Tara Olivo, Associate Editor01.02.25
The absorbent hygiene product market continues to evolve, with new independent startup brands introducing products in baby diapers, adult incontinence and period care. The growth of accessible contract manufacturing services, along with the rise of social media marketing, has lowered the barrier to entry for emerging brands in these categories. The following is a look at the recent activities of some of these innovative brands as they pursue continued growth.
The brand changed its name to Rascals, which is a short, playful and distinct nickname already used by the parents of the brand. While the performance features and materials of all Rascals products remain the same, the packaging was updated, with the brand’s signature teal now prominently featured across the entire range, creating bold, modern packaging that ensures a strong, consistent brand presence. This makes it easier for parents and shoppers to identify Rascals products on the shelf. Additionally, Rascals’ products are now backed by pediatricians, and all product features are rigorously tested by third parties.
“We’re so excited to share the next evolution of the Rascals brand with our community. They are fundamentally the reason for our success to date and we can’t wait to take them on the Rascals journey with us. Our mission has always been to reduce the stress of early parenthood by providing market-leading products, and we’re confident the evolution of Rascals positions us best to do this going forward,” says Amelia Watson, head of marketing.
In 2023, the brand expanded its core product line in the U.S. to 4000 Walmart stores nationwide, in an effort to increase accessibility for families. The brand also expanded the core diaper assortment to include size 7 diapers to meet customer needs, improved its Sensitive Wipes with embossed cloth for premium performance, and brought two new high value items from online only to nationwide in-store: Diaper Mega Cartons, to align with consumer shopping habits to bulk purchase diapers, and Easy Clean Wipes, for everyday value with more wipes per pack.
Founded in 2016 by a mother of four in New Zealand, Rascals quickly found success by providing a range of premium diapers, pants and wipes that were engineered to perform better, be safe on sensitive skin and affordable for parents.
Since then, Rascals has become one of the fastest-growing diaper brands globally, launching in over 30 countries in five years, garnering over 210,000 five-star reviews, and winning over 60 product and brand awards—such as Babylist Best Diapers, Parents’ Pick Awards, The Drum Marketing Awards and Shorty Awards.
In August, Parasol’s Clear + Dry Natural Disposable Diapers, Diaper Pants and Wipes launched into Target stores nationwide in the U.S.
Jessica Hung, CEO and founder of Parasol, said the milestone of the Target launch is a testament to the brand’s commitment to “providing the highest quality care for babies and peace of mind for parents.”
Parasol’s Clear + Dry Natural Disposable Diapers feature an innovative dual core designed for maximum absorbency and instant dry capability. The diapers also feature an eight-strand reactive waistband elastic with wider fabric coverage. The wetness indicator changes color from yellow to blue. The diapers feature sustainably sourced wood pulp, reduced by 50% to save trees, as well as vegan materials.
Clear + Dry Natural Disposable Diaper Pants offer supreme comfort and are luxuriously soft and thin, delivering exceptional comfort and superb overnight absorbency. The active 360 Comfort Wrap, high performance diaper pants are designed for active babies. Additionally, the Easy-Seal Tab effortlessly seals away messes with a convenient toss tab sticker located at the back of the pant.
Parasol’s unscented Clear + Dry Natural Disposable Wipes featuring 99.9% pure, reverse-osmosis water; a plant-based formula that heals and protects, ultra-soft fabric with aloe leaf extract and 60 gsm thick-ply with an embossed surface that absorbs more mess.
According to EWG, mothers today ingest up to 12 plastic bags worth of plastic a year in the form of microplastics and nanoplastics found in water, consumer packaged goods, and other daily consumer products. Recent research has also discovered the presence of microplastics found in the human placenta and its impact on fertility. HealthyBaby is pioneering material safety and plastic reduction in an industry historically marked by intensive plastic use.
In partnership with RePurpose Global, all HealthyBaby Diapers are now plastic neutral. To date, HealthyBaby has prevented over 1 million pounds of plastic from entering the environment with diapers designed with technology and materials that are pushing the limit on plant-based materials for diapers. This year, HealthyBaby will reclaim an additional 1 million pounds of plastic from the environment by funding the recovery of nature-bound plastic waste.
HealthyBaby’s founder, Shazi Visram, along with the company’s chief innovation officer, Academy Award-Winning actor, activist and new mom Hilary Swank, collaborated to bring these innovations to new parents in their shared mission to prioritize health, safety and next-level quality for babies’ environments, from the very inception of life.
