Kleenex Launches Skincare-Infused Beauty Tissues in Major Brand Expansion

Kleenex is debuting two skin-specific tissue products in what the brand calls its most significant product innovation in 30 years.

Set to launch on September 1, 2026, the new Kleenex Beauty Tissues lineup includes distinct formulas tailored for oily and combination skin, as well as dry and normal skin. The products are engineered for specialized beauty applications—including blotting, setting makeup, and skin prepping—alongside general daily use.

The Oily & Combination Skin variant is designed to blot oil, set makeup, and wipe away excess product throughout the day. According to Kleenex, the tissue absorbs surface oil within seconds, removing up to 80% of excess oil and unwanted shine, while incorporating the active skincare ingredient niacinamide (vitamin B3).

Meanwhile, the Dry & Normal Skin option offers a softer, silky feel suited for makeup touch-ups, mascara smudge removal, and routine skincare application. It is formulated with a moisturizing glycerin lotion and a touch of Japanese Hokkaido milk extract.

Niamh Finan, UK Marketing Director at Arbex, the long-term brand licensee for Kleenex, said the line was developed to address how consumers naturally incorporate paper tissues into daily self-care rituals.

"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," Finan 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 product range will be sold in a 44-sheet countertop canister priced at £4, as well as a £3 travel format containing three portable packs of nine sheets.

At launch, broad retail distribution across UK mass grocery and e-commerce channels will include Sainsbury's, Tesco, Amazon, Asda, Waitrose, Morrisons, and Ocado.

The rollout comes as beauty and personal care expenditure in the UK continues its upward trajectory. Market intelligence firm Mintel reported that overall category spending rose 6.6% in 2025, delivering a real-terms growth rate of 5.9%.

Mintel data also indicates that upgraded beauty aisles across grocery stores and expanding online marketplaces contributed to a 1.5% revenue decline for specialty beauty retailers in 2025, underscoring shifting consumer purchasing preferences. As mass-market labels adapt to these changing shopping habits, legacy beauty brands are also doubling down on hero products to capture consumer interest across channels.