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© History Oasis
1872-1928
John Kimberly took a modest Wisconsin paper mill and made it into an innovative consumer products pioneer. He launched two great products that transformed everyday life: the Kotex feminine hygiene products (1920) and Kleenex facial tissues (1924). These inventions came out of necessity during World War I—cellucotton, developed for military surgical cotton, was later repurposed for these groundbreaking products. The Kotex launch was particularly bold, as magazines refused advertisements for such “unmentionable” products, and retailers hid them from view. Kimberly died in 1928 at age 90, still serving as president.
1942-1953
Cola Parker inherited leadership during World War II, and he continued the tradition of Kimberly-Clark as a crucial military supplier. The company expanded manufacturing into anti-aircraft gun mounts and other wartime materials. They also continued manufacturing their consumer-based products. After the war, Parker oversaw Kimberly-Clark’s post-war consumer boom. The Little Lulu cartoon character debuted in 1944 advertisements under his leadership, becoming an iconic brand ambassador for Kleenex. His 11-year tenure provided steady leadership during a chaotic period.
1953-1968
As a descendant of the founder, John Kimberly took the company to markets abroad. In 1955, Kimberly-Clark started international manufacturing operations in Mexico and the United Kingdom. He orchestrated several strategic acquisitions, including International Cellucotton Products and Neenah Paper Company. The iconic Kleenex Boutique Tissue launched in 1967, elevating facial tissue to a fashion accessory.
1968-1970
Guy Minard’s short leadership coincided with Kimberly-Clark’s entry into diapers. The Kimbies disposable diapers were launched during his tenure. But the diapers suffered from persistent leakage, turning his tenure into a PR nightmare. Despite initial strong sales, the product was withdrawn from the market in the mid-1970s due to continued consumer complaints.
1970-1991
Darwin Smith executed one of business history’s most dramatic turnarounds. Inheriting a struggling paper company whose stock had fallen 36%, he sold all traditional paper mills and bet the company’s future on consumer products. Wall Street called him crazy, but his gamble paid off spectacularly. Under his leadership, Kimberly-Clark returned 4.1 times better than the general market, outperforming giants like General Electric and Coca-Cola. Major innovations included Huggies diapers (1978), which became the #1 diaper brand by 1983, and Pull-Ups training pants (1989). But not everything was smooth sailing for him. The 1980 toxic shock syndrome scare damaged tampon sales, but Smith responded by launching Depend, which became a top seller.
1992-2002
Wayne Sanders orchestrated the $9.4 billion Scott Paper merger in 1995, creating the world’s largest tissue manufacturer. This deal doubled company revenues from $6.8 billion to $14.5 billion, establishing dominance in bathroom disposable products. His tenure featured aggressive cost-cutting, closing five manufacturing plants, and laying off 1,400 employees. Sanders had a reputation for hands-on leadership, famously stopping shoppers in grocery stores and offering them dollar bills to switch from competitor products to Kimberly-Clark brands. Sanders expanded into medical products with the acquisitions of Safeskin Corporation ($800 million) and Ballard Medical Products ($774 million).
2002-2019
Thomas Falk architected Kimberly-Clark’s Global Business Plan in 2003, positioning the company as a worldwide essentials provider. Born into modest circumstances in Iowa as the oldest of nine children, he rose through the ranks to become CEO. His tenure delivered consistent shareholder returns, outperforming the S&P 500 while growing sales to $19 billion by 2015. Major innovations included Kleenex Anti-Viral tissues (2004) and expanding into new markets. Falk grew operations in China, Latin America, and other growth markets.
2019-Present
Michael Hsu became CEO to modernize Kimberly-Clark into the digital age. His background at Kraft Foods and H.J. Heinz brings fresh consumer product expertise to the 147-year-old company. Taking leadership just before the COVID-19 pandemic, he guided Kimberly-Clark through unprecedented demand surges—with toiletry item panic buying. His tenure has focused on the “Powering Care” strategy, emphasizing digital-first approaches and sustainable practices. Hsu has emphasized diversity and inclusion initiatives. His leadership has been tested by global supply chain disruptions, inflation pressures, and changing consumer behaviors.
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