“When I was planning and preparing to have my twins, I was determined to clean up everything around me,” says Swank. “I was tenacious about my research and discovered Shazi and her company HealthyBaby and their next-level standards. We’re so proud to be able to offer the very safest diaper on the market to the very youngest and most vulnerable newborns and extend options for older children with the launch of SmartyPants in larger sizing.”
HealthyBaby’s decision to expand diaper pant sizing to include sizes 7 and 8 comes in response to the growing awareness and demand for inclusive diaper options. All babies are on their own timeline and stay in diapers longer for various reasons, ranging from developmental diagnoses and challenges in potty training to simply bigger babies. HealthyBaby’s SmartyPants range from sizes 3-8 ensuring that all children have access to EWG verified safe and high-performing diapering solutions that are sensory-friendly and enhanced with 15% organic cotton.
The brand recently unveiled three new products that address key demands within the adult incontinence category. The brand’s Sensitive Overnight Underwear for Women prioritizes both skin health and high performance. Recognizing the challenges faced by those with sensitive skin, the product boasts a super absorbent core and plant-based liner that effectively wicks away moisture while remaining soft and comfortable. Additionally, it is dermatologist-tested, OEKO-TEK certified and chemical-free.
Because’s popular Premium Maximum Plus Incontinence Underwear for Women now comes in a sleek black color, expanding choice and flexibility for customers looking for additional wardrobe options. This new iteration maintains the same trusted features, ensuring maximum protection and leak-proof confidence.
Beyond traditional absorbent solutions, Because has also taken a holistic step with the introduction of its Bladder Control supplement. Formulated with clinically researched ingredients like pumpkin seed and soy germ, it empowers users to proactively manage their incontinence symptoms by targeting leaks, urgency and urination frequency.
“Menstruators in 750 schools and 150 universities across the U.S. have come to trust Aunt Flow and rely on our period products during their school day,” says Claire Coder, founder and CEO of Aunt Flow. “After receiving requests from parents that their daughters were curious if these products were available for ‘normal people sales,’ we decided to give the girls what they’ve been asking for.”
Coder was inspired to start Aunt Flow at 18 years old after getting her period unexpectedly in public and not having access to the supplies she needed. “From that moment on, it became my mission to ensure free period products were available in public restrooms,” she says. “Many bathrooms still have clunky, coin-operated pad and tampon dispensers. They rarely work, and most people don’t carry around change any more. Since 2016, Aunt Flow has placed our free-vend tampon and pad dispensers in 60k+ bathrooms, raised $17 million+ in venture capital, and donated over six million organic cotton tampons and pads to menstruators in need.”
Meanwhile, for public restrooms, the brand recently launched a new sanitary disposal system. This complete system improves the public restroom experience by providing easy and safe disposal of sanitary and incontinence products, solving pain points for menstruators as well as facility operators and staff.
With Aunt Flow’s new disposal system, the combination of easily accessible plant-based disposal bags and designated touch-free bins promotes responsible disposal and increases hygiene for janitors and restroom users alike. The touch-free bins open when a hand is waved above the sensor, and inside the unit, there is a continuous liner bag that ensures janitors don’t come into direct contact with any contaminants once the waste is deposited. The system also helps reduce environmental harm by keeping menstrual product waste out of rivers and oceans through proper disposal.
One of the newest period care brands targeting the tween and teen demographic is Pinkie. Pinkie was founded in 2022 by co-founders and mothers, Fiona Simmonds and Sana Clegg after realizing there was a gap in the market for intentional period products designed for this age group and to normalize the conversation around periods. All of Pinkie’s pads are housed in a slip-out baggie featuring a fun design and a drawstring in place of the conventional crinkly wrapper. This design also allows for a seamless disposing experience, and the elimination of extra toilet paper waste.
Pinkie pads—named for the smallest finger on the hand— offer mini and small sizes measuring smaller than other organic competitors to offer better fit and comfort for tweens and teens. Pinkie also appeals to Generation Alpha with fun branding and packaging like a striped draw string disposal pad and bright colors.
In July, Pinkie expanded its retail distribution by launching in over 3300 CVS stores across the U.S. and online to make puberty care even more accessible. This followed the brand’s first retail partnership with Target, and entrance into Walmart in early 2024.
Despite the smaller size, Pinkie pads don’t sacrifice on absorbency with levels ranging from 30-80 milliliters, or the equivalent of 16 tampons, dependent on the size. Design features include leak-guarded wings, an organic cotton top sheet and a plant-based Japanese superabsorbent core.
The idea for The Honey Pot’s feminine wash began in an apartment kitchen in 2012, fueled by Dixon’s personal experiences and ultimate desire to change how the world uses and perceives feminine care products. Today, the brand provides a complete feminine care system—powered by plant-derived ingredients and clinically tested formulas – with a diverse set of products across the feminine hygiene, menstrual, consumer health and sexual wellness categories.
