As the feminine hygiene market has expanded into wellness categories beyond menstrual care, new companies have emerged as women’s healthcare providers offering not just physical well being but also mental care. This expanded focus, combined with a sharpened awareness of sustainability, has created more options for feminine hygiene customers creating a number of new sub-categories within a category that had previously seen little innovation.

According to Liying Qian, head of tissue and hygiene research, Euromonitor, smaller “lifestyle” brands, many of which are digitally native, are leading the category’s transition to holistic care, setting sight on opportunities across the entire women’s wellness spectrum and positioning themselves as women’s lifelong wellness partners. “These holistic endeavors are accelerating the femcare industry’s transition toward total wellness for women with beauty and skin care, sexual wellness and incontinence care being some of the most common immediate adjacencies to expand into.”

One such company, Rael, is a Canadian company that focuses on holistic care for women offering products across the personal care, femcare, intimate care and more. Its founders, three Korean-American women, started the company with a mission to improve women’s wellness by leveraging novel technology from Korea, bringing organic high-performing, comfortable products to the marketplace. Five years after its launch, the company has evolved greatly, but its commitment to bringing women cleaner and more effective personal care solutions throughout their hormonal cycle has stayed the same.

Earlier this year, following a product roll-out in Target stores, Rael announced a new round of Series B funding worth $35 million, which will allow the company to continue its expansion not just in the U.S. but also in Asia.

Another feminine focused brand Queen V, a sexual wellness brand offering wipes, bubble baths and lubricants for women, was acquired by consumer products company Reckitt in 2021. Earlier this year the brand went mainstream, launching seven of its products in 2000 CVS stores across the U.S. This has allowed Queen V to continue its mission to provide feminine hygiene products that support vaginal health.

“We see tremendous potential for Queen V to help us change the face of the category, it’s reason for being and impact on women’s approach to feminine intimate wellness,” says Olga Osminkina-Jones, global chief category growth officer, intimate wellness, Reckitt.

Even traditional feminine hygiene manufacturers are focusing on the bigger picture of women’s health. Essity affirmed its commitment to helping women experiencing menopause with the launch of its Issviva brand aimed at raising awareness and breaking the taboo surrounding this transition that impacts millions of women around the world. Issviva’s product range comprises vitamins, minerals, supplements and intimate hygiene products that complement Essity’s current brands in incontinence and feminine care.

“Essity is committed to breaking barriers to well-being, including stigmas and taboos around menopause. We have successfully worked for many years supporting women+ in different phases of life, providing feminine care products and incontinence products. Our extensive experience, good customer understanding and focus on education provide us with the knowledge and capacity to broaden our offering with our new brand Issviva,” says Cristina Arbelaez, global director New Menopause at Essity.

The expansion of these companies into new categories is not only driving proliferation in the feminine hygiene market and offering more choices for women, it is also removing stigmas from female health issues like menstruation, menopause and sexuality and opening the doors for new product concepts.

“In the long term, with these players’ influence, we believe the large players will catch up further on this holistic wellness trend,” Qian says. “The endurance of a more deeply entrenched penchant for wellness and higher expectations of efficacy, convenience and precise care among women will continue to underpin business strategies that further tie femcare with adjacent women’s wellness categories in the years to come, whether it be via innovation, cross-category partnership or M&A.”

Sustainability Goals

As manufacturers seek to provide women with the full spectrum of healthcare needs, sustainability continues to be top of mind. These efforts are driven not only by consumer demand but also by retailer directives and even legislative action.

According to Euromonitor, companies have responded by taking more surgical thinking across the product’s lifecycle – from product sourcing to packaging and supply chain eco footprint – to reach more thorough circularity.

Companies like Daye in the U.K. have launched organic tampons with a no-shed protective sleeve and sugarcane applicators, as well as pads featuring an absorbent core made of organic bamboo fibers and a base and packaging made of bio-based corn. 

“We are also seeing an increased number of products tapping alternative bio/plant-derived, more eco-regenerative fibers in recent years, such as Vyld in Berlin, which offers seaweed-based tampons, and Rif care in the U.S., which offers period pads with a topsheet made from hemp and organic cotton fiber blend,” Qian says. “Post-life circularity is also a key investment frontier calling for interdisciplinary strategies, as demonstrated in Optima Group’s paper packaging for femcare products and Essity’s use of recyclable secondary packaging for femcare goods. Moving forward, sustainability, with its implication on personal and planetary wellness, is an integral part of value creation in the femcare market.”

