New Report on Cotton’s Potential in Beauty, Hygiene and Personal Care

Cotton Incorporated has released a new report, “Cotton in the Nonwoven Tissue & Hygiene Market,” to show where cotton can compete in categories driven by demand for comfort, product performance and material transparency. The report highlights product attributes like softness, comfort and suitability for products that come into contact with skin, as well as growing industry interest in material sourcing and positioning.

The report draws on recent global consumer survey findings that link cotton with comfort, softness and quality. According to Cotton Incorporated, those perceptions could create opportunities for cotton in many applications as brands reevaluate material choices and product positioning, including in beauty and personal care—such as wipes for babies and hygiene needs, cleansing or makeup removal.

In personal care and beauty wipes, for example, brands can leverage cotton to support eco-conscious positioning, alongside compostable and skin-friendly claims—highlighting the growing importance of sustainability and material transparency as differentiators.

According to Neil Demarse, director of new market development at Cotton Incorporated, as the nonwoven tissue and hygiene category continues to evolve, this report helps companies evaluate where cotton can fit in future product development. This new report reviews market conditions and identifies areas where cotton can add value as companies respond to changing consumer expectations across the category.

The report, which can be accessed here, identifies innovation opportunities for cotton in engineered nonwoven substrates and other emerging product formats.