Zewa

What Zewa does

Zewa is a consumer tissue products brand owned by Essity Hygiene and Health AB, a Swedish public limited company listed on Nasdaq Stockholm. Zewa manufactures and sells toilet paper, kitchen rolls (Wisch&Weg), facial tissues, and pocket handkerchiefs across 20+ European markets including Bulgaria, Czech Republic, Germany, Greece, Hungary, Austria, Romania, Switzerland, Croatia, Serbia, Ukraine, Estonia, Lithuania, Latvia, Poland, Slovakia, and Slovenia. The brand sits within Essity's global tissue platform, which generated ~146 billion SEK (~13 billion EUR) in 2024 net sales across approximately 150 countries with ~36,000 employees. Sister Essity brands (Lotus, Edet, Regio, Cushelle, Colhogar) cover adjacent markets including Nordics, Benelux, Mexico, UK/Ireland, and Spain/Portugal.

Zewa's product technology is built around cellulose-based paper manufacturing using FSC-certified virgin wood fibers, recycled fibers, and innovative alternative fibers including wheat straw pulp produced at a first-of-its-kind facility in Mannheim, Germany. Proprietary technologies include Zewa OdorBlock® (odor neutralization in toilet paper), AquaTube (flushable/dispersible paper tube cores), Power-X Structure (multi-ply strength for kitchen towels), and Natural Soft Technology (unbleached cellulose production). The Mannheim wheat straw facility reduces energy and water consumption versus conventional wood pulp production. The brand pursues externally validated sustainability targets — 25% carbon footprint reduction by 2030 versus 2016 baseline, and 100% recyclable packaging by 2025.

Zewa's revenue model is hardware sales of consumer tissue products through retail partners and grocery chains across European markets, supplemented by country-specific brand websites (zewa.net per country) acting as content marketing, sustainability education, and brand engagement touchpoints with \"Buy now\" CTAs linking to retail purchase points. The brand is sold via mass-market retail distribution rather than direct e-commerce. Customer segments include household consumers (mass market), environmentally-conscious consumers (targeted via Natural Soft and FSC messaging), and families with young children (Kids product line, parenting content). Marketing relies on multi-language content hubs (Ukrainian, Serbian, Latvian, Lithuanian, Estonian), email newsletters, organic social media, and partnerships such as the John Nurminen Foundation collaboration on Baltic Sea sustainability.

Name

Zewa

Legal name

Essity Hygiene and Health AB

Website

https://zewa.net

Company type

Public

Operating status

Operating

Short description

Zewa is a consumer tissue brand owned by Essity, manufacturing and selling toilet paper, kitchen rolls, facial tissues, and pocket handkerchiefs through retail channels across 20+ European countries, serving mass-market household consumers with sustainability-positioned product lines.

Ownership category

akta.pro rank

Product category

Consumer Tissue Products

NAICS

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

SIC

Wholesale-Paper & Paper Products (5110)

akta.pro primary industry

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

Keywords

• Consumer tissue products
• Toilet paper manufacturing
• Kitchen paper towels
• Facial tissue products
• Personal hygiene paper

Headquarters

HQ city

Mannheim

HQ country

Germany

HQ region

Europe

Offices7 records

Markets served

GTM type

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 Product Sales: Primary revenue generated through retail sales of consumer tissue products including toilet paper, kitchen towels (Wisch&Weg), facial tissues, and pocket handkerchiefs. Sold under multiple product lines: Deluxe, Premium, Natural Soft, Just 1, Everyday, Kids, Aroma Collection, Softis. Part of Essity's global tissue business; Essity reported 146 billion SEK (~13 billion EUR) in net sales in 2024.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Zewa manufactures and sells consumer tissue products including toilet paper, kitchen roll towels, facial tissues, and pocket handkerchiefs across 20+ European markets. Product lines include Deluxe, Premium, Natural Soft, Just 1, Everyday, Kids, Aroma Collection, and Softis variants, with proprietary innovations like OdorBlock®, AquaTube dispersible tubes, Power-X multi-ply structure, and unbleached Natural Soft pulp. Products are sold under a B2C model through mass-market retail partners and country-specific brand websites.

Product overview

Zewa is a single, unified consumer paper-products brand owned by Essity, organized as a brand-plus-product-line architecture. The brand offers four core product categories — Toilet Paper (Tualetinis popierius / Туалетний папір), Paper Towels (Паперові рушники / Popieriniai rankšluosčiai), Facial Tissues (Серветки косметичні / Kabatlakatiņi un kosmētiskās salvetes), and Pocket Tissues (Носові хустки / Taskurätikud) — each broken into multiple named sub-product lines such as Deluxe, Natural Soft, Premium, Premium Jumbo, Wisch&Weg, Aroma Collection, Kids, and Everyday. The Natural Soft and OdorBlock® lines are positioned as innovation-driven sub-brands within the toilet paper category, while Mindful Balance is a focused care-oriented sub-line. Together, these named products and variants form Zewa's total offering across European and Ukrainian markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Zewa Toilet Paper Core toilet paper product line including dry and innovative variants such as Deluxe, Natural Soft, Just 1, and OdorBlock®. Made from certified wood pulp, biodegradable, and includes flushable AquaTube dispersible cores. Sold to household consumers across 20+ European markets.
• Zewa Paper Towels (Kitchen Towels / Wisch&Weg) Household paper towel line for kitchen and household cleaning, offered in multiple sub-variants including Wisch&Weg (Decor and White), Premium, Premium Halfsheet, Premium Jumbo, Extra Long, and Jumbo. Features Power-X multi-ply structure for strength when wet and absorbency. Premium Jumbo variant offers 1 roll equivalent to 5 standard rolls.
• Zewa Facial Tissues (Boxed Cosmetics Wipes) Boxed facial tissue line for everyday facial care, with variants including Softis Natural Soft, Deluxe Softis, Deluxe Softis Soft & Sensitive, Deluxe Design, Deluxe Big Pack, Aroma Collection, Kids, and Everyday. Packaged in recyclable boxes with paper windows. Dermatologically tested.
• Zewa Pocket Tissues (Handkerchiefs) Portable pocket tissue line with variants including Natural Soft, Softis Original, Soft & Sensitive, Deluxe Design, Deluxe, Deluxe Camomile Comfort, and Deluxe Spirit of Tea. Compact multi-ply packs (typically 10 packs × 10 tissues) for on-the-go use. FSC-certified.
• Zewa Natural Soft (Biodegradable & Eco Solutions) Eco-focused Zewa sub-line spanning tissues, pocket handkerchiefs, and toilet paper that uses unbleached pulp, no dyes, no fragrances, and FSC-certified biodegradable fibers from certified suppliers. Includes flushable AquaTube cores for toilet paper. Targeted at environmentally-conscious consumers.

