Kleenex unveils 'biggest innovation in 30 years' with new beauty tissue range

Kleenex is launching two skin-specific tissue products, which the brand describes as its biggest product innovation in 30 years.

The new Kleenex Beauty Tissues range will launch on 1 September 2026 and includes variants for oily and combination skin, as well as for dry and normal skin. The products are designed for use in beauty routines as well as for general everyday tasks such as wiping and cleaning.

The Oily & Combination Skin tissue is intended for blotting excess oil, setting make-up and removing excess product throughout the day. According to Kleenex, the tissue absorbs oil within seconds and removes up to 80% of excess oil and unwanted shine. It also contains niacinamide (vitamin B3).

Meanwhile, the Dry & Normal Skin tissue has a softer, silky texture and is designed for make-up touch-ups, mascara smudge removal, excess product removal and general skincare use. It contains a glycerine lotion and a touch of Japanese Hokkaido milk.

Niamh Finan, UK Marketing Director at Arbex, the long-term licensee of the Kleenex brand, said the products were developed in response to the ways consumers already use tissues as part of their beauty routines.

"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," she said.

"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 range will be available in a 44-sheet at-home canister priced at £4, alongside a portable £3 format containing three packs of nine sheets. 

The rollout will cover Sainsbury's, Tesco, Amazon, Asda, Waitrose, Morrisons and Ocado, giving the range broad distribution across grocery and e-commerce channels from launch.

The launch comes as spending on beauty and personal care continues to grow in the UK. According to Mintel, total category spending increased by 6.6% in 2025, representing real-terms growth of 5.9%.

Mintel also reported that improvements to supermarket beauty aisles and the growth of online marketplaces contributed to a 1.5% decline in specialist beauty and personal care retail sales during 2025, reflecting changing consumer shopping habits.