Plant-based hygiene products continue to attract consumers who believe plant-derived materials are better for themselves and the environment. In response to this demand, both new and established brands are expanding their product lines to cater to this trend. And, while natural fibers like cotton and cellulose have been used in absorbent hygiene products for decades, fibers like hemp, and even seaweed-based fibers, are making their way into baby diapers and period care products.

As wellness becomes a more entrenched consumer demand, this is reflected in the expansion and diversification of natural/plant-based hygiene goods, particularly in menstrual care, baby diapers and baby wipes, says Liying Qian, head of Tissue and Hygiene, Euromonitor International. According to Euromonitor, the share of online SKUs with natural attributes across these three categories has grown over the past five years.

“While the natural/plant-based movement is also linked to sustainability endeavors, it’s the wellness, performance/efficacy attributes associated with those features, such as absorbency, softness, breathability, odor removal, skin care and bacteria prevention, that convinces purchase, especially in an inflationary, price-sensitive environment where consumers are concerned about tangible value for money,” Qian explains.

Curious Consumers

With the surge of new brands continuing to enter the different hygiene categories, consumers have more choices than ever before. But are they open to trying new products or do they tend to rely on their old standbys?

According to Qian, brand loyalty varies by category. “In retail adult incontinence where unit price is higher and expectation for performance is stringent, consumers tend to stick with with household names and to a degree, trade down to more economical options,” she says. “In categories where product differentiations among brands are less notable and barrier for new brand entries is lower, such as personal wipes, consumers appear relatively more open to trying new brands, including plant-based options.”


Notably, in baby diapers, the largest industry in retail hygiene, there is a growing interest in the use of plant-based materials driven by factors such as environmental awareness, health concerns, and a desire for high-performance and comfortable options for babies, according to Sonali Jagadev, research analyst – Beauty & Fashion, Euromonitor International. “While some consumers may remain loyal to certain brands, many are open to trying new plant-based products that offer a more sustainable and eco-friendly choice,” she adds. “Overall, it is evident that consumers in the diaper industry are becoming more receptive to trying out new plant-based products. In response to this shift in consumer preferences, many plant-based diaper brands have taken the opportunity to offer samples or trial packs to allow potential customers to experience the benefits of their products firsthand.”

Euromonitor tracks attributes of online SKUs across hygiene categories, based on Euromonitor’s Product Claims and Positioning tool. Between 2019 and 2023, globally, the number of online SKUs carrying the “natural” attribute has grown more than 70% across retail adult incontinence, baby nappies/diapers and menstrual care, and 58% in baby wipes.

By geographical region, Western Europe and Asia Pacific continued to lead in 2023 with the largest number of online SKUs with the “natural” claim in retail disposable hygiene, owing to a combination of consumer health perception and awareness, lifestyles, and regulatory landscape, Qian says.

Tampon Tribe, which uses organic cotton in its period care lineup, anticipates significant growth in the market for plant-based hygiene products. “As awareness and preference for sustainable products grow, more consumers are likely to transition from traditional options to plant-based alternatives,” says Jennifer Eden, co-founder and CEO of Tampon Tribe. “They also notice the difference when using the products. There is an uptick in consumers not wanting weird herbs and added chemicals on their skin and in their bodies.”

Years ago, when the trend towards plant-based materials in the baby diaper category began taking shape, especially among smaller direct-to-consumer brands, big names like Pampers and Huggies later came out with their own diaper lines featuring natural materials—Pampers Pure Protection and Huggies Special Delivery, respectively.

Qian says most brands in the market have joined the trend over past years, from national names to smaller lifestyle players and private label, though to varied degrees. “Naturally, clean-positioned lifestyle brands continue to lead the breadth of adoption across their portfolio,” she adds.

One of the newest lifestyle brands to join the baby diaper market is Freestyle, which offers a 100% tree-free diaper featuring its BambooTek technology, a 100% organic bamboo core free of harsh chemicals and bleaches. 

Russ Wallace, a co-founder of Freestyle, says that the fiber pulp in the center of the diaper tends to be between 40-45% of the weight of the diaper itself, and the vast majority of the market uses wood pulp for this application.

“There are alternatives, but we’re the only one that uses bamboo pulp for a U.S.-based company selling in the U.S.,” Wallace says. “That is, to us, significant simply because of the sheer number of trees that have to be cut down in order to supply the diaper market, which by some estimates is a billion trees a year. That would be almost 10% of all trees cut down globally for any purpose.”

Bamboo is much more regenerative, regrowing in 60 days. “The bamboo itself can act as a carbon sink,” he explains. “If we can convince the market to shift in that direction, it would be a massive sustainability improvement for disposable diapers.”

