08.01.22
Women have more choices than ever when it comes to period care. After decades of little or no new product formats, new entrants to the category are launching products that can offer the same fit and performance as disposable pads or tampons, while offering a more sustainable, and maybe even more comfortable, alternative.
New technologies—both woven and nonwovens—as well as innovation in absorbent fibers have allowed reusable hygiene 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.
During the past several years, a number of new companies have cropped up offering so-called period panties and other reusable leak-proof apparel products that can be laundered and reused like regular undergarments. These products don’t only offer a new discreet way of handling menstruation and bladder leakage.
“Period and leak-proof 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 leak-proof 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 Swedish hygiene manufacturer 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), leak-proof is quickly growing as a subsegment, replacing liners, pads, disposable pads and the typical products,” says Magnus Groth, CEO of Essity. “Leak-proof apparel is more sustainable than disposable products. Typically, the CO2 impact is about half of using disposables and it 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."
This month, 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 leak-proof 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 use 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 worked recently with a Germany design team to create a durable fitted
cloth baby diaper made from a waterproof cover containing a sewn pocket and washable absorbent pads. The diaper, which is known as Sumo, cannot only be laundered many times, it is also fully biodegradable.
“We have spent nearly three years developing the Sumo because we are so dedicated to the vision of achieving the highest, long-lasting performance with natural fiber,” co-founder Luisa Kahlfeldt says. “Every textile and component is custom developed from the fiber up.”
The Sumo diaper system—and the Ufo removable superabsorbent inlay—rely on plant-based fibers which the founders say outperform polyester and cotton—the main material in most reusable diaper systems. The absorbent pad shows about a 40% reduction in rewet value and a reduction in acquisition time by about 45% compared to polyester and 40% compared to cotton. At the same time, the product is thinner, weighs less and is air permeable.
Kelheim assisted with the development of the core using a combination of needlepunch and thermal bonded technologies on 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).
“We can’t keep polluting the planet with on average 5000 disposable diapers per child. The increasing pollution requires a rapid rethinking, the use of more sustainable materials and smart solutions for parents,” Böhme says. “There are not many hygiene products on the market that combine bio-based materials and reusability—and these often lack performance.”
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 term of absorbency and retention.
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 term of absorbency and retention.
“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.”
New technologies—both woven and nonwovens—as well as innovation in absorbent fibers have allowed reusable hygiene 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.
During the past several years, a number of new companies have cropped up offering so-called period panties and other reusable leak-proof apparel products that can be laundered and reused like regular undergarments. These products don’t only offer a new discreet way of handling menstruation and bladder leakage.
“Period and leak-proof 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 leak-proof 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 Swedish hygiene manufacturer 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), leak-proof is quickly growing as a subsegment, replacing liners, pads, disposable pads and the typical products,” says Magnus Groth, CEO of Essity. “Leak-proof apparel is more sustainable than disposable products. Typically, the CO2 impact is about half of using disposables and it 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."
This month, 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 leak-proof 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 use 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 worked recently with a Germany design team to create a durable fitted
cloth baby diaper made from a waterproof cover containing a sewn pocket and washable absorbent pads. The diaper, which is known as Sumo, cannot only be laundered many times, it is also fully biodegradable.
“We have spent nearly three years developing the Sumo because we are so dedicated to the vision of achieving the highest, long-lasting performance with natural fiber,” co-founder Luisa Kahlfeldt says. “Every textile and component is custom developed from the fiber up.”
The Sumo diaper system—and the Ufo removable superabsorbent inlay—rely on plant-based fibers which the founders say outperform polyester and cotton—the main material in most reusable diaper systems. The absorbent pad shows about a 40% reduction in rewet value and a reduction in acquisition time by about 45% compared to polyester and 40% compared to cotton. At the same time, the product is thinner, weighs less and is air permeable.
Kelheim assisted with the development of the core using a combination of needlepunch and thermal bonded technologies on 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).
“We can’t keep polluting the planet with on average 5000 disposable diapers per child. The increasing pollution requires a rapid rethinking, the use of more sustainable materials and smart solutions for parents,” Böhme says. “There are not many hygiene products on the market that combine bio-based materials and reusability—and these often lack performance.”
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 term of absorbency and retention.
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 term of absorbency and retention.
“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.”