According to Maarten Verbanck, external communications manager of Ontex, feminine hygiene was the first market where Ontex recognized a need for sustainable alternatives. The result has been the development of 100% cotton tampons and pads and liners. “Growing our lifestyle and eco-brands will remain key in the future,” he adds. “Increasing natural and plant-based content will continue.”

Ontex  designs all of its products with its sustainability strategy in brands, meaning it evaluates new product designs based on carbon footprint, weight and which contents are natural, plant-based or recycled.

“With new designs or innovations, we try to improve these aspects,” Verbanck says. “With new designs or innovations, we try to improve these aspects. We try to reduce plastics in components where possible when we can guarantee a similar or improved performance of our products.”

Reuse to Reduce

Efforts to make femcare more sustainable have also resulted in an entirely new subcategory—reusable pants. New technologies—both woven and nonwoven—as well as innovation in absorbent fibers have allowed these reusable products to be as effective in preventing leaks and odors as disposables with a much lower environmental impact. One disposable pad takes between 500-800 years to biodegrade and each year 20 billion pads and tampons are adding to North American landfills. Meanwhile, these reusable garments, when cared for properly, can last up to two years or longer.

 “Period and leakproof underwear has the capacity to drive a real positive impact on our environment, and significantly improve the quality of life and period dignity of millions of people around the world,” says Kristy Chong, founder and CEO of Modibodi, an Australian leakproof apparel brand. “Nobody should miss out on doing the things they love because of leaks, whether it be periods, bladder leaks, breast leaks or sweat. Reusable apparel can manage life’s leaks because it’s better for your body…and better for the planet.”

Companies like Modibodi, which has recently been acquired by Essity, have helped make reusable hygiene the fastest growing segment in the category, increasing about 20% per year. Experts expect this growth to continue during the next five years when it will represent 15%—compared to 7% today—of the overall category. This growth will not only be fueled by concerns over sustainability and performance improvements but also by increased awareness and availability of these products.

 “In both these categories (feminine hygiene and bladder leakage), leakproof is quickly growing as a subsegment, replacing liners, pads, disposable pads and the typical products,” says Magnus Groth, CEO of Essity. “Leakproof apparel is more sustainable than disposable products. Typically, the CO2 impact is about half of using disposables and these products generate about 75% less waste using reusable products.”

In addition to Modibodi, Essity has purchased an 80% stake in Knix, a North American reusable hygiene company. The pair of acquisitions reaffirms the company’s status as a major player in leakproof apparel.

“Essity is now becoming the global market leader in leakproof apparel, which is an important step towards our goal of being the world’s fastest growing company in Intimate Hygiene, providing increased well-being for customers and consumers,” says Groth.

Together, Knix and Modibodi will add about $140 million to Essity’s top line growth in the category. Both companies, which were founded in the early 2010s, report double-digit growth.

“As a pioneer in the reusable leakproof underwear category, it is a dream come true to partner with Essity. We both share the same goals of improving our customers’ lives and having a positive impact in the communities in which we serve. I am thrilled to begin this next chapter together and continue to build upon Knix’s terrific growth and momentum,” says Joanna Griffiths, founder and CEO of Knix.

Kimberly-Clark has also bet on the success of the category. In February, the company purchased a majority stake in Thinx, two years after buying a minority stake in the company.

Thinx was an early entrant to the reusable hygiene category when it launched nine years ago and continues to expand its product offerings in the category.

“Our investment in the success of Thinx represents a compelling strategic fit as we build our portfolio of period and light bladder leakage solutions, and we are excited for the opportunity this expanded partnership will provide to both Kimberly-Clark and Thinx,” says Russ Torres, group president of Kimberly-Clark’s North American consumer business. “The investment in Thinx paves the road for collaboration and allows us to work together to drive category growth with our retail partners while continuing to support Thinx in direct-to-consumer channels.”

Earlier this year, Thinx launched a teen-focused line, Thinx Teens, which offers new styles as well as a lower price point than other Thinx products.

“First and early periods can be a mix of emotions and experiences that are totally normal, but sometimes awkward and stressful. The Thinx Teens collection is designed to help this new generation of menstruators feel confident, comfortable, and protected all-day long, free from stain and leak anxiety,” says Crystal Zerrenner, chief growth officer of Thinx, Inc. “Importantly, I’m very proud to offer this line at a lower price point. We are committed to doing our part to give teens affordable access to an effective and sustainable option that will keep them leak-free for a lifetime to come.”

