Two years ago Thinx period underwear was at the top of its game. Revenue was at an all-time high (estimated at $100 million) and Kimberly-Clark, one of the biggest consumer product giants on the planet, had just bought a majority stake. The “It Girl” of period underwear, the brand often credited to creating the reusable hygiene space, was in expansion mode, heading into mass retailers like Target and Walmart.

It seems like the good times did not last for Thinx.

It’s not clear when exactly things started to unravel but, at least, as of last month, the picture does not seem so rosy for the decade-old company. In January, it was reported that company told its New York City-based workers that 90% of them would be laid off in May amidst plans for the company to be fully absorbed into K-C as sales have dipped sharply in the last year.

Many theories exist as to why this once darling brand has suffered.  Was it growing pains? Thinx was founded as a social disruptor not afraid to challenge societal norms surrounding menstruation and now it was trying to expand into big box retail stores positioned beside age old brands. In doing so, the company toned down some of its “taboo-busting” marketing messages.

Also, the field for reusable hygiene products has gotten crowded (see The Reusable Hygiene Market Takes Shape on page 50), meaning a lot of these products are competing heavily on price. Products like Thinx already are significantly higher in price than disposable products and consumers don’t always recognize or appreciate the long-term savings they can offer them. Many reusable hygiene brands—Thinx included—have resorted to value-priced lines to lure customers.

But, maybe the biggest challenge, the one that is exclusive to Thinx, was the news that broke in early 2023 that the company had paid $5 million to settle a class-action lawsuit that accused the company of misrepresenting its products as non-toxic. Claimants had found trace amounts of PFAS in the products. This news did not sit well with Thinx devotees who felt they had been duped by the brand. In today’s age of TikTok and other social media outlets, they were not quiet about these feelings of betrayal.

So, what’s next?

At least for now, it seems K-C remains bullish about the Thinx brand and the reusable hygiene market in general. The company reportedly has plans to launch a new collection in April and the Thinx is still expected to look unchanged—at least to the outside world—even after the layoffs in May.

Are the growing pains felt by Thinx exclusive to the company? Or are they being felt throughout the resusable hygiene space, a rapidly growing market segment—in a larger market that has seen little to no innovation for decades? New products and new brands continue to line the shelves—both virtually and in person—of the menstrual care market. What does the future look like for them?

Karen McIntyre
Editor
[email protected]