The new Kleenex Beauty Tissues range is set to launch in September 2026, introducing what Kleenex calls its biggest product innovation in 30 years. These skin-specific tissues were developed in response to the way that consumers already use tissues in their beauty routines, and soon, they'll be able to wipe and clean with specific varieties for oily and combination skin, as well as for dry and normal skin.
The niacinamide-enriched Oily & Combination Skin helps with setting makeup and removing excess product, and according to Kleenex, it removes up to 80% of excess oil and unwanted shine. The Dry & Normal Skin tissue is extra-silky and designed for touching up makeup, removing mascara smudges and general skincare, thanks to an infusion of glycerine lotion and Japanese Hokkaido milk.
Key Themes Behind This Trend
- Skin-specific Disposables
- Everyday paper goods are evolving into targeted care products, creating white space for functional formats tailored to distinct skin types, routines and sensitivities.
- Beauty-integrated Tissues
- Tissues designed for makeup setting, oil control and gentle touch-ups signal a convergence of hygiene and cosmetics with potential for premium daily-use upgrades.
- Ingredient-infused Essentials
- Niacinamide, glycerine and milk-infused fibers reflect growing demand for utilitarian products enhanced with recognizable skincare ingredients and perceived wellness benefits.
Where This Applies
- Personal Care
- The category can expand beyond creams and cleansers as disposable touchpoint products become specialized extensions of skincare regimens.
- Household Paper Products
- Commodity tissue brands have an avenue to differentiate through performance claims, ingredient stories and beauty-led product segmentation.
- Cosmetics
- Makeup maintenance products may increasingly include hybrid formats that support application, removal and skin appearance between traditional beauty steps.
