PureSoft facial tissues

PureSoft is a private label brand primarily associated with the European discount supermarket chain Aldi. It specializes in high-quality paper hygiene products including facial tissues, toilet paper, and kitchen rolls. The brand was created to provide a value-driven alternative to mainstream tissue brands, emphasizing softness and durability.

Manufacturing for PureSoft tissues is typically outsourced to large European paper commodity manufacturers located in countries like Germany and Poland. As a house brand, the ultimate ownership lies with the Aldi group (specifically Aldi Nord or Aldi Süd depending on the region), which is headquartered in Germany. The brand's success is built on offering a premium 'branded' feel at a significantly lower price point, often featuring artistic box designs to appeal to interior decor trends.