Why Europe Is Obsessed With Zewa Toilet Paper (And Should You Care?)

Zewa toilet paper is huge in Europe but almost invisible in US stores. Is it actually better, softer, stronger—or just hype? We sifted expert tests, user reviews, and Essity’s own plans to see if it’s worth hunting down.

BLUF: This European toilet paper cult brand is quietly creeping into US carts

If you care about how your bathroom actually feels, Zewa Toilettenpapier (from hygiene giant Essity) is the low-key European favorite you keep seeing in travel vlogs and expat Reddit threads. You can’t just walk into Target and grab it yet, but US shoppers are already importing it, rating it, and comparing it to Charmin and Quilted Northern.

Bottom line: you’re getting a denser, often stronger and softer sheet that’s big in German supermarkets, backed by the same multinational that sells Tork and TENA in the US. The question is whether it’s worth tracking down—and paying import prices—for your bathroom.

Analysis: What's behind the hype

Zewa is not some random startup brand. It's a long-running household name across Central and Eastern Europe, owned by Essity AB, a Sweden-based hygiene powerhouse listed on the Stockholm Stock Exchange. Essity also owns US-facing brands like Tork (away-from-home paper products) and TENA (incontinence care).

In German and Eastern European markets, Zewa toilet paper sits in the “premium comfort” tier—the direct rival to brands like Charmin Ultra Soft in the US. Product ranges include versions like Zewa Deluxe, Zewa Softis and various scented or lotion-infused lines, especially in Germany, Austria, Poland, and Russia.

Feature	Typical Zewa Premium TP	US Comparison (Typical Premium)
Origin market	Germany / CEE, by Essity	US (Charmin, Quilted Northern, etc.)
Plies	Mostly 3-ply, some 4-ply variants	2–3-ply common, some 4-ply boutique
Texture	Soft, quilted, relatively dense	Soft, can be bulkier and fluffier
Fragrances / lotion variants	Available (varies by country)	Available (e.g., aloe, lotion)
Eco focus	Regional recycled lines; EU eco-label options	Recycled and bamboo lines from competing brands
Key selling point	Soft + strong, European quality feel	Softness and bulk, big-brand familiarity
US availability	Not widely stocked; mainly via import sellers online	Widely available in mass retail
Typical US import price	Varies by seller; often a premium vs. US brands	Regular mass-market pricing with promos

So, is Zewa actually in the US?

This is where it gets real for you. Zewa-branded toilet paper is not officially rolled out as a mainstream retail brand in North America. You won’t see it lined up at Walmart or Costco next to Charmin just yet.

But Essity does operate a major US business and distribution network for its other brands. That's why you will occasionally find Zewa via:

• Online marketplaces (importers on Amazon, eBay, specialty European grocery sites shipping to the US)
• European-focused grocery stores in select US cities that import German and Eastern European staples
• Direct import shops that bundle European snacks and household items in one shipment

Because of this import-only route, pricing lands well above typical US premium toilet paper. Depending on pack size and seller, you may see rough equivalents of USD pricing that feels like luxury-tier paper, not everyday bulk deals. Exact prices swing with shipping, currency, and reseller markups, so you'll need to check live listings when you buy.

What real users say (social sentiment scan)

Scroll through Reddit threads in r/AskEurope and r/ToiletPaper and you see a pattern: European users consistently rate Zewa as “solid, soft, reliable everyday paper”, not gimmicky. German-speaking users often drop it in the same sentence as top local competitors, saying it doesn't shred easily and holds up well when wet.

On travel and expat forums, Americans who lived in Germany or Eastern Europe mention Zewa as one of those small “wow, this is nicer than back home” products—along with bread and chocolate. It's not universal love, but you see comments like “stronger than what I buy in the US for similar softness.”

YouTube clips and short-form reviews from European creators tend to focus on three things: softness, durability, and how “premium” the sheet feels for everyday use. There isn't a ton of English-language deep-dive content yet, but import reviewers in the UK and US sometimes compare it against Charmin and say it feels less fluffy but more controlled, less likely to pill.

How it stacks up vs US favorites

Here's how Zewa's typical premium rolls tend to compare to what you're using today in the States.

