial tissues, disposable towels and cleaning products made from recycled fibers), Personal Care (baby diapers, feminine hygiene, adult incontinence, and pet care under brands Babysec, Ladysoft, Cotidian, BioBaby, and Bbtips), and Softys Professional (institutional hygiene solutions for businesses under Elite Professional). The technology base combines tissue and personal care manufacturing with recycled fiber sourcing and ongoing Industry 5.0 digitalization initiatives; bio-based superabsorbent polymer development and sustainable fiber programs (e.g., 80,000 tons of recovered fiber reinserted into tissue production in Peru in 2025) are highlighted.

Softys monetizes through three complementary go-to-market motions: (1) mass retail distribution via supermarkets, pharmacies (notably in Uruguay), Sam's Club Mexico, and major chain partners across LATAM; (2) direct-to-consumer e-commerce through the Club Softys loyalty platform, official Mercado Libre stores, and last-mile delivery partnerships with Cornershop and Rappi in Chile, Peru, Brazil, and Colombia; and (3) B2B direct sales via the Softys Professional team targeting institutions and businesses. Standalone revenue is not disclosed — figures are consolidated within CMPC. The company emphasizes an ESG-led positioning with ISO 50001, multiple Zero Waste certifications, and a 2024-2028 sustainability strategy covering zero-waste targets, carbon footprint reduction, and community programs.

Name

Softys

Legal name

Softys

Website

https://softys.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Softys is the Latin American hygiene business of Empresas CMPC, manufacturing and distributing tissue, baby care, feminine hygiene, adult incontinence, and institutional cleaning products across 17 countries through brands including Babysec, Ladysoft, Elite, Cotidian, and Bbtips.

Ownership category

akta.pro rank

Product category

Tissue and Personal Care Consumer Products

NAICS

Sanitary Paper Product Manufacturing (322291), Soap and Cleaning Compound Manufacturing (32561)

SIC

Papers & Allied Products (2600), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Consumer Tissue Paper (Facial, Toilet, Paper Towels, Napkins) (IMAMAGAA)

akta.pro secondary industries

Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Professional Laundry & Hygiene Paper Systems (Rolls, Refills, Managed Programs) (IMAMAGAL), Medical & Hygiene Disposables (Underpads, Disposable Washcloths, Bed Bath Products) (CRADALAK)

Keywords

• Tissue paper products
• Personal care hygiene
• Professional cleaning solutions
• Baby diapers care
• Incontinence care products

Headquarters

HQ city

Santiago

HQ country

Chile

HQ region

Latin America

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consumer Tissue Products: Mass consumer tissue products including toilet paper, napkins, facial tissues, disposable towels, and cleaning products. Products are sold through retail channels and direct-to-consumer platforms.
2. Personal Care Products: Diaper, feminine hygiene products, incontinence products, and pet care products sold under brands like Babysec, Ladysoft, Cotidian, BioBaby, Bbtips across Latin American markets.
3. Professional/Away From Home Products: Professional hygiene and cleaning solutions for businesses and institutions including toilet paper, paper towels, medical sheets, napkins, soaps, hand sanitizer, cleaning products, masks, and dispensers under Elite Professional brand.

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Softys manufactures and sells personal hygiene and cleaning products organized into three business units: Consumer Tissue (toilet paper, napkins, facial tissues, disposable towels from recycled fibers), Personal Care (baby diapers, feminine hygiene, adult incontinence, and pet care products), and Softys Professional (toilet paper, paper towels, medical sheets, soaps, sanitizers, dispensers for businesses and institutions). Products are distributed under regional brands including Babysec, Ladysoft, Cotidian, Elite, Higienol, Nova, Noble, and BioBaby across Latin America.

Product overview

Softys is a Latin American consumer goods company producing tissue and personal care products through three core business units: Consumer Tissue (toilet paper, napkins, facial tissues, disposable towels), Personal Care (baby diapers, feminine care, adult incontinence, pet care), and Softys Professional (professional hygiene for businesses and institutions). The company operates under the CMPC corporate umbrella and manages multiple regional and local brands including Babysec, Ladysoft, Cotidian, Elite, Higienol, Nova, Noble, Bbtips, and BioBaby. Products are distributed across 15 countries in Latin America through mass consumer, institutional, and e-commerce channels.

