Renova's first years of activity were dedicated to the manufacture and sale of writing, printing and packaging paper, beginning then, in the late 1950s, a pioneering and very innovative path in the development of tissue paper products for domestic and sanitary use. Renova founded this market in Portugal, and remains the leading brand. The strong innovative matrix, organizational agility and the ability to anticipate trends, has enabled Renova to continuously present new solutions to meet the needs and expectations of citizens. A milestone in the history of the Renova was the launch of Renova Black, the first black toilet paper in the world, reaching the status of an iconographic product, breaking the dogma of “unthinkable” products. Innovation is the brand differentiation strategy, allowing it to continue to perform a mission of first mover. Renova's strong product innovation is always combined with a disruptive communication and the development of irreverent advertising campaigns or artistic commissions grounded on Renova’s values.