Wholesome

What Wholesome does

Tianjin Wholesome Hygiene Products Co., Ltd., operating as Wholesome, is a China-based OEM/ODM manufacturer of absorbent hygiene products established in 1996 and headquartered at No. 1988 Yingbin Avenue, Binhai New District, Tianjin. The company produces adult diapers, adult pull-up pants, disposable underpads, diaper inserts, incontinence pads, sanitary napkins, menstrual pants, maternity pads, breast pads, and pet hygiene products including disposable training pads, pet diapers, and water-soluble/degradable pet waste bags. Wholesome sells primarily to B2B buyers across 95+ countries, including private-label distributors, hospital procurement teams, eldercare operators, nursing homes, home care agencies, and Amazon/e-commerce private-label sellers, with low minimum order quantities, free product and packaging design, and 24-hour inquiry response as stated service-level commitments.

The company's manufacturing platform spans two production bases totaling over 290,000 square meters with 23 advanced production lines, 16 of which are full-servo for quality and delivery stability. Core production technology covers nonwoven fabric processing, fluff pulp plus super-absorbent polymer (SAP) absorbent core construction, PE/laminated backsheet production, and spunbond and hot-air nonwoven topsheet manufacturing. Proprietary product features include ADL (Acquisition Distribution Layer), clothlike backsheet, 3D leak guards, wetness indicators, 360° elastic waistbands, four-corner positioning tabs on underpads, hot-air topsheet variants, and built-in scent attractants on puppy pads. Certifications include CE, FDA, FSC, ISO 13485, ISO 9001, BSCI, SGS, and Intertek, enabling import into regulated markets and qualification for medical-grade institutional procurement.

Wholesome's go-to-market is predominantly B2B, combining channel-partner distribution to global wholesalers with direct enterprise sales to hospitals and eldercare institutions. Pricing is quote-based and not publicly disclosed. Revenue is generated through one-time OEM manufacturing contracts, OEM/ODM product development and packaging services, wholesale distribution of the company's own SNUGRACE premium sub-brand launched in April 2020, and emerging retail/e-commerce sales via Shopee, Lazada, and Tiki in Vietnam. Marketing is executed primarily through a 20+ language multilingual corporate website, SEO targeting hygiene-product keywords, downloadable product catalogs, and a TikTok channel at @snugrace2003. The company is privately held with no disclosed external funding, no identified parent, and no public listing.

Name

Wholesome

Legal name

Tianjin Wholesome Hygiene Products Co., Ltd.

Website

https://cc-diaper.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Wholesome is a Tianjin, China-based OEM/ODM manufacturer established in 1996 that produces adult diapers, underpads, sanitary napkins, pet pads, and related absorbent hygiene products for B2B private-label distributors, healthcare institutions, and brand owners across more than 95 countries, alongside its SNUGRACE premium sub-brand.

Ownership category

akta.pro rank

Product category

Absorbent Hygiene Product Manufacturing

NAICS

Polish and Other Sanitation Good Manufacturing (325612)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

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

akta.pro secondary industry

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

Keywords

• OEM hygiene products
• Adult diaper manufacturing
• Disposable underpad production
• Pet pad manufacturing
• Sanitary napkin OEM

Headquarters

HQ city

Tianjing

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. OEM Manufacturing Revenue: Wholesome manufactures private-label and custom-branded hygiene products (adult diapers, underpads, pet pads, sanitary napkins, etc.) for global B2B buyers including distributors, healthcare institutions, and e-commerce sellers. Revenue is generated through bulk manufacturing orders with OEM/ODM customization including logos, packaging, and product specifications.
2. Wholesale Brand Sales: Sale of Wholesome's own branded products (SNUGRACE brand) to wholesale partners and distributors globally. The company offers low minimum order quantities (MOQ) and fast delivery for brand distribution.
3. ODM/Product Development Services: Full-service ODM solutions including product design, packaging design, material specification, and compliance documentation for new brand launches in the hygiene products market.
4. Sample and Small Batch Orders: For products without special requirements, Wholesome provides small sample batches for market testing before full production orders.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Tianjin Wholesome Hygiene Products Co., Ltd. is a Chinese OEM/ODM manufacturer of absorbent hygiene products established in 1996, producing adult diapers, adult pull-up pants, disposable underpads, incontinence pads, diaper liners, pet training pads, pet diapers, sanitary napkins, menstrual pants, maternity pads, and breast pads. The company operates two production bases spanning 290,000 square meters with 23 production lines (16 full-servo), exporting to 95+ countries and offering private-label, packaging design, and compliance documentation services for global B2B buyers. Its own SNUGRACE premium sub-brand addresses comfort, rapid absorption, and skin-friendliness for end users.

