Nepia (commonly styled as nepia) is a prominent Japanese brand specializing in household paper products and personal care items. Operated by Oji Nepia Co., Ltd., a subsidiary of the Oji Holdings Group, the brand is widely recognized for its facial tissues, toilet paper, kitchen towels, wet tissues, and related disposable hygiene products. The portfolio also extends into baby care, adult incontinence products, and skincare.

The company positions itself around the concepts of everyday comfort, softness, functionality, and environmental responsibility. Its current messaging emphasizes creating a comfortable life “for both people and the Earth,” aligning with Oji Holdings’ description of nepia as a brand that stands alongside consumers’ lives and nature.

Oji Nepia’s core business activities include the manufacture, processing, and sale of tissue paper, pulp-based products, and disposable diapers. 1

The name nepia has a distinct geographic origin tied to the parent company’s international operations. According to official records, when Oji Paper entered the household-paper market in 1971, it sought a memorable trademark name. At that time, the company had initiated a pulp business in Napier, New Zealand. The Japanese brand name nepia was derived from this place name. Consequently, while the brand is unmistakably Japanese in identity and history, its name references Napier, New Zealand. 2

1971: Establishment

The origins of nepia trace back to 1971, when Oji Paper established Oji Tissue Sales Co., Ltd. as a wholly owned subsidiary dedicated to household paper products. Production commenced at Oji’s Kasugai Mill in Aichi Prefecture, marking the nationwide launch of toilet rolls under the nepia brand.

1972–1980s: Expansion

In 1972, the brand expanded its offerings to include tissues and towel paper, solidifying its core identity in the household-paper sector. During the 1980s, nepia continued to grow its product range and packaging formats. In 1984, it introduced a five-pack of boxed tissues, a format that became significant in Japanese retail. By 1987, the company entered the disposable baby diaper market with the Doremi line and was renamed Nepia Co., Ltd.

1990s: Diversification

The 1990s marked a shift from a conventional tissue brand to a broader care brand. Key introductions included:

• Baby wipes
• Adult diapers
• Wet tissues
• Urinary pads
• Compact tissue packaging
• Wet toilet tissue
• Kitchen paper

The nepia tender line, launched in 1993, represented an expansion into adult and nursing-care products. A notable innovation occurred in 1996 with the introduction of nepia Tissue Compact, which reduced carton height by 22% while maintaining sheet size, quality, and count, thereby improving transportation and shelf efficiency.

2003: Formation of Oji Nepia

In April 2003, Nepia merged with Hokushi Co., Ltd. to form Oji Nepia Co., Ltd., the corporate entity operating today. Following the merger, the company broadened its portfolio, introducing products that emphasized recycled materials, convenience, and premium sensory qualities.

2006 Onward: Modern Identity

In 2006, the iconic “nepia line” returned to tissue packaging. This design element, rooted in the original 1971 branding, symbolizes young green leaves and the aspiration for greater softness and kindness. In 2007, nepia launched nepia GENKI!, expanding its presence in the baby-care segment.

2019–2024: Premiumization and Sustainability

During the late 2010s and early 2020s, nepia focused on premiumizing its tissue and toilet-paper lines while advancing environmentally oriented products. Notable examples include:

• nepia Hana-Celeb Tissue Premium
• nepia Premium Soft Toilet Roll
• nepia GEKI Paper Towel
• nepia GENKI!
• nepia nepi nepi
• nepia nepi Eco
• nepia YOSOIKI Tissue

In October 2023, the company established its own “nepia Eco Mark” as an environmental label. In 2024, the brand formulated a new tagline: “Comfortable for Both People and the Earth,” encapsulating its dual focus on human comfort and environmental stewardship.

Today, nepia offers a diverse range of products beyond simple tissue paper.

Facial Tissues

This remains a core category, featuring both everyday tissues and premium options like the Hana-Celeb series. The company emphasizes softness, texture, and comfortable daily use.

Toilet Paper

Toilet rolls have been foundational since the brand’s 1971 launch. Current modern products include the Premium Soft, nepi nepi, and OSHIRI CELEB series.

Kitchen and Household Paper

nepia produces kitchen towels and household papers designed for cooking, cleaning, and general use, including products such as nepia GEKI paper towels.

Wet Tissues

Wet tissues are an established category, with sales beginning in 1993. The range has since expanded to include boxed and antibacterial variants.

Baby-Care Products

Through the nepia GENKI! line, launched nationwide in 2007, the company participates in the disposable baby-diaper market, continuing to develop these products through various renewals.

Adult and Nursing Care

nepia operates in the adult-care and nursing-care sectors, offering disposable diapers and incontinence-related products. This segment extends the brand’s concept of “everyday comfort” into healthcare and caregiving, serving hospitals, nursing facilities, and individuals requiring absorbent-care products.

Skincare and Personal-Care Products

The portfolio includes skincare-oriented items such as facial towels, facial soaps, and sheet masks, often associated with the softness and comfort of the Hana-Celeb brand family.

The Nepia Line

A recognizable visual element is the green “nepia line.” Dating back to the brand’s early history, this motif represents young leaves sprouting vigorously, symbolizing growth and an ambition to provide increased softness and consumer consideration.

Environmental Value

As part of the Oji Group, nepia links its business to forest resources and environmental stewardship. The brand uses FSC-certified paper for certain products and has collaborated with WWF on forest-conservation efforts. Initiatives also include downsizing packaging, utilizing recycled paper, and developing the nepia Eco product range.

Lifestyle and Sensory Value

The brand focuses on “Value for Life and Sensibility,” prioritizing softness, comfort, texture, durability, and convenience. Product development involves evaluating material properties, collecting consumer feedback, and studying actual usage patterns.

Oji Nepia Co., Ltd. was established on March 19, 1971. Headquartered at the Oji Holdings Building No. 1 in Ginza, Chūō-ku, Tokyo, the company lists its principal activities as manufacturing, processing, and selling tissue paper, pulp-based products, and disposable diapers. Its stated capital is ¥350 million.

nepia holds a strong position in Japan’s household-paper market, where disposable paper products are highly developed consumer categories. Its strategy relies on four pillars:

1. Everyday necessity: Routine household products.
2. Sensory quality: Focus on softness, texture, and comfort.
3. Product innovation: Advancements in packaging, functionality, and specialized products.
4. Environmental consideration: Use of responsible materials and sustainable practices.

This approach allows nepia to span multiple price points and consumer segments, from standard household tissues to premium care products.

nepia distinguishes itself by framing its proposition beyond mere “paper products.” Rather than competing solely on price or absorbency, the brand cultivates an emotional connection centered on the idea that mundane items like tissue and toilet paper can be softer, more comfortable, thoughtfully designed, and less burdensome to the environment. This philosophy is reflected in its product development, packaging, premium ranges, and environmental initiatives, aiming to solve small inconveniences often accepted as part of daily life. 3

1. comfortable” everyday life for both people and the Earth │ “nepia of the Forest” – Oji Nepia
2. よくある質問｜〖森のnepia〗王子ネピア
3. Household and Consumer Products Business