The reusable hygiene market continues to expand with new brands and technologies striving to balance performance and environmental sustainability. Designed for multiple uses over several years, these products help reduce the waste that typically fills landfills from disposable items such as baby diapers, tampons, pads and adult incontinence products, which reportedly take hundreds of years to break down.

Thanks to advances in materials, reusable hygiene products can provide the same leak and odor protection as their disposable counterparts, but with a reduced environmental footprint. With growing consumer interest, industry players are increasingly optimistic about the future of these products.

“I think it is fair to say that the market will continue to grow as reusable products become more accepted as an alternative to disposables, or even if simply used as an added layer of protection,” says Dr. John Rose, product development director at Technical Absorbents, a company specializing in superabsorbent fibers and fabrics for washable hygiene products. “Also, young people like my daughter are using reusable period products from the start as they are more environmentally aware.”

In recent years, several new companies have entered the market with innovative products like period and incontinence underwear and other leak-proof apparel, offering consumers a sustainable and discreet option for managing menstruation and bladder leaks—products that can be laundered and reused, just like regular underwear.

Cherie Hoeger, co-founder and CEO of Saalt, a reusable period care brand that offers sustainable menstrual cups, discs and period underwear, says they have seen the shift to reusables broaden to more audiences and reach more consumers than ever before. “Part of the shift has been fueled by retail interest in feminine hygiene alternatives as a growing market which has lent efficacy to the category and increased general awareness for the average consumer being exposed to cups, discs and underwear for the first time on store shelves.”

Hoeger believes that reusable period products are the way of the future and will eventually entirely replace disposables as the gold standard in period and leak care. “I believe that in the next five to 10 years, we’ll start to see adoption of menstrual cups, menstrual discs and period underwear hit critical mass and start to eclipse the growth of disposable products in the United States (with widespread adoption taking more realistically 20-50 years). Why? Because they are not only healthier and more sustainable for our bodies and planet, but they’re also a triple threat to the disposable industry,” she says.

Nevertheless, the broader adoption of reusable menstrual products still faces hurdles.

“As you would imagine, natural human behavior is often resistant to change,” Hoeger says. “So, skepticism and hesitation when considering reusables is an expected part of our customers’ journeys.”

However, as consumer willingness to try new products varies across age demographics, the brand has observed a notable shift in attitudes. Younger generations, particularly Gen Z and Alpha, have shown a greater openness to exploring reusable period products, speaking more openly about period care without the stigmas that previous generations faced. “Though they often take longer to convince, Millennials and Gen Zers are often our highest purchasing customers once they’ve made the switch and write to us with phrases like, ‘I only wished I would have switched sooner,’” she says.

Expanding on the challenges in this category, Dunja Kokotovic, global brand manager, Intimina, a Swedish brand offering a complete line of products for women’s intimate well-being, says that one of the main barriers to consumer adoption of reusable menstrual products is familiarity.

“Many people are simply more accustomed to disposable products and may not realize how easy, hygienic and effective reusable options can be,” she says. “There’s also a learning curve with some products, like menstrual cups, which require a bit of practice to use comfortably.”

Cost can be another factor; while reusables save money in the long run, Kokotovic admits the initial investment can seem high compared to buying a pack of tampons or pads.

Additionally, cultural taboos and lack of education around menstrual health can discourage people from trying something new. “Our focus is on breaking down these barriers through education, open conversations and user-friendly product designs,” she says.

Quality Over Quantity

Technical Absorbents manufactures a range of Super Absorbent Fibre (SAF)-containing nonwoven fabrics for use as the absorbent core within reusable hygiene products, such as period and incontinence pants and bed mats. The company launched its first washable fabric range over 10 years ago and has since refined its technology based on customer and market feedback. Its current solutions are made using the needlepunch process.


Dr. Rose says they have witnessed a change in what customers are looking for when they first enquire. “Better absorption and retention do appear to be the main purchase criteria,” he says. “There also seems to be an acceptance with fabric thickness and that the absorbent core doesn’t have to be ultra-thin. In period products, there is a tendency for a development to start with a lighter weight fabric and this is often suitable as the end-products don’t need to absorb so much fluid. From a reusable incontinence or bed mat development perspective, heavier weight fabrics appear to provide more confidence, and so we have developed these to provide higher levels of absorbency.”

The company’s latest generation SAF cores have been engineered to provide the optimal balance between absorption, retention and drying time. According to Dr. Rose, they are also strong enough to withstand multiples washes and dries. The fabrics have surpassed over 250 washes/tumble dries during in-house testing and have been validated up to 100 washes/tumble dries by an external test house. During these studies, the fabrics experienced minimal absorbency loss.

On the consumer product front, Thinx has been enhancing its period underwear since Kimberly-Clark acquired a majority stake in the brand in 2022.

