Cottonelle

What Cottonelle does

Cottonelle is a consumer packaged goods brand that manufactures and markets toilet paper and flushable wet wipes for personal bathroom hygiene, serving individual consumers and households across the United States and Canada. The product portfolio spans two toilet paper lines — Ultra Clean (a 1-ply bath tissue built around strong CleaningRipples) and Ultra Soft (a 2-ply, perfume- and dye-free bath tissue positioned around absorbency and softness, recently rebranded from Ultra Comfort) — alongside five flushable wipe SKUs: FreshCare, GentlePlus, Fragrance Free, Extra Large, and Summer Fresh. All products carry the proprietary CleaningRipples™ texture technology, are made with plant-based fibers from FSC-certified and FSC-controlled sources, and are labeled septic-safe and plumber-approved.

Cottonelle's revenue model is straightforward unit-based retail sales of physical CPG products through a multi-channel North American distribution footprint that includes mass-market retailers (Walmart, Target, Costco), pharmacy chains (CVS, Walgreens), grocery and dollar channels (Food Lion, Family Dollar, Carewell), office supply (Staples, Office Depot), and online and delivery platforms (Amazon, Instacart), supplemented by the brand's own website-based 'Where to Buy' locator powered by Smart Commerce. Pricing is per-pack unit pricing, with toilet paper ranging from approximately $5.00 (4-roll pack) to $34.79 (32-roll pack) and flushable wipes ranging from approximately $1.19 (14-pack) to $39.95 (504-pack), and the brand runs an active Revtrax-powered coupon program offering $1 off Mega Rolls and qualifying wipe packs.

Cottonelle is not an independently operating company; it is a brand owned and operated by Kimberly-Clark Worldwide, Inc. (NYSE: KMB), a publicly traded multinational consumer products corporation, and as such it draws on Kimberly-Clark's manufacturing, procurement, distribution, and marketing infrastructure. The brand's go-to-market motion combines retailer-led physical distribution with a content-driven digital marketing layer that includes an educational Tips & Advice content hub, a product recommendation quiz, an email and coupon capture flow, social media presence, and YouTube-hosted product demonstration videos.

Name

Cottonelle

Legal name

Cottonelle (brand owned by Kimberly-Clark Worldwide, Inc.)

Website

https://cottonelle.com

Company type

Private

Operating status

Operating

Short description

Cottonelle is a North American consumer packaged goods brand owned by Kimberly-Clark that sells toilet paper and flushable wet wipes under the CleaningRipples™ technology platform to mass-market consumers via major retailers and online channels in the US and Canada.

Ownership category

akta.pro rank

Product category

Bathroom Tissue & Personal Hygiene Products

NAICS

Sanitary Paper Product Manufacturing (322291), Toilet Preparation Manufacturing (325620), Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Wipes (Baby, Flushable, Household, Personal) (CRADALAH)

akta.pro secondary industries

Wet Wipes & Flushable Wipes (Nonwoven-based) (IMAMAGAC), Paper Wipes (Dry & Pre-moistened) (CRAJAFAF)

Keywords

• Bath tissue products
• Flushable wet wipes
• Personal hygiene products
• Bathroom tissue manufacturing
• Consumer paper goods

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Toilet Paper Sales: Cottonelle generates revenue through the sale of toilet paper products including Ultra Clean and Ultra Soft lines, sold in various pack sizes through retail and online channels.
2. Flushable Wipes Sales: Cottonelle sells a range of flushable wipes including FreshCare, GentlePlus, Fragrance Free, Extra Large, and Summer Fresh varieties through retail and e-commerce channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels9 records

Marketing channels5 records

Core offering

Cottonelle manufactures and sells bath tissue (toilet paper) and flushable wet wipes for personal bathroom hygiene under a consumer brand. The product portfolio includes two toilet paper variants (Ultra Clean and Ultra Soft) and five flushable wipe variants (FreshCare, GentlePlus, Fragrance Free, Extra Large, and Summer Fresh), all featuring the proprietary CleaningRipples™ texture. Products are sold through major US and Canadian retail chains, pharmacy outlets, warehouse clubs, and online marketplaces.

Product overview

Cottonelle is a consumer goods brand offering toilet paper and flushable wipes for bathroom hygiene. The product portfolio consists of two toilet paper varieties (Ultra Clean and Ultra Soft, which was rebranded from Ultra Comfort) and five flushable wipe variants (FreshCare, GentlePlus, Fragrance Free, Extra Large, and Summer Fresh). All products feature Cottonelle's proprietary CleaningRipples texture designed to enhance cleaning effectiveness. The brand emphasizes its septic-safe formulations, plant-based fiber compositions, and partnership usage with toilet paper and wipes for optimal cleaning results.

