Hygiene Paper of the Future: Innovation through Recycled Cardboard

WEPA has introduced an innovation in hygiene paper production by using recycled cardboard as raw material. As one of the first players to use post-consumer cardboard on an industrial scale, WEPA demonstrates that premium-quality hygiene paper can be manufactured from recycled cardboard, offering significant benefits compared to virgin fibre products, including a reduced ecological footprint* and the elimination of bleaching agents.

Our recycled fibres offer clear ecological advantages over wood-based virgin fibres. In the production of recycled hygiene paper, recovered paper sources, such as office paper, have traditionally been used, providing primarily white fibres. By focusing on recycled cardboard and corrugated fibres, WEPA utilises beige fibres from lower-grade recycled paper, which have already undergone multiple recycling cycles. This allows us to move further down the wood fibre cascade utilisation, maximising the potential of fibres before they reach the end of their lifecycle.

The development of this new generation of raw material is the result of intensive research and continuous upgrade of WEPA’s production plants – a process that remains ongoing. While the initial goal was to match the quality standards of current white recycled paper, this target has been surpassed – the result: a more sustainable and very soft hygiene paper.

* This refers to the comparison between recycled fibres at WEPA and wood-based fresh fibres used at WEPA based on the Ecological Scarcity Method (FOEN 2021).

Potential future developments

WEPA’s innovation is well-positioned to evolve as a competitive and socially relevant solution in the hygiene paper market. As environmental awareness and demand for sustainable products grow, the use of recycled cardboard offers a scalable, cost-effective alternative to virgin fibres.

For a modern society, hygiene paper products fulfil the essential needs to secure hygiene and well-being. Yet meeting these essential needs comes with a growing challenge: the production of hygiene paper requires significant natural resources impacting biodiversity and land use. Wood-based virgin fibres are a highly valuable resource that should be recycled multiple times before they are used in single products such as hygiene paper. This innovation seeks to address the balance between societal benefits of hygiene and the environmental responsibility of resource use.

Additionally, this solution aligns with EU goals for a circular and bio-based economy. It addresses key consumer concerns – climate impact, resource conservation, and responsible consumption – while helping retailers meet sustainability targets. As public acceptance of beige hygiene paper increases through campaigns like ‘Beige is better’, the innovation can shift consumer norms and has the potential to become the new standard in many households.

Current contribution

WEPA’s innovation in producing hygiene paper from recycled cardboard significantly advances the EU bioeconomy by promoting circular resource use, reducing dependency on virgin fibres, and lowering environmental impact. This “Made in Europe” solution supports regional economies through multi-million euro investments in upgraded production facilities and creates employment across 14 European sites. By utilising lower-grade recycled fibres, WEPA enhances natural resource management and biodiversity protection while reducing land use pressure. The production of our recycled fibres cuts CO₂ emissions by ~30%, water use by 87%, and energy consumption by 78% compared to virgin fibre production*. Additionally, utilising lower grade recovered paper enables local sourcing and supports local value chains.

To support the market launch of our beige products, WEPA has, for the first time in its industry, initiated a Germany-wide business-to-consumer campaign called ‘Beige is better’ (www.beige-ist-besser.de).  This nationwide campaign fosters consumer awareness and acceptance, driving sustainable market transformation. As a pioneering European innovation, it exemplifies industrial decarbonisation and strengthens Europe’s leadership in sustainable manufacturing.

* This refers to the comparison between

To support the market launch of our beige products, WEPA has, for the first time in its industry, initiated a Germany-wide business-to-consumer campaign called ‘Beige is better’ (www.beige-ist-besser.de).  This nationwide campaign fosters consumer awareness and acceptance, driving sustainable market transformation. As a pioneering European innovation, it exemplifies industrial decarbonisation and strengthens Europe’s leadership in sustainable manufacturing.

* This refers to the comparison between recycled fibres at WEPA and wood-based fresh fibres used at WEPA based on the Ecological Scarcity Method (FOEN 2021).