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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=c7e6147d348d4d00bac624bdb76bbd48)
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=1a1b6b0f9e5443838eac200fdb05ec1f)
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=0a1e1ea9099b4ec4b14e9ed9a21bb450)
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=fefb53e63f2849299100a7422640f4cc)
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=e87ce52eaa0e431c9e1ac0ce978cb39e)
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=79da88785d514e949680efc466e85729)
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.
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