Pinkie, the first period care brand to meet the needs of young girls throughout their menstruation journeys, has expanded its retail distribution by launching in over 3,300 CVS stores across the country and online to make puberty care even more accessible ahead of back-to-school season. This follows the brand’s first retail partnership with Target, and foray into Walmart earlier this year. Pinkie recognizes that parents are already shopping at these retailers, and wants to ensure that the brand is meeting both Pinkie customers and users where they are.

Pinkie was founded in 2022 by co-founders and mothers, Fiona Simmonds and Sana Clegg after realizing there was a gap in the market for intentional period products designed for this age group and to normalize the conversation around periods. All of Pinkie’s pads are housed in a slip-out baggie featuring a fun design and a drawstring in place of the conventional crinkly wrapper. This design also allows for a seamless disposing experience, and the elimination of extra toilet paper waste.
 
Pinkie pads—named for the smallest finger on the hand— offer mini and small sizes measuring smaller than other organic competitors to offer better fit and comfort for tweens and teens. Pinkie also appeals to Generation Alpha with fun branding and packaging like a striped draw string disposal pad and bright colors.
 
Despite the smaller size, Pinkie pads don’t sacrifice on absorbency with levels ranging from 30-80 milliliters, or the equivalent of 16 tampons, dependent on the size. Design features include leak-guarded wings, an organic cotton top sheet and a plant-based Japanese superabsorbent core.