Softex sanitary napkins

Softex is a leading Indonesian brand specializing in feminine hygiene, baby care, and adult care products. Founded in the 1970s, it became a household name in Southeast Asia by providing accessible and high-quality menstrual health products. Over the decades, the brand expanded its portfolio to include well-known sub-brands such as Sweety and Happy Nappy, establishing a dominant market share in the personal care sector.

In 2020, the brand underwent a significant ownership change when it was acquired by the American multinational corporation Kimberly-Clark. This acquisition allowed Softex to leverage Kimberly-Clark's global distribution networks and advanced manufacturing technologies. Today, Softex products are primarily manufactured in Indonesia to serve the local and regional markets, while the brand operates as a key subsidiary within Kimberly-Clark's international personal care division.