What Unicharm China does

Unicharm China (尤妮佳) is a wholly-owned Chinese subsidiary of Japan's Unicharm Corporation, established in 1995 and headquartered in Shanghai, operating across five consumer product segments: Baby Care (moony, 妈咪宝贝), Feminine Care (SOFY), Adult Care (Lifree), Cleaning Care (Silcot), and Pet Care (Gaines). The company's technical foundation is non-woven fabric processing combined with absorbent body shaping and molding technology, protected by Chinese invention patent ZL201280000836.0 and applied to differentiated products such as the SOFY blood clot absorption core, moony Royal's silk protein + 0.6D ultra-fine fiber surface, and Lifree's 0.2cm high-polymer absorbent core. Manufacturing is supported by four China facilities (Shanghai, Tianjin non-woven, Tianjin packaging, and Jiangsu), with combined solar power generation of approximately 8.5 million kWh/year and an automated warehouse in Shanghai Qingpu developed with GLP/ProLogis.

Unicharm China sells primarily through a multi-channel DTC model combining official flagship stores on Tmall, JD.com, Douyin, and Xiaohongshu with a deep WeChat ecosystem (brand mini-programs, official accounts, enterprise groups) and physical retail partnerships (e.g., Watsons 屈臣氏). Seven regional branch offices across Beijing, Guangzhou, Wuhan, Shenyang, Jinan, Chengdu, and Xi'an manage B2B and distributor relationships. The company's brand portfolio spans both mass-market (妈咪宝贝) and premium imported lines (moony Royal, SOFY 咚!吸), enabling tiered pricing across income segments. Strategic partnerships include JIA PETS (pet care entry, 2022), China Children and Women Foundation (menstrual education CSR), Fudan University Affiliated Obstetrics and Gynecology Hospital (medical co-branding, 2026), and ProLogis (automated warehousing, 2021). Regulatory standing includes AEO Senior Certified Enterprise status (2025) and CFCC Forest Certification (2024).

The company targets distinct persona segments including parents of infants, women of reproductive age, elderly and mobility-impaired adults, women with light urinary incontinence, beauty/skincare consumers, and pet owners. Its central operating philosophy, the 'NOLA & DOLA' framework, drives product development across the full human lifecycle. Marketing emphasizes science-based positioning (medical institution partnerships, white papers), IP collaborations (Kuromi, CHIIKAWA for younger consumers), celebrity ambassadors (王曼昱, 刘雨昕), and educational content (尤妮佳小课堂). The company is privately held as a Chinese subsidiary; its parent Unicharm Corporation is publicly listed on the Tokyo Stock Exchange.

Name

Unicharm China

Legal name

尤妮佳生活用品（中国）有限公司

Website

https://unicharm.com.cn

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Unicharm China (尤妮佳) is a Shanghai-based wholly-owned subsidiary of Japan's Unicharm Corporation, manufacturing and selling non-woven fabric hygiene and care products across five segments — baby (moony, 妈咪宝贝), feminine (SOFY), adult (Lifree), cleaning (Silcot), and pet (Gaines) — to Chinese consumers via e-commerce, WeChat, and physical retail.

Ownership category

akta.pro rank

Product category

Personal Hygiene Products

NAICS

Toilet Preparation Manufacturing (32562)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Cotton & Personal Care Paper (Cotton Balls/Swabs, Paper Cotton Products) (CRADALAI)

akta.pro secondary industry

Personal Care Wipes & On-the-Go Hygiene (Non-medical) (CRADANAJ)

Keywords

• Personal hygiene products
• Baby care products
• Feminine hygiene products
• Adult incontinence products
• Pet care products

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices12 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer packaged goods (CPG) product sales: Unicharm China generates revenue through the sale of physical consumer products across five business segments: Baby Care (妈咪宝贝, moony), Feminine Care (SOFY 苏菲), Adult Care (乐互宜 Lifree), Cleaning Care (舒蔻 Silcot), and Pet Care (佳乐滋 Gaines). Products are sold through e-commerce platforms (Tmall, JD.com, Douyin, Xiaohongshu), physical retail, and direct WeChat mini-programs. The company holds leading market positions in multiple segments in Japan and has strong presence in China.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Unicharm China manufactures and sells personal hygiene and care products under six brand families organized into five business segments: Baby Care (moony, 妈咪宝贝/Mamy Poko), Feminine Care (SOFY/苏菲), Cleaning Care (Silcot), Adult Care (Lifree), and Pet Care/Pet Food (Gaines). Operations span a flagship manufacturing plant in Shanghai Lingang using proprietary Soft Touch non-woven fabric technology and an Intelligent Manufacturing Management System (IMMS), and products are distributed through omni-channel platforms including Tmall International, JD, Douyin, Kuaishou, WeChat mini-programs, and RED.

