What Softex Indonesia does

PT Softex Indonesia is an Indonesian personal care and hygiene products manufacturer founded in 1976 as PT Mozambique, renamed PT Softex Indonesia in 1981, and operating since 2020 as a wholly-owned subsidiary of Kimberly-Clark Corporation. The company produces a comprehensive portfolio across five product categories: baby care (Sweety and Happy Nappy diapers), feminine care (Softex sanitary napkins, Softex Celana Menstruasi menstrual pants, Kotex pantyliners), maternity care (Softex Maternity Pads and Honeycomb-tech Breast Pads), adult incontinence (Confidence pants and briefs), and family care (Softies wet wipes/masks and Kleenex tissues). It operates three state-of-the-art manufacturing facilities in Tangerang (since 1995), Sidoarjo (since 2012), and Karawang (since 2019), all ISO 9001:2015, ISO 45001:2018, and ISO 14001:2015 certified, with proprietary technologies including Anti Back Leak Technology, X-Zone Technology, 360° Protection, Cooling Sensation with lavender, and Honeycomb technology. Products are HALAL certified, hypoallergenic, and (for baby care) certified by Australian Dermatologists.

Products are sold primarily through a core retail partnership with Alfamart (one of Indonesia's largest convenience store chains), supplemented by modern trade, pharmacy channels, the Alfagift e-commerce app, and international distribution spanning 30+ countries. The business employs 1,001-5,000 people and uses social impact campaigns—Rp500-per-purchase school toilet donations via Cita Sehat Foundation, IDR 74 billion Project HOPE partnership, and a long-running UNICEF #DariSaudari program reaching 44,000 girls and 1,327 schools in Eastern Indonesia—as both brand-building and CSR levers. Revenue is generated through standard consumer goods unit pricing across these retail and e-commerce channels.

Revenue figures are not publicly disclosed; based on headcount, three-plant manufacturing scale, distribution to 30+ countries, and Kimberly-Clark Corporation's APAC segment context, the company operates as a large-scale Indonesian personal care manufacturer with estimated annual revenue in the $250M-$500M band. Growth is moderate, supported by category-first product innovation, capital-intensive manufacturing expansion, and the financial and technological backing of its Kimberly-Clark parent, rather than by hyper-growth dynamics.

Name

Softex Indonesia

Legal name

PT Softex Indonesia

Website

https://softexindonesia.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

PT Softex Indonesia is a Kimberly-Clark subsidiary that manufactures personal care and hygiene products—including baby diapers (Sweety, Happy Nappy), feminine care (Softex, Kotex), adult incontinence (Confidence), and family care (Softies, Kleenex)—for Indonesian consumers and export markets spanning 30+ countries.

Ownership category

akta.pro rank

Product category

Personal Hygiene Products

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Papers & Allied Products (2600)

akta.pro primary industry

Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

akta.pro secondary industry

Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM)

Keywords

• Personal hygiene products
• Baby diapers
• Feminine care products
• Adult incontinence products
• Personal care manufacturing

Headquarters

HQ city

Tangerang

HQ country

Indonesia

HQ region

Asia

Offices4 records

Markets served

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Personal care and hygiene consumer products: Softex Indonesia manufactures and sells a comprehensive portfolio of personal care and hygiene products including baby diapers (Sweety, Happy Nappy), feminine care (Softex, Kotex), adult care (Confidence), maternity care, family care (Softies, Kleenex), and medical face masks (Softies Surgical Mask). Revenue is generated through standard consumer goods sales via retail, modern trade, and pharmacy channels in Indonesia and export markets.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

PT Softex Indonesia manufactures and sells a comprehensive portfolio of paper-based personal care and hygiene products spanning five categories: Baby Care (Sweety, Happy Nappy diapers), Feminine Care (Softex sanitary napkins, menstrual pants, and Kotex pantyliners), Maternity Care (maternity pads and breast pads), Adult Care (Confidence incontinence products), and Family Care (Softies wet wipes, surgical masks, and Kleenex facial tissues). The company operates state-of-the-art ISO-certified manufacturing facilities in Tangerang, Sidoarjo, and Karawang, and distributes through major retail channels in Indonesia and more than 30 export markets.

Product overview

PT Softex Indonesia (Kimberly-Clark Softex) is a personal care and hygiene products company offering a comprehensive portfolio across five product categories: Baby Care (Sweety and Happy Nappy diaper brands), Feminine Care (Softex including Daun Sirih, Comfort Night, Celana Menstruasi, Natural Cool+, and Kotex pantyliners), Maternity Care (Softex Maternity pads and breast pads), Adult Care (Confidence pants and briefs for incontinence), and Family Care (Softies wet wipes/masks and Kleenex facial tissue). The company operates as a wholly-owned subsidiary of Kimberly-Clark Corporation (acquired in 2020) and serves markets across more than 30 countries, with manufacturing facilities in Tangerang, Sidoarjo, and Karawang, Indonesia.

