Huggies
A Kimberly-Clark baby-care brand best known for disposable diapers and baby wipes.
Last updated October 7, 2026
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Overview
Huggies is a disposable-diaper and baby-wipes brand marketed by Kimberly-Clark, a United States-based consumer-products company. The brand developed from Kimberly-Clark’s efforts to enter the disposable-diaper market during the 1960s. The company began investigating diaper production in 1966 and test-marketed its first diaper line, Kimbies, in 1968. That early program helped Kimberly-Clark develop manufacturing processes, absorbent structures, adhesive fastening systems, and more closely contoured diaper designs. The Huggies name emerged from a redesign of the Kimbies product. Kimberly-Clark engineers worked on diapers that would fit more closely to a child’s body than earlier standard-shaped products. The development program also incorporated adhesive fastening tapes instead of conventional safety pins. Consumer testing identified the tapes as an important convenience feature, although early production experienced technical and operational difficulties. A labor strike at Kimberly-Clark’s Memphis plant affected Kimbies production in the early 1970s, while a change from plastisol to latex adhesives produced unfavorable consumer feedback because the replacement adhesive was less durable. Engineers at several Kimberly-Clark facilities subsequently developed new tissue-machine designs and absorbent padding configurations. The redesigned diaper was introduced publicly in December 1977 under the name Kleenex Huggies, replacing Kimbies. The brand name emphasized a snug, body-contoured fit. Over time, Huggies became one of Kimberly-Clark’s principal consumer brands and expanded beyond a single diaper format into a portfolio covering premature infants, newborns, infants, daytime use, nighttime use, training, and wipes. Product lines have varied by market, and some offerings have been launched, renamed, repositioned, or discontinued. Huggies’ portfolio has included conventional disposable diapers, specialized newborn and infant diapers, training-pant products, and baby wipes. The broader Kimberly-Clark children’s-care portfolio has also included Pull-Ups training pants and GoodNites nighttime products, although these products have not always been branded directly as Huggies. Huggies has also marketed sex-specific diaper variants in Australia and certain other markets, illustrating the brand’s use of regional product strategies. The brand has periodically emphasized materials, fit, leakage protection, skin care, and convenience. Pure & Natural diapers, introduced in 2009, were positioned as a more environmentally oriented alternative within the Huggies range. Special Delivery, introduced in 2019, incorporated plant-based materials into its product proposition. In 2024, Huggies introduced Skin Essentials, replacing Special Delivery and shifting emphasis toward skin-related product benefits. Huggies has also created wipes and children’s bath-care products, although parts of the Clean Team range were later discontinued or moved under related brands. Huggies competes in the global disposable-diaper and baby-wipes category, where purchasing decisions are influenced by fit, absorbency, leakage prevention, softness, skin tolerance, price, pack size, retail availability, and consumer perceptions of materials and sustainability. The brand is sold through mass retailers, supermarkets, pharmacies, online channels, and other consumer-goods distribution networks, with exact product assortments differing by country. Its current identity remains closely tied to Kimberly-Clark’s broader family-care business and to disposable diapers and wipes for babies and young children.
History
Kimberly-Clark began exploring the disposable-diaper market in 1966. The company’s first major diaper program resulted in Kimbies, which was test-marketed in 1968. Development work involved both product engineering and factory-scale manufacturing. Kimberly-Clark scientist Frederick J. Hrubecky designed the initial diaper and later received a patent related to the design in 1973. The development program experimented with body contouring so that the diaper could fit a child more closely than conventional flat or standard-fit products. Kimberly-Clark invested in production equipment, including folding machinery installed at its Memphis, Tennessee, operations. The early products also used adhesive fastening tapes in place of safety pins. Consumer tests conducted in Denver and Salt Lake City indicated that the tapes were among the most valued features because they made diaper fastening easier and more convenient. The Kimbies program nevertheless encountered manufacturing and product-performance challenges. A strike at the Memphis plant disrupted production in the early 1970s. In 1974, Kimberly-Clark changed the adhesive system from plastisol to latex in response to cost pressures, but consumers reported that the new adhesive was less durable. Further engineering work took place at Kimberly-Clark facilities in Memphis, Beech Island, South Carolina, and New Milford, Connecticut. Engineers developed different tissue-machine designs and absorbent-padding structures, including layers with varying thicknesses. These efforts supported a more contoured diaper intended to fit snugly around a child’s body. The resulting product was named Kleenex Huggies and was introduced publicly in December 1977. It replaced Kimbies and established the Huggies brand in the disposable-diaper market. Following its introduction, Huggies expanded from a core diaper product into a broader baby-care portfolio. Products have been offered for premature babies, newborns, and infants, with variants designed for daytime and nighttime use. Huggies also became associated with wipes and, in some periods, children’s bath and cleaning products. Related Kimberly-Clark offerings such as Pull-Ups training pants and GoodNites nighttime products have occupied adjacent parts of the children’s-care market. GoodNites formerly carried the Huggies logo but later became a separate product identity, while some flushable wipes originally associated with Huggies Clean Team were sold under Pull-Ups. The brand has used product reformulation and segmentation to address changing consumer expectations. Pure & Natural diapers appeared in 2009 with an environmentally oriented proposition. Special Delivery, introduced in 2019, incorporated plant-based materials. In 2024, Huggies introduced Skin Essentials as a successor to Special Delivery, reflecting a shift toward skin-care positioning. Huggies has also used market-specific formats, including sex-specific diaper versions in Australia and certain other countries. Not every product extension remained in the portfolio. Huggies Convertibles, introduced in 2003, were discontinued after reported leakage problems. Clean Team children’s bath products and wipes were also mostly discontinued or transferred into related brand architectures. Huggies remains an active Kimberly-Clark brand centered on disposable diapers and baby wipes, with its precise assortment varying by market.
