The term “Kleenex” became a registered trademark in 1924.
Kimberly-Clark’s Kleenex story began with a wartime material: the company developed lightweight crepe paper called Cellucotton for use in gas-mask filters during the First World War. The material was later adapted for consumer products. In 1924, Kimberly-Clark introduced Kleenex as a disposable sheet marketed chiefly for removing cold cream, rather than initially presenting it as a handkerchief substitute.
The brand’s advertising and customers helped change its purpose. By the late 1920s, consumers were writing to the company about using Kleenex for colds and sneezes. Kimberly-Clark responded by repositioning it as a disposable handkerchief, a use that ultimately made the name widely known.
A common mistake is to treat “Kleenex” as the generic name for every facial tissue. It is a brand name and remains a registered trademark, although its widespread everyday use has made it an example often discussed in connection with genericization. The trademark’s legal status can differ by country and product category.