Nippon Paper Crecia

What Nippon Paper Crecia does

Nippon Paper Crecia Co., Ltd. (日本製紙クレシア株式会社) is a Tokyo-headquartered manufacturer and distributor of household, healthcare, and industrial paper products, operating as a subsidiary of Nippon Paper Group since being renamed in 2006 (following the 1996 merger of Jujo Kimberly and Crecia). The company produces facial tissues, toilet paper, paper towels, kitchen towels, and wet wipes under licensed and proprietary brands — notably Kleenex (Japan license, a brand present in 175+ countries globally) and Scottie, its flagship household label. Healthcare products include female and male light-incontinence lines (Poise), adult diapers and skin-care products for the elderly (Acty, Hadacare Acty), including the world's first functional cellulose nanofiber ultra-strong deodorizing sheet (launched 2015). Industrial offerings include Kimwipes (laboratory wipers), Kim Towel, Wipe-All, Crecia EF paper hand towels, Towper, and ProteGuard protective products.

The company operates five manufacturing plants (Ishinomaki, Tokyo/Soka, Kaisei, Koyo/Fuji, Kyoto) and a dedicated Crecia Research Institute in Kita-ku, Tokyo, supported by wholly-owned manufacturing and logistics subsidiaries. Revenue is generated through hardware sales across four streams: household consumer products, healthcare, industrial/B2B, and corporate novelty/promotional items. Go-to-market combines a direct sales force organized into retail (FC/PC), medical care (medicare), and industrial divisions, regional sales branches across all major Japanese geographies, retail distribution (supermarkets, convenience stores, drug stores), direct e-commerce (shop.crecia.jp, And Crecia), and B2B office-supply distribution via ASKUL. In 2021 the company shifted its entire toilet roll line to long-lasting rolls (2x–3x standard) to reduce cardboard waste and transport emissions, and in 2026 announced a product price revision, signaling pricing power. ISO 14001-certified and decorated with multiple Good Design and Japan Package Design Awards.

Name

Nippon Paper Crecia

Legal name

日本製紙クレシア株式会社 (Nippon Paper Crecia Co., Ltd.)

Website

https://crecia.co.jp

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Nippon Paper Crecia is a Tokyo-based, Nippon Paper Group subsidiary that manufactures and distributes household tissues, toilet paper, healthcare/incontinence products, and industrial wipers in Japan under brands including Kleenex, Scottie, Poise, and Acty via five plants and nationwide sales branches.

Ownership category

akta.pro rank

Product category

Tissue and Hygiene Paper Products

NAICS

Sanitary Paper Product Manufacturing (322291), Converted Paper Product Manufacturing (3222)

SIC

Papers & Allied Products (2600)

akta.pro primary industry

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

akta.pro secondary industries

Medical & Healthcare Hygiene Disposables (Patient Wipes, Underpads) (IMAMAGAF), Away-from-Home (AFH) Tissue & Wipers (Commercial/Institutional) (IMAMAGAB)

Keywords

• Household paper products
• Hygiene tissue manufacturing
• Industrial wiping materials
• Incontinence care products
• Toilet and facial tissues

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices16 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Household Consumer Products: Facial tissues, toilet paper rolls, paper towels, kitchen towels, wet wipes sold through retail stores, convenience stores, and e-commerce channels.
2. Healthcare Products: Adult diapers (Acty brand), light incontinence pads for men and women (Poise brand), nursing care products sold to hospitals, care facilities, and individuals.
3. Industrial/B2B Products: Industrial wipers (Kimwipes, Kim towel, Wipe-All), hand towels, and protective equipment sold to laboratories, manufacturing facilities, and businesses.
4. Corporate Novelty/ promotional Items: Custom corporate promotional products and gift cards for B2B customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels6 records

Core offering

Nippon Paper Crecia manufactures and distributes a comprehensive portfolio of paper products spanning household tissues (Kleenex, Scottie brands), healthcare and incontinence care items (Poise, Acty, Hadacare Acty), and industrial/commercial wipers (Kimwipes, Kim Towel, WipeAll). The company operates five manufacturing plants across Japan and sells through retail, e-commerce, and direct B2B sales channels to consumers, medical facilities, laboratories, and businesses.

Product overview

Nippon Paper Crecia is a comprehensive consumer and industrial paper products company operating under a multi-brand portfolio architecture. The company offers three main product lines: (1) Household Products including facial tissues, toilet paper, paper towels, and wet wipes under brands like Kleenex and Scottie; (2) Healthcare Products including feminine and male incontinence care products (Poise), adult diapers and nursing care products (Acty, Hadacare Acty), and hygiene products; and (3) Industrial/Commercial Products including wipes (Kimwipes, Kim Towel, Wipe All), paper hand towels (Crecia EF, Towper), and body protection products (Protect Guard). The company also operates online retail services (And Crecia) and gift card programs. As a pioneer in tissue paper manufacturing in Japan since 1964, the company continues to innovate with product renewals, new formulations, and sustainability-focused initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• クリネックス (Kleenex): 175カ国以上で愛される世界的ブランド。ティシューペーパー、トイレットロール等产品ラインアップを展開 (Global brand loved in 175+ countries, offering tissue papers and toilet rolls)
• スコッティ (Scottie)
• ポイズ (Poise)
• ポイズ 男性用 (Poise Men)
• アクティ (Acty)
• 肌ケア アクティ (Hadakare Acty)
• キムワイプ (Kimwipes)
• キムタオル (Kim Towel)
• ワイプオール (WipeAll)
• プロテクガード (ProteGuard)
• クレシアEF (Crecia EF)
• タウパー (Towper)
• アンドクレシア (And Crecia)

