About Nootrees
Overview
Nootrees is a Singapore-origin sustainable household-products brand best known for bamboo-based tissue paper, toilet rolls, kitchen towels and wet wipes. The brand was created around the idea of replacing conventional tree-based paper products with items made from rapidly renewable bamboo. Its name is a play on “No Trees”, reflecting its environmental positioning. 1
| Field | Information |
|---|---|
| Brand | Nootrees |
| Origin | Singapore |
| Founded | Around 2014 |
| Industry | Sustainable consumer goods / household paper products |
| Main material | Bamboo / bamboo pulp |
| Core products | Toilet tissue, facial tissue, kitchen towels, pocket tissues, wet wipes |
| Original company | NooTrees Pte. Ltd. |
| Current/brand owner history | Business and associated assets sold to Lam Soon Singapore in 2017 |
| Primary market | Singapore, with historical sales in the United States |
| Positioning | Sustainable, biodegradable, bamboo-based alternatives to conventional paper products |
History
Nootrees emerged in late 2014 as a Singapore-based sustainable-products company. Early company material described the business as focusing on bamboo as its principal raw material and developing products such as toilet rolls, facial tissues, wipes, baby wipes and diapers. 2
The company’s original corporate vehicle, NooTrees Pte. Ltd., was incorporated in Singapore on 15 June 1976, although the Nootrees sustainable-products business itself was established much later. This distinction is important because the corporate entity had existed under earlier names before becoming associated with the Nootrees business. 1
In March 2017, F J Benjamin Holdings announced the sale of the Nootrees business and its assets to Lam Soon Singapore Pte. Ltd. for continuation as a going concern. The transaction included intellectual-property rights, customer databases and contracts associated with the Nootrees business.
The original NooTrees Pte. Ltd. entity was subsequently struck off in 2026, according to current Singapore corporate-record information. This does not necessarily mean that the Nootrees brand disappeared: the brand/business assets had previously been transferred to Lam Soon. 1
Brand philosophy
The central idea behind Nootrees is relatively straightforward: reduce dependence on conventional wood-derived paper by using bamboo instead.
The brand’s early messaging highlighted the environmental cost of conventional toilet paper production and positioned bamboo as a more rapidly renewable alternative. Nootrees promoted its products as sustainable, biodegradable and suitable for both consumers and businesses.
The name itself reinforces this concept:
Nootrees → “No Trees”
The branding therefore combines a sustainability message with a consumer product category—everyday paper goods.
Bamboo as a core material
Bamboo is the defining feature of Nootrees’ product proposition.
Current Nootrees products sold in Singapore are described as being made from virgin bamboo pulp. For example, the brand’s three-ply toilet tissue is marketed as using 100% virgin bamboo pulp and is described as soft, strong and absorbent, while also being positioned as sustainable and biodegradable. 3
The brand’s current wet wipes similarly use virgin bamboo spunlace and are marketed as biodegradable and eco-friendly. The product information says the bamboo is sourced from sustainable, managed and certified farms.
Product range
Nootrees has historically operated across several categories of household and personal paper products.
Toilet tissue
Toilet paper is one of the brand’s signature categories. Current Singapore listings include three-ply bamboo toilet tissue, with packs containing 10 rolls. 3
Facial tissues
The brand sells bamboo-pulp facial tissues in both conventional tissue-box formats and softer two-ply formats. Current FairPrice listings include facial tissue made from bamboo pulp and a “Pure Virgin Bamboo Pulp” facial tissue box.
Kitchen towels
Nootrees also produces bamboo-pulp kitchen towels, positioning them as an alternative to conventional paper kitchen towels.
Pocket tissues
The range extends to portable bamboo-pulp pocket tissues, making the sustainability proposition applicable to personal, on-the-go use as well.
Wet wipes
Nootrees offers bamboo-based wet wipes, including a Bamboo Family Wet Wipes product. Current product information describes the wipes as using virgin bamboo spunlace and botanical ingredients including aloe vera and bamboo extract.
Earlier products
The original business was broader than its currently visible tissue assortment. Corporate documentation from 2017 identifies tissue paper, wet wipes and baby wipes among the Nootrees products, while historical presentations also mention baby diapers.
Sustainability positioning
Sustainability is not simply an additional feature of Nootrees; it is the foundation of the brand.
Its products are designed around several environmental claims:
- Bamboo as the principal raw material
- Renewable-source positioning
- Biodegradability
- Reduction of reliance on conventional tree-based pulp
- Sustainable sourcing
- Eco-friendly household consumption
Current retail descriptions specifically characterize several Nootrees products as 100% sustainable and 100% biodegradable.
The historical company presentation also states that products were made under FSC protocols, although this is historical material and should not automatically be interpreted as meaning every current Nootrees SKU carries current FSC certification.
Ownership
Nootrees has had an interesting corporate history.
The business was initially associated with F J Benjamin Holdings, a Singapore-based group. In 2017, F J Benjamin disclosed the sale of the Nootrees business and associated assets to Lam Soon Singapore Pte. Ltd.
Lam Soon subsequently became the owner associated with the NOOTREES trademark. Trademark records identify Lam Soon Singapore Pte Ltd as the current owner of the U.S. NOOTREES registration. 4
This means it is useful to distinguish between:
Nootrees as a brand/business → transferred to Lam Soon in 2017
and
NooTrees Pte. Ltd. as the original corporate entity → subsequently struck off in Singapore. 1
Trademark
The NOOTREES trademark has been registered for a broad range of products associated with household paper and hygiene.
Trademark records cover categories including:
- Toilet tissue
- Facial tissues
- Paper towels
- Kitchen paper
- Paper wipes
- Disposable paper products
- Cleaning and wiping products
- Cosmetic and personal-care wipes
The U.S. trademark registration dates to 2018, following an application filed in 2015, with Lam Soon Singapore listed as the registrant. 4
Nootrees was also registered or published as a trademark in other jurisdictions, including Hong Kong and Malaysia, during the brand’s early expansion period. 4
Distribution and market presence
Singapore remains an important market for Nootrees. The brand is currently listed by NTUC FairPrice, where several Nootrees products are available across the household-paper category.
The brand also has evidence of international distribution. Its 2017 corporate documentation states that Nootrees products were sold in Singapore and the United States, while current online retail listings show Nootrees products available through Walmart in the U.S. 5
Interestingly, current Singapore retail listings identify China as the country/place of origin for several Nootrees products. Therefore, “Singapore-origin brand” should not be confused with “all products manufactured in Singapore.”
Brand positioning
Nootrees occupies a niche between mainstream household paper products and the growing eco-friendly consumer-products market.
Its differentiation can be summarized as:
Traditional tissue products
↓
Bamboo as alternative raw material
↓
Eco-friendly / biodegradable positioning
↓
Everyday consumer products rather than specialist environmental products
This gives Nootrees a relatively accessible sustainability proposition: consumers do not need to change what they use—such as toilet paper, facial tissues or kitchen towels—but can instead change what those products are made from.
Nootrees today
Today, Nootrees is primarily encountered as a bamboo household-paper and wipes brand. Its current assortment is considerably more focused than the broader portfolio associated with the original business.
FairPrice’s current Nootrees brand page lists six products, including bamboo toilet tissue, facial tissues, kitchen towels, pocket tissues and family wet wipes.
The brand therefore continues to be recognizable for a simple proposition:
Everyday tissue products made with bamboo, marketed as a more sustainable alternative to conventional paper products.