Differentiator

Problem solved

Functional benefit

Brands

• Ultra Clean: Toilet paper designed for cleaning with strong CleaningRipples texture, 3X thicker and stronger than leading value brand, septic-safe
• Ultra Soft
• FreshCare
• GentlePlus
• Fragrance Free
• Extra Large
• Summer Fresh

Products and services

• Cottonelle Ultra Clean Toilet Paper 1-ply bath tissue designed for cleaning with strong CleaningRipples that remove more in one wipe vs. leading value brand. 3x thicker and 3x stronger, septic-safe, plant-based fibers. For consumers seeking strength with improved softness.
• Cottonelle Ultra Soft Toilet Paper 2-ply bath tissue featuring the softest CleaningRipples, 3x more absorbent than the leading value brand, free of added perfumes and dyes, septic-safe. For consumers prioritizing comfort and softness.
• Cottonelle FreshCare Flushable Wipes Flushable wet wipes with CleaningRipples texture and 95% purified water; removes up to 100% of odor-causing residue, hypoallergenic, alcohol-free, septic-safe, plant-based fibers. For daily cleansing complementing toilet paper.
• Cottonelle GentlePlus Flushable Wipes Flushable wipes with 95% pure water, aloe, and vitamin E; CleaningRipples texture, 2x more gentle than leading dry value brand, septic-safe, dermatologist-tested. For consumers with sensitive skin.
• Cottonelle Fragrance Free Flushable Wipes Hypoallergenic flushable wipes with 95% water, free of fragrance, alcohol, and harsh irritants; septic-safe, plant-based fibers. For sensitive-skin consumers.
• Cottonelle Extra Large Flushable Wipes Flushable wipes 40% larger than standard wipes for more coverage; CleaningRipples texture, removes up to 100% of odor-causing residue, septic-safe, designed for sensitive skin.
• Cottonelle Summer Fresh Flushable Wipes Flushable wipes with a light refreshing summer scent; hypoallergenic, alcohol-free, septic-safe, 100% plant-based fibers, removes up to 100% of residue and odor.

Quantifiable outcome

• Removes up to 100% of odor-causing residue when used with toilet paper and wipes together
• +4 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

One partnership is on record.

• Kimberly-ClarkcoreOthersCottonelle is a brand owned and operated by Kimberly-Clark Corporation. Kimberly-Clark is a global household products company that manufactures and markets Cottonelle toilet paper and flushable wipes. The brand operates under Kimberly-Clark's corporate umbrella and utilizes the parent company's manufacturing, distribution, and marketing infrastructure.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Angel Soft: Georgia-Pacific's premium bath tissue brand competing directly with Cottonelle in the US mass-market channel. Overlaps in retail placement, price-tier positioning, and core consumer (families seeking quality at value).
• Quilted Northern: Georgia-Pacific's premium quilted bath tissue brand, an analogous premium-tier competitor to Cottonelle Ultra Clean and Ultra Soft in the US grocery and mass channels.
• Charmin Freshmates: Procter & Gamble's branded flushable wipes line, the most direct head-to-head competitor to Cottonelle FreshCare and the full flushable wipes portfolio. Same retail placement (Walmart, Target, Costco, Amazon) and comparable price-per-wipe positioning.
• Charmin: Procter & Gamble's premium toilet paper brand and Cottonelle's closest head-to-head competitor in the US bath tissue category. Directly competing on premium positioning, CleaningRipples-vs-Charmin texture/marketing, and overlapping retail footprint at Walmart, Target, Costco, and Amazon.
• Nice 'n Clean: Nice-Pak's branded flushable and personal cleansing wipe line, competing directly with Cottonelle FreshCare, GentlePlus, and Fragrance Free on the same retail shelves (Walmart, Target, CVS, Walgreens) and against the same CleaningRipples-style textured wipe technology.
• Wet Ones: Edgewell/Playtex-owned personal cleansing wipe brand. Competes with Cottonelle in the broader personal wipes category (hand and body wipes), with significant overlap in retail distribution and consumer use cases (post-bathroom freshening).

Emerging players

• Who Gives a Crap: DTC, mission-driven bath tissue and paper goods brand with strong digital and millennial/Gen Z appeal. Overlaps with Cottonelle in the bathroom tissue category, with differentiated sustainability narrative and growing share of online and younger-skewing buyers.
• Seventh Generation: Unilever-owned eco-focused household paper brand (including bath tissue and wipes). Comparable to Cottonelle in product category but differentiates on plant-based and sustainability credentials — addressing the same eco-conscious consumer segment Cottonelle targets with its FSC and plant-based positioning.

Broad incumbents

• Scott: Kimberly-Clark's value-tier bath tissue and paper towel brand. Direct sibling brand under the same parent, sharing K-C manufacturing and distribution infrastructure; competitive with Cottonelle in the same shelf but positioned down-market on price-per-roll.
• Georgia-Pacific: Private parent company of Angel Soft, Quilted Northern, and Brawny — a broad incumbent in tissue, towel, and disposable paper products with overlapping manufacturing know-how, retail relationships, and competitive dynamics with Cottonelle's parent Kimberly-Clark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/cottonelle
• Facebookfacebook.com/cottonelle
• LinkedInlinkedin.com/company/cottonelle-inc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Cottonelle