Kleenex has long been one of the most recognisable names in the tissue category, but Kimberly-Clark is showing how an established brand can continue to evolve by stepping into new consumer spaces. With Kleenex Beauty Tissues, the brand is moving closer to the beauty and personal care category, demonstrating how innovation can create new opportunities for familiar everyday products.
The move is particularly interesting because it builds on a natural connection between tissues and beauty routines. Kleenex has historically been associated with caring for the face, whether that means removing make-up, touching up a look or simply providing a softer product for use against the skin. Kleenex Ultra Soft is specifically positioned as an addition to a beauty regime, with the brand highlighting its suitability for touching up, blotting and removing make-up.
For consumers, this reflects a wider shift towards products that are designed to work harder within existing routines. Rather than purchasing a completely separate beauty product, a specialist tissue can offer convenience while still delivering the softness and quality expected from the Kleenex brand. This creates an opportunity to blur the boundaries between traditional household products and personal care, with consumers increasingly looking for multifunctional products that fit seamlessly into their lifestyles.
And for UK shoppers, Kleenex's existing Ultra Soft range is already available through mainstream grocery retail. Tesco currently stocks Kleenex Ultra Soft Tissues, alongside a wider selection of Kleenex products, giving the brand visibility within the household tissue aisle while its beauty-focused positioning encourages consumers to consider the product for a different occasion. Kleenex products are also available through Boots, while Superdrug currently stocks several products from the brand, demonstrating the potential for Kleenex to sit across both grocery and health & beauty retail environments.
From an innovation perspective, Kleenex Beauty Tissues also demonstrate that category growth does not always require a completely new product. Sometimes, innovation comes from changing how an existing product is positioned and identifying a new occasion for its use. Kimberly-Clark can leverage Kleenex's existing brand recognition, expertise in tissue technology and established relationship with consumers while introducing the product to a new audience and potentially a new category.
Ultimately, Kleenex Beauty Tissues highlight an important lesson for FMCG brands: innovation is not always about creating something completely new – it can be about seeing an existing product differently. By taking Kleenex beyond its traditional role and into beauty routines, Kimberly-Clark is exploring how an everyday tissue can become part of a wider personal care experience. It is a smart example of how understanding consumer behaviour, identifying adjacent categories and building on brand equity can open up new opportunities for growth.
Image Credit: Arbex
