Clean Nara Expands Into U.S. Toilet Paper Market With ‘Pure Soft’ Brand

Clean Nara announced on May 15 that it has signed a toilet paper export agreement with a distributor in the United States and will begin full-scale supply of its “Pure Soft” brand to the U.S. market.

The agreement marks the company’s expansion into the United States through its own brand portfolio, supported by a local distribution network.

The U.S. toilet paper market is valued at approximately $59 billion and is characterized by strong competition between global brands and private-label products. Clean Nara said it adopted a phased entry strategy, initially supplying private-brand products before expanding with its own branded offerings.

In 2025, the company launched its private-label product “Tokki” at H Mart stores in the western United States to assess local consumer demand. Based on market feedback and sales data, Clean Nara developed export products tailored to U.S. consumer preferences and expanded its local business partnerships.

The company’s latest shipment includes “Pure Soft 3-Ply” toilet paper. Clean Nara said it aims to position the product in the premium segment by emphasizing its thicker three-ply construction and soft texture compared with products currently distributed in the local market.

The company also stated that it has established a stable supply base through local distribution channels.

Looking ahead, Clean Nara plans to use California as a logistics and supply base while expanding distribution to major retailers across the United States. The company also intends to broaden its North American hygiene portfolio beyond toilet paper to include kitchen towels and wet wipes.

An official from Clean Nara said the agreement marks the beginning of the company’s branded supply operations in the U.S. market and added that the company plans to continue expanding its North American presence through products tailored to local consumer demand and a stable supply chain.