Tara Olivo, associate editor08.07.15
Last week, the Honest Company, the “healthy lifestyle” brand co-founded by actress Jessica Alba, launched a line of organic cotton (GOTS certified) fem care products, including tampons, pads and liners. The pads are available in regular and super absorbencies, while liners are available in a standard size and in a thong option. The tampons are available with or without a compact plant-based applicator.
As more and more consumers demand organic food products, will the same become true for organic fem care items? According to a recent survey, it just might. The Organic Trade Association conducted a 2015 study on the U.S. Organic Industry, which found that sales of organic non-food products, accounting for 8% of the organic market, posted the biggest percentage gain in six years. Among non-food items, the survey showed that fiber and organic personal care items were the standout categories.
With that in mind, I was interested in taking a look at the new Honest items, and as expected, the prices aren’t cheap: $5.95 for 10 pads, $5.95 for 24 liners, $6.95 for 16 tampons with applicator. I ended up getting a box each of the regular pads and liners.
Looking at and feeling the pad’s and liner’s topsheets side by side, the pad’s material seems softer, which could be as a result of feeling its absorbent core—something the liner lacks—but they were both soft nonetheless. Each has a plant-based waterproof backing for leak protection, which the company describes as a bio-plastic or plant-based polymer, and those have a similar look and feel to the plastic used for traditional pads and liners. The products also do not contain fragrances, deodorants, rayon, or synthetic superabsorbents, so that’s a plus for those who have sensitive skin.
While Honest isn’t the first to come out with organic cotton fem care products—Organyc is a popular brand, and Seventh Generation sells organic cotton tampons—it has certainly made a splash among its loyal audience. A quick look at the company’s Facebook page shows comments conveying utter excitement: “Finally!!! Thank you! Thank you!” to complete shock regarding the pricing: “Only 10 pads in a box...ugh! It will be $18 to get the same amount that I usually get for $6.”
In response to social media comments about the hefty pricing, Honest went with this reply: “We're proud of our new Feminine Care line, as it upholds our three standards of comfort, performance, and purity. All of the products in the line are hypoallergenic, made with 100% GOTS certified organic cotton and made without rayon, fragrances, deodorants, dyes, phthalates, pesticide residues, glycerol tricaprylate, chlorine or chlorine dioxide processing - because peace of mind matters. Keep in mind, you can add any of these products to an Essentials Bundle (which is always $35.95), and we have found that most of our members find it to be a great value saving of up to 35% with each order. You can also add any of these products to the Essentials Bundle for the Add & Save discount of 25%.”
Not sure that’s considered a full explanation when it comes to the pricing, but time (and testing) will tell if consumers think products like this are worth it.
As more and more consumers demand organic food products, will the same become true for organic fem care items? According to a recent survey, it just might. The Organic Trade Association conducted a 2015 study on the U.S. Organic Industry, which found that sales of organic non-food products, accounting for 8% of the organic market, posted the biggest percentage gain in six years. Among non-food items, the survey showed that fiber and organic personal care items were the standout categories.
With that in mind, I was interested in taking a look at the new Honest items, and as expected, the prices aren’t cheap: $5.95 for 10 pads, $5.95 for 24 liners, $6.95 for 16 tampons with applicator. I ended up getting a box each of the regular pads and liners.
Looking at and feeling the pad’s and liner’s topsheets side by side, the pad’s material seems softer, which could be as a result of feeling its absorbent core—something the liner lacks—but they were both soft nonetheless. Each has a plant-based waterproof backing for leak protection, which the company describes as a bio-plastic or plant-based polymer, and those have a similar look and feel to the plastic used for traditional pads and liners. The products also do not contain fragrances, deodorants, rayon, or synthetic superabsorbents, so that’s a plus for those who have sensitive skin.
While Honest isn’t the first to come out with organic cotton fem care products—Organyc is a popular brand, and Seventh Generation sells organic cotton tampons—it has certainly made a splash among its loyal audience. A quick look at the company’s Facebook page shows comments conveying utter excitement: “Finally!!! Thank you! Thank you!” to complete shock regarding the pricing: “Only 10 pads in a box...ugh! It will be $18 to get the same amount that I usually get for $6.”
In response to social media comments about the hefty pricing, Honest went with this reply: “We're proud of our new Feminine Care line, as it upholds our three standards of comfort, performance, and purity. All of the products in the line are hypoallergenic, made with 100% GOTS certified organic cotton and made without rayon, fragrances, deodorants, dyes, phthalates, pesticide residues, glycerol tricaprylate, chlorine or chlorine dioxide processing - because peace of mind matters. Keep in mind, you can add any of these products to an Essentials Bundle (which is always $35.95), and we have found that most of our members find it to be a great value saving of up to 35% with each order. You can also add any of these products to the Essentials Bundle for the Add & Save discount of 25%.”
Not sure that’s considered a full explanation when it comes to the pricing, but time (and testing) will tell if consumers think products like this are worth it.