Kimberly-Clark is looking to clean up the beauty market with the launch of a new skincare range under its Kleenex brand.

The products, which will hit shelves in selected stores this month, include facial cleansing wipes and eye make-up removal wipes (rsp: £2.99 for 24); shine absorbing sheets (rsp: £2.99 for 50) and facial cloths (rsp: £1.99 for 30).

The company said the range, which will hit leading retailers from January 2012, is designed to shake up the "stagnant" cotton wool category. It also claims its 'ecoform' wipes have a lower environmental impact because they are made from natural fibres (65%) and not spunlace the base sheet commonly used by other wipe brands.

"Category investment should help to shift perceptions from wipes as an ­add-on product to a facial cleansing solution in their own right," said Kleenex brand manager for innovation Josephine Infeld.