The absorbent hygiene products market continues to evolve, with new independent brands introducing products and product formats that are helping to redefine the category. Thanks to the growth of accessible manufacturing services and new marketing and distribution channels, these brands are able to more easily reach consumers. The following is a look at the recent activities of some of these innovative brands as they pursue continued growth.

Hiro Technologies Offers MycoDigestible Diapers

In April, Hiro Technologies (pronounced “hero”) officially launched the world’s first MycoDigestible Diapers (means “digested by fungi”), a first-of-its-kind product designed to break down in a landfill thanks to fungi-powered decomposition technology. Co-founded by Miki Agrawal (Thinx, Tushy) and Tero Isokauppila (Four Sigmatic), Hiro’s launch marks the debut of a new end-of-life solution for plastic waste, beginning with diapers, a product that has become essential to parents. 

“Diapers are the number one source of household plastic waste and the third largest contributor to landfills overall,” says Agrawal. “Each baby goes through ~5000 diapers. The very first disposable diaper ever made? It’s still in a landfill today. We knew there had to be a better way.”

Each MycoDigestible Diaper comes with a small packet of shelf-stable, plastic-eating fungi. Parents simply throw the packet away with the used diaper—no extra steps required. Once the diaper reaches a landfill, the fungi activate in the presence of moisture and begin to break down the diaper’s materials from the inside out. These fungi secrete enzymes that target and sever the carbon bonds in plastic, transforming the waste into mycelium and nutrient-rich soil over time. Traditional landfill conditions are typically too dry, oxygen-poor or contaminated for decomposition to occur naturally, but Hiro’s innovation brings its own biological degradation system directly into the waste stream—no industrial composting or special infrastructure required.

In parallel, Hiro is working with waste facilities and landfill operators to embed fungi more broadly across their systems, with a long-term goal of creating an ecosystem where fungi can help accelerate the breakdown of other plastic waste at scale.

While plastic-eating fungi were first discovered by scientists over a decade ago, their potential has remained locked in labs—until now. Hiro has pioneered a commercial, shelf-stable fungi technology that targets plastic at a molecular level, breaking it down into soil and mycelium (the root system of mushrooms) without harmful emissions or energy-intensive processes. This patented, award-winning innovation won the 2024 Hygienix Innovation Award.

“It’s literally in mushrooms’ DNA to break down complex carbon materials,” explains Isokauppila. “They already break down lignin which has a similar carbon backbone to plastics. We’ve simply re-trained them to do what they already kind of knew how to do.”

“We’re not waiting for policy to catch up. We’re not waiting for corporations to change on their own,” says Agrawal. “We’re doing it now. With our hands in the dirt, and fungi as our partner.”

While diapers are Hiro’s first product, the company has a long-term vision is to become a global supplier of plastic-eating fungi, partnering with manufacturers, brands, and waste management companies to address plastic pollution at scale. Hiro is actively building an international fungi-powered infrastructure—designed to serve the industries most in need of viable, sustainable disposal methods.

“In the absence of effective recycling, we’ve built a circular, scalable alternative,” says Isokauppila. “We believe the end of plastic begins with mushrooms—and with Hiro.”

Kudos Diapers Continues Retail Expansion

Kudos,  a disposable diaper featuring 100% breathable cotton touching baby’s skin, continues to expand its reach five years after it received the 2021 Hygienix Innovation Award. The product was developed by CEO and founder Amrita Saigal, an MIT graduate who previously worked at Procter & Gamble.

Earlier this year, Kudos expanded its reach in Target stores. The diapers initially rolled out to 375 Target locations in August 2024, and the brand said in February it was doubling this number. Additionally, the company is adding a second manufacturing line to handle demand from the Minneapolis, MN-based retailer.

“Target has large volumes and you can’t be delayed,” founder Amrita Saigal says. “You can kind of live and die by getting the product where it needs to be on time. Once you’re at that scale, it has to happen.”

In 2023, the company sold about 20 million diapers. But as demand grew, Saigal said Kudos had to make changes to its supply chain to keep up. Last year, the company moved all its manufacturing to the U.S., which has helped control transportation costs and is now insulating the company from any potential tariffs in places like China or Mexico.

Saigal, a former engineer at Proctor and Gamble, launched Kudos in 2021, after previously launching a company that made sanitary pads sourced from banana tree fibers in India. She appeared on Shark Tank in 2023 and received funding from both Mark Cuban and guest-host Gwyneth Paltrow. This propelled awareness, and the brand went on to raise $3 million in seed extension funding in the summer of 2024 to keep scaling, bringing its total fundraising to over $6.2 million.

Cottonsie Offers Plant-Based Diapers

Earlier this year, Cottonsie launched a new plant-based diaper that replaces plastic with 100% breathable cotton in key diaper layers, including the topsheet, backsheet, acquisition distribution layer (ADL) and core wrap.

