Origins in World War I

In 1914, as World War I began, surgical cotton became scarce due to the high demand from wounded soldiers. This shortage led researchers to develop a substitute made from bagasse, a fibrous residue from sugarcane, resulting in a new material known as Cellucotton.

Performance of Cellucotton

Cellucotton, created by Kimberly-Clark, was a creped cellulose wool made from wood pulp. It absorbed five times more liquid than traditional bandages and was significantly cheaper to produce, making it an attractive alternative during the war.

Military Applications and War’s End

The U.S. Army explored using Cellucotton as a filter for gas masks due to its high absorption capacity. However, the armistice of 1918 ended the war, leading to a sudden drop in military demand. This left Kimberly-Clark with excess stock and unused equipment, prompting a search for new markets.

Nurses’ Unofficial Use

Before the company sought civilian markets, nurses on the front lines began using Cellucotton for intimate hygiene due to a lack of proper equipment. This unofficial use revealed the material’s potential beyond its original purpose.

Kotex as First Civilian Product

In 1919, Kimberly-Clark hired Walter Luecke to find new uses for its surplus Cellucotton. The first civilian product, Kotex, was launched in 1920 as a disposable sanitary napkin, transforming the material into a widely used product for women’s health.

Kleenex as Makeup Remover

In 1924, Kimberly-Clark introduced Kleenex as a makeup remover, marketing it with the help of Hollywood celebrities. The product was registered with the USPTO, and its official description highlighted its use for removing cold cream, a popular makeup remover of the time.

Unexpected Consumer Use

A 1930 survey revealed that 60 percent of Kleenex users were actually using it to blow their noses, not for makeup removal. This led Kimberly-Clark to reposition Kleenex as a disposable handkerchief, aligning the product with consumer needs.

Modern Expansion and Acquisition

Over a century later, Kimberly-Clark continues to lead in public health. In early November 2025, the company announced the acquisition of Kenvue for approximately $48.7 billion, aiming to strengthen its position in the healthcare sector and expand its product range.