Kleenex by Kimberly-Clark is invented in 1924 as a cleansing tissue to remove cold cream. This created the facial tissue category. By 1928, Kleenex popularizes the use of facial tissue by using its patented pop up box to package these facial tissues. After Kimberly-Clark invented this category, no other company came close in taking the leadership away from Kleenex.

In the present, there are only three respected brands of facial tissue being recognized in the American market. Facial tissue hold several advantages over other paper and cloth products, such as clod handkerchiefs, paper towels napkins, and bath tissue. Facial tissue's unique combination of softness, strength, sanitation, and disposability makes it a superior alternative for its intended uses, with no good substitutes. Making the facial tissue market with annual sales exceeding $1.3 billion. Kleenex facial tissue currently dominate the market with 52 percent,

Kleenex on the other hand did not try to change the quality of its products much over the years. Instead of changing the quality of its tissues, Kleenex spent many of its resources in promoting its products. In 1935, Kleenex sponsored a popular radio show called "The Story of Mary Marlin". In 1944, "Little Lulu" sang the praises of Kleenex tissues. In 1954, Kleenex sponsored the Perry Como Hour on TV. The major changes for Kleenex over the years is its package graphics.

Puffs facial tissue was originally known as Charmin Facial Tissue. In 1958, Procter and Gamble bought the Charmin Paper Company and introduced Puffs Basic Facial Tissues, which replaced Charmin Facial Tissues. Over the years, Puffs has added many changes to its line of tissue papers to compete with Kleenex. In 1968, Puffs Prints, printed papers were introduced. In 1977, Puffs introduced an upright Cube package size. In 1987, the Puffs Plus added lotion in its tissue. By 1989, aloe is added to the Puffs Plus with Lotion. In 1991, Puffs Extra Strength is introduced in the US. Over the years, a lot of different designs for the boxes and the tissues altered the standard of facial tis

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