Yuhan-Kimberly Targets Eco-Friendly Material Wet Wipes... "From B2B to B2C"

100% Natural Pulp Fabric 'Kleenex Paper Tissue' Launched
Targeting B2C Market Using Existing Distribution Network
Scheduled to Enter All Channels Next Month... Sales Volume Up 166% in 2 Months
Lotte Chemical and LG Chem Sign MOU for Sustainable Material Development
"Aim to Achieve Over 95% Sales of Sustainable Products by 2030"

'Kleenex Paper Wet Tissue' launched by Yuhan-Kimberly to target the B2C market.
Photo by Yuhan-Kimberly

[Asia Economy Reporter Kwak Minjae] Yuhan-Kimberly is set to fully enter the eco-friendly material B2C (business-to-consumer) market this year. Two years after launching B2B (business-to-business) paper wet wipes made primarily from 100% natural pulp fabric, the company has released 'Kleenex Paper Wet Wipes.' Leveraging a solid distribution network, this move aims to aggressively target the growing eco-friendly wet wipes market expanded by COVID-19.

Two years ago, Yuhan-Kimberly quickly entered the B2B market by launching 'Scot Eco Paper Wet Wipes,' which use 100% pulp fabric. Since the increase in wet wipe usage after COVID-19, concerns over microplastic environmental impact and growing social interest in ESG management have led to rapid growth in paper wet wipe sales. According to Yuhan-Kimberly, sales of Scot Eco Paper Wet Wipes increased by approximately 45% compared to the previous year. This product uses 'FSC-certified pulp' produced through sustainable forest management and is characterized by 100% biodegradability within 45 days compared to standard materials, minimizing environmental impact.

Yuhan-Kimberly launched the 'Scot Eco Paper Tissue' two years ago to target the B2B market.
[Photo by Yuhan-Kimberly]

Having confirmed the potential of the paper wet wipe market in the B2B sector, Yuhan-Kimberly plans to aggressively target the B2C market using its distribution network. In fact, the Kleenex Paper Wet Wipes, launched in June this year, are expected to be available across all existing Kleenex distribution channels, including those scheduled to open next month, within about three months. Thanks to this, sales of Kleenex Paper Wet Wipes have increased by 166% just two months after launch.

Another feature of Yuhan-Kimberly’s product is that it addresses the weakness of conventional paper wet wipes, which tear easily. A Yuhan-Kimberly representative explained, "Yuhan-Kimberly’s paper wet wipes are made using the UPTAD (Updraft) method, which utilizes hot air from a dryer without a pressing process, resulting in stronger durability and superior absorbency compared to competitors’ products. The 100% natural pulp material is thin and prone to tearing, but we have effectively overcome this drawback, which has resonated well with consumers."

Starting with paper wet wipes, Yuhan-Kimberly plans to expand sustainable material development and products in collaboration with domestic chemical companies. Following the signing of the 'Green Alliance,' the first eco-friendly business agreement with Lotte Chemical in July, the company also signed a business agreement with LG Chem this month. A Yuhan-Kimberly representative said, "We are supplied with bio-balanced SAP (superabsorbent polymer), which is the world’s first to obtain ISCC PLUS eco-friendly international certification, from LG Chem. As part of our ESG (environmental, social, and governance) management commitment to protecting the global environment, we aim to achieve over 95% of sales from sustainable products across all products by 2030, extending beyond paper wet wipes."