According to the company, cotton is a natural, breathable fiber that supports a drier, healthier microclimate that can minimize the incidence of diaper rash. While the diaper includes synthetic materials to optimize performance, the majority of the diaper is plant-based—and 82% of it biodegrades within just 18 months.

Unlike conventional diapers made mostly of plastic, Cottonsie uses 100% natural cotton in nearly every area that touches a baby’s skin. “Plastic diapers are clogging our landfills and leaching toxins into the environment,” says Nicole Richards, founder and CEO of Cottonsie. “We created Cottonsie to give parents a real alternative: a high-performance, comfortable diaper made mostly from natural, biodegradable materials—and priced accessibly for everyday use.”

 With a background in textiles and polymers, Richards developed a patent-pending method that transforms how cotton handles liquid, allowing it to release and transfer moisture more like synthetic plastic-based materials found in conventional diapers. This led to the creation of a diaper that’s made with 100% cotton in the topsheet, backsheet and ADL—offering the comfort of cotton with the performance of plastic. 

While the diapers do contain synthetic ingredients to enhance performance, including spandex in the leg cuffs for a comfortable fit and plastic ear tabs for safety and quality, as well as a biodegradable superabsorbent polymer (SAP) to prevent leaks, most of the parts of the diaper that touch the baby’s and parent’s skin has been swapped out for cotton.

Cotton is at the heart of every Cottonsie diaper. While many brands may add a touch of cotton here and there, Cottonsie uses 100% natural cotton in the topsheet, backsheet, and acquisition distribution layer. Naturally, incorporating that much cotton came with its own set of challenges. One of the biggest was that a fully cotton-based diaper can’t yet completely replace certain synthetic components without sacrificing quality. That’s why some synthetic materials are still used—to ensure optimal fit, performance and protection against leaks and blowouts. Another major challenge was managing cotton’s natural absorbency. Cotton tends to hold onto moisture, which could lead to a wet surface against a baby’s skin. To address this, Cottonsie developed a patent-pending moisture management system that fundamentally changes how cotton interacts with liquid. It enables fast absorption, efficient strike-through, and significantly reduces rewet—so the diaper’s surface stays dry and comfortable, even after multiple uses.

RAAN Wipes Bears the Natural Cotton Seal

RAAN is a new wet wipe brand bearing the natural cotton seal—reserved exclusively for products made entirely of cotton—offering unmatched softness, hypoallergenic benefits and premium quality. These wipes are formulated with 99% purified water. Beyond that, they contain just five clean ingredients, including organic aloe, and are processed using a waterless cleaning method that saves water and energy, and avoids bleach and chemicals. This commitment to purity has earned the brand EWG certification for safety and transparency.

Launched in April, RAAN is the first wipe brand to uses the TruCotton process, which retains the natural soothing waxes and oils that make cotton naturally hypoallergenic. This farmer-owned, farmer-operated process produces unbleached premium cotton fibers that ensure superior hygiene, softness and biodegradability. The TruCotton process, which separates cotton fibers from natural impurities without chemical alteration, is OEKO-TEX standard 100- certified, having been rigorously tested for 316 chemicals and leverages regenerative farming practices.

 “We founded RAAN to challenge the status quo in personal and baby care,” says Vanessa Menache, CEO of RAAN. “Consumers deserve a wipe that’s not only safe for their families but also genuinely sustainable. RAAN is about transparency—no plastic, no harsh chemicals, no greenwashing—just clean, effective care.”

RAAN’s domestic, vertically integrated supply chain provides complete traceability—from the cotton fields to the finished product—ensuring consistent quality and environmental responsibility. All of RAAN’s materials and packaging are sourced in the U.S.

While RAAN’s wipes excel in baby care, they are designed for everyone—including adult care, personal hygiene, family use and even pet care—delivering premium hygiene solutions across diverse categories.

Following a direct-to-consumer launch in April 2025, RAAN has since expanded its retail presence to major platforms, including Amazon, Walmart.com, Happier Grocery and at Erewhon, the Certified B Corp and Organic Retailer, serving conscious-living customers across Southern California.

“We’re honored to join the Erewhon family and to be among such thoughtful, values-driven brands,” says Menache. “Erewhon has long curated products that align with conscious living, and we’re proud that RAAN’s clean, sustainable approach to personal care meets their discerning standards while supporting families and the planet.”

The Honey Pot Could Have a New Owner in 2026

According to a report published by Reuters, Compass Diversified (CoDi Partners), the parent company of menstrual care brand The Honey Pot, has hired investment bank Raymond James to sell the feminine care company. CoDi bought The Honey Pot, which makes pads, tampons, supplements and other health products, for $380 million last year, and it has become one of its best-performing assets.

