THE UNKNOWN HISTORY OF KLEENEX

Kleenex’s history began as a gas mask filter in World War I and eventually became a household essential.

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THE WW1 ORIGINS OF KLEENEX

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In 1917, the Cellucotton company produced crepe paper filters for soldiers' gas masks.

The material trapped toxic gases while allowing soldiers to breathe.

After the war, nurses who had used these filters discovered they worked well for removing makeup.

With this observation the company converted the military filter into Kleenex tissues in 1924.

Within a decade, the paper tissue moved from cosmetic use to its now-familiar role as a disposable handkerchief.

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IN THE 1920S, KLEENEX WAS MODIFIED INTO THE MENSTRUAL PAD KOTEX

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In 1918, Cellucotton faced a warehouse full of surplus bandage material—cellulose wadding they had produced for treating wounded soldiers.

Rather than discard this inventory, the company's researchers discovered that nurses had been using the absorbent bandages as disposable menstrual pads during the war.

By adding a gauze covering and adjusting the material's density, Cellucotton transformed their leftover medical supplies into Kotex pads in 1920.

These pads replaced the reusable cloth rags women had used for centuries, offering a sanitary, disposable alternative that could be purchased at drugstores for 60 cents per dozen.

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KLEENEX FACIAL TISSUES WERE FIRST MARKETED IN 1924 AS A COLD CREAM REMOVER

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In 1924, Kimberly-Clark officially launched Kleenex tissues—soft, white squares that women used to wipe cold cream from their faces.

Now, a woman could grab a fresh tissue, swipe it across her cream-covered cheeks, and toss it in the waste bin.

Within five years, Kleenex boxes sat on dressing tables across America, the brand name becoming synonymous with disposable tissues themselves.

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ADS IN 1925 MARKETED IT AS "THE NEW SECRET OF KEEPING A PRETTY SKIN AS USED BY FAMOUS MOVIE STARS"

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In 1925, the company launched Kleenex tissues with advertisements featuring Hollywood actresses removing their makeup.

The ads proclaimed: "Kleenex—the same tissues movie stars use to protect their skin."

Photos showed actresses like Clara Bow and Louise Brooks pressing white tissues to their faces, demonstrating the product's use.

Magazine spreads and billboards plastered these images across America, linking the simple paper product with the polished glamour of Hollywood dressing rooms.

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BY THE 1930S, KLEENEX'S PRIMARY USE SHIFTED TO BEING A DISPOSABLE HANDKERCHIEF REPLACEMENT

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In 1930, Kleenex launched a new advertising campaign.

Their slogan "Don't Put a Cold in Your Pocket" marked a stark shift - the company no longer sold their tissues as makeup removers, but as replacements for cloth handkerchiefs.

The campaign highlighted a specific health risk: carrying a germ-filled handkerchief meant keeping those germs close to your body all day.

The campaign succeeded.

Kleenex sales rose as consumers embraced single-use tissues, abandoning the centuries-old practice of carrying cloth handkerchiefs.

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IN 1943, KLEENEX BEGAN USING THE LITTLE LULU CARTOON CHARACTER IN ITS ADVERTISING

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In 1943, Kleenex hired Little Lulu, a cartoon girl with black curls and a red dress, as their advertising mascot.

Lulu appeared in magazine ads and commercial spots, showing readers how to use Kleenex tissues for everyday tasks like removing makeup and wiping runny noses.

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THE KLEENEX TRADEMARK WAS BOUGHT BY KIMBERLY-CLARK IN 1955

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Cellucotton Products Company registered the Kleenex trademark in 1924, creating a brand name that millions of Americans now use for any facial tissue.

Kimberly-Clark Corporation bought the trademark in 1955, adding Kleenex to their growing collection of paper products like Scott Paper towels and Kotex feminine care items.

Under Kimberly-Clark's ownership, Kleenex expanded from a makeup remover to become the leading disposable tissue brand in American homes and offices.

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THE KLEENEX NAME HAS BECOME GENERICIZED IN COMMON USAGE TO REFER TO ANY FACIAL TISSUE

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People now say "Kleenex" to mean any facial tissue, just as they say "Band-Aid" for adhesive bandages.

Walk into any store and you'll hear customers ask, "Where are the Kleenex?" even when seeking Puffs, Scott, or store-brand tissues.

Kimberly-Clark's lawyers still actively protect the Kleenex trademark in court documents and official communications, but they cannot stop millions of Americans from using it as their default word for the product.

The name has become part of daily speech while remaining a registered trademark—a rare balance that many other brands like Aspirin and Escalator failed to achieve.

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IN 1978, KIMBERLY-CLARK INTRODUCED KLEENEX SUPER DRY DIAPERS

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In 1978, Kimberly-Clark launched Kleenex Super Dry diapers with a color-changing stripe that turned from blue to yellow when wet.

Parents could see at a glance whether their baby needed changing, rather than having to feel the diaper or guess.

This feature helped Kimberly-Clark sell diapers under their established Kleenex brand name, marking their entry into the diaper market.