Proof, which launched its direct-to-consumer line of leakproof underwear in 2020, also continues to expand its scope, most recently introducing a heavy absorbency leakproof brief sold exclusively in all Walmart stores for women looking for protection against bladder leakage. In fact, Proof’s founders—a trio of sisters—credit their mother’s struggles with incontinence as key inspiration for the product as they set out to create an alternative for women struggling to manage periods, postpartum issues, incontinence and more.

“It was terrible. There are just not enough options for women with these conditions,” says CEO and co-founder Jodi Caden.

Through years of development and comparison tests, Proof has consistently outperformed competitors, Caden adds. The brand’s leak-loc technology combines ultra-light and breathable layers of leak-proofing plus leak-loc edges to ensure fluids can’t escape. Vital antimicrobial fibers and innovative absorbent and moisture-wicking liners trap in moisture, keeping women dry and comfortable.

“The absorbent technology is really the ‘secret sauce’ of the whole product but I can tell you that we use multiple layers that are thin,” says Caden. “This underwear is really different. It took us years to develop. We have three patents.”

The technology behind reusable hygiene products varies from brand and manufactures tend to keep the innovation to themselves. However, companies supplying nonwovens and fibers to the market report new technologies that have helped grow the category.

Kelheim Fibres has been working with partners in the absorbent products market to develop reusable products based on nonwovens technology. In partnership with a German design team, Kelheim recently developed an absorbent core—for a reusable baby diaper system—that uses a combination of needlepunch and thermal bonded technologies and its Galaxy trilobal viscose fibers. The needlepunch gives both fibers types more space to absorb liquid and higher storage volumes, while thermal bonding offers bulkiness and increases strength, allowing the nonwoven to be fully washable. Additionally, in the absorbent core, Kelheim’s segmented hollow fiber Bramante stores liquid not only between but also within the fibers. Bramante can absorb up to 260% of its own weight. The core also contains polylactic acid (PLA).

Superabsorbent fiber specialist Technical Absorbents operates a needlepunch line that can incorporate absorbency right into the fabric. The U.K.-based company has also developed washable absorbent needlefelt fabrics for use in the reusable hygiene space.

“SAF likes to absorb and retain fluid – similar to technologies used within nappies – and so the resulting fabrics provide that initial capture and containment which is extremely important for wearer confidence and security,” says John Rose, product development director. “Our soft, conformable washable fabrics have been engineered in such a way that means when they are integrated within a final product construction, the SAF is protected during the wash/dry cycle. We work with customers to advise them how best to use our fabrics—this is all part of the product development/initial trial process.”

The main challenge, Rose adds, is balancing performance with the fabric’s drying time in the laundry process. The company has already brought to market a new generation of fabrics with improved drying while maintaining a class-leading level of absorbency, security and discretion for the user.

With interest in reusable hygiene products coming both from new entrants and established companies, the market will continue to develop and become more competitive. As companies look to differentiate their products and provide consumers with a unique offering, innovation will be focused on enhancing wearer confidence by ensuring these products perform as needed in terms of absorbency and retention.

Susan Illefski-Janois of Essity recently discussed new product formats in the feminine hygiene market at EDANA’s Outlook conference in Malta. “I think reusables are good for business because they can lead to more sustainable consumption,” she says. “I expect the market to have a mix of disposable and reusable hygiene products.”

“Tampons and pads were developed about 100 years ago and until recently, there has been no real innovation in feminine care,” Modibodi’s Chong adds. “We are now giving women choices. Women want things that are better for their body, work better, fit better and that are better for the environment.”


Industry Unites to Fight Period Poverty
Over the last eight years, 62 menstrual equity laws have passed representing real progress for the menstrual equity movement. To date,  60 state laws and two federal laws have been enacted to increase the affordability, access and safety of menstrual products and include legislation eliminating the menstrual tax, making menstrual products more accessible by requiring them in schools, prisons, correctional facilities and shelters; and addressing the safety of these products by requiring ingredient disclosure.

New York has passed laws eliminating the tampon tax, requiring free menstrual products in public schools, homeless shelters, and correctional facilities; and requiring disclosure of all intentionally-added ingredients in products. Meanwhile,  Illinois’s laws include allowing SNAP benefits to be used to purchase menstrual products, requiring free menstrual products to be stocked in public schools, universities, and community colleges, eliminating the tax on menstrual products, and declaring menstrual hygiene day annually on May 28.

