Kleenex introduces beauty tissues in major brand expansion 

USA – Kleenex, a globally recognized brand of facial tissues owned by Kimberly-Clark, has expanded its long-standing facial tissue business into the beauty and personal care space with the launch of Kleenex Beauty Tissues. 

The Beauty Tissues range includes a variant for oily and combination skin. 

The first variant, created for oily and combination skin, absorbs oil within seconds, removes up to 80% of unwanted shine, and supports makeup touch-ups, excess product removal and blotting, with niacinamide for a soft and comfortable finish.

The second variant, formulated for dry and normal skin, gently handles makeup corrections and self-care needs while its silky texture, glycerine lotion and Japanese Hokkaido milk help maintain skin moisture without over-drying or causing discomfort.

Normally, facial tissues are found on makeup counters, in spas and backstage beauty settings, although they are not specifically designed for makeup touch-ups or shine control.

Kleenex developed its Beauty Tissues to address this gap, offering two skin-specific variants enriched with ingredients intended to provide additional benefits.

Niamh Finan, UK marketing director at Arbex, said, “We’ve always been about showing up for people in the moments that matter, and increasingly, that means the beauty moments too.”

“UK beauty and personal care spend grew 6.6% last year alone*, a clear sign that consumers are investing more than ever in how they look and feel.”

She added, “By listening to what consumers actually need throughout the day, from managing shine to a quick moment of self-care, we created Kleenex Beauty Tissues to fit seamlessly into modern beauty routines.”

Kleenex Beauty Tissues will be offered in two formats to suit different consumer routines. 

The at-home canister is intended for use on a vanity, dressing table or in a bathroom, while the on-the-go format is designed for portability and convenience. 

The portable packs are made to keep the tissues clean and protected, allowing consumers to carry them during daily activities and use them whenever beauty touch-ups or personal care moments arise.

Each canister will contain 44 sheets, while every on-the-go pack will contain nine sheets. 

Meanwhile, the portable format will be sold in boxes containing three individual packs.

The company, which has been a recognised name in facial tissue for more than 100 years, described the new range as its biggest product innovation in 30 years. 

The launch is intended to strengthen Kleenex’s role as a beauty essential while introducing a new category of dermatologically tested tissues designed specifically to work with the skin rather than simply wipe across it.

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