Lenzing’s VEOCEL™ brand achieves double-digit growth in Asia through innovative nonwovens applications


Globally, the hygiene components market is predicted to grow to USD92.5 billion by 20221, while the facial sheet masks market is forecasted to reach USD14 billion by 20302. This strong market growth is reflected in Lenzing’s VEOCEL™ brand story in Asia where the brand recorded a staggering double-digit growth in the last year, compared to the pre-pandemic period. It is expected that the high demand for personal hygiene products in Asia will continue, even after the pandemic’s immediate impact lessens, whilst the beauty care segment is also forecasted for high growth.

Steven Tsai, Senior Regional Commercial Director for Nonwovens Asia, Lenzing

In particular, the beauty care product trend has started to gain more prevalence in Southeast Asia. Strong growth potential is driven by the rise of environmental consciousness among younger consumers and VEOCEL™ has been actively expanding its partner and customer networks in the region.

Steven Tsai, Senior Regional Commercial Director for Nonwovens Asia, Lenzing, said, “We have observed a significant behavioral change in consumers since the beginning of the pandemic. As people spend more time at home, they are prioritizing self-care, causing them to invest in products which will improve their personal well-being. Globally, VEOCEL™ has three core segments – Personal Hygiene, Beauty Care, and Wipes. In Asia specifically, we are seeing high growth potential in the beauty care segment with an increased demand for facial sheet masks and facial cleansing wipes, as well as in the hygiene market where more consumers are prioritizing their health and cleanliness.”

Strong brand partnerships add value to the planet

Since the introduction of the VEOCEL™ certification criteria in July 2019, the VEOCEL™ brand logo has been featured on personal hygiene and beauty care products made from cellulosic and biodegradable fiber materials.

This created an important benchmark for the industry, which is represented by the robust brand partner portfolio the VEOCEL™ brand exhibits across Asia.

VEOCEL™ branded lyocell fibers are currently used in Asian facial sheet mask brands like Annie’s Way, Deepondé, Sensatia Botanicals and Watsons’ HA facial sheet mask collection. Facial sheet masks made of these fibers are not only naturally smooth and certified clean and safe, but they are also of 100% botanic origin and produced using eco-responsible production processes. Lenzing’s patented Translucency technology further complements the fiber’s features, providing a tender luxurious feeling on the skin and a premium level of fineness.

Feminine hygiene product brands such as Yeijimin Forest Story in Korea and Kotex Nature in China also use 100% VEOCEL™ branded lyocell fibers as the top sheet of their sanitary napkins. The recent launch of VEOCEL™ branded lyocell fibers with patented Dry technology will be especially beneficial for products which need to provide a feeling of dryness for the wearer, ensuring great comfort.

New market opportunities from the EU Single Use Plastics Directive

With VEOCEL™ branded fibers confirmed by the European Commission’s Single-Use Plastics (SUP) Directive in June 20213 as sustainable alternatives to single-use plastics in many everyday applications, the brand envisions new business opportunities in Asia.

“The EU SUPD has set a new industry standard which is expected to positively impact Asia as well. We hope the Directive will encourage brands and business partners to re-evaluate global best practices and switch to more eco-friendly alternatives, such as VEOCEL™ branded Lyocell fibers,” Tsai commented, “We believe the demand for sustainable non-plastic nonwovens from renewable sources will continue to increase. We are currently exploring the unlimited possibilities of eco-friendly nonwovens fiber to support the growing demand for sustainable materials in Asia.”

VEOCEL™ is Lenzing Group’s flagship specialty nonwoven brand. Derived from renewable raw material wood, VEOCEL™ provides natural care, every day, and is committed to driving industry standards around sustainability and natural comfort in the nonwoven sector. VEOCEL™ transfers the essence of nature into nonwoven products through the beneficial properties of VEOCEL™ fibers, including natural absorbency, liquid distribution, contribution to breathability, biodegradability and versatility.

The VEOCEL™ product portfolio features VEOCEL™ Lyocell and Specialty Viscose fibers that are tailored for sustainable lifestyles and helps to maintain environmental balance by being fully integrated into nature’s cycle. The fibers are certified clean and safe, biodegradable, from botanic origin and manufactured in an environmentally responsible production process. The VEOCEL™ brand is categorized into four branded offers including VEOCEL™ Beauty, VEOCEL™ Body, VEOCEL™ Intimate and VEOCEL™ Surface and its fibers are used in baby care, beauty and body care, intimate care and surface cleaning products.

Fibers under the VEOCEL™ brand are derived from renewable wood sources from certified and controlled forests and plantations and are manufactured in environmentally responsible and closed loop production processes. All standard VEOCEL™ fibers are certified compostable and biodegradable under industrial, home, soil, fresh water and marine conditions, enabling them to break down safely into raw materials and fully revert back into the environment.

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