In October, Freestyle BambooTek Diapers launched in Whole Foods stores nationwide and online. At the same time, the brand launched Soft Jumbo Wipes made with bamboo viscose. The wipes are large and extra thick compared to standard baby wipes. The larger wipes were developed in response to feedback from dads who felt that other baby wipes were too small.

“The hope is that a larger, thicker wipe brings more people into the changing process which I think is good for everyone,” Wallace says.

The EWG-verified wipes are biodegradable and the formulation uses 99% water.

In other news, Freestyle completed a $3 million seed round in 2023, raising from Idea Farm Ventures and Mucker Capital. With these funds, the brand expanded its team and launched a Community Leader program. The Freestyle Community Leader program is the brand’s initiative to empower parents to create a safe space for other parents to find belonging, build local communities and discuss the daily realities of parenthood. Through the program, Community Leaders are organizing fun events where parents can get together and meet new parents. Past events include meetups at parks, zoos, libraries and coffee shops.

The concept behind Freestyle is to create a vibrant, exciting, and creative parenting experience, particularly with young children, as opposed to the clinical and basic approach often seen in the baby care industry, Wallace says.

Funds from the seed round will also help support the launch of Freestyle’s new personal care line (shampoo & body wash, conditioner, bubble bath and lotion) for the full family in late 2024. Freestyle also plans to launch club boxes of its tree-free, non-toxic diapers and club packs of its Soft Jumbo wipes in Q1 2025.

When Flex, a maker of menstrual discs, decided to expand its product line to include period pads and liners, the brand also chose bamboo fiber.

According to the Flex, odor is a top concern during menstruation, but most period products claiming to reduce odor merely mask it by adding herbs, deodorants and fragrances. Flex’s ultra-thin Bamboo Pads and Liners fight odor and are made without any fragrance, deodorants, dyes, herbs, pesticides, GMOs, or elemental chlorine. The products are completely free of PFAS and independently lab-tested. A 100% bamboo cover and premium Japanese Sumitomo SAP core in the pads make the pads extremely absorbent and moisture-wicking, which helps prevent growth of odor-causing bacteria.

The new line was born from founder and CEO Lauren Wang’s personal experience. Due to a temporary medical issue, Wang was unable to use internally-worn period products and needed pads and liners. Every brand she tried fell short of her needs.

“When I used cotton pads and liners I could smell myself all day,” she says. “After using Flex discs for eight years, which are designed to prevent odor, I was shocked when I re-entered the pad market; I couldn’t find pads that naturally fought odor. Our bamboo products are made with clean ingredients; I’ve never felt more confident or less smelly wearing a pad or liner.”

Flex pads can hold up to 100mL of fluid, offering all-day protection without bulkiness. Flex liners are long and have a curve-shaped design to fit underwear and diverse body types.

The new line was supported by a recent multi-million dollar investment from MLB star Justin Verlander and his wife supermodel Kate Upton, a Flex disc user.

Cotton Still Appeals

In the period care category, cotton continues to be an attractive choice for newly launched brands. In the hygiene market, cotton is known for its natural softness, breathability, hypoallergenic properties and absorbency.

Tampon Tribe launched in 2016 after Eden searched for chemical and toxin-free period products due to endometriosis. “I could not bear the monthly pain anymore and started researching to find a lot of the toxins in period products that could be adding to my symptoms,” she recalls.


Tampon Tribe’s range of period products includes GOTS and ICEA-certified organic tampons, pads, and pantyliners.

At the same time, Eden and her business partner Gaby Alves were inspired by a clear vision to reduce plastic pollution. “Did you know that plastic tampon applicators have the shortest use life of any single-use plastic on the planet? More than 7 billion of them, along with 12 billion plastic-based pads, end up in U.S. landfills each year,” she says. “We wanted to offer eco-friendly, safe, and affordable period products that nurtured not only bodies but also our planet. Our motivation stemmed from a lack of environmentally sustainable options in the market that were also skin-friendly and effective. We recognized a need for products that were not only good for the user but also beneficial for the planet.”

Tampon Tribe’s range of period products includes GOTS and ICEA-certified organic tampons, pads, and pantyliners, all free from chemicals, toxins and dyes. They are also plastic-free and vegan, ensuring they are completely compostable and biodegradable. The brand also offers silicone-free menstrual cups—it uses medical-grade TPE (a rubber that is recyclable and safe for internal medicine), organic period undies, free from PFAS and microplastics, as well as reusable organic cotton period pads.