Differentiator

Problem solved

Functional benefit

Products and services

• Sweety Baby Diapers Premium baby diaper brand offering multiple tiers (Sweety Gold, Silver, Bronze) and styles (tape and pants) for infants and toddlers, certified by Australian Dermatologists for skin safety and comfort.
• Happy Nappy Baby Diapers Value-oriented baby diaper brand offering good quality at an affordable price, developed to serve price-conscious Indonesian consumers; became one of Indonesia's five best diaper products within a few years of launch.
• Softex Daun Sirih Sanitary pads and pantyliners featuring natural antiseptic betel leaf (daun sirih) extract and Vitamin E for odor prevention and skin health; laboratory-tested as Hypoallergenic and HALAL certified.
• Softex Comfort Night First sanitary napkin in Indonesia with Anti Back Leak Technology providing up to 100% anti-leak back protection for comfortable, worry-free nighttime use; marketed as 'si Bulan Ungu'.
• Softex Celana Menstruasi (Menstrual Pants) First menstrual pants in Indonesia with 360-degree protection and 3x the absorbency of night pads, as comfortable as underwear during heavy menstruation.
• Softex Natural Cool+ Sanitary pads with mint and betel leaf extracts providing cool and freshness sensation while preventing humidity; laboratory-tested Hypoallergenic and HALAL certified.
• Kotex Pantyliners Feminine care pantyliner brand offering everyday freshness and protection with variants including Daily Fresh, Daily Aroma Fresh (Aloe Vera and Daun Sirih), and Daily Healthy V-Care.
• Softex Beary Cool Indonesia's first sanitary pad innovation combining Cooling Sensation lasting up to five hours with natural lavender aroma providing calming effect and preventing dampness and odor.
• Softex Maternity Pads Longest maternity pad in Indonesia (45cm) providing comfort during postpartum recovery with soft surface and maximum absorbency, available in 10 or 20 pads per package.
• Softex Maternity Breast Pads Breast pads using Honeycomb technology that absorbs milk leakage between feedings with a natural look under clothing for breastfeeding mothers.
• Confidence Popok Celana (Adult Pants) Adult pants for active individuals with bladder leakage featuring Aloe Vera extract, up to 12-hour extra absorption, and 360-degree leakage protection; includes Slim & Fit and Extra Absorb variants.
• Confidence Popok Perekat (Adult Briefs) Adult briefs for bedridden individuals requiring caregiver assistance, designed to prevent leakage, provide comfort, and enable quick absorption; hypoallergenic.
• Softies Wet Wipes and Surgical Masks Anti-bacterial product line including wet wipes and surgical face masks (3D and DuckShape variants) for daily use to keep body free of germs and fresh.
• Kleenex Facial Tissues and Masks Global brand offering Kleenex Protect 3D masks and Kleenex Facial Tissue with Comfort Care and Aroma Sensation variants for everyday family hygiene.

