Today cosmetic tissues

Today is a popular private label brand primarily associated with the German retail giant REWE Group and its international subsidiaries. The brand covers a wide range of personal care and hygiene products, including dental care, skin care, and paper goods like the 2-ply cosmetic tissues shown here.

Originally launched to provide high-quality everyday essentials at competitive prices, Today is sold across various REWE Group banners such as REWE, PENNY, and Billa. While the brand is German in origin, manufacturing is decentralized and takes place across multiple contract manufacturing facilities throughout Europe to optimize logistics and ensure availability across the group's diverse geographic footprint.

As of 2026, the brand remains an integral part of the REWE Group's private label strategy, maintaining its position by focusing on sustainability and consumer trust within the European retail market.