Zewa Deluxe Pure White from Essity AB - softer 4-ply rolls with lotion touch

Reviewed: ad hoc news Lifestyle & Consumer desk. Edited and checked on 2026-06-26, 20:33. Details in the imprint.

Zewa Deluxe Pure White lands in the bathroom with thick, gently cushioned sheets that feel almost velvety when you press a fingertip into the embossed pillows. The bright white rolls look tidy on the holder and feel more like cosmetic tissue than basic paper.

What sets these rolls apart

Each sheet of Zewa Deluxe Pure White is 4-ply, so the paper feels robust in the hand even when you tear off a short strip. The surface has a light lotion finish that glides smoothly over the skin and leaves no damp residue.

Essity positions Deluxe Pure White as a comfort tier above standard Zewa lines, with more layers and a denser embossing pattern for added cushion. Product managers at Essity say the design aims to balance softness with reliable tear resistance for daily family use.

How it behaves day to day

In everyday use, the sheets separate cleanly along the perforation with a quiet rip, without fraying into dust. The roll core is standard width, so Deluxe Pure White fits common holders in rented flats and older houses alike.

The thicker 4-ply build means a roll lasts a bit longer than many 3-ply options if users avoid over-pulling. Families may notice fewer midweek replacements, while still having a paper that feels gentle enough for sensitive skin.

Packaging, sizes and feel

Zewa Deluxe Pure White is typically sold in multi-packs aimed at weekly grocery runs, with plastic wrapping that shows the embossed pillow pattern through a clear window. The packs are easy to grip and do not crinkle excessively when carried up the stairs.

The bright, predominantly white and blue design keeps the Zewa branding prominent in crowded supermarket aisles. Consumers used to Essity tissues and kitchen rolls will instantly recognize the color language and logo family resemblance.

Essity AB and its share

Hygiene group Essity AB, led by president and CEO Magnus Groth, uses brands such as Zewa, Tempo and Tena to secure shelf space in European supermarkets and drugstores. On the capital market, Essity AB shares (ISIN SE0017768716) are listed on Nasdaq Stockholm in Swedish krona.

This article was AI-assisted and editorially reviewed. Product information without guarantee; prices and availability may change at short notice. No investment advice, no buy or sell recommendation. Stock-market transactions involve risks up to total loss.