KLEENEX
THE MAKING OF A
PERSONAL CARE ICON
Kleenex was first introduced in 1924 by Kimberly-Clark as a disposable facial tissue originally designed for removing makeup. At the time, most people used cloth handkerchiefs, but Kleenex offered a cleaner, more convenient single-use alternative. Its soft texture and hygienic design quickly helped it gain attention, and it soon became associated with everyday cold and allergy care.
THE BRAND THAT REPLACED
THE HANDKERCHIEF
By the 1930s, Kleenex had shifted its marketing to position tissues as a substitute for handkerchiefs, which significantly increased its popularity. Strong advertising campaigns helped the brand become a household name, and over time “Kleenex” became commonly used as a general term for facial tissues. Today, it remains one of the most recognized personal care brands in the world, closely linked to convenience and everyday hygiene.