Tampon Tribe sources its GOTS, ICEA-certified and GMO-free organic cotton from small-growth farmers in the European Union. According to Eden, organic cotton is highly absorbent, naturally breathable and gentle on the skin, making it ideal for period care products. It also reduces the risk of irritation and allergies, making it suitable for sensitive skin. Also, its cultivation promotes environmental sustainability by avoiding toxic pesticides and fertilizers.

“Certified organic cotton’s benefits extend beyond personal health to include significant environmental advantages,” Eden explains. “It uses less water and energy than conventional cotton and supports a healthier ecosystem and work environment for farmers. For consumers, it translates to products that are safe, non-toxic, and hypoallergenic (for which we are also certified!).”

Focusing on the younger generation of consumers, the new brand Pinkie was co-founded by Sana Clegg and Fiona Simmonds to address the whitespace in the period care market for products designed specifically for tweens and teens. Pinkie pads—named for the smallest finger on the hand—offer sizes measuring smaller than other organic competitors to offer better fit and comfort for these age groups. Pinkie also appeals to Generation Alpha with fun branding and packaging like unique, soft drawstring baggies and bright colors. The brand also offers a Period Prep Pouch as an on-the-go option that helps girls carry pads in their backpacks, gym bags, purses, etc.


Pinkie’s organic cotton period care products are designed specifically for tweens and teens.

“Between the two of us, we have five daughters, and there was nothing at the store that we felt comfortable giving them,” says Simmonds. “Girls are getting their periods so much earlier now than when we were young – the average age of a girl’s first period has dropped to 11.9 years old – yet big-name brands have continued to relabel their products ‘for teens’ without addressing the size difference between a tween and an adult woman. Others who do offer slightly smaller sizes don’t offer organic or natural ingredients. It was incredibly important for us to develop a product line that not only fit young girls perfectly but was made with organic, plant-based materials without toxins and dyes.”

Available in sizes mini, small and regular, Pinkie pads feature an organic cotton topsheet that is not only biodegradable, but made with a pound-sharp weave pattern, creating a comfortable and soft barrier for the skin. According to Simmonds, this design increases surface area for faster absorption while enhancing breathability.

The pads also feature wings that attach on top of the pad instead of just to the side; acting like guardrails specifically to stop leaks off the edges. The wings work in conjunction with Pinkie’s plant-based Japanese SAP core center for maximum and rapid absorbency. Also, 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. 

“Fit, absorbency, and overall comfort were our top priorities when it came to product design,” Simmonds says.

When conducting product research, the Pinkie team found over 92% of moms prioritized toxin-free menstrual products.

“Consumers are more intentional and aware of their purchases than ever before, especially when it comes to product safety,” she explains. “There is much more access to information about what goes into our products, allowing buyers to make informed decisions. As moms, founders and consumers, we only wanted to create the best for our daughters. It seemed like a no-brainer to develop a product we felt comfortable with our kids using, and we’ve seen that sentiment carried over to our customers.”

In April, Pinkie expanded its retail presence to 1300 Walmart stores across the U.S. The preteen-focused organic period care line is already one of Amazon’s fastest-selling femcare lines and has been available in Target stores since 2023.

Hemp Grows

Some of the newest brands to enter the market have relied on hemp fibers to stand out in the period care category. Hemp is said to surpass cotton in terms of sustainability, absorbency, durability and versatility. Companies like Rifcare and Hempress Hygienics have launched menstrual pads and liners that blend hemp with cotton, but this year, a new Danish brand has launched a line of hemp-based sanitary pads made without cotton.

Mewalii’s journey began in 2019 when its founders Simone Westergaard and Frederikke Dahl, inspired by a university entrepreneurship program, envisioned developing fully biodegradable sanitary pads. The launch of their first product in January is the culmination of years of commitment to providing climate-friendly sanitary pad options to menstruators worldwide.

The motivation behind Mewalii lies in addressing the environmental impact of conventional feminine hygiene products. With an estimated 26% of the global population menstruating, the founders were determined to offer alternatives to the environmentally harmful products currently available.

“Some of the pads on the market today are made of up to 90% plastic,” says Dahl. “And those that are not made of plastic are made of cotton (and plastic) which we all know requires huge amounts of resources, such as water, pesticides, insecticides, space and transportation. We want to change this with a product made from materials that are less harmful to the environment than those used in conventional sanitary pads today.”

Dahl, the product developer of the duo, spent months researching and testing various plant fibers for absorbency, water consumption and overall environmental impact. The choice of hemp as the preferred fiber aligns with Mewalii’s commitment to sustainability. Hemp, known for its minimal environmental impact and efficient carbon sequestration, allows Mewalii to go towards sustainability and contribute positively to the planet.

