Kleenex Expands Into Beauty With Skin-Specific Tissue Innovation

THE WHAT? Kleenex is moving further into the beauty and personal care category with the launch of its first skin-specific Beauty Tissues, which the brand describes as its biggest product innovation in 30 years.

THE DETAILS Launching in September 2026, the range comprises two products developed around existing consumer use of tissues within beauty routines. The Oily & Combination Skin variant incorporates niacinamide and is designed for oil absorption, make-up setting and product removal, while the Dry & Normal Skin version uses glycerine lotion and Japanese Hokkaido milk and targets make-up touch-ups and skincare applications. The development marks a shift from general-purpose tissues towards products formulated and positioned around specific skin types and beauty occasions.

THE WHY? The launch illustrates the continued convergence of traditional personal care and beauty categories, with Kleenex using skincare ingredients and targeted functionality to reposition an established product format for beauty applications. It also demonstrates how major consumer brands are looking to category adjacencies to create new usage occasions and extend their relevance within beauty.

Source:The Industry