• Softness: Users generally rate it softer than standard 2-ply US supermarket brands, but a bit less pillowy than Charmin Ultra Soft.
• Strength: Multiple user tests (especially from European bloggers) say Zewa holds up well when damp and doesn't tear as easily as some super-soft US rolls.
• Dust/fuzz: Some US consumers complain Charmin leaves lint on skin or on the holder. Zewa tends to be described as “cleaner” with less paper dust, though that can vary by specific product line.
• Sheet size & roll length: European rolls and sheet dimensions sometimes differ from US standards, so your usual “squares per visit” muscle memory may feel slightly off.
• Plumbing friendliness: With any dense 3- or 4-ply, overuse can be a problem. European reviewers note Zewa flushes fine under normal use, but if you have older plumbing or a sensitive septic system in the US, you still want moderation.

US relevance: Should you actually bother?

You're likely considering Zewa for one of three reasons:

• You used it in Europe and want that same vibe at home.
• You're bored with US brands and love trying “Euro imports.”
• You're hunting for softer-but-stronger paper and willing to experiment.

Here's the honest breakdown for US consumers right now:

• Availability: Mostly online importers. Expect limited selection and occasional stock gaps.
• Price in USD: You're paying a novelty + shipping premium. Think “treat yourself” level, not weekly household stock-up—unless money is not your issue.
• Support / guarantee: You don't get the same easy refund / local customer service as with a US big-box brand.
• Environmental labels: Zewa lines sold in Europe may carry EU eco labels or recycled content claims, but that data doesn't always show clearly on US-facing reseller listings. You'll have to check each product description or pack photo.

Essity, meanwhile, is actively promoting sustainability and fiber innovation across its global tissue portfolio, including big moves in alternative fibers and CO? reduction. While that doesn't automatically mean the specific pack you import meets the same eco spec, it signals where the parent company is heading.

Practical buying tips if you're in the US

If you're ready to experiment, here's how to do it smart:

• Start with a small pack. Don't jump straight into a huge shipped-from-Europe bulk order. Test a smaller pack first to see if your household actually prefers it.
• Check seller ratings. Because you're dealing with importers, only buy from sellers with strong reviews and clear shipping / return policies.
• Look closely at product photos. Many listings reuse generic Zewa images; zoom in on real-pack photos to confirm ply count, scent, and whether it’s the exact variant you tried abroad.
• Compare total cost per 100 sheets. That's the only way to fairly stack it against US brands once you factor in smaller rolls and higher shipping costs.
• Watch your plumbing. If you have older pipes or septic tanks, switch slowly and don't go wild with big wads of 3- or 4-ply just because it feels luxe.

What the experts say (Verdict)

Professional consumer labs and specialist magazines in Europe that test toilet paper regularly (similar to Consumer Reports in the US) usually place Zewa's premium lines in the upper tier: strong, soft, well-finished sheets with consistent quality. It often scores well for tear resistance and softness balance, even if it's not always ranked #1 in every test.

Industry analysts looking at Essity highlight Zewa as a key regional household brand under a company that has serious R&D resources. While those reports focus more on market share and sustainability than feel, they underline that this isn't some drop-shipped no-name tissue. It's part of a large, global hygiene strategy.

If you're in the US, here's the straightforward verdict for you:

• If you want a reliable upgrade and don't care about imports: You're still better off grabbing a top-tier US brand that's easier to find and cheaper per sheet.
• If you're chasing that specific “European supermarket” feel: Zewa absolutely delivers on that vibe. It's soft, sturdy, and feels more controlled than ultra-fluffy US rolls.
• If sustainability is your top concern: Look closely at each variant’s eco labels or consider eco-specific US brands where details are clearer in English.
• If you're a product nerd or content creator: Zewa is prime “bathroom flex” material—perfect for comparison videos, “what I brought back from Europe” hauls, or TikTok experiments.

So no, you don't need Zewa Toilettenpapier to live your best bathroom life in the US. But if you're curious, miss your time in Europe, or just love trying what everyone abroad is quietly obsessed with, it's one of the more interesting tissue upgrades you can currently import—and a surprisingly good conversation starter for something that literally goes down the drain.

@ ad-hoc-news.de