Product overview

Wholesome is a manufacturer of absorbent hygiene products offering a comprehensive portfolio of incontinence care products (adult diapers, adult pull-ups, disposable underpads, diaper inserts, incontinence pads), pet care products (disposable puppy pads, pet diapers, pet poop bags), women's care products (sanitary napkins, menstrual pants), and maternal/baby care products (maternity pads, breast pads). The company operates two production bases with specialized production lines established in 1996, providing OEM and ODM services alongside its SNUGRACE sub-brand. Products range from basic entry-level disposable items to premium variants featuring advanced materials like hot-air nonwoven topsheets, clothlike backsheets, and bamboo charcoal-infused cores.

Differentiator

Problem solved

Functional benefit

Brands

• SNUGRACE: Premium brand launched in April 2020 focused on comfort ('Snug') and elegance ('Grace'), offering superior leak protection, rapid absorption, and skin-friendly materials. Products include adult diapers, adult pants diapers, disposable underpads, diaper liners, sanitary napkins, menstrual pants, maternity towels, disposable pet pads, and pet diapers.

Quantifiable outcome

• 29 years of manufacturing experience since 1996
• +4 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kimberly-Clark Corporation: Global multibillion-dollar incumbent with leading brands (Depend, Poise, Huggies, Kotex) across baby, feminine, and adult incontinence. Operates as a broader portfolio player versus Wholesome's manufacturing specialization, but defines the category Wholesome serves as an OEM competitor.
• Essity AB: Swedish hygiene multinational (TENA, Libresse, Libero) covering incontinence, feminine care, baby, and tissue. Owns Vinda International. Comparable on incontinence and feminine product categories; broader portfolio, larger scale, and brand-led versus Wholesome's OEM-centric model.
• Domtar Personal Care: North American manufacturer of baby diapers, feminine hygiene, and adult incontinence under private label and partnership brands (now part of Paper Excellence). Comparable product mix, B2B/private-label orientation, and similar absorbent-hygiene technology to Wholesome but at materially larger scale.

Direct peers

• Principle Business Enterprises: US-based private manufacturer of incontinence, feminine hygiene, and disposable personal care products serving institutional and private-label customers. Closely matches Wholesome's OEM/adult-incontinence focus, ISO 13485-grade quality systems, and medical-channel credentials.
• Vinda International Holdings: Major Asian hygiene products manufacturer (controlled by Essity) producing tissue, baby and feminine care, and incontinence products. Comparable to Wholesome in product range, OEM/private-label offerings, and Asia-based manufacturing with global distribution.
• Hengan International Group: Hong Kong-listed Chinese hygiene products manufacturer producing sanitary napkins, adult diapers, baby diapers, and tissue products. Closely comparable to Wholesome across product portfolio, China-based manufacturing, and export-oriented B2B distribution, though materially larger and brand-led.
• Drylock Technologies: European private-label manufacturer of baby diapers, feminine hygiene, and adult incontinence products serving global retailer brands. Highly comparable to Wholesome's private-label/OEM business model, similar absorbent-core technology stack, and B2B sales channels.
• TZMO: Polish hygiene products manufacturer producing under the Bella, Happy, and Seni brands across incontinence, feminine care, baby, and cosmetics. Comparable OEM/private-label portfolio, similar technology investments in absorbent cores, and similar export-to-95+ markets footprint.
• Ontex Group: European-listed (Euronext) hygiene products manufacturer focused on personal care including baby, feminine, and adult incontinence categories, with strong private-label and OEM operations. Direct comparison to Wholesome on OEM/private-label model, product overlap, and global export reach.
• First Quality: US private conglomerate with a major hygiene products segment producing adult incontinence, feminine care, and baby diapers, serving retail and institutional private-label channels. Comparable OEM scale, certification portfolio (FDA/ISO 13485), and similar absorbent-core capabilities to Wholesome.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• TikToktiktok.com/@snugrace2003?lang=zh-Hans
• Xx.com/ccdiaper
• Facebookfacebook.com/tianjinwholesomeinternational
• LinkedInlinkedin.com/company/tianjin-wholesome-international-co-ltd

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Wholesome