“The completion of this deal with CODI is a big step forward for our company,” Dixon said. “We are now better positioned to amplify our impact as we continue to fulfill our mission of destigmatizing feminine care and further democratizing holistic wellness.”
Last month, The Honey Pot became the first intimate care brand to earn Kind to Biome certification, ensuring that its menstrual and intimate care products exceed traditional standards and support microbiome health. In recent years, there has been a significant focus on the microbiome and its vital role in overall health, especially in intimate care.
“Making sure our products are safe, gentle and microbiome friendly has always been our priority at The Honey Pot; now as the first intimate care brand to achieve Kind to Biome certification we can pave the way for greater understanding of the importance of maintaining a healthy, balanced microbiome” says Dixon. “We are starting with 18 products in our portfolio having the certification and hope to add more in the future.”
This recognition highlights The Honey Pot’s commitment to creating safe, plant-derived products that support the body’s natural balance and wellness. Through the Kind to Biome world-class testing, this further proves that The Honey Pot’s products, which include cleansers, wipes and menstrual care items, have met standards that few achieve, giving consumers confidence in choosing products that align with their well-being.
Rascals (baby diapers)
Premium baby care brand Rascal + Friends unveiled a brand refresh last year alongside a new shortened name.The brand changed its name to Rascals, which is a short, playful and distinct nickname already used by the parents of the brand. While the performance features and materials of all Rascals products remain the same, the packaging was updated, with the brand’s signature teal now prominently featured across the entire range, creating bold, modern packaging that ensures a strong, consistent brand presence. This makes it easier for parents and shoppers to identify Rascals products on the shelf. Additionally, Rascals’ products are now backed by pediatricians, and all product features are rigorously tested by third parties.
Rascals unveiled a brand refresh last year.
“We’re so excited to share the next evolution of the Rascals brand with our community. They are fundamentally the reason for our success to date and we can’t wait to take them on the Rascals journey with us. Our mission has always been to reduce the stress of early parenthood by providing market-leading products, and we’re confident the evolution of Rascals positions us best to do this going forward,” says Amelia Watson, head of marketing.
In 2023, the brand expanded its core product line in the U.S. to 4000 Walmart stores nationwide, in an effort to increase accessibility for families. The brand also expanded the core diaper assortment to include size 7 diapers to meet customer needs, improved its Sensitive Wipes with embossed cloth for premium performance, and brought two new high value items from online only to nationwide in-store: Diaper Mega Cartons, to align with consumer shopping habits to bulk purchase diapers, and Easy Clean Wipes, for everyday value with more wipes per pack.
Founded in 2016 by a mother of four in New Zealand, Rascals quickly found success by providing a range of premium diapers, pants and wipes that were engineered to perform better, be safe on sensitive skin and affordable for parents.
Since then, Rascals has become one of the fastest-growing diaper brands globally, launching in over 30 countries in five years, garnering over 210,000 five-star reviews, and winning over 60 product and brand awards—such as Babylist Best Diapers, Parents’ Pick Awards, The Drum Marketing Awards and Shorty Awards.
Parasol (baby diapers)
Parasol Co, a woman-founded, Los Angeles-based startup, has continued to expand since it first launched its line of premium baby diapers in 2016. Today, the brand’s baby diapers and diaper pants feature its RashShield technology for sensitive skin. The diapers’ superabsorbent, ultra-soft and lightweight fabrics instantly wick away moisture, preventing irritating rashes.In August, Parasol’s Clear + Dry Natural Disposable Diapers, Diaper Pants and Wipes launched into Target stores nationwide in the U.S.
Jessica Hung, CEO and founder of Parasol, said the milestone of the Target launch is a testament to the brand’s commitment to “providing the highest quality care for babies and peace of mind for parents.”
Parasol’s baby diapers are now available in Target stores.
Parasol’s Clear + Dry Natural Disposable Diapers feature an innovative dual core designed for maximum absorbency and instant dry capability. The diapers also feature an eight-strand reactive waistband elastic with wider fabric coverage. The wetness indicator changes color from yellow to blue. The diapers feature sustainably sourced wood pulp, reduced by 50% to save trees, as well as vegan materials.
Clear + Dry Natural Disposable Diaper Pants offer supreme comfort and are luxuriously soft and thin, delivering exceptional comfort and superb overnight absorbency. The active 360 Comfort Wrap, high performance diaper pants are designed for active babies. Additionally, the Easy-Seal Tab effortlessly seals away messes with a convenient toss tab sticker located at the back of the pant.
