Charmin
Charmin is Procter & Gamble's premium two-ply toilet paper brand, founded 1928 and the #1 US bath tissue brand by Nielsen 2022 sales. It sells Ultra Soft, Ultra Strong, Ultra Gentle, and Essentials lines through Walmart, Target, Amazon, CVS, and its own e-commerce site.
- Company typePrivate
- Founded1928
- HeadquartersGrand Rapids, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Charmin does
Charmin is a Procter & Gamble-owned toilet paper brand founded in 1928 at the Hoberg Paper Company in Green Bay, Wisconsin, and acquired by P&G in 1957. The brand offers a portfolio of premium two-ply bath tissue products spanning four lines — Ultra Soft, Ultra Strong, Ultra Gentle (lotion-infused), and Essentials (value) — plus flushable wipes, a Forever Roll system with proprietary dispenser, and accessories such as the Roll Extender. Charmin is positioned as America's #1 toilet paper brand based on Nielsen 2022 dollar sales and is the only major US bath tissue brand with a dedicated flushability testing lab and Roto-Rooter third-party clog-safety endorsement.
The brand's core technology rests on a patented two-ply structure combining long and short premium fibers: long fibers provide wet strength through bonding, short fibers deliver softness, and a proprietary wet-strength additive maintains integrity during use while breaking down when flushed. Differentiated features include Smooth Tear wavy-edge perforation (Product of the Year 2024), Diamond Weave texture on Ultra Strong (up to 50% fewer sheets vs. Scott 1000), and lotion infusion on Ultra Gentle for sensitive-skin consumers. Manufacturing, procurement, and distribution leverage P&G's enterprise scale and a dedicated supply chain.
Charmin generates revenue through one-time consumer purchases of branded bath tissue packs across multiple SKUs and roll sizes (Regular through Mega XXL plus Forever Roll), distributed through Walmart, Target, Amazon, CVS, and Charmin.com. Customer segments include general consumer households (primary), value-conscious buyers (Essentials line), and sensitive-skin consumers (Ultra Gentle). Pricing is per-pack at retailer discretion and is not publicly disclosed by the brand. Sustainability positioning — FSC-certified pulp and a 2-million-tree regrowth commitment by 2030 with the Arbor Day Foundation — increasingly functions as both marketing and retailer-shelf requirement.
Charmin firmographics
Firmographics- Name
- Charmin
- Legal name
- Charmin (Brand of Procter & Gamble)
- Website
- https://charmin.com
- Company type
- Private
- Founded year
- 1928
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Charmin is Procter & Gamble's premium two-ply toilet paper brand, founded 1928 and the #1 US bath tissue brand by Nielsen 2022 sales. It sells Ultra Soft, Ultra Strong, Ultra Gentle, and Essentials lines through Walmart, Target, Amazon, CVS, and its own e-commerce site.
- Ownership category
- akta.pro rank
Charmin industry classification
Industry- Product category
- Bath Tissue / Toilet Paper
- NAICS
- Sanitary Paper Product Manufacturing (322291)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Toilet Paper (CRAJAFAA)
- akta.pro secondary industry
- Paper Wipes (Dry & Pre-moistened) (CRAJAFAF)
Keywords
Where Charmin is headquartered
LocationHeadquarters
- HQ city
- Grand Rapids
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Charmin business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Consumer Toilet Paper Sales: Charmin generates revenue through the sale of toilet paper products to consumers via retail stores and e-commerce. Products are sold as one-time purchases in various pack sizes and roll configurations. Revenue is derived from volume sales through major retail channels including Walmart, Target, Amazon, CVS, and direct website purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Roll Products |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Charmin product offering
Product offeringCore offering
Charmin manufactures and sells premium 2-ply toilet paper across multiple product lines — Ultra Soft (softness-focused), Ultra Strong (strength-focused), Ultra Gentle (lotion-infused for sensitive skin), and Essentials (value-focused) — in a range of roll sizes from Regular through Mega, Mega XL, Mega XXL, and the proprietary 12-inch Forever Roll system. The brand also sells Roto-Rooter-approved flushable wipes and a Charmin Roll Extender accessory for use alongside its toilet paper portfolio.
Product overview
Charmin is a toilet paper and bathroom products brand owned by Procter & Gamble, offering a portfolio of toilet paper products across multiple lines: Ultra Soft (softness-focused), Ultra Strong (strength-focused), Ultra Gentle (lotion-infused for sensitive skin), and Essentials (value-focused). The product line spans various roll sizes from Regular to Mega XXL, with the innovative Forever Roll system as a premium offering. Supporting products include Flushable Wipes, a Roll Extender accessory, and specialty holders. The brand emphasizes sustainability through FSC-certified pulp and tree regrowth commitments.