The pad’s absorbent core is 100% hemp, and the topsheet is a mix of hemp and viscose to make it nice and soft. “Compared to hemp, cotton uses a lot of resources and causes soil erosion. And hemp is just the opposite. It’s good for carbon storage, breaking cycles of diseases, prevents soil erosion, good for biodiversity, little to no use of pesticides and it can be cultivated locally which means less transportation,” Dahl says.

Even considering the abundance of new period care products on the market, Dahl says there is no doubt that consumers are eager for more choices in this category. “Several new products have come to the market in the last few years and the young new menstruators want to know about their opportunities and they are much more critical about the products they use and how these products affect their future,” Dahl says. “Menstruation has also become less taboo among young people so they are not afraid of asking questions.”

Currently, Mewalii’s product range consists of day pads and night pads, and the brand expects to launch panty liners this year. After this, Dahl says they would love to look into hemp tampons as they have many customers interested in this category.

The pads are available on Mewalii’s webshop and supermarkets in Denmark. Within the next year, it will begin to make plans to go international.

A New Daye

U.K.-based period care brand Daye has set itself apart on the market by pioneering the world’s first Cannabidiol (CBD)-infused tampon. By coating each tampon with 150mg of 30% concentration CBD, Daye tampons are able to deliver the compound’s pain-relieving and anti-inflammatory properties directly to the area that needs it most during menstruation.

Research from Daye has been published in peer-reviewed medical journals like the Journal of Endometriosis and Uterine Disorders, and according to Valentina Milanova, Daye’s founder and CEO, the brand has helped over 100,000 people in the U.K. alone experience better monthly cycles. “The main advantage of our tampon is that it’s safer – it doesn’t cause digestive side-effects, addiction and does not get recycled through the liver,” she says.

Milanova’s personal experience with painful periods and the realization that there was a huge gap in the market when it came to effective, sustainable period care products, was what led her to start the brand.

“I was shocked to learn how little innovation there had been in the menstrual health space and that most products contained potentially harmful chemicals and materials,” she explains. “I wanted to create a brand that not only offered healthier, eco-friendly tampons but that was also committed to breaking taboos and driving research in female health.”

Daye offers 100% organic cotton tampons with a no-shed protective sleeve to prevent fiber loss. The two ranges include Nude Organic Tampons and its CBD Organic Tampons, which provide a novel way to deliver cramp-relieving cannabinoids. Its tampons come in a reusable, endlessly recyclable aluminum tin with a flushable wrapper, and a bio-based sugarcane applicator. 

Daye also offers Bamboo Pads and Liners. Milanova says bamboo has some remarkable properties that make it ideal for period care. “It’s highly absorbent, odor-resistant and has natural antibacterial properties,” she explains. “Bamboo fibers also have a unique cross-section filled with micro-gaps and holes which enhance absorption. Plus, bamboo is a highly renewable resource.”

Next, the brand will be looking at industrial hemp – a regenerative plant, which requires little irrigation and no pesticides or herbicides to grow. Hemp also has excellent absorption properties, she adds.


“Daye stands out by pairing plant-based materials with scientific rigor and a bold commitment to innovation in female health,” Milanova says. “While many brands are moving towards organic cotton, we go a step further with our patented CBD tampons, protective sleeve to prevent fiber shedding, water-soluble wrappers and applicators, and extensive product safety testing.”

As a relative newcomer to the market, Milanova admits that a key challenge is the higher cost of organic and sustainable materials which can make it hard to compete with big brands on price. The brand has addressed this by investing in R&D to maximize efficiency and building a strong brand that consumers trust is worth the premium. “Educating consumers on ingredient safety is also an ongoing effort,” she adds.

Daye recently raised £10 million in Series A funding which will fuel its expansion into the U.S. market as well as the launch of new product lines. It is also investing in growing its retail presence through partnerships with select clean beauty and wellness stores that align with the brand’s mission. “Expanding accessibility is a big focus,” Milanova emphasizes.

“We have ambitious plans to build Daye into a holistic platform for gynecological health,” she continues. “In addition to expanding our product range, we’re launching the world’s first at-home vaginal microbiome testing kit to help women easily screen for infections and imbalances. The Daye Diagnostic Tampon has been clinically validated for use in at-home STI, vaginal infections, and HPV screening.”

Daye is also rolling out a comprehensive digital education platform to provide medically vetted information and support through every stage of the menstrual and reproductive journey. “Expect to see a lot more research and innovation from Daye as we work to close the gender gap in medical research,” she says. “We won’t stop until every woman has the products and knowledge she needs to manage her health with confidence.”