CoDi is a motivated to sell The Honey Pot because of issues at one of its other companies, Lugano, a jewelry and diamond company that filed for bankruptcy in November after a preliminary internal investigation revealed accounting fraud. The Honey Pot’s strong performance should make it attractive to buyers and allow it to command an attractive selling price. 

The Honey Pot makes period care and health products such as pads, tampons, washes, lubricants and supplements with plant-derived ingredients and clinically tested formulas. CEO and co-founder Beatrice Dixon launched the company in 2012 out of her apartment.

“We are excited to embark on this partnership with CoDi, a firm that aligns seamlessly with our values and is dedicated to championing our vision of destigmatizing feminine care through accessible products and promoting holistic wellness, both inside and out,” said Dixon at the time of the CoDi deal, who continues to lead the company as CEO and chief innovation officer. “We believe that this partnership will not only enable us to sustain our commitment to innovation and education but will also empower us to continue cultivating a movement rooted in community and self-care.”

The Honey Pot received a $100 million investment from the New Voices fund in 2019.

“Beatrice and her team have done an amazing job building The Honey Pot Co. into a leading feminine care brand that has distinctive category ownership and unique brand positioning,” CEO of Compass Diversified, Elias Sabo, commented. “They have a strong leadership team, an efficacious line of products, and a track record of impressive innovation and category disruption. We believe they have tremendous growth opportunities on the horizon.”

In April, The Honey Pot introduced Calming Herbal Infusion Menstrual Pads — designed for those who want all the benefits of plant-powered care with a more soothing, spa-like experience, without those extra effects. Formulated with a calming herbal blend of ashwagandha, lavender and lemon balm, these pads are made to ease intimate skin irritation while offering a subtle aromatherapy moment. No tingle, no sting — just gentle, effective, clinically-tested care.

Late last year, The Honey Pot became the first intimate care brand to achieve 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.

Sequel Tampons Continues to Thrive on Partnerships

Sequel was founded in 2018 by Greta Meyer and Amanda Calabrese, who were both Stanford product design engineering students and elite athletes. Throughout their athletic careers, Meyer and Calabrese struggled with period care during high-level athletic competitions, and they knew they were not alone. The duo looked critically at period products and realized that all the options on the shelves were uncomfortable, leaked and were essentially the same, even when they were marketed as different. They saw an opportunity to build a better performing tampon.

Sequel has re-engineered tampons with a proprietary spiral design that is more fluid mechanically efficient, meaning it absorbs fluid more evenly and won’t leak before it’s full. 

Recent advances in Sequel’s proliferation into helping female athletes include a partnership with D.C. United, a major league soccer team, to provide high-quality complimentary tampons for players and staff members at the Inova Performance Complex and all Audi Field events. 

This partnership—and ones like it—reflects Sequel’s ongoing commitment to breaking barriers and challenging the stigma surrounding periods and feminine hygiene products. 

“Sequel is proud to continue our journey of creating ‘firsts’ and removing barriers for women athletes and fans alike,” says Calabrese, co-founder and chief marketing officer of Sequel. “By partnering with D.C. United, we’re showing that women are not only a vital part of the sports fanbase, but that their needs are equally important. This partnership ensures that all attendees at Audi Field can enjoy the game without distractions, knowing that they have access to the period products they need, free of charge.”

Confitex Offers Disposable Pad Using Nonwovens

Confitex Technology has recently introduced the world’s first reusable nonwoven pads. By stabilizing nonwoven materials, Confitex has been able to create a washable personal hygiene product that can be produced cost-effectively at scale without compromising performance and the need for SAP, proving that high performance and sustainability can coexist, according to Frantisek Riha-Scott, founder and CEO. 

Additionally, the product looks, feels and performs like familiar single-use pads but can be washed, tumble-dried and reused at least 30 times.

This material brings together the familiarity and performance of single-use products with the washability, lower cost per use and reduced waste of reusables. Compared to a single-use period care product that costs 29 cents per use and uses 0.5 grams of nonwovens, Confitex’s washable nonwoven pad has a cost per use of 22 cents and uses eight grams of nonwovens. The washable pad also has an absorbency of 17.5 ml compared to 10 ml for a single-use pad.

The technology behind the Confitex pad integrates and stabilizes nonwoven fibers with a proprietary bonding technology allowing it to be machine washable and dryer safe for consumer convenience without sacrificing the familiarity, feel and convenience of single-use products. Additionally, the pad is enhanced with Confitex’s washable adhesives.

Confitex introduced the reusable pads in 2024, along with reusable underpads, pet training pads and diaper training pads, and has plans to expand into moderate incontinence pads and guards in 2026, pet diapers in 2027 and baby and adult diapers by 2028. To help it meet demand in these markets, Confitex recently opened a manufacturing site in Litovel, Czech Republic. This 10,000-square-foot facility will allow it to serve retail partners globally.