Last year, the brand launched styles of its reusable period underwear featuring its new LeakSafe Barrier technology. Available across all products—Thinx, Thinx Teens, and Thinx for All – the innovation offers all-day absorbency and is designed to prevent leaks for up to 12 hours. The patent-pending four-layer gusset provides wearers with outstanding comfort and protection, while odor technology and breathable body fabrics help users feel fresh and dry throughout the day.

Product testing found that these latest Thinx styles can absorb up to 12 regular tampons or three menstrual cups worth of flow, allowing users to feel confident on their heaviest days while reducing the need for disposable products and the fear of a mid-day underwear change.


“Testing found that our new LeakSafe Barrier technology can stand up to heavy flows and is absorbent enough for the majority of users,” says Courtney Newman, senior director of Product Design at Thinx. “By blending aesthetics with function, we were able to maximize the gusset’s surface area while creating a secure barrier that controls the movement of fluid, resulting in an exceptional product that allows customers to get it all – comfort, style and protection.”

Best of Both Worlds

In the incontinence category, performance is the top priority, and creating reusable products comes with several challenges, both in terms of product design and consumer acceptance. However, companies are developing solutions for consumers with light bladder leakage who want discretion and convenience while also being environmentally responsible.

German hygiene product company pelzGROUP created a new hybrid system for period and incontinence underwear, which it introduced at Hygienix 2023. The product features traditional underpants with a pocket designed to hold a 5x20mm disposable absorbent strip that contains a high concentration of superabsorbent polymer.

The company recently partnered with Paul Hartmann AG to create two innovative product ranges of absorbent underwear: MoliCare Absorbent Underwear and MoliCare Absorbent Underwear X-Change Pad. MoliCare Absorbent Underwear is a high-quality, washable product designed for urine and menstrual fluid, while the MoliCare Absorbent Underwear X-Change Pad provides additional protection through an integrated disposable absorbent strip housed
in an invisible pocket. This unique design offers the same level of protection as traditional incontinence pads, but at 78% less plastic waste.

Ann-Cathrin Schmidt, global product marketing director, Paul Hartmann AG, explains that younger consumers want to use reusable products but have found existing options lacking in necessary protection. “MoliCare Absorbent Underwear for pee and period addresses this need,” she says. “For older incontinent consumers, the unique MoliCare absorbent underwear X-Change Pad allows them to wear true underwear longer and forget their incontinence while still getting the absorption for light bladder weakness they need. Paul Hartmann is addressing their needs by raising awareness for this new opportunity by educating consumers and pharmacists alike on the benefits and usage.”


The X-Change Pad features an airlaid core with a significant amount of superabsorbent polymer, wrapped in cotton spunlace nonwoven material, and can absorb up to 100ml of urine or menstrual fluid. The inclusion of a replaceable high-performance absorbent liner makes it easier to change after use, as the wearer can simply slide the pad in and out without needing to remove the entire garment.

In response to the challenge of disposing of the liner, particularly for men who often don’t have access to sanitary bins in public bathroom stalls, pelzGROUP has recently developed a flushable liner. Henning Röttger, head of Business Development at pelzGROUP, confirms that the new liner has been tested to meet U.S. and European flushability standards for wipes.

The new liner, which Röttger says disintegrates faster than toilet tissue, is based on a folding technology and doesn’t require glue to hold it together. Furthermore, it incorporates a bio-superabsorbent material, making it 100% plant-based. 

“This is where I believe the next big step comes,” says Röttger. “You give convenience to the consumer, which is the strongest driving force, without the plastic littering. If you consider the incontinence products disposed of globally every year—around 4 million tons of waste contaminated with plastic—this product could, in principle, cut that to zero.”

Shifting Styles

As the demand for sustainable, eco-friendly period care continues to grow, companies are expanding their product lines to meet diverse needs, offering innovative solutions that prioritize comfort, health and environmental impact.

Founded in 2009, one of Intimina’s first innovations in period care was the Lily Cup, a reusable menstrual cup designed with a unique, ergonomic shape for a comfortable and secure fit. The company then expanded its range with the Ziggy Cup, the first flat-fit menstrual cup that allows for mess-free period sex. “These pioneering products helped set the foundation for our commitment to innovation in menstrual care,” Kokotovic says.

Intimina recently launched Bloom period underwear, made from sustainable, eco-friendly and body-safe fabrics. Specially designed to handle heavy menstrual flow, the underwear holds up to the equivalent of four tampons. “At Intimina, we are always looking for ways to make periods more comfortable, sustainable and accessible,” says Kokotovic. “While menstrual cups have been a great solution for many, we recognized that some people prefer external protection or a backup option for leak-free confidence. Period underwear felt like a natural extension of our mission—offering an easy-to-use, eco-friendly and comfortable alternative that aligns with modern, sustainable lifestyles.”

The Bloom period underwear’s specially engineered gusset lining combines super-absorbent, breathable technology with a leak-proof membrane to keep users dry without added thickness, holding up to 20 ml / 0.67 fl oz. of liquid. The materials, including 95% organic cotton and 5% spandex, are carefully designed without PFAS, and the product is OEKO-TEX certified, ensuring it meets rigorous safety standards.

