When the brands associated with the company entered the market in 1981, they were the first recycled tissue paper products to be manufactured in Australia. The company, then owned by Cosco Holdings Pty Ltd and operating under the name Softex Industries, pioneered totally new methods of recycling and de-inking post-consumer wastepaper for tissue production.

Brands like Softex, Naturale, Elite and Style breathed new life into the local tissue paper market with new products, new values, new standards, new methods of production and new economies.