Adjustment Period

New players in the feminine care category are shaking up the industry

Innovation in feminine care products has been surprisingly slow, especially considering that menstruation is probably the single most unifying commonality among the female gender. Lately, however, entrepreneurs are looking beyond even Big Period alternatives like the DivaCup to create new products and services designed to help women feel more empowered while having their periods.


Thinx makes underwear designed to give women enough comfort and confidence that they’ll never feel restricted by their bodies. The company, whose impeccably crafted branding is so hip it practically makes a woman look forward to menstruating, makes five styles, with each intended for a different phase of the monthly cycle. Some are geared towards lighter flow days, others heavier; all are moisture-wicking, anti-microbial, leak-resistant, and absorbent (certain styles can hold up to two tampons’ worth of liquid). Last month, the company found itself at odds with NYC’s MTA, whom deemed its proposed subway ads to be inappropriate, but ultimately won the battle much to the delight of feminists everywhere.


Until recently, women have had few choices when it comes to feminine care products—an alarming state of affairs for many, as awareness of the FDA’s lax requirements surrounding listing ingredients grows. LOLA, a new tampon subscription service, presents an alternative for women who are just as concerned with what’s in their feminine care products as they are with the contents of their food and beauty products. The women-owned company makes 100% hypoallergenic cotton tampons with no additives, synthetics, chemicals, or dyes. Customers choose a delivery plan that works for their unique cycle, selecting their preferred assortment (light, regular, super), number of boxes delivered in each shipment, and delivery frequency.


According to Girl Effect, 250 million adolescent girls around the world lack access to safe, dignified menstruation products. Lack of tampons may not sound like a serious problem, but when considering how it can prevent girls from going about their daily lives—including going to school—it’s actually a rather critical issue. BeGirl aims to help such girls in need by providing them with its Period Panties and FlexiPads, both washable menstruation products that are good for one to two years of use. For just $12, people can sponsor girls with three years’ worth of resources. The products are also available to first world consumers, with a one-for-one purchase model.