On the local level, last year, Ann Arbor, MI, became the first municipality to require free feminine care items in public bathrooms.

Nationally, Congresswoman Grace Meng (D-NY) introduced the Menstrual Equity for All Act, which would allow states to use federal grant funds to provide free menstrual products in schools, provide incentives for colleges and universities to establish pilot programs for free menstrual products on campus and provide guidance on the distribution of free menstrual products in federal, state, and local prisons, among other things.

Last month, ISSA, the worldwide cleaning industry association, launched an educational and advocacy campaign aimed at ending period poverty and advancing period dignity. The campaign is guided by the belief that menstrual care solutions should be as available in away-from-home restrooms as soap, toilet paper, and paper towels. Far too few facilities consider the impact of their patrons being left unprepared while away from home should someone’s period come unexpectedly. A survey conducted by Harris Interactive on behalf of the Free the Tampons Foundation found that 86% of women have started their period unexpectedly in public without the supplies they need.

“No one should be without easy access to necessary period products and disposal solutions when they are needed,” says ISSA director of Government Affairs John Nothdurft. “This campaign aims to build on bipartisan legislation that has been passed in more than a half-dozen states to make period products more readily available in places such as schools and prisons. We also will help educate and engage facility managers, cleaning industry leaders, and the general public about the benefits of increasing access to period products and disposal solutions.”

As part of this campaign, ISSA will lead a multi-faceted advocacy and lobbying effort in support of public policies to increase access to period products, dispensers, and disposal solutions in away-from-home venues. The increased access to menstrual care products, dispensers, and disposal solutions will significantly reduce period poverty, school absenteeism, and protect the health and well-being of cleaning workers and the public.

ISSA is embarking on this effort with the help of companies dedicated to making period products more accessible like femcare product and dispensing machinery provider, Aunt Flow, which has been committed to ensuring everyone has access to menstrual products since its founding in 2016. Chief Estrogen Officer (CEO) Claire Coder started the Columbus, OH-based company when she was only 18 years old after getting her period in public without any period products available. The company offers 100% organic cotton period products as well as an innovative, patented free-vend menstrual product dispenser.

“Real estate owners are prioritizing the tenant experience today more than ever, and Aunt Flow’s mission to increase public access to period products will significantly improve that experience for women,” says Kitty Sullivan, a principal with JLL Spark. “We’re excited to partner with Aunt Flow and help expand its footprint across workplaces, venues and facilities.”

As part of its efforts to step up access, organic femcare brand Rael is partnering with SOS, a Boston-based company that is redefining wellness on the go through a fast-growing network of smart vending machines, to give away 200,000 tampons and pads at all of SOS’ 100+ machines throughout the next year in an effort to increase access to essential personal care products in high-traffic public locations where people need them most. The partnership is backed by a six-figure investment from Rael and is the largest direct brand investment to date for SOS.

“Every woman has experienced a moment when she needed a tampon and one was nowhere to be found, a frustrating feeling only exacerbated when in a public space like a sporting arena or office building,” says Susanna Twarog, co-founder and co-CEO of SOS. “We believe that all people deserve access to period care products wherever, whenever, and our partnership with Rael helps us bring that mission to fruition as we make their organic, effective pads and tampons available for free in all of our machines.”

SOS machines offer a range of exceptional just-in-time personal care and wellness products to meet a variety of needs. Completely cardless and contactless for consumers, SOS machines also deliver targeted, interactive advertising and educational content when not in use. This digital component is a unique aspect of SOS machines and enables highly targeted brand-building and customer acquisition programs that help brands stand out in an increasingly competitive marketplace. As part of the partnership, Rael will have access to personalized marketing campaigns and valuable data capture information at all SOS locations..”

“We are excited to launch this initiative with SOS to promote equitable access to feminine care products. Our mission has never been clearer, and through this partnership, we look forward to giving more people access to healthy, organic options in women’s wellness and hygiene,” says Sorah Park, chief marketing officer of Rael. “We know there can be a real financial burden when accessing feminine hygiene products, especially organic, and Rael is committed to providing greater ease for those in need of clean, safe, and effective solutions through the high-traffic access points in urban cities where SOS machines featuring Rael can be found.”