The vertical wicking model for nonwoven materials was developed in a combined form of saturated and diffusion flow modes. In the model, permeability coefficient and capillary pressure were the key parameters describing wicking behavior. For the simulation and experimental test, variables considered were fiber type, web structure, and fluid type. The wetting tension related to the specific fluid affinity of material was newly defined to derive capillary pressures in various types of web structures. In a highly porous web. gravitational effect during the wicking process was significant. The higher the capillary pressure, the higher was the wicking. The model, the methodologies, and the results could be used to design web structure for an optimum wicking performance.