The Kleenex brand will soon be wiped away from store shelves after parent company Kimberly-Clark gets out of the consumer facial tissue business in Canada.

The company said the decision was done “to shift our resources to better focus on other brands in Canada and meet the needs of our consumers with continued innovation and value.”

The Kleenex professional brand, which sells paper and hygiene products to businesses, will continue to operate, as will the Kleenex hand towels business. Kimberly-Clark’s other brands in Canada – Cottonelle, U by Kotex, Huggies, Viva, Pull-Ups, Poise, Depend and Goodnites – are unaffected by the announcement.

“The decision was incredibly difficult for us to make and we appreciate consumers allowing us into their homes over the decades, and to our retail partners for their support,” Todd Fisher, Kimberly-Clark’s VP and general manager for Canada, said in a statement. “We have been operating in a highly constrained supply environment, and despite our best efforts, we have been faced with some unique complexities on the Kleenex business.”

Despite Kleenex often being the name synonymous with facial tissues, it has faced stiff competition in Canada from Scotties, which is currently the market leader. Parent company Kruger said in its 2022 annual report that consumers trading down to private label due to the inflationary environment caused some “fluctuations” in its market share, but it maintained “a comfortable leadership position” in the facial tissue category.