The period care category continues to evolve, reshaped by innovation, sustainability and changing consumer habits. From traditional disposable products to plant-based options, menstrual cups, discs and period underwear, today’s consumers can choose from an increasingly diverse range of products to suit their preferences.

In fact, consumers are mixing and matching these products, according to Liying Qian, global insight manager, Tissue and Hygiene, Euromonitor International. “While disposables still dominate, there’s growing traction for plant-based menstrual goods and reusables, like menstrual cups and period underwear,” she says. “Reusables are often seen as complements rather than full replacements.”

Price, inconvenience and safety concerns are among the factors deterring wider adoption, she adds. “In the current economic climate, consumers’ preference for efficacious, safe, convenient and affordable menstrual goods stands, regardless of formats.”

Pricie Hanna, managing partner of Price Hanna Consultants, observes a similar pattern among younger consumers, who are open to testing and experimenting with various combinations of period products. “They value comfort, protection and convenience,” she says. “In the U.S. and Western culture, most are not willing to go fully reusable, however, they have tried them at home, and I think they really like the idea as long as it doesn’t burden them with inconvenience and changing and cleaning the products.”

Over time, major manufacturers have responded to evolving consumer preferences by expanding their product lines and diversifying through acquisition. On the reusable side, Kimberly-Clark acquired a majority stake in Thinx in 2022, and Essity purchased Knix and Modibodi that same year. Meanwhile, Procter & Gamble strengthened its natural offerings with the acquisition of organic cotton brand L. and the launch of Always Pure and Tampax Pure in 2019, both positioned as plant-based alternatives within its established brands.

Ontex, an international producer of absorbent hygiene products, sees consumer demand shifting towards more natural and sustainable products, but traditional disposables remain dominant, says Ileana Balan, feminine care innovation manager, Ontex.

“Reusables are growing, particularly in feminine care and among younger consumers, but mostly as a supplement rather than a replacement for pads, liners or tampons,” she explains. “Data show that in Western Europe, one in five feminine care consumers have used reusable products in the last six months, with some countries showing higher adoption like France and the U.K. However, about 60% of users of reusable feminine care products are not using the washable underwear as a stand-alone, but in combination with a pad, liner or tampon. They use it as an add-on, not as a replacement.”

Adoption is influenced by familiarity with underwear habits, consumer awareness, regional restrictions on single-use plastics and cultural differences, she adds.

Silvia Gennuso, femcare category manager of private label hygiene products manufacturer Drylock, says that growing environmental awareness, concerns over plastic waste and health considerations are all aspects of the same growing phenomenon, which is indeed pushing consumers to demand more eco-friendly options. “However, we shouldn’t disregard that in the pyramid of needs, performance, comfort and user-friendliness clearly remain in top position, therefore we believe that the majority of consumers will continue to prefer disposable products with a good balance between eco-friendliness, absorption capacity, comfortable feeling on the skin and reasonable price,” she says. “Completely organic femcare products, as well as cups and washable underwear, are indeed getting visibility, yet remaining niche.”

When asked how mainstream brands are responding to shifts toward reusable and plant-based products, Qian says many are not only stepping up with plant-based formulations, but also gaining third-party certifications and developing more form-adaptive designs, such as pants for overnight care, with a focus on proactive skin care and comfort. 

Additionally, she continues, lawsuits and regulatory pressures around ingredient safety have pushed brands to communicate their clean formulations, halo ingredients and absence of harmful chemicals more transparently and empathetically. “Some are partnering with influencers or launching educational campaigns to build trust and transparency.”

At the same time, affordability and access remain big hurdles when it comes to sustainable period care. “Sustainable products often come with higher price tags, and distribution gaps persist in rural and lower-income areas,” Qian says. “Technical barriers—like ensuring absorbency and leak protection—also slow adoption of menstrual goods made from alternative fibers, especially in heavy-flow formats.”

Ontex works with partners, retailers and healthcare providers to incorporate sustainability features into its products, while not bypassing its ambition to make them accessible and affordable. “Fibers such as cotton, hemp, viscose, or Lyocell can replace plastics but ensuring availability at scale while matching performance and price remains a challenge,” says Chiara Alleva, feminine care category lead at Ontex.