Product overview

Unicharm China operates a diversified consumer goods portfolio organized across five business segments: Baby Care (尤妮佳moony, 妈咪宝贝), Feminine Care (苏菲SOFY), Adult Care (乐互宜Lifree), Cleaning Care (尤妮佳舒蔻Silcot), and Pet Care (佳乐滋Gaines). The company leverages core nonwoven fabric, absorption body processing, and molding technologies to develop and manufacture hygiene and care products spanning the full life cycle — from infants to adults — as well as pet care products. The product ecosystem includes both mass-market sub-brands (妈咪宝贝) and premium imported lines (moony皇家, 苏菲咚!吸系列), sold primarily through e-commerce platforms (Tmall, JD.com, Douyin, Xiaohongshu), WeChat mini-programs, and official brand stores. The portfolio is supported by educational platforms (尤妮佳小课堂, 苏菲 girl's education) and a member system via WeChat mini-programs.

Differentiator

Problem solved

Functional benefit

Brands

• 苏菲 SOFY: 女性护理用品品牌，提供卫生巾、护垫等产品。品牌标语为'Girl On 我就要精彩不停'。
• 尤妮佳moony
• 尤妮佳妈咪宝贝
• 尤妮佳舒蔻 Silcot
• 乐互宜 Lifree
• 佳乐滋 Gaines

Products and services

• moony Premium Japanese-brand baby diapers and pants engineered with Soft Touch non-woven fabric technology for softness, fit, and absorbency, marketed to Chinese parents seeking high-end baby-care products.
• 妈咪宝贝 Mamy Poko Mass-market Chinese baby diapers and pants that pair with premium moony in Unicharm China's dual-brand Baby Care strategy, targeting broad-based Chinese parent households.
• SOFY 苏菲 Leading feminine hygiene brand in the Feminine Care segment, offering sanitary napkins and panty liners designed for comfort, security, and skin gentleness.
• Lifree Adult incontinence pads, pants, and related products for elderly, post-partum, and disabled adult users in China, prioritizing discretion, absorbency, and skin health.
• Silcot Cotton-based cosmetic pads for skincare routines plus household cleaning products sold under the Cleaning Care segment in China.
• Gaines Pet food and pet hygiene products covering dogs, cats, and household pet-care needs as part of the Pet Care / Pet Food segment in China.

Quantifiable outcome

• Solar power generation of ~8.5 million kWh/year across three China factories, reducing CO2 emissions by ~3,570 tons/year
• +3 more outcomes

Named customers5 records

Segments6 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

Eight partnerships are on record, tiered core and minor.

