Kleenex Balsam tissues

Kleenex is one of the most recognizable brands globally, often used as a generic term for facial tissues. Originally developed by Kimberly-Clark during World War I as a substitute for cotton in gas mask filters and surgical dressings, it was later repositioned in the 1920s as a cold cream remover and subsequently as a disposable handkerchief.

Today, Kleenex products are manufactured in many countries to serve local markets efficiently, including facilities in North America, Europe, and Asia. The brand remains under the stewardship of Kimberly-Clark Corporation, which has maintained its market dominance through various innovations like the Balsam range shown here, which contains protective balms for sensitive skin.