To address this, Ontex prioritizes helping consumers and customers make informed choices by closely monitoring the environmental footprint of its products—from the initial design phase through material selection, all the way to end-of-life considerations. In addition, the company shares its packaging expertise to support its customers in educating consumers, not only about product performance and quality, but also about sustainability, by adding the relevant eco labels and using recycled content in its packaging. “Collaboration across the value chain—from suppliers to retailers—is essential to advance sustainable, high-performing products while keeping them affordable,” Alleva explains.

Brand Landscape Evolves

Competition across absorbent hygiene categories remains strong. Multinational players continue to dominate, private labels are elevating quality standards and independent brands are appealing to consumers seeking products that are better for their bodies and the environment.

According to Qian, in the feminine care category, the top five menstrual care players own more than 45% of marketshare globally. Outside of the top players, the category has a dynamic long tail of small players that are gaining attraction on a smaller scale and, in some cases, setting trends. “Indie brands are carving out niches with bold messaging, sustainability claims and direct-to-consumer models,” she says. Meanwhile, private labels maintain a stable 4% market share globally, according to Euromonitor.

Balan of Ontex says multinational brands have driven innovation for decades, while retailer brands have recently gained consumer trust and closed the gap. “Independent brands are emerging as real challengers, leveraging digital-first approaches and appealing to consumers seeking sustainable solutions,” she adds.

Ontex focuses on bringing affordable A-brand alternatives to the market fast, through smart, cost-effective and sustainable product design, she explains. “By simplifying product platforms and involving customers early, we tailor innovations to their needs — as seen with SatinSense tampons — while increasing industrialization speed as well as reducing plastics and emissions across all categories.”

Ontex’s SatinSense technology, introduced in 2023, features a silky coating on tampons, ensuring a smoother insertion and removal. Meanwhile, for menstrual pads, the company has incorporated channeled core technology, which allows for better performance and increased comfort for the consumer.

Drylock Technologies is another company emphasizing innovation and sustainability. Its recent developments include a sustainable range of packaging and film wrappers fully made of paper, state-of-the-art topsheets with a special extra soft touch, and fully cotton and bamboo feminine hygiene ranges. Drylock has also introduced a new size 5 extra-long and ultra-thin pad, designed for ultimate absorption and up to 12 hours of protection during the night.

Kurt de Varé, retail director, Drylock, notes that the competitive landscape in the feminine hygiene industry is increasingly dynamic. “A-brands continue to lead the market, especially thanks to worldwide distribution and high brand recognition,” he says. “Nevertheless, new, smaller sustainable and value-driven brands have, in many cases, found their place on the shelves during these past few years. Most importantly, the most interesting growth is coming from private labels: retail brands are no longer perceived as the cheap and basic alternatives to brands. On the contrary, they are increasingly seen as high-quality (yet affordable) options, capable of evolving and innovating at a fast pace.”

Dmitrij Kostojanskij, CEO of Harper Hygienics, which produces its own brands as well as private label products for international retail chains, says the competitive landscape varies greatly by category. “In each segment we operate, the situation is different,” he explains. “In feminine hygiene, multinational brands hold the largest share of the market, while private label products remain strong competitors, particularly in the value-driven segment, where their share is steadily increasing. Independent brands, on the other hand, typically serve niche audiences.”

Harper Hygienics is positioning itself between these market segments, offering a diverse portfolio designed to meet the needs of different consumer groups. “For the wider market, we offer accessible options such as Cleanic Soft and Cleanic Soft Ultra, which combine quality with affordability,” Kostojanskij explains. “At the same time, we address more specialized needs with premium products like Cleanic Naturals Hemp, which, while more niche, has developed one of the most loyal customer bases in our portfolio.”

Reflecting on the company’s strategy, he says, “When we entered this competitive space, we set realistic goals. Today, we are satisfied with the results, as our strategy allows us to balance strong mainstream presence with innovative, niche solutions that resonate with consumers.”

Indie Brands Make Their Mark

For independent brands in the period care category, offering niche products is a way to stand out in a crowded marketplace and push the category in new directions.

