Kleenex® Brand Story

For nearly 100 years Kleenex® brand facial tissues have helped you through sneezes, sniffles, watery eyes, and life’s everyday messes. 

1920

1920s

The Kleenex® Brand's story began during the First World War when Kimberly-Clark developed a crepe paper used as a filter within gas masks. In the early 1920's, that very crepe paper innovation was cleverly adapted into a consumer product called Kotex® Brand which helped women with their periods. 

1924

1924

America says “Happy Birthday” to Kleenex® products on June 12, 1924. The Kleenex® Brand suggests its first advertised function – as a “marvelous new way to remove cold cream.” As Kleenex® gained popularity, in 1927, Kimberly-Clark proposed a new use for the product - “absorbent kerchiefs.” 

1930

1930s

In the 1930’s Kleenex® Brand was swamped by letters from consumers advocating its tissue for colds. The company responded with its new position – “The handkerchiefs you can throw away.” After this, Kleenex® new appeal became the disposable tissue – perfect for a hygienic, convenient clean. 

1950

1950s

Through the 1950s, Kleenex® Brand tissues went Hollywood, letting out the secret that famous stage actors and actresses used Kleenex® Brand tissues to remove co ld cream and cosmetics each night. 

1961

1961

Innovation continues for Kleenex®. In 1961 the brand introduced its new Space-Saver box design. Consumers can also select Kleenex® Juniors facial tissue in 1964 and Kleenex® Purse Pack facial tissue in 1965. This innovation paved the way for Kleenex® Kleenex® On-the-Go Pocket Pack and On-the-Go Slim Wallet Pack today.

1990

1990s

As Kleenex® moved into the 90s, the brand continued to innovate to bring more value for its consumers. Kleenex® introduced Ultra Soft™ facial tissues – our softest tissue. The 1990s also marked the first time Kleenex® launched its festive holiday packs. 

2004

2004

In 2004 Kleenex® announced Anti-Viral† facial tissues – made with a moisture activated layer that kills 99.9% of cold and flu viruses* in the tissue.


*Virucidal against: Rhinoviruses Type 1A and 2 (Rhinoviruses are the leading cause of the common cold), Influenza A and Influenza B (causes of the flu), Respiratory Syncytial Virus (RSV —the leading cause of lower respiratory tract infection in children)
2022

2022

Kleenex launches a new brand campaign to fearlessly take life on and show that even though we cannot control everything life brings us, we can be ready when everyday messes come up.

100 years

2024

Kleenex marks a century of facing life's moments together.

For 100 years, we have comforted people in their most raw, human, and vulnerable moments, and are committed to always being by their side anytime, anywhere.

2024

Kleenex launches a new logo! The same product you know and love with a brand-new look.