Eczacıbaşı Consumer Products Rebrands to Reflect Its Globalization and Sustainability Strategy

Introducing “Sanipak”: A New Era for Clean and Healthy Living
Eczacıbaşı Consumer Products, with a 55-year legacy of fostering clean and healthy living through its innovative, category-defining brands, has announced its rebranding to Sanipak, effective 6 January 2025. This transformation underscores the company’s commitment to globalization and sustainability. The name Sanipak combines “sanitary,” symbolizing hygiene and health, with “pak,” the Turkish word for clean.

The Story of Sanipak Began 55 Years Ago
Commenting on the transformation, Bülent Eczacıbaşı, Chairperson of the Eczacıbaşı Group, said:
“Fifty-five years ago, Eczacıbaşı Consumer Products began its journey with a mission to promote clean and healthy living, pioneering Türkiye’s first branded tissue paper production with Selpak. Over the decades, we have not only created new categories but also enriched existing ones, building a diverse and innovative portfolio of brands and products. Today, we carry this legacy forward with a new name—Sanipak—crafted to resonate with our global audience and reflect our commitment to international growth. This rebranding also symbolizes our holistic approach to sustainability, demonstrated by the conscious decision to remove the term ‘consumer’ from our name, aligning with the evolving global sustainability agenda.”

Driving the Vision for Regional Leadership in the Tissue Paper Industry
“Our vision is to become the region’s leading tissue paper company,” said Sanipak CEO Bülent Kozlu, highlighting the company’s leadership in Türkiye. “With trusted brands like Selpak, Solo, Uni Baby, Selin, and Okey, we are part of everyday life in 8 out of 10 households, setting the standard for personal hygiene. While continuing our sustainable growth in the Turkish market, we are also expanding our footprint globally through strategic investments across diverse geographies.”

“From January 6, 2025, we will proudly move forward under our new name, Sanipak. We will continue to seamlessly blend product innovation with sustainability, creating value through our state-of-the-art production facilities and dedicated teams in Türkiye and Morocco. Anticipating customer needs and enhancing their lives will always remain at the heart of everything we do,” added Kozlu.

From Türkiye’s First Branded Tissue Paper Producer to a Leader in Personal Hygiene Innovation
Sanipak’s journey began in 1969 with the founding of İpek Kağıt and Türkiye’s first branded tissue paper production facility. In 1970, the company introduced the country’s first tissue paper, followed by the launch of iconic brands such as Selpak in 1971 and Solo in 1978, pioneering and shaping the tissue paper category in Türkiye. Today, Sanipak is the undisputed leader in the branded tissue paper market, increasing its market share from 22% to 27% over the past two years.

Sanipak’s success extends beyond tissue paper. The company leads key categories with Selin lemon cologne and Okey sexual health products, while brands like Uni Baby, Detan, and Defans consistently position Sanipak among the top two players in their respective segments.

Sanipak exports to over 60 countries,  leading Türkiye’s tissue paper exports with 40% share. It holds a strong position in markets such as Iraq, Georgia, and Azerbaijan and leads the Moroccan market, bolstered by strategic investments, including the acquisition of local market leader Jeesr. With a growing presence in European markets such as Denmark, United Kingdom, Poland, Greece, and Romania, Sanipak is focused on increasing international sales from one-third to 50% of its total revenue, leveraging its expanding operations in Morocco.

Sanipak’s Promise to the Future: Clean and Healthy Living
Sanipak is advancing its sustainability agenda under the initiative “Our Promise to Tomorrow”, centered on clear and measurable environmental, social, and economic goals. Supporting the responsible use of natural resources, Sanipak exclusively sources cellulose for its tissue paper products from sustainable forests. All packaging within its tissue paper product range is recyclable, and the company recovers 96% of its total waste. 

To ensure the efficient use of its most critical input—water—Sanipak has implemented advanced wastewater recovery processes and aims to reduce water intensity by 47% by 2028. In addition, energy efficiency projects have led to a 5% reduction in energy consumption over the past year, and all Sanipak’s factories in Türkiye are powered entirely by renewable energy sources.  

Sanipak goes beyond its core operations by championing initiatives that promote personal hygiene, empower women, and advance environmental sustainability across Türkiye. In partnership with Türkiye’s Ministry of Environment, Urbanization, and Climate Change, the company recently launched the Zero Waste Blue project, aimed at training tourism industry employees in sustainable waste management practices.