Launched last year, Daye’s Diagnostic Tampon is now a part of the NHS (National Health Service) Innovation Accelerator. Using cutting-edge PCR testing technology, the tampon allows women to test for HPV, which causes 99.8% of cervical cancer cases, as well as other common vaginal infections and STIs, from the comfort of their own home. 

“Being accepted into the NHS Innovation Accelerator is a powerful validation of both the clinical and system-level value of our technology,” says Valentina Milanova, founder and CEO of Daye. “It allows us to work directly with NHS commissioners, clinicians and patients to pilot at scale, measure real-world outcomes and integrate seamlessly into existing cervical screening pathways. For Daye, it’s not just recognition—it’s a pathway to contributing to the NHS’s mission to eliminate cervical cancer by 2040.”

The patented technology collects more vaginal and cervical fluid than a standard swab, covering a larger vaginal surface area and increasing the diagnostic accuracy of at-home HPV screening. Milanova says this technology has the potential to make testing more accessible and appealing to those who have been underserved by traditional methods, while saving costs for the NHS. Daye’s clinical data shows that the Diagnostic Tampon outperforms the self-collected swab in terms of sensitivity and specificity, with the lowest rates of false positives and false negatives when compared against the self-collected and clinician-collected swab. The Diagnostic Tampon has been clinically validated with a variety of demographic groups, including patients who have never used tampons before, and patients who have vaginal atrophy, perimenopause and menopause.

According to Milanova, Daye’s Diagnostic Tampon is a platform technology. “While our NHS engagement focuses on high-risk HPV, the same sample can be used to screen for STIs (such as chlamydia, gonorrhoea, and mycoplasma), vaginal infections (including bacterial vaginosis and candida) and to assess the vaginal microbiome, which plays a critical role in fertility, pregnancy and HPV persistence,” she says. “Over time, we see this evolving into the most comprehensive at-home vaginal health screen available.”

While Daye focuses on medical innovation, other indie brands are focusing on wellness and comfort. The Honey Pot Company recently launched Calming Herbal Infusion Menstrual Pads. Made with a 100% organic cotton cover, the pads are infused with ashwagandha, lavender and lemon balm to help calm and soothe while providing a sense of calm, without the cooling tingle of the brand’s original herbal pads. They’re ultra-absorbent for leak-proof protection, even overnight, and made without synthetic fragrances, pesticides, or chlorine.

“Where our original herbal pads offer a refreshing cooling sensation, the Calming Herbal Infusion Pads deliver a gentle, spa-like experience, a moment of zen for your most intimate skin,” according to a Honey Pot spokesperson.

The blend of herbs incorporated into the pads is known for restorative and comforting properties, the spokesperson says. Ashwagandha promotes balance and resilience, lavender provides soothing and calming effects and lemon balm supports relaxation and hydration. 

New Innovations

Other new products in the period care market emphasize performance, sustainability and comfort. 

In September, Harper Hygienics expanded into the tampon category with Cleanic Pure Cotton Tampons, made from 100% organic cotton. Designed to adapt to the body and absorb efficiently, the tampons feature special grooves that direct liquid into the tampon, ensuring leak-free comfort. The plastic-free tampons are also gynecologically and dermatologically tested and free from chlorine, fragrances and synthetic fibers.

“The decision to enter the tampon category was a natural extension of both our market success and our long-term strategy,” says Kostojanskij. “Building on strong sales in our existing feminine hygiene portfolio, we saw tampons as an opportunity to expand our offerings and provide women with a more comprehensive choice under one trusted brand.”

Earlier this year, Harper Hygienics also introduced Cleanic Comfort pads featuring its 3X Secret System, which balances comfort, discretion and protection. The system is based on three key elements: a super dry layer that locks moisture deep inside the pad to keep the surface dry and comfortable; a super absorbent distribution layer that ensures fluids are evenly spread and securely retained for consistent protection; and an ultra-slim design that adapts to the body to provide discretion without compromising performance.

Fluids are not only absorbed quickly but also locked in, even during movement, ensuring confidence and leak-free comfort throughout the day. The topsheet, made using spunbond technology, is highly resistant to stretching and tearing, while the dual absorbent core (airlaid paper and SAP paper) guarantees high-performance protection.