Arbex (Kimberly-Clark) · UK launch Sep 2026

Kleenex Beauty Tissues.

Taking a tissue brand into the beauty aisle, Kleenex’s biggest product innovation in thirty years.

Kleenex Beauty Tissues range: canisters and pocket packs
Client
Kleenex · Arbex (previously Kimberly-Clark)
My role
Creative Director
Scope
Proposition, design, pack architecture, format, launch assets
Disciplines
Creative direction, packaging design, art direction

The problem

People already used Kleenex in their beauty routine. The product and the pack said “cold and flu”.

Tissues have sat on make-up counters and backstage for decades, but nobody had designed one for the job. The brief was to move Kleenex from the medicine cabinet to the beauty shelf without losing the softness and trust the brand is known for, and to make something people would be happy to leave out.

What I directed

Desirability in, not just function.

Format came first: a canister for the dresser and a pocket pack for the bag, so the product shows up where beauty products live rather than in a cube by the sofa. From there the pack system had to read as skincare, ingredient-led, calm, premium, while still holding the Kleenex mark and the softness cues people buy the brand for.

Two variants run off one system, with skin-type navigation clear enough to work at shelf and in a feed: Oily & Combination with niacinamide, Dry & Normal with glycerine and a touch of Hokkaido milk.

Results

30 yrsKleenex’s biggest product innovation in three decades
7UK retailers listed from day one, grocery and e-commerce
New occasionOpens beauty and skincare as a category for the brand
LFW“Glow & Go” activation at London Fashion Week, September 2026
Kleenex Beauty Tissues canisters Make-up artist using Kleenex Beauty Tissues Glow & Go taxi at London Fashion Week Inside the Glow & Go taxi
Next project Andrex Skin Protect →

Talk to me about brand.

christievgray@gmail.com

Speaking enquiries, collaborations, and conversations about the work.