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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](/-/media/Project/KleenexNA/Our-History/1920.jpg?h=352&iar=0&w=528&rev=a106f3b1afba406eaa2cb2a463ee1aeb)
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](/-/media/Project/KleenexNA/Our-History/1924.jpg?h=352&iar=0&w=528&rev=07235ed1f99c4d0f9657d2845af64f04)
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](/-/media/Project/KleenexNA/Our-History/1930.jpg?h=352&iar=0&w=528&rev=54773e154d10495586eac40d9d7e6991)
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](/-/media/Project/KleenexNA/Our-History/1950.jpg?h=352&iar=0&w=528&rev=629a2c563f3a4a85a17accb224c0cd61)
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](/-/media/Project/KleenexNA/Our-History/1961.jpg?h=352&iar=0&w=528&rev=8b1eb840d7e343949e6c20cc1237438c)
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](/-/media/Project/KleenexNA/Our-History/1990.jpg?h=352&iar=0&w=528&rev=9a56fad952d5429cba44f9477cc156fc)
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.
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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.
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2022
Kleenex® hits Times Square with its new Grab Kleenex® campaign with a promise to be there for you when life’s everyday messes come up.