Cushelle toilet paper

Cushelle is a premium brand of toilet tissue predominantly recognized in the United Kingdom and Ireland, famous for its mascot, Kenny the Koala. The brand has a unique history, originally entering the British market under the brand name Charmin by Procter & Gamble (P&G). In 2008, P&G sold its European tissue operations to the Swedish company SCA (Svenska Cellulosa Aktiebolaget), which subsequently rebranded the product as Cushelle in 2010 to distinguish it from the American Charmin line.

Manufacturing of Cushelle products for the UK market is heavily centered in the United Kingdom. Major production facilities are located in Manchester (Trafford Park), Prudhoe, and Skelmersdale, where advanced techniques like Through Air Drying (TAD) are used to achieve the brand's signature cushiony softness. While most local supply is produced domestically, the parent company operates global manufacturing networks that may support production in other regions.

As of 2026, the brand is owned by Essity AB, a global hygiene and health company that was spun off from SCA in 2017. Headquartered in Stockholm, Sweden, Essity oversees a vast portfolio of hygiene brands. In early 2026, Essity announced a strategic review of its consumer tissue business, including Cushelle, to explore potential ownership alternatives or a separation of the division, reflecting a shift in its long-term corporate strategy.