The brand is moving beyond conventional facial tissue with two dermatologically tested variants designed for make-up touch-ups, shine control and everyday beauty routines in the UK.
Kleenex is moving into a new product category with the launch of Kleenex Beauty Tissues, a two-variant range developed specifically for use within beauty and skincare routines.
Described by the brand as its biggest product innovation in 30 years, the new Kleenex Beauty Tissues range will be available through seven UK retailers from 1 September. The launch builds on the company’s established facial tissue offer but introduces formulations tailored to different skin types and beauty applications.
The tissues have been developed for activities including blotting excess oil, managing shine, correcting make-up mistakes and removing excess product. Both variants are dermatologically tested and will be offered in formats intended for use at home or while travelling.
A New Category For Kleenex
Tissues have long been used on make-up counters, in spas and within professional backstage environments. However, Kleenex says conventional facial tissues and wipes have not generally been developed specifically around skin type or beauty routines.
Kleenex Beauty Tissues are intended to address that distinction through two products: one for oily and combination skin and another for dry and normal skin. Each uses a different formulation and texture to reflect its intended use.
“Finally, a tissue that gets your skin,”
“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. 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. This isn’t just an extension of our tissue range; it’s a genuine innovation, and the biggest one we’ve launched in 30 years.”
The oily and combination skin tissue is designed for make-up setting, removing excess product and managing shine during the day.
Kleenex says the tissue absorbs oil within seconds and can remove up to 80% of oil and unwanted shine. The formulation includes a touch of niacinamide, also known as vitamin B3.
The product is positioned as a soft alternative to conventional blotting products, with a format that can be used across different stages of a make-up routine.
Variant For Dry And Normal Skin
The dry and normal skin version has been developed for make-up corrections and general use where a softer texture is required. Suggested applications include wiping mascara smudges, correcting make-up mistakes and removing excess product.
According to the brand, the tissue is designed to glide across the skin without overdrying or causing discomfort. Its formulation includes a glycerine lotion intended to help protect against moisture loss, together with a touch of Japanese Hokkaido milk.
Kleenex says the tissue’s silky texture is intended to help maintain the skin’s natural moisture while supporting quick beauty touch-ups and moments of personal care.
At-Home And On-The-Go Formats
Both variants will be available in an at-home canister and a smaller on-the-go format.
At-home canister: 44 sheets, priced at £4.
On-the-go box: Three packs containing nine sheets each, priced at £3.
The canister is designed for placement on a dressing table, vanity unit or bathroom counter. The portable packaging is intended to keep the tissues protected while being carried in a handbag or travel case.
The launch places a more specialised, skin-specific tissue alongside the brand’s established facial tissue range while extending its presence into beauty and personal care routines.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