Quantifiable outcome

• Recycled approximately 118.7 tons of used baby diapers since 2019 through partnerships with Duitin and others
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Kimberly-Clark FoundationcoreStrategic or Co-development Partner · 10 November 2025Three-year initiative worth IDR 74 billion (approximately USD 4.45 million) launched in November 2025 to expand access to healthcare for more than 4 million women and girls in Indonesia. Programs focus on menstrual hygiene education, respectful maternity care, maternal mental health support, and improving sanitation solutions. Part of Kimberly-Clark's global mission 'Better Care for a Better World' aiming to impact 1 billion lives by 2030.
• Project HOPE Foundation IndonesiacoreStrategic or Co-development Partner · 10 November 2025Two-year partnership targeting to improve the lives of more than 1 million women and girls in Indonesia through a holistic approach covering menstrual health, maternal and infant care, and mental well-being. Softex and Sweety brands support women from puberty through motherhood. Project HOPE serves as the local implementation partner, and product donations (Sweety diapers, Softex sanitary napkins) are channeled through the foundation to targeted communities in Tangerang, Bandung, Sidoarjo, and Banyuwangi.
• AlfamartcoreChannel Partner/ Reseller/ Distributor · 21 October 2025Retail partnership for the Softex Beary Cool product launch. Each purchase of Softex Beary Cool at Alfamart or through the Alfagift app contributes Rp500 toward improving school toilet sanitation facilities across Greater Jakarta (Jabodetabek) and West Java. Alfamart is one of the largest convenience store chains in Indonesia, providing widespread retail distribution for Softex products.
• Cita Sehat FoundationminorStrategic or Co-development Partner · 21 October 2025Collaborates with Softex Indonesia and Alfamart to renovate school toilets in Greater Jakarta (Jabodetabek) and West Java. The foundation handles the renovation work on school toilet facilities, improving sanitation for female students.
• Bank Sampah Bersinar (BSB)minorStrategic or Co-development Partner · 1 January 2022Strategic partnership for face mask waste management. Within eight months, 979 kg of face mask waste was recycled into crude oil. Every 4 kg of face mask waste yields 0.5 kg of crude oil processed into green gasoline and diesel. The program provides waste segregation education and financial opportunities for local communities in the Bandung area.
• UNICEF IndonesiacoreStrategic or Co-development Partner · 1 January 2019Nearly 5-year partnership (since 2019) to improve menstrual health management and maternal health for girls and women in Indonesia. Softex donated IDR 15 billion through the Kimberly-Clark Foundation to support 10,000 girls in Eastern Indonesia with menstrual hygiene management and 80,000 people (especially girls) with access to clean water, sanitation, and hygiene facilities. The #DariSaudari campaign reached 44,000 girls and 1,327 schools in Papua, West Papua, South Sulawesi, and East Nusa Tenggara. A new initiative continues this partnership in Central Java and East Nusa Tenggara targeting over 3 million women and girls over three years.
• DuitinminorStrategic or Co-development Partner · 1 January 2019Partnership for used baby diaper recycling program starting in 2019 in Tangerang, Bandung, Karawang, and Banyuwangi. Kimberly-Clark Softex has recycled approximately 118.7 tons of used baby diapers since 2019 through this partnership. Products are recycled into Refused Plastic Fuel (RPF), fertilizers, pok-bricks, crude oil, recycled paper, and handicrafts.
• The La Tofi School of CSRminorOthersAwarding body for the Indonesia Green Awards, which Kimberly-Clark Softex has received for three consecutive years (2020, 2021, 2022) in the Integrated Waste Management Development category for its used baby diaper recycling program.
• Top Business MagazineminorOthersAwarding body for the TOP CSR Awards, which Kimberly-Clark Softex has received multiple times including 5-Star TOP CSR Awards 2023, TOP Leader on CSR Commitment awards, and TOP CSR Awards on Environmental Programs.

Scale indicators11 records

Recent moves9 records

Expansion highlights6 records

Regional players

• Royal Golden Eagle / Asia Pacific Rayon: Indonesian conglomerate with adjacent fiber, pulp, and tissue operations. Relevant regional comparator for Indonesian manufacturing scale and downstream paper-based consumer products potential.

Broad incumbents

• Essity: Swedish hygiene and forest products company whose Tena (adult incontinence) and Libresse (feminine care) brands compete with Confidence and Softex in regional and global markets.
• Kao Corporation: Japanese multinational with Merries (baby diapers) and Laurier (feminine care) brands that overlap directly with Softex Indonesia's portfolio, particularly in premium-tier product competition.
• Procter & Gamble: Global CPG incumbent whose Pampers (baby diapers) and Whisper/Always (feminine care) brands compete head-to-head with Sweety and Softex across Indonesia and other Asian markets.
• Domtar Corporation: North American pulp and paper producer with personal care segment (baby, adult, feminine). Relevant as a paper-products comparator in the upstream and downstream Softex supply chain.

Direct peers

• Hengan International: Chinese hygiene products group operating across sanitary napkins, baby diapers, and tissue. Comparable multi-category personal care model with strong Asian emerging-market footprint like Softex Indonesia.
• Unicharm Corporation: Japanese hygiene giant with deep Indonesia presence through MamyPoko (baby diapers), Charm (feminine care), and Lifree (adult incontinence). Most direct competitor to Softex, Sweety, and Confidence in Indonesia.
• Daio Paper Corporation: Japanese paper and hygiene products manufacturer with baby diaper and feminine care lines (e.g., Goo.n). Operates in overlapping Asian markets with similar paper-based personal care product categories.
• Ontex Group: European private-label and branded hygiene manufacturer serving baby, feminine, and adult care categories. Comparable in product mix and channel-led distribution model to Softex Indonesia.

Emerging players

• Hayat Kimya: Turkish hygiene manufacturer (Molfix, Molped, Papia) rapidly expanding into emerging markets including Southeast Asia. Comparable emerging-market challenger profile with multi-category hygiene portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/softexindonesia

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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 Softex Indonesia