Parasol’s unscented Clear + Dry Natural Disposable Wipes featuring 99.9% pure, reverse-osmosis water; a plant-based formula that heals and protects, ultra-soft fabric with aloe leaf extract and 60 gsm thick-ply with an embossed surface that absorbs more mess.
HealthyBaby (baby diapers)
HealthyBaby recently launched SmartyPants, the first-ever EWG verified safe and plastic-neutral newborn diaper and diaper pants. This launch marks another step forward in HealthyBaby’s commitment to developmental health and safety, after being the first to pioneer the first EWG verified safe diaper in 2020 which is made free from 2800+ chemicals and materials linked to health harm in diapers by the Environmental Working Group, a leading environmental research and advocacy group.According to EWG, mothers today ingest up to 12 plastic bags worth of plastic a year in the form of microplastics and nanoplastics found in water, consumer packaged goods, and other daily consumer products. Recent research has also discovered the presence of microplastics found in the human placenta and its impact on fertility. HealthyBaby is pioneering material safety and plastic reduction in an industry historically marked by intensive plastic use.
Hilary Swank, with twins Ohm and Aya, joined HealthyBaby as chief innovation officer alongside HealthyBaby founder Shazi Visram. Photo by Chris Sojka for HealthyBaby.
In partnership with RePurpose Global, all HealthyBaby Diapers are now plastic neutral. To date, HealthyBaby has prevented over 1 million pounds of plastic from entering the environment with diapers designed with technology and materials that are pushing the limit on plant-based materials for diapers. This year, HealthyBaby will reclaim an additional 1 million pounds of plastic from the environment by funding the recovery of nature-bound plastic waste.
HealthyBaby’s founder, Shazi Visram, along with the company’s chief innovation officer, Academy Award-Winning actor, activist and new mom Hilary Swank, collaborated to bring these innovations to new parents in their shared mission to prioritize health, safety and next-level quality for babies’ environments, from the very inception of life.
“When I was planning and preparing to have my twins, I was determined to clean up everything around me,” says Swank. “I was tenacious about my research and discovered Shazi and her company HealthyBaby and their next-level standards. We’re so proud to be able to offer the very safest diaper on the market to the very youngest and most vulnerable newborns and extend options for older children with the launch of SmartyPants in larger sizing.”
HealthyBaby’s decision to expand diaper pant sizing to include sizes 7 and 8 comes in response to the growing awareness and demand for inclusive diaper options. All babies are on their own timeline and stay in diapers longer for various reasons, ranging from developmental diagnoses and challenges in potty training to simply bigger babies. HealthyBaby’s SmartyPants range from sizes 3-8 ensuring that all children have access to EWG verified safe and high-performing diapering solutions that are sensory-friendly and enhanced with 15% organic cotton.
Because Market (adult incontinence)
Because Market, an online incontinence brand, launched in 2017 with the aim to make it easier for older adults and their families to access the products they need.The brand recently unveiled three new products that address key demands within the adult incontinence category. The brand’s Sensitive Overnight Underwear for Women prioritizes both skin health and high performance. Recognizing the challenges faced by those with sensitive skin, the product boasts a super absorbent core and plant-based liner that effectively wicks away moisture while remaining soft and comfortable. Additionally, it is dermatologist-tested, OEKO-TEK certified and chemical-free.
Because’s popular Premium Maximum Plus Incontinence Underwear for Women now comes in a sleek black color, expanding choice and flexibility for customers looking for additional wardrobe options. This new iteration maintains the same trusted features, ensuring maximum protection and leak-proof confidence.
Beyond traditional absorbent solutions, Because has also taken a holistic step with the introduction of its Bladder Control supplement. Formulated with clinically researched ingredients like pumpkin seed and soy germ, it empowers users to proactively manage their incontinence symptoms by targeting leaks, urgency and urination frequency.
Aunt Flow (period care)
Aunt Flow, the creator of a proprietary, free-vend tampon and pad dispenser, launched direct-to-consumer period products for sale in the U.S. Aunt Flow’s pads and tampons were already in bathrooms across grade schools and universities, which motivated the brand to develop familiar products for menstruators to use at home. As of June, the brand began offering 36-count boxes of tampons and pads that are sold online at goauntflow.com and on Amazon. The pads and tampons are made with Organic Content Standard (OCS)-certified organic cotton.“Menstruators in 750 schools and 150 universities across the U.S. have come to trust Aunt Flow and rely on our period products during their school day,” says Claire Coder, founder and CEO of Aunt Flow. “After receiving requests from parents that their daughters were curious if these products were available for ‘normal people sales,’ we decided to give the girls what they’ve been asking for.”
