Evoku is reviving the brand line for Zewa’s toilet paper, paper towels, and napkins under a fresh banner called New Zemma. This update, reported to RBC by company officials, signals a deliberate refresh of the product portfolio as the business reshapes its relationship with shoppers and retail partners. The move aims to preserve the familiar trust the brand has earned while presenting a contemporary branding story that resonates in today’s competitive retail environment.
Under the New Zemma label, the familiar Zewa staples are scheduled to appear in stores across North America in the summer of 2026. The rollout will include broad shelf presence in major retailers, grocery partners, and online platforms, with attention to cross-border availability for Canadian and American shoppers. Marketing efforts are expected to highlight the dependable softness, strength, and absorbency households rely on, while signaling the updated branding to both longtime customers and new buyers.
Company director Artem Lebedev said the name refresh involved exploring numerous options, consulting with potential buyers, and conducting market tests. He noted that feedback suggested Zemma was attractive, easy to spell, and quick to remember—qualities that support fast recognition on store shelves. The process included branding studies and focus groups across several regions to gauge recall and perceived value.
Lebedev added that the quality of products would stay the same despite the branding shift. Formulations, packaging integrity, and hygiene standards will remain aligned with the prior Zewa line, ensuring dependable performance that customers expect. The rebrand is designed as a branding refresh rather than a change that would alter the product experience in any way.
Prior to Russia’s invasion of Ukraine, Essity, the Swedish group, sold Zewa products along with Libresse, Torque, and Tena in Russia. In April 2022, Essity announced its exit from the Russian market. In July 2023, the local business was sold to Novye Technologies LLC, led by Igor Shilov of the European Medical Center Network.
In the summer of 2024, the Russian operation adopted the name Comfort Evolution. In July, the branding was further localized and renamed Librett to fit local language usage as part of the ongoing localization strategy.
Experts had previously speculated that foreign brands would be among the first to return to Russia after earlier exits. Analysts observed ongoing changes in ownership and market strategy that could pave the way for a gradual restart of consumer brands in the country.