- 2024
Skin Essentials introduced
[1]Huggies introduced Skin Essentials as a replacement for Special Delivery.
- 2019
Special Delivery introduced
[1]Huggies launched Special Delivery diapers with plant-based materials.
- 2009
Pure & Natural introduced
[1]Huggies added Pure & Natural diapers, positioned as an environmentally oriented alternative.
- 2003
Huggies Convertibles introduced
[1]Huggies launched Convertibles, a diaper product that was later discontinued because of leakage problems.
- 1977
Huggies replaced Kimbies
[1]The redesigned Kleenex Huggies diaper was introduced publicly in December, replacing Kimbies.
- 1974
Adhesive system changed
[1]Kimbies production changed from plastisol to latex adhesive, a move that generated negative consumer feedback about durability.
- 1973
Initial diaper design patent granted
[1]Frederick J. Hrubecky received a patent connected with the initial Kimberly-Clark diaper design.
- 1968
Kimbies was test-marketed
[1]Kimberly-Clark test-marketed Kimbies, the predecessor product to Huggies.
- 1966
Kimberly-Clark began investigating disposable diapers
[1]Kimberly-Clark started developing capabilities for entry into the disposable-diaper category.
Products and positioning
A mainstream international baby-care brand focused on disposable diapers and wipes, with product claims and variants centered on fit, absorbency, leakage protection, comfort, skin care, convenience, and selected material attributes.
Baby diapers · 1977
Huggies disposable diapers
The core Huggies product family consists of disposable diapers for premature babies, newborns, and infants. Depending on market, the range includes different sizes, fits, absorbency levels, and products intended for daytime or nighttime use. The brand’s historical development emphasized a closer body contour, adhesive fastening, absorbent padding, and protection against leakage.
Baby wipes
Huggies baby wipes
Huggies baby wipes are used for infant cleaning and diaper changes. Wipes have formed a major extension of the brand beyond diapers, with product specifications and names varying by country. Earlier Huggies-related wipe offerings also included products associated with the Clean Team range.
Disposable diapers · 2009
Pure & Natural
Pure & Natural diapers were introduced as an environmentally oriented alternative to traditional Huggies diapers. The line represented an effort to address consumer interest in materials and environmental attributes while remaining within the disposable-diaper format.
Disposable diapers · 2019
Special Delivery
Special Delivery was a Huggies diaper line introduced with plant-based materials. It formed part of the brand’s effort to offer a differentiated materials proposition in the disposable-diaper category and was later replaced by Skin Essentials.
Disposable diapers · 2024
Skin Essentials
Skin Essentials replaced Special Delivery in 2024. The line places greater emphasis on skin-related benefits and represents a subsequent generation of Huggies premium or differentiated diaper positioning.
Training pants
Pull-Ups
Pull-Ups is a related Kimberly-Clark training-pants brand associated with the transition from diapers to toilet training. It has appeared in the broader Huggies product ecosystem, including as the brand used for certain wipes formerly associated with Huggies Clean Team.
Nighttime disposable underwear
GoodNites
GoodNites is a Kimberly-Clark line of disposable nighttime products for children and adolescents who wet the bed. It formerly carried the Huggies logo but is no longer sold under the Huggies brand.
Disposable diapers · 2003
Huggies Convertibles
Convertibles was a Huggies diaper line introduced in 2003. It was later discontinued after leakage problems, making it an example of a product extension that did not remain in the long-term portfolio.
Brand decisions
2024
Replace Special Delivery with Skin EssentialsGeneration changeBackground
Kimberly-Clark continued to refresh Huggies’ differentiated diaper portfolio after the Special Delivery period.
Action taken
Huggies introduced Skin Essentials as the successor to Special Delivery, emphasizing skin-related product benefits.
Aftermath
Skin Essentials became the newer named generation in this part of the Huggies diaper range.
2019
Launch Special DeliveryProduct launchBackground
Huggies sought to respond to demand for differentiated diaper materials and environmental positioning.
Action taken
The brand introduced Special Delivery diapers incorporating plant-based materials.
Aftermath
Special Delivery was later replaced by Skin Essentials in 2024.
2009
Introduce Pure & NaturalProduct launchBackground
Consumer interest in environmental attributes created an opportunity for a differentiated disposable-diaper proposition.
Action taken
Huggies launched Pure & Natural diapers and marketed them as an environmentally friendly alternative.
Aftermath
The line became part of Huggies’ history of material- and sustainability-oriented product segmentation, although its current availability is not established here.
1977
Replace Kimbies with HuggiesGeneration changeBackground
Kimberly-Clark’s early Kimbies program had encountered production disruption, adhesive-performance issues, and the need for improved fit and absorbent construction.
Action taken
The company introduced a redesigned, more closely contoured diaper under the Kleenex Huggies name in December 1977.
Aftermath
Huggies became Kimberly-Clark’s principal diaper brand, replacing Kimbies and supporting later expansion into wipes and additional child-care formats.
Recent events
Huggies sponsors Hand to Hold’s NICU support app[2]
Reported:
Huggies served as the national founding sponsor of Hand to Hold’s newly unveiled app, making its support free to NICU parents.
Costco offers $9 off selected Huggies diapers[3]
Reported:
Costco offered $9 off Huggies Plus Newborn Kit and selected Little Snugglers and Little Movers diapers through March 1, subject to a limit of two boxes per member and while supplies lasted.
Sources3 sources
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