Aunt Flow recently launched direct-to-consumer period products for sale in the U.S.
Coder was inspired to start Aunt Flow at 18 years old after getting her period unexpectedly in public and not having access to the supplies she needed. “From that moment on, it became my mission to ensure free period products were available in public restrooms,” she says. “Many bathrooms still have clunky, coin-operated pad and tampon dispensers. They rarely work, and most people don’t carry around change any more. Since 2016, Aunt Flow has placed our free-vend tampon and pad dispensers in 60k+ bathrooms, raised $17 million+ in venture capital, and donated over six million organic cotton tampons and pads to menstruators in need.”
Meanwhile, for public restrooms, the brand recently launched a new sanitary disposal system. This complete system improves the public restroom experience by providing easy and safe disposal of sanitary and incontinence products, solving pain points for menstruators as well as facility operators and staff.
With Aunt Flow’s new disposal system, the combination of easily accessible plant-based disposal bags and designated touch-free bins promotes responsible disposal and increases hygiene for janitors and restroom users alike. The touch-free bins open when a hand is waved above the sensor, and inside the unit, there is a continuous liner bag that ensures janitors don’t come into direct contact with any contaminants once the waste is deposited. The system also helps reduce environmental harm by keeping menstrual product waste out of rivers and oceans through proper disposal.
Pinkie (period care)
Recent studies indicate that menstrual periods are starting earlier for younger generations of girls, leading to increased attention on the teen-focused segment of period care.One of the newest period care brands targeting the tween and teen demographic is Pinkie. Pinkie was founded in 2022 by co-founders and mothers, Fiona Simmonds and Sana Clegg after realizing there was a gap in the market for intentional period products designed for this age group and to normalize the conversation around periods. All of Pinkie’s pads are housed in a slip-out baggie featuring a fun design and a drawstring in place of the conventional crinkly wrapper. This design also allows for a seamless disposing experience, and the elimination of extra toilet paper waste.
Pinkie pads—named for the smallest finger on the hand— offer mini and small sizes measuring smaller than other organic competitors to offer better fit and comfort for tweens and teens. Pinkie also appeals to Generation Alpha with fun branding and packaging like a striped draw string disposal pad and bright colors.
In July, Pinkie expanded its retail distribution by launching in over 3300 CVS stores across the U.S. and online to make puberty care even more accessible. This followed the brand’s first retail partnership with Target, and entrance into Walmart in early 2024.
Despite the smaller size, Pinkie pads don’t sacrifice on absorbency with levels ranging from 30-80 milliliters, or the equivalent of 16 tampons, dependent on the size. Design features include leak-guarded wings, an organic cotton top sheet and a plant-based Japanese superabsorbent core.
The Honey Pot (period care)
Early last year investment firm Compass Diversified (CODI) acquired a stake in Atlanta-based feminine care brand The Honey Pot Co. for an enterprise value of $380 million. The Honey Pot’s co-founders and management team invested alongside CODI and retain a significant minority stake in the business. Beatrice Dixon, the company’s co-founder, CEO and chief innovation officer, continues to lead The Honey Pot in her current role.The idea for The Honey Pot’s feminine wash began in an apartment kitchen in 2012, fueled by Dixon’s personal experiences and ultimate desire to change how the world uses and perceives feminine care products. Today, the brand provides a complete feminine care system—powered by plant-derived ingredients and clinically tested formulas – with a diverse set of products across the feminine hygiene, menstrual, consumer health and sexual wellness categories.
“The completion of this deal with CODI is a big step forward for our company,” Dixon said. “We are now better positioned to amplify our impact as we continue to fulfill our mission of destigmatizing feminine care and further democratizing holistic wellness.”
Last month, The Honey Pot became the first intimate care brand to earn Kind to Biome certification, ensuring that its menstrual and intimate care products exceed traditional standards and support microbiome health. In recent years, there has been a significant focus on the microbiome and its vital role in overall health, especially in intimate care.
“Making sure our products are safe, gentle and microbiome friendly has always been our priority at The Honey Pot; now as the first intimate care brand to achieve Kind to Biome certification we can pave the way for greater understanding of the importance of maintaining a healthy, balanced microbiome” says Dixon. “We are starting with 18 products in our portfolio having the certification and hope to add more in the future.”
This recognition highlights The Honey Pot’s commitment to creating safe, plant-derived products that support the body’s natural balance and wellness. Through the Kind to Biome world-class testing, this further proves that The Honey Pot’s products, which include cleansers, wipes and menstrual care items, have met standards that few achieve, giving consumers confidence in choosing products that align with their well-being.
