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Four Years. Millions of Boxes. One Community That Made It All Mean Something.
We graduated. 🎓 Okay, we're being a little dramatic — but honestly? Four years of a national retail collaboration with one of the most iconic tissue brands in the world, on shelves at Target, reaching people we may never meet in some of their most human moments? We're going to let ourselves feel that for a second. Because it didn't start here. It started much smaller than this. -
Six Boxes. Six Reminders. One Mission That's Been Ours From the Start.
The theme for 2026 is Connection Makes Us Stronger — and we chose it because loneliness is one of the most quietly devastating things people are navigating right now. Not just the loneliness of being physically alone, but the kind that creeps in even when you're surrounded by people. The kind that makes you wonder if anyone really sees you. The kind that's hard to admit out loud because there's still so much shame attached to it. We wanted this year's boxes to speak directly to that. To meet people in those moments — reaching for a tissue after crying, sitting with something hard, trying to get through the day — and remind them that they are part of something. That connection is possible. That they are not as alone as they feel. Six boxes. Six affirmations. Each one designed for a different emotional experience, a different kind of hard, a different place you might find yourself in. All of them designed for you. -
What If It All Works Out? — A Question Worth Sitting With
When was the last time you let yourself imagine the good outcome? Not just hoped for it distantly, the way you hope for good weather. But actually sat with it. Pictured it. Let your nervous system feel what it would feel like if the thing you're scared about just... worked out. If the answer was yes. If the job came through. If the relationship healed. If the health scare turned out to be nothing. If the hard work paid off. If it all just worked out. For most of us, the honest answer is: not recently. Because we've been trained — by experience, by anxiety, by a culture that confuses preparedness with pessimism — to hedge. To not get our hopes up. To protect ourselves from disappointment by pre-loading the bad outcome. The purple box is our gentle pushback on all of that. -
Look How Far You've Come — A Self-Reflective Celebration
The "Look How Far You've Come" teal box is part of the 2026 Kleenex x Self-Care Is For Everyone collection — six boxes, six affirmations, one mission. Find the full set at Target stores nationwide while supplies last through the end of June. Give this one to someone who needs to be reminded of their own strength. Or keep it for yourself — as a daily prompt to look back with some gratitude before you look forward again. -
Better Days Are Coming — This One's for Anyone in the Thick of It
Red is bold. It's the color of urgency and passion and the kind of energy that refuses to be ignored. We chose it for this message because "Better Days Are Coming" isn't a soft whisper — it's a declaration. It's something you have to say with some fire behind it, especially when the evidence for it feels thin. This year's theme is Connection Makes Us Stronger, and the red box holds a specific kind of connection: the one between you and your own resilience. The relationship between who you are in the hard season and who you'll be when you come through it. That's a connection worth tending to. -
Take It One Day at a Time — A Guide for the Overwhelmed and the Overplanned
If your brain is anything like ours, it doesn't really stay in the present. It time-travels. A lot. It jumps three weeks ahead to everything on your to-do list that isn't done yet. It replays the conversation from last Tuesday that you're still not sure went okay. It drafts responses to emails you haven't received yet and rehearses arguments that may never happen. It's exhausting in there sometimes. And the more you have going on — work, family, health, relationships, whatever it is for you — the louder that noise tends to get. The green box is our gentle interruption to all of that. Take it one day at a time.
AJ x Shugert Menu - LIVE VERSION
