Renova, known for its bold ‘the sexiest paper on earth’ positioning, is expanding its textile-to-tissue innovation across Europe, with the TextilPapier range rolling out in Northern and Central markets including Norway, Denmark, Germany and the Baltic countries
Originally unveiled as a breakthrough in 2025, TextilPapier has now reached full industrial scale. The new Renova TextilPapier, which includes toilet paper and kitchen towels, is created from recycled fashion textiles, such as end-of-life denim and shirts, combined with other natural fibers through a patented technology. Currently, only 1% of all used clothing is recycled, while the remaining 99% ends up in landfills or is incinerated. By repurposing these textiles, Renova transforms potential waste into high-quality pulp for premium tissue.
While rooted in circular economy principles, the development of TextilPapier has also been supported by advanced technologies. Speaking at a recent debate lunch organised by the International Club of Portugal (ICPT), titled “The adventures of a Portuguese brand in the international market,” CEO Paulo Pereira da Silva highlighted the role of Artificial Intelligence:
“We have done a lot of things using AI, from the product to packaging, including data processing,” he stated.
The expansion comes as Renova strengthens its position in the circular economy, supported by recent recognitions:
• Five Star Award 2026: In March 2026, TextilPapier toilet paper was recognised by consumers in Portugal, while the kitchen roll line received the same distinction in Spain.
• Global recognition: The product has been nominated for the Interclean Amsterdam Innovation Award 2026 in the Sustainability & Environment category, with final results expected in May.
Despite its recycled origins, the range meets premium performance standards. The paper is soft, resistant and fully flushable, disintegrating in water like traditional cellulose, while also being dermatologically and gynecologically tested.
