Cloversoft is a Singapore-origin consumer brand focused on eco-friendly household, hygiene, personal-care and everyday consumable products. The brand is particularly associated with its unbleached bamboo tissues and wet wipes, positioning bamboo as a more sustainable alternative to conventional tree-based paper products. Cloversoft describes its mission as making products that are safe, affordable and environmentally friendly accessible for everyday use. 1

CNA describes Cloversoft as a Singapore brand founded by Lynn Yeo and Angela Sim. In a 2025 CNA interview marking the brand’s 11th anniversary, the co-founders discussed its development from a startup into a recognized eco-conscious consumer brand in Singapore. 2

Cloversoft emerged from the idea that environmentally friendly household products should not be treated as expensive niche products. Its stated goal has been to make environmentally responsible daily consumables accessible to ordinary households and businesses. 3

A central part of the company’s approach was replacing conventional tree-based paper pulp with bamboo. Cloversoft says bamboo offers a rapidly renewable source of fibre and can serve as an alternative to tree-derived pulp. The company also emphasizes its decision to use unbleached bamboo, avoiding the conventional bleaching process associated with many paper products.

By 2025, CNA reported that Cloversoft had reached its 11th anniversary, placing the brand’s founding around 2014.

Cloversoft’s philosophy can broadly be summarized around three ideas:

• Safety — developing products positioned as gentle and suitable for everyday use.
• Affordability — making environmentally conscious alternatives accessible rather than treating them as luxury products.
• Sustainability — reducing reliance on conventional tree-derived paper products and using bamboo and other plant-based materials.

The company’s website explicitly frames its purpose around making “Affordable, Safe and Eco-friendly daily consumables” accessible globally.

Bamboo is arguably the defining feature of Cloversoft’s brand identity.

Traditional tissue products commonly use wood-derived pulp. Cloversoft instead uses unbleached bamboo pulp, with the company arguing that bamboo’s rapid growth makes it a suitable renewable source of fibre. Its products are manufactured in China, which the company describes as a major source of bamboo.

The use of unbleached bamboo also forms part of the brand’s visual and product positioning: rather than presenting sustainability merely as a corporate initiative, Cloversoft makes the underlying material itself part of the consumer proposition.

Cloversoft’s product portfolio has expanded beyond tissues into several categories.

Tissues and Paper Products

These remain among the brand’s signature products and include:

• Unbleached bamboo facial tissues
• Bamboo toilet tissues
• Pocket tissues
• Travel tissues
• Kitchen and hand towels
• Party napkins

The facial and toilet tissues are available in different ply configurations, including 2-ply and 3-ply versions.

Wet Wipes

Cloversoft sells several bamboo-based wipe products, including:

• Organic antibacterial wipes
• Organic pure-water baby wipes
• Extra-moisturising baby wipes
• Different pack sizes for household and portable use

Baby Products

Baby care is an important extension of the brand. Its range includes bamboo baby wipes marketed around pure-water and moisturising formulations.

Personal and Household Care

The wider Cloversoft portfolio includes products such as:

• Antibacterial hand wash
• Hand sanitising products
• Household cleaning products
• Laundry products
• Personal-care products
• Insect-repellent products

The company’s broader product positioning emphasizes plant-based ingredients, vegan/cruelty-free formulations for certain product lines, and avoiding harsh chemicals.

Environmental responsibility is central to Cloversoft’s marketing identity.

The brand’s sustainability strategy is primarily expressed through its use of bamboo instead of conventional tree pulp. It also emphasizes unbleached materials. The company presents this as a way of reducing its dependence on trees while avoiding the chemicals associated with bleaching.

Cloversoft also states that its bamboo-related supply chain creates employment opportunities for farmers around bamboo plantations.

It is worth distinguishing brand claims from independently verified environmental measurements: Cloversoft’s sustainability positioning reflects the company’s stated philosophy and product choices, but individual claims about environmental impact should be evaluated against the specific product, manufacturing process, certifications and lifecycle data.

One of Cloversoft’s most recognizable environmental initiatives is its association with Polar Bears International.

The company’s website states that its signature polar bear icon identifies Cloversoft as an official partner and that the company contributes to its “Save the polar bears” campaign on behalf of consumers.

This gives the brand an additional environmental narrative beyond bamboo: consumers are encouraged to connect their everyday purchasing decisions with wildlife and climate-related conservation.

Although its products are manufactured in China, Cloversoft has strong roots in Singapore.

CNA characterizes it as a Singapore brand and has featured its co-founders discussing the company’s development and its position within Singapore’s growing eco-conscious consumer market.

The company therefore occupies an interesting position: Singaporean brand identity combined with Chinese manufacturing and bamboo sourcing, with an ambition to serve consumers beyond Singapore.

Cloversoft is not limited to household consumers. Its ecosystem also includes an F&B and business-supply operation marketed as PackXpert Eco by Cloversoft.

The company describes this division as supplying bamboo, wheat and sugarcane-based tissues, napkins, wipes, cloths and tableware to restaurants and other businesses. 4

This gives Cloversoft two broad markets:

• B2C: household, baby, personal-care and hygiene products
• B2B: hospitality, food-and-beverage and commercial consumables

Cloversoft has also experimented with collaborations and lifestyle-oriented initiatives. One example is its “Making it Yours” initiative, which included collaborations involving Cloversoft hand sanitiser products and specially designed holders.

This reflects an attempt to position sustainability and hygiene as part of everyday lifestyle rather than simply as a tissue-product proposition.

Cloversoft products have been sold through a variety of Singapore retail and e-commerce channels. Its corporate site has listed retailers and platforms including Cold Storage, Giant, Guardian, RedMart, Lazada, FairPrice, Isetan and Kiddy Palace, among others.

The brand also operates its own online storefront.

From a marketing perspective, Cloversoft sits at the intersection of several consumer trends:

Eco-friendly living + family safety + hygiene + affordability.

Rather than positioning sustainability as the only selling point, Cloversoft combines it with familiar household needs—tissues, wipes, cleaning products, baby products and personal care.

This is important to the brand’s strategy. Consumers do not need to purchase a completely unfamiliar type of product to participate in the brand’s environmental proposition; they can substitute a conventional household product with a bamboo- or plant-based alternative.

Several characteristics differentiate the brand:

1. Bamboo-first identity — bamboo is central to the company’s product and sustainability story.
2. Unbleached tissues — the brand deliberately emphasizes unbleached bamboo fibre.
3. Singaporean origins — it is positioned as a home-grown Singapore consumer brand.
4. Broad household focus — it extends beyond tissues into wipes, baby care, cleaning, laundry and personal care.
5. Environmental storytelling — the polar-bear partnership and conservation messaging are prominent parts of its identity.
6. Mass-market positioning — the company emphasizes affordability rather than positioning eco-friendly products exclusively as premium goods.

In simple terms, Cloversoft is essentially a Singapore-born eco-conscious consumer-goods brand that tries to make ordinary household necessities more environmentally friendly. Its signature move is replacing conventional tree-based tissue fibre with unbleached bamboo, then extending that philosophy into wipes, baby products, cleaning, laundry and personal care.

Its broader brand promise can be summarized as:

Everyday products that aim to be safer for people and gentler on the environment, without making sustainability a luxury.

That description is consistent with the company’s own stated mission and with CNA’s characterization of Cloversoft as an eco-friendly Singapore brand.

1. Cloversoft
2. About Us – Cloversoft & Co.
3. CNA938 Rewind – Green from the Ground Up: How Cloversoft Became a Trusted Eco Brand in Singapore – CNA
4. Cloversoft & Co – Eco Friendly Daily Consumables