Products and services

• Kleenex (クリネックス) A globally recognized tissue brand (loved in 175+ countries) offering facial tissues, toilet paper, and specialty tissue products including premium, limited edition, and everyday use items for general consumers.
• Scottie (スコッティ) A comprehensive household tissue brand offering limited edition, special design, premium to everyday quality tissues, wet wipes, and kitchen/cleaning products for individual consumers and households.
• Poise for Women (ポイズ 女性用) Female-specific absorbent care products for light urinary incontinence, including liners, pads, and pantiliners with various absorbency levels, designed for women needing discreet and comfortable protection.
• Poise for Men (ポイズ 男性用) Male-specific absorbent care products designed for light urinary incontinence with an appropriate product lineup for male anatomy.
• Acty (アクティ) Adult diapers and care products designed for easy selection and use, including tape-on and pants-type products for moderate to severe incontinence, sold to hospitals, nursing homes, and care facilities.
• Hadakare Acty (肌ケア アクティ) Adult diapers specifically designed for elderly skin care using gentle materials and functional features, including super-strong deodorizing sheets using functional cellulose nanofibers.
• Kimwipes (キムワイプ) Industrial wipes widely used in research, testing, and analysis laboratories. A staple in scientific and medical research facilities requiring low-linting, high-purity wipers.
• WipeAll (ワイプオール) Non-woven wipers that are low-linting and combine cloth-like durability and absorbency even when wet, suitable for industrial cleaning applications.
• Crecia EF (クレシアEF) Paper hand towels combining softness, high absorbency, environmental friendliness, and no fluorescent dyes for commercial and business facility use.
• Towper (タウパー) Paper towels and hand towels known for reliable quality and gentle feel, representing a top brand in the paper towel category for household and commercial use.
• Kim Towel (キムタオル) Affordable paper wipers with appropriate strength for wiping large amounts of water and oil, widely used in industrial and manufacturing environments.
• Protect Guard (プロテクトガード) Body protection products that protect the human body from various dirt and chemical substances in industrial settings.
• And Crecia (アンドクレシア) Direct-to-consumer online shopping service operated by Crecia for purchasing the company's household tissue and paper products through a proprietary e-commerce platform.
• Crecia Gift Card (クレシア ギフトカード) Gift card service allowing purchase of Crecia products through prepaid gift cards available at online stores and retail locations, used primarily for corporate gifting and B2B promotional campaigns.

Quantifiable outcome

• Reduction in cardboard waste through transition to longer toilet rolls
• +2 more outcomes

Segments7 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

Two partnerships are on record, tiered parent and core.

• Nippon Paper GroupparentOthersParent company affiliation within Nippon Paper Group; shares resources, brand portfolio, and corporate governance. Crecia operates as a subsidiary focused on household and healthcare paper products.
• ASKULcoreChannel Partner/ Reseller/ DistributorMajor B2B office supplies distributor selling Scottie products for office and workplace use through their catalog and e-commerce platform.

Scale indicators1 record

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Asahi Kasei Corporation: Japanese diversified manufacturer with a healthcare materials segment that overlaps with Crecia's adult diaper and incontinence materials; broader chemicals and electronics footprint beyond Crecia's paper scope.
• Procter & Gamble: Global FMCG giant with tissue (Charmin), personal care, and wipes; competes at the upper tier and in professional cleaning categories where Crecia's brands (Kleenex, WipeAll) operate.
• Kao Corporation: Diversified Japanese consumer-products major with tissue, baby, and incontinence offerings (Merries, Laurier); competes with Crecia's healthcare and household lines but at a much larger portfolio scale.
• Kimberly-Clark Corporation: Global owner of the Kleenex brand that Crecia licenses for Japan; competes directly in tissue, incontinence (Depend, Poise globally), and wipes worldwide with broader portfolio.

Direct peers

• Daio Paper Corporation: Japanese pulp and paper major with household tissue, paper diaper, and personal care brands; competes head-to-head with Crecia in retail toilet paper, facial tissue, and healthcare categories.
• Essity AB: Global Swedish hygiene and tissue company (Tena, Tork, Libresse); comparable business model in incontinence, professional hygiene, and consumer tissue with international reach Crecia lacks.
• Oji Holdings Corporation: Integrated Japanese pulp and paper group with household tissue operations (e.g., Nepia) and large-scale manufacturing; closest peer in tissue paper converting and distribution scale.
• C.S. Co., Ltd. (Cameron & Scott Japan): Japanese tissue specialist focused on Scott-branded toilet and facial tissue; a direct domestic competitor in the same retail tissue categories where Crecia's Scottie competes.
• Unicharm Corporation: Japan's largest hygiene products company with overlapping baby/incontinence/tissue franchises; competes directly with Crecia's Acty, Poise, and household tissue lines across retail and medical channels.

Emerging players

• Iris Ohyama Inc. Japanese household goods and cleaning products manufacturer expanding into consumer hygiene and cleaning materials; adjacent competitor in household paper, cleaning, and online-retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/crecia_jp
• YouTubeyoutube.com/channel/UCFjYAdKhSL8rIb34CD5hEsQ

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Nippon Paper Crecia