Kleenex
A Kimberly-Clark brand best known for disposable facial tissues and related paper-care products.
Last updated October 7, 2026
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Overview
Kleenex is a Kimberly-Clark brand primarily associated with disposable facial tissues. The brand originated from Cellucotton, a paper-material business that developed crepe-paper technology during the First World War for use in gas-mask filters. The same general material platform was later adapted for disposable hygiene products, including the Kotex menstrual pad in the early 1920s. A thinner and softer version was introduced in 1924 under the Kleenex name. Kleenex was initially positioned not as a cold or allergy product, but as a disposable substitute for face towels and cotton wool used to remove cold cream. The name combined “Kleen,” a stylized form of “clean,” with “ex,” which linked it linguistically to the existing Kotex family. Its United States trademark application was filed in July 1924 by Cellucotton Products Company, and the registration was granted in November of that year. Nationwide promotion began in September 1924 through retail advertising and free-sample activity. The brand’s commercial role changed as consumers found the tissue useful as a disposable handkerchief. Early advertising initially emphasized skincare and cosmetic use, but later marketing promoted Kleenex for colds, hay fever, and everyday personal hygiene. By the 1930s, the slogan “Don’t Carry a Cold in Your Pocket” helped establish the product as a convenient alternative to reusable cloth handkerchiefs. Character licensing, including the use of the Little Lulu cartoon character beginning in 1943, further broadened its consumer appeal. Over time, Kleenex expanded beyond facial tissues into adjacent paper and personal-care categories, including napkins, toilet rolls, paper towels, and, for a period, disposable diapers. Kimberly-Clark introduced Kleenex Super Dry diapers in 1978 with a wetness indicator, although diaper products within Kimberly-Clark are now principally associated with the Huggies brand. Facial tissues remain the core of Kleenex’s identity and the main basis of its international recognition. Kleenex is also notable as a case of a highly successful trademark becoming genericized in everyday speech. In the United States, many people use “Kleenex” to refer informally to facial tissue from any manufacturer, while the name remains a protected trademark of Kimberly-Clark. The trademark and associated business goodwill were formally assigned to Kimberly-Clark in 1955. The brand has been applied to products made in dozens of countries and continues to operate internationally, although its market participation varies by country. In 2023, Kimberly-Clark announced that it would stop selling Kleenex products in Canada, citing transportation costs and weak profitability despite the brand’s substantial local market share.
History
Kleenex developed from Cellucotton’s early work with disposable crepe paper. During the First World War, Cellucotton created a paper-based filter material for gas masks. The company later adapted related technology into Kotex, a disposable menstrual pad introduced in the 1920s. A further refinement produced a thinner and softer sheet suitable for use on the face, leading to the launch of Kleenex in 1924. The product was originally presented as a cosmetic aid. Its first intended use was removing cold cream, offering an inexpensive disposable alternative to face towels and cotton wool. The brand name was selected to be short and easy to pronounce. “Kleen” suggested cleansing, while “ex” connected the name with the company’s existing Kotex naming family. Cellucotton Products Company filed the initial United States trademark application on July 12, 1924, describing the goods as absorbent pads or sheets for removing cold cream. The trademark was registered on November 25, 1924. Commercial distribution began in the United States in September 1924. Advertising appeared through the Walgreens drugstore chain in Chicago, and promotional sampling was conducted in New York. Early magazine advertisements associated the product with beauty routines and claimed that it was used by movie stars. The product’s most important change in positioning came when consumers began using it as a handkerchief substitute. A Cellucotton researcher advocated marketing the tissue for colds and hay fever; although the proposal was not immediately adopted as the central campaign, limited advertising mentioned handkerchief use. This helped reveal a broader everyday use case. By the 1930s, Kleenex was strongly associated with disposable protection from colds and nasal discomfort. The slogan “Don’t Carry a Cold in Your Pocket” framed the tissue as more hygienic and convenient than carrying a used cloth handkerchief. In 1943, the company licensed the Little Lulu cartoon character to support brand promotion and make the product more accessible to family audiences. Kleenex gradually became a broader paper-products brand. In addition to facial tissue, its portfolio has included napkins, toilet rolls, and paper towels in various markets. Kimberly-Clark also introduced Kleenex Super Dry diapers in 1978, featuring a wetness indicator that changed appearance as the diaper became wetter. The diaper line did not become Kimberly-Clark’s enduring diaper identity; Huggies, introduced in 1977, is the company’s principal diaper brand. The Kleenex trademark and the goodwill associated with the business were assigned to Kimberly-Clark Corporation on September 30, 1955. Kimberly-Clark remains the registered owner. The brand’s widespread use has produced trademark genericization in ordinary American speech: “Kleenex” is frequently used to mean facial tissue generally, even when the product is made by another company. Dictionaries have recorded this everyday meaning, but the commercial trademark remains controlled by Kimberly-Clark. Kleenex has continued to be sold internationally, with products made in 78 countries according to reference material concerning the brand. Its presence and product assortment differ by market. In 2023, Kimberly-Clark announced its withdrawal of Kleenex products from Canada. The company attributed the decision to transportation expenses and limited profitability. The announcement illustrated the distinction between the brand’s global recognition and the economics of operating in individual national markets.
- 2023
Canadian sales discontinued
[1]Kimberly-Clark announces that Kleenex products will no longer be sold in Canada, citing transportation costs and low profitability.