“As the demand for healthier and sustainable options continues to rise, reusable menstrual products remain at the forefront of this trend, and women can make a positive impact on the planet by choosing period underwear,” says Kokotovic. “We are thrilled to help women contribute to a more environmentally friendly future by opting for healthy and sustainable alternatives while prioritizing their well-being during menstruation.”

Intimina launched its first period underwear as a result of the revolutionary trend toward a greener, more comfortable alternative to menstruation management. The average woman creates up to 331 pounds of waste in their lifetime if they use tampons and pads, all of which end up in landfills. As awareness grows around the environmental toll of disposable menstrual products, more women are embracing period underwear as a sustainable choice that not only reduces waste but also promotes a healthier, more natural approach to menstruation.

Similarly, the brand Heralogie recently unveiled a collection of period underwear featuring new styles, including French cuts, cozy boxer panties, classic bikinis and universally flattering briefs, each tailored to meet diverse preferences and flow needs.

Each style is available in high and moderate absorbency options, ensuring comfort from light spotting to heavy days. The underwear is made with fabrics like ultra-soft Tencel, earth-friendly bamboo fiber and organic cotton, certified by OEKO-TEX Standard 100 for a safe, non-toxic product. Heralogie offers up to 10 sizes in sleek, seamless designs that prevent leaks and eliminate panty lines.

Beyond period protection, Heralogie’s designs also accommodate spotting, discharge and light bladder leakage.

“We felt moved to pursue an expansion of our product line to provide more options to our growing community,” says Katherine Salz, owner and creative. “At Heralogie, we believe that period care is self-care, and we strive to make it accessible in both size-inclusivity and affordability. These new designs are a testament to our dedication to creating products that provide comfort, confidence and convenience through a woman’s most sensitive time of the month.”


To meet the unique needs of younger consumers, Saalt, a reusable period care brand, recently expanded with the addition of teen-centric products, including a line of reusable underwear. The underwear was designed especially for preteens and teens using soft and lightweight nylon with 12% spandex for lots of stretch and true youth sizing to fit just right on maturing bodies. In addition to the updated design, the teen products are offered in semi-matte colors with subtle contrast piping along the waistband. The teen line also features the brand’s patent-pending gusset technology that is the thinnest and driest on the market.

In addition to the reusable underwear, Saalt’s teen line includes menstrual cups, a bag to hold products and biodegradable, flushable cleansing wipes.

In India, Mahina, a new brand in women’s menstrual management, has also launched a line of leak-proof period underwear.

India grapples with the daunting disposal of roughly 12.3 billion soiled disposable sanitary napkins every month. Comprised predominantly of plastic, these pads take 500-800 years to decompose entirely. Improper disposal methods, such as burning, flushing down toilets, or leaving them in open landfills, not only endanger the environment but also jeopardize the health of people.

Mahina Period Underwear eliminates the need for additional pads, tampons, or menstrual cups, and can be worn like regular underwear. The three-layered gusset is crafted from highly absorbent natural materials, efficiently wicking moisture, absorbing liquid and securing it in place to prevent leaks. Its elongated design from front to back ensures uninterrupted sleep.

The period underwear utilizes advanced bonding technology instead of traditional stitching, guaranteeing leak-proof seams and secure liquid containment.

Designed for durability, Mahina products are built to last up to two years or 100 washes, with stringent testing to ensure no bacterial contamination for complete protection.

The underwear is available in four absorbency levels—light (10ml), medium (25ml), heavy (40ml), and super heavy (50ml)—catering to diverse flow needs. With a wear duration of up to 12 hours, Mahina Period Underwear offers long-lasting comfort without the need for frequent changes or restroom visits.

Meanwhile, a North American company that started in natural period pain relief continues to expand into the reusable period care space. In January, Somedays acquired AWWA Periodcare, one of New Zealand’s largest period care brands. Canada-based Somedays previously acquired Aisle, a B-Corp period underwear brand, in December 2023.

AWWA Periodcare, which specializes in reusable, absorbent period underwear, was co-founded in 2018 by Michele Wilson and Kylie Matthews with a mission to create a sustainable alternative to single-use menstrual products.

Somedays was founded in 2021 by Lux Perry, who was motivated by her personal struggles with endometriosis and a lack of effective solutions. Under her leadership, Somedays gained global recognition with its Period Pain Simulator, which went viral – amassing over three billion views online and raising awareness about endometriosis and the gender pain gap.

As part of the wider Somedays business portfolio, Perry said the next steps for AWWA would be to focus on purposeful growth and expanding its mission and legacy globally.

“Expansion into the Australian market is going to be key, with the move representing ‘a chance to honor AWWA’s roots as a homegrown South Pacific brand,’” Perry says. “This partnership goes beyond scaling—it’s a purpose-driven collaboration rooted in the belief that business should be a force for good. I want to reassure people that AWWA will stay true to its founding principles and will continue operating as a New Zealand-based company with deep ties to its Maori origins, central to its identity and story.”