Kleenex

Kleenex’s story begins in a completely different world from the soft tissues we know today. During the First World War, Kimberly-Clark developed a crepe paper filter for soldiers’ gas masks, a material that was lightweight, absorbent and disposable. These same qualities later made this material ideal for disposable, personal care products, often the first of its kind on the market. After the war, this material was repurposed into Kotex, one of the first commercially available menstrual products. By 1924, the crepe paper had been refined and softened, and the product was launched under Kleenex for the first time. It was pitched as a cold cream and makeup remover and a more hygienic alternative to cloth towels.

​A turning point came in 1929, when Kimberly-Clark’s head researcher, who suffered from hay fever, began using Kleenex as a substitute for a handkerchief. By the early 1930s, Kleenex officially introduced the disposable handkerchief, a shift that doubled sales and transformed the brand’s future. Over the decades, Kleenex played a significant role in the rise of disposable hygiene products, helping to shape modern attitudes towards cleanliness and convenience. Today, Kleenex products are used around the world and remain loved for their convenience, gentle feel and everyday comfort.