- 1978
Kleenex Super Dry diapers introduced
[1]Kimberly-Clark introduces a Kleenex diaper product with a wetness indicator.
- 1955
Trademark goodwill assigned to Kimberly-Clark
[1]International Cellucotton Products Company assigns the Kleenex trademark interest and associated business goodwill to Kimberly-Clark Corporation.
- 1943
Little Lulu licensing begins
[1]Kleenex begins licensing the Little Lulu cartoon character as part of its consumer marketing.
- 1930
Disposable handkerchief positioning expands
[1]Marketing increasingly presents Kleenex as a disposable alternative to reusable handkerchiefs for colds and hay fever.
- 1924
Kleenex is introduced
[1]Cellucotton launches a thin, soft disposable tissue initially marketed for removing cold cream and replacing face towels or cotton wool.
- 1924
United States trademark registered
[1]The Kleenex trademark application is filed in July and registration is granted by the United States Patent and Trademark Office in November.
- 1924
National United States marketing begins
[1]Advertising and sampling activity begins in Chicago and New York during September.
Products and positioning
Soft, convenient, disposable personal-care and household paper products, with particular emphasis on everyday facial care, comfort, and hygiene.
Facial tissue · 1924
Kleenex facial tissues
The core Kleenex product line consists of disposable facial tissues designed for wiping the face, blowing the nose, and everyday personal hygiene. The product began as a cosmetic tissue for removing cold cream before becoming associated with colds, allergies, and disposable handkerchief use. Facial tissue remains the category most strongly identified with the brand.
Paper napkins
Kleenex napkins
Kleenex has extended its paper-care identity into disposable napkins for household and food-service use in selected markets. These products apply the brand’s associations with softness, cleanliness, and convenient disposal beyond facial care.
Toilet paper
Kleenex toilet rolls
Toilet-roll products have appeared within the wider Kleenex paper-products assortment in some markets. They represent an adjacent household tissue category rather than the brand’s original facial-tissue proposition.
Paper towels
Kleenex paper towels
Paper towels are among the broader paper products associated with the Kleenex name in selected markets. Their role is to extend the brand from personal facial care into household wiping and cleanup.
Disposable diapers · 1978
Kleenex Super Dry diapers
Introduced by Kimberly-Clark in 1978, Kleenex Super Dry diapers used a wetness indicator that faded or lightened as the interior became wetter. The line is historical; Kimberly-Clark’s continuing diaper business is principally represented by Huggies.
Controversies
2021
Kimberley-Clark fined over Australian-made claims for flushable wipes
The Federal Court fined Kimberly-Clark Australia $200,000 after finding that claims on its websites falsely represented imported Kleenex flushable wipes as made in Australia. The company said the logo appeared because of a publishing error.
Marketing campaigns
- 1943Little Lulu licensing promotion
United States
Kleenex licensed the Little Lulu cartoon character to popularize the product and communicate with family audiences.
Outcome. Extended the brand’s advertising appeal beyond adult skincare users.
- 1930Don't Carry a Cold in Your Pocket
United States
The campaign positioned Kleenex as a disposable handkerchief replacement for people dealing with colds and hay fever.
Outcome. Helped shift the brand from a cosmetic tissue to an everyday facial-tissue product.
- 1925Movie-star beauty advertising
United States
Magazine advertising promoted Kleenex as a beauty accessory associated with the skincare routines of famous movie stars.
Outcome. Strengthened the product’s aspirational cosmetic positioning.
- 1924Cold-cream remover launch campaign
United States
The first Kleenex campaign presented the product as a disposable cosmetic aid for removing cold cream and as an alternative to face towels or cotton wool. Early retail advertising and free samples supported the launch.
Outcome. Established the initial beauty and skincare use case.
Brand decisions
2023
Withdraw Kleenex from CanadaStrategyBackground
Kimberly-Clark cited transportation costs and low profitability in the Canadian business, despite Kleenex holding a reported 16 percent market share there.
Action taken
The company announced that it would stop selling Kleenex products in Canada.
Aftermath
Kleenex continued to operate in other markets, while Canadian availability was discontinued.
Canadian market share. 16% (2023)
1978
Introduce Kleenex Super Dry diapersProduct launchBackground
Kimberly-Clark extended the Kleenex name into disposable diapers as part of a broader paper and personal-care portfolio.
Action taken
The company launched Super Dry diapers with a visual wetness indicator.
Aftermath
The diaper category later became principally associated with Kimberly-Clark’s Huggies brand rather than Kleenex.
1924
Launch disposable facial tissueProduct launchBackground
Cellucotton had developed paper-based materials for wartime filtration and later adapted related technology for disposable hygiene products.
Action taken
The company introduced a thinner, softer sheet under the Kleenex name and initially marketed it for removing cold cream.
Aftermath
Consumers adopted the product for blowing the nose and replacing reusable handkerchiefs, creating the brand’s enduring category association.
Recent events
- Unconfirmed
Reported
Kimberley-Clark fined over Australian-made claims for flushable wipes[3]
The Federal Court fined Kimberly-Clark Australia $200,000 after finding that claims on its websites falsely represented imported Kleenex flushable wipes as made in Australia. The company said the logo appeared because of a publishing error.
Kleenex announces donation-matching support for Lifeline[4]
Kleenex announced that it would match public donations to Lifeline Aotearoa made from May 5 to May 19, 2020, up to $50,000, and support Lifeline Australia through donation matching up to $150,000.
Sources4 sources
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