A military-grade crepe paper, originally designed for filtering toxic gases, became a household staple as Kleenex, reshaping its purpose through consumer use.
Origins in wartime technology
A crepe paper initially developed by Kimberly-Clark to filter toxic gases for soldiers during World War I eventually found its way into the pockets of millions of consumers for uses far removed from its original military purpose. The material, known as cellucotton, was first used to manufacture Kotex sanitary towels in the 1920s, and later for Kleenex, launched in 1924 as a make-up remover.Consumer use shifts product purpose
During a public test in Peoria in 1924, 60 percent of respondents indicated they used Kleenex as a handkerchief rather than for its intended cosmetic purpose. This consumer behavior prompted Kimberly-Clark to gradually shift its marketing strategy toward promoting Kleenex as disposable handkerchiefs, a transition completed by 1930.Date of the test remains uncertain
Some sources suggest the Peoria test may have occurred in 1926, though the exact date remains debated. The product's repurposing by consumers rather than its creators highlights a rare instance in industrial history where market habits, rather than corporate direction, defined a product's final use.Recent changes in product availability
In August 2023, Kimberly-Clark removed Kleenex handkerchiefs from the Canadian market due to supply constraints, and in 2025, the company announced a $48.7 billion acquisition of Kenvue, the parent company of Tylenol, which led to asset sales in 2026 to meet European Union antitrust requirements.