Quantifiable outcome

• 19% reduction in CO2 emissions from kitchen towel production in Europe (2011-2018)
• +4 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and flagship.

• John Nurminen FoundationcoreGTM or Marketing PartnerZewa has a featured collaboration/partnership with the John Nurminen Foundation, prominently displayed on the Latvian, Lithuanian, and Estonian Zewa websites as a dedicated partnership section. John Nurminen Foundation is a Finnish environmental foundation focused on the Baltic Sea and climate issues. The partnership appears to support marine/environmental conservation efforts aligned with Zewa's sustainability mission.
• Essity Hygiene and Health ABflagshipStrategic or Co-development PartnerZewa is a brand of Essity, the global hygiene and health company. Essity owns, develops, manufactures, and distributes the Zewa product portfolio. Essity (Stockholm, Sweden; ~36,000 employees; 146B SEK revenue in 2024) provides the R&D, supply chain, marketing, and corporate infrastructure. Zewa shares product technology, sustainability initiatives, and brand assets with other Essity brands (TENA, Tork, Libresse, Lotus, Cushelle, etc.).
• Ellen MacArthur FoundationcoreStrategic or Co-development PartnerZewa/Essity references the Ellen MacArthur Foundation's circular economy framework as foundational to its sustainability strategy. The Foundation's three principles (design out waste and pollution, keep products and materials in use, regenerate natural systems) underpin Zewa's circular economy initiatives including packaging recyclability, wheat straw fiber use, and FSC/PEFC certification.
• Essity sister brands (Lotus, Edet, Regio, Cushelle, Colhogar)coreStrategic or Co-development PartnerZewa operates as part of an Essity brand family with sister brands covering markets where Zewa is not the direct brand: Lotus (France, Norway, Finland, Sweden, Denmark), Edet (Netherlands, Belgium), Regio (Mexico), Cushelle (UK, Ireland), Colhogar (Spain, Portugal). They share the Essity corporate platform and product technology but are localized for each market.
• FSC (Forest Stewardship Council)flagshipTechnology or IntegrationZewa uses FSC-certified fibers across its product portfolio (FSC-C003255 certification cited on Zewa Deluxe Spirit of Tea handkerchiefs). The FSC mark on Zewa products verifies that wood fibers come from responsibly managed forests. The certification appears on product packaging as a credibility mark for sustainability claims.
• PEFC (Programme for the Endorsement of Forest Certification)coreTechnology or IntegrationZewa products are also certified under PEFC as an alternative to FSC for responsible forest sourcing. Zewa uses fibers from either FSC or PEFC certified sources, or recycled fibers, across all products.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bounty: P&G's kitchen towel brand and the global category leader. Directly comparable to Zewa's Wisch&Weg Power-X kitchen paper towel range across the same retail channel.
• Tempo: Essity's flagship pocket handkerchief and facial tissue brand in DACH (Germany, Austria, Switzerland). A direct peer inside Essity's own portfolio that competes with Zewa for the same pocket-tissue occasion in overlapping geographies.
• Andrex: Kimberly-Clark's UK and Ireland toilet paper brand. Directly comparable to Zewa's sister brand Cushelle in the British Isles and competes for the same household occasion.
• Scott: Kimberly-Clark's value-tier toilet paper brand with strong European presence. Directly comparable to Zewa's Everyday and Just 1 value-tier toilet paper lines.
• Charmin: Procter & Gamble's flagship toilet paper brand, sold globally and the most direct comparable to Zewa in the premium toilet paper category, competing head-to-head for the same household consumer occasion.
• Kleenex: Kimberly-Clark's flagship facial tissue and pocket handkerchief brand. Directly comparable to Zewa's facial tissue (Everyday, Deluxe, Kids, Softis) and pocket handkerchief (Deluxe, Spirit of Tea) lines.

Regional players

• Cushelle: Essity sister brand for UK and Ireland. Part of the same corporate tissue platform as Zewa, with comparable product technology and retail positioning, but geographically non-overlapping.
• Lotus (Essity): Essity sister brand covering France, Norway, Sweden, Finland, and Denmark. Uses the same Essity tissue technology platform as Zewa but is positioned in geographies where Zewa does not directly operate.
• Colhogar: Essity sister brand for Spain and Portugal. Built on the same Essity tissue technology as Zewa but localizes branding, packaging, and marketing for Iberian markets.
• Edet: Essity sister brand covering the Netherlands and Belgium. Shares Essity's tissue technology and supply chain but addresses the Benelux market that Zewa does not directly serve.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/zewa.magyarorszag

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Zewa