Differentiator
Problem solved
Functional benefit
Products and services
- Ultra Soft Mega XL Roll
Quantifiable outcome
- 2X more absorbent vs. leading bargain brand (Charmin Ultra Soft)
- +5 more outcomes
Companies that use Charmin
Customer profileSegments3 records
Ideal customer profiles3 records
Charmin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Charmin partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Arbor Day FoundationcoreP&G and Charmin extended their partnership with the Arbor Day Foundation to plant an additional 1 million trees by 2030, building on the 1 million trees already planted between 2020-2025. The initiative focuses on areas impacted by natural disasters such as wildfires and hurricanes to help keep forests as forests while strengthening communities. For every tree used, at least two are regrown.
- Roto-RootercoreRoto-Rooter, America's largest provider of plumbing and drain services, has tested and approved Charmin toilet paper and flushable wipes as clog-free and flushable. The partnership provides third-party validation of Charmin's septic safety claims and includes co-branding on product packaging and the Roto-Rooter approved seal.
- Procter & GamblecoreCharmin has been owned by Procter & Gamble since 1957. P&G provides corporate infrastructure, marketing resources, manufacturing capabilities, and distribution networks. The brand operates as part of the P&G family of brands including Bounty, Puffs, and Pampers.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Charmin competitors and assessment
Company assessmentDirect peers
- Cottonelle: Kimberly-Clark's flagship premium 2-ply toilet paper brand and Charmin's closest direct competitor, with comparable softness/strength positioning and similar retail channels.
- Cottonelle Flushable Wipes: K-C's flushable wipes line directly competes with Charmin's Flushable Wipes; identical Roto-Rooter-endorsed positioning and product format.
- Quilted Northern: Georgia-Pacific's premium toilet paper brand with similar ultra-softness and ultra-strength sub-lines, directly competing for premium shelf space.
- Angel Soft: Georgia-Pacific's value-tier toilet paper, comparable to Charmin Essentials, competing on price-quality balance for value-conscious households.
- Scott: Kimberly-Clark's value-tier toilet paper (including Scott 1000), referenced directly by Charmin's performance claims (e.g., '50% fewer sheets vs. Scott 1000'); competes at the Essentials price point.
Emerging players
- Seventh Generation Toilet Paper: Unilever-owned eco-friendly recycled and FSC-certified toilet paper; competes on sustainability credentials against Charmin's virgin-pulp FSC offering.
- Who Gives a Crap: DTC eco-friendly toilet paper brand (recycled or bamboo, with a social mission); an emerging challenger in the premium sustainable TP niche.
Broad incumbents
- Kimberly-Clark: Parent of Cottonelle and Scott and Charmin's largest direct competitor; a broad incumbent across tissue, hygiene, and personal care with overlapping product portfolios.
- Georgia-Pacific: Parent of Quilted Northern and Angel Soft; a privately held broad incumbent with deep tissue manufacturing scale and direct competition across Charmin's price tiers.
Others
- Bounty: P&G's premium paper towel sister brand; same corporate parent, shared marketing infrastructure, and overlapping retail strategy, but a different category (paper towels vs. toilet paper).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Charmin social profiles
Digital presenceCharmin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Charmin leadership team
Management profileNumber of profiles
Charmin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Charmin M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Charmin
What does Charmin do?
Charmin manufactures and sells premium 2-ply toilet paper across multiple product lines — Ultra Soft (softness-focused), Ultra Strong (strength-focused), Ultra Gentle (lotion-infused for sensitive skin), and Essentials (value-focused) — in a range of roll sizes from Regular through Mega, Mega XL, Mega XXL, and the proprietary 12-inch Forever Roll system. The brand also sells Roto-Rooter-approved flushable wipes and a Charmin Roll Extender accessory for use alongside its toilet paper portfolio.
Is Charmin a public or private company?
Charmin is a private company. It is classified as corporate owned and is currently operating.
When was Charmin founded?
Charmin was founded in 1928. It employs 51 to 100 people.
Where is Charmin based?
Charmin is headquartered in Grand Rapids, United States, in the North America region.
How does Charmin make money?
One revenue line is on record: consumer Toilet Paper Sales.
Who are Charmin's main competitors?
Direct peers on record are Cottonelle, Cottonelle Flushable Wipes, Quilted Northern, Angel Soft and Scott. Emerging players are Seventh Generation Toilet Paper and Who Gives a Crap. Broad incumbents are Kimberly-Clark and Georgia-Pacific. Bounty is listed as an others.
Does Charmin have an API?
No public API is recorded for Charmin.
What industry is Charmin in?
Charmin's product category is Bath Tissue / Toilet Paper. Its primary akta.pro industry code is CRAJAFAA, Toilet Paper, with a secondary code of CRAJAFAF, Paper Wipes (Dry & Pre-moistened). Its NAICS code is 322291 and its SIC code is 2840.