Differentiator

Problem solved

Functional benefit

Brands

• Elite: Personal care brand promoting a softer way of living with quality products for daily care
• Higienol
• Nova
• Noble
• Babysec
• Ladysoft
• Cotidian
• BioBaby
• BBTips
• Elite Professional
• Confort
• Sublime

Products and services

• Consumer Tissue
• Personal Care
• Softys Professional (Elite Professional)
• Babysec
• Ladysoft
• Cotidian
• Elite
• Higienol
• Nova
• Noble
• BBtips
• BioBaby
• Elite Professional Eco Natural
• Club Softys Loyalty Program

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Sam's Club MexicocoreChannel Partner/ Reseller/ Distributor · 1 April 2026Exclusive launch partner for Bbtips 'Welcome Baby' pack, available nationally at all Sam's Club clubs in Mexico. Strategic joint initiative to strengthen brand presence at key consumption moment.
• ONG TechocoreStrategic or Co-development PartnerStrategic alliance with NGO Techo for building water and hygiene solutions for families in underserved communities in Peru. In 2025, 74 new water solutions were built for families in Cañete and San Juan de Lurigancho (Lima) with over 300 volunteers.
• Discovery ChannelminorGTM or Marketing PartnerPartnership for 'Por Un Mundo Más Consciente' (For a More Conscious World) campaign creating content about sustainability and conscious consumption.
• Mercado LibrecoreChannel Partner/ Reseller/ DistributorMarketplace partnership for opening official Softys stores on Mercado Libre platform across Latin American markets for e-commerce product sales.
• Cornershop and RappiminorChannel Partner/ Reseller/ DistributorLast-mile delivery partnerships for rapid delivery of consumer products through on-demand delivery platforms.

Scale indicators14 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Essity: Swedish global hygiene and health company (Tork, Libresse, Libero) competing in consumer tissue, feminine care, baby diapers, and professional/institutional hygiene — a near-direct overlap with Softys' three business units, particularly Softys Professional.
• Kimberly-Clark: Global tissue, hygiene, and personal care giant whose brands (Kleenex, Huggies, Kotex) directly compete with Softys' Elite, Babysec, and Ladysoft in LATAM markets. Comparable across product categories, customer segments, and core technology (tissue and diaper manufacturing at scale).
• Procter & Gamble: Global FMCG incumbent whose Pampers (diapers), Always/Whisper (feminine care), and Charmin (tissue) brands compete with Softys' core personal care and tissue portfolio across Latin American retail channels.

Regional players

• Cascades: Canadian tissue and packaging manufacturer with growing exposure to tissue and away-from-home professional hygiene — overlapping with Softys' Consumer Tissue and Softys Professional units, though primarily serving North American and European markets.
• WEPA Industrie: European family-owned tissue manufacturer with private-label and branded tissue offerings across consumer and professional segments. Comparable in manufacturing technology and product mix to Softys, though operating primarily in Europe rather than LATAM.
• Grupo P.I. Mabe: Mexican consumer goods conglomerate historically strong in baby diapers and personal care under brands like Bambo, competing with Softys' Babysec and Bbtips in the Mexican mass channel following Softys' absorption of the former Ontex Mexico business.

Emerging players

• First Quality Enterprises: US-based private manufacturer of baby diapers, feminine care, and adult incontinence products, supplying both branded and private-label retail. Comparable product portfolio and channel model to Softys' Personal Care unit, though concentrated in North America.

Others

• Suzano: Brazilian global pulp and paper giant and parent-adjacent player via the integrated supply chain with CMPC. While primarily an upstream pulp producer, Suzano's tissue ambitions and vertical integration create indirect competition for Softys in Brazil and adjacent fiber-supply dynamics.

Direct peers

• Grupo Familia: Colombian family-owned tissue and personal care company operating across LATAM, with brands like Familia, Nosotras, Tena, Pequeñín. Direct competitor to Softys in tissue, baby diapers (Babysec vs Pequeñín), feminine care (Ladysoft vs Nosotras), and incontinence categories.
• Ontex: European personal hygiene company that divested its Mexico operations to Softys in 2023, illustrating direct overlap in baby diapers, feminine care, and incontinence products. Both companies serve mass-market LATAM and European retailer private-label channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCYbkwVCbYHz00FtN0LbBwAg
• Facebookfacebook.com/Softys.la
• LinkedInlinkedin.com/company/softys-la
• Instagraminstagram.com/softys.la
• Xx.com/softysla

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries20 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Softys