• 复旦大学附属妇产科医院 (Fudan University Affiliated Obstetrics and Gynecology Hospital)coreStrategic or Co-development Partner · 28 May 2026SOFY brand collaborated with 复旦大学附属妇产科医院 (Red House Hospital) to jointly publish the white paper 《女性经期血块真相：从焦虑到科学管理白皮书》 (White Paper on Menstrual Blood Clot Truth: From Anxiety to Scientific Management). The collaboration focuses on professional medical education about menstrual health, debunking myths linking blood clots with gynecological diseases, and providing practical menstrual care guidance. This supports SOFY's science-based product positioning for its '咚!吸' blood clot absorption series.
• 首都医科大学北京妇产医院 (Beijing Obstetrics and Gynecology Hospital, Capital Medical University)minorStrategic or Co-development Partner · 24 May 2026原首都医科大学北京妇产医院创建院长、党委书记、妇产科学及母婴保健领域权威医学专家 陈宝英 participated in the SOFY '咚!吸' product launch event (May 24, 2026) as a medical expert, providing professional medical interpretation of menstrual blood clots and supporting SOFY's scientific positioning.
• 三菱日联银行（中国）有限公司 (MUFG Bank China)minorStrategic or Co-development Partner · 6 May 2024Unicharm and 三菱日联银行（中国） conducted joint public welfare activities in 2024, combining corporate social responsibility efforts. The specific details of the joint activities are not extensively disclosed.
• 中国儿童少年基金会 (China Children and Women Foundation)coreStrategic or Co-development Partner · 7 July 2023Unicharm China partnered with 中国儿童少年基金会 (CCWF) for the '苏菲伴妮乐成长' public welfare initiative, donating sanitary products to girls in rural areas. Donations reached Xinjiang, Gansu, Sichuan. A total of 6,319 SOFY members participated via the WeChat mini-program, contributing to 300,000 RMB worth of donations (2,251 boxes of sanitary products). The partnership also includes donations to disaster relief efforts and support for disadvantaged girls in Shanghai's Changning district.
• 全国造纸工业标准化技术委员会 (National Paper Industry Standardization Technical Committee)minorOthers · 19 April 2023Unicharm partnered with the 全国造纸工业标准化技术委员会 for joint disaster relief donations. Following the 2021 Henan flood disaster, Unicharm and this committee donated 9,600 packs of SOFY sanitary pads through the China Children and Women Foundation to affected areas.
• 上海领养日 (Shanghai Leading Day)minorStrategic or Co-development Partner · 1 March 2023Gaines (佳乐滋) brand partnered with NGO 上海领养日 (Shanghai Leading Day) starting March 2023 for monthly donations of pet food and supplies to support stray animal rescue. As of December 2023, cumulative donations totaled 112,374 RMB in pet products. In 2024, donations reached 96,968 RMB. The partnership demonstrates Unicharm's commitment to pet welfare and corporate social responsibility.
• 江苏吉家宠物用品有限公司 (JIA PETS)coreStrategic or Co-development Partner · 30 November 2022Unicharm (China) Investment Co., Ltd. entered into a strategic investment and business partnership with JIA PETS, a leading Chinese pet food manufacturer based in Xuzhou, Jiangsu. The partnership leverages JIA PETS's sales network and regional presence combined with Unicharm's product development and manufacturing capabilities to expand Unicharm's pet care business in China. JIA PETS operates pet food brands including '疯狂小狗' (dog food) and '美人喵/蓝氏' (cat food), and has expertise in e-commerce operations and customer data-driven product development. The pet care market in China is approximately $13 billion (retail sales), the world's second largest after North America, with ~15% annual growth.
• 普洛斯 (GLP/ProLogis)coreStrategic or Co-development Partner · 17 November 2021Unicharm China signed a partnership with GLP/ProLogis and its subsidiary 际链科技 (Jilian Technology) for automated warehouse development. ProLogis provides a comprehensive solution including automated warehouse design, planning, implementation, dense storage, smart site management, and smart fire safety. The automated warehouse, located in Shanghai Qingpu Industrial Park and developed with third-party logistics partner 大藤物流, is expected to significantly reduce rented warehouse area and improve storage efficiency and labor productivity. Both parties also agreed to collaborate on renewable energy deployment toward carbon neutrality goals.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Regional players

• Daio Paper: Japanese hygiene and personal care manufacturer (GOO.N, Elleair). Comparable as a Japanese-headquartered diaper/tissue manufacturer with regional Asia presence and similar non-woven technology focus.

Direct peers

• Hengan International: Leading Chinese hygiene manufacturer (七度空间, 安儿乐, 心相印). Direct competitor across feminine care, baby diapers, and tissue/personal care with strong domestic retail relationships and aggressive pricing.
• Essity: Swedish hygiene and health company owning Libresse (feminine care) and TENA (adult incontinence) with China operations. Directly comparable to Unicharm's SOFY and Lifree brands in feminine and adult care categories.
• C&S Paper: Chinese tissue and personal hygiene manufacturer (洁柔, 太阳). Adjacent peer in cotton paper products (Silcot) and feminine care with strong domestic distribution and similar e-commerce channel strategy.
• Kao Corporation (China): Japanese CPG peer with China presence in baby diapers (Merries), feminine care (Laurier), and household/personal care. Closely comparable as a Japanese-headquartered multi-segment hygiene player competing in the same premium Chinese baby diaper and feminine care categories.
• Procter & Gamble (China): Global CPG leader with major China presence across baby diapers (Pampers), feminine care (Always/Whisper), and adult/family care. Directly comparable to Unicharm China as a multi-category hygiene brand portfolio operating through the same Tmall/JD.com/physical retail channels.
• Vinda International: Hong Kong-listed Chinese tissue and personal care manufacturer (Tempo, Vinda, TENA-branded products under license). Comparable to Unicharm China in tissue/wipes and adult incontinence categories with overlapping mass-market positioning.
• Kimberly-Clark (China): Manufacturer of Huggies (baby diapers), Kotex (feminine care), and adult care products in China. Direct competitor to Unicharm China across all three core hygiene categories with overlapping channel mix and similar premium/mass-market positioning.

Emerging players

• Ontex: European personal hygiene manufacturer across baby, feminine, and adult care. Comparable as a private-label and branded hygiene producer competing for retailer listings and similar supply-chain dynamics to Unicharm China.
• Hayat Holding: Turkish hygiene conglomerate (Molfix, Bebem, Molped) expanding across emerging markets including China. Comparable as a multi-category diaper/feminine/adult care manufacturer pursuing international expansion similar to Unicharm's China strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about Unicharm China