The invention relates to a papermaking process in which the static potential of the fibers/paper product can be controlled and reduced while enhancing the softness of the produced paper product.The papermaking process comprises adding to a suspension of cellulosic fibers: (i) a smectite clay (ii) at least one anionic compound selected from anionic microparticles and anionic surfactants (iii) at least one polymer which is cationic, non-ionic or amphoteric (iv) at least one non-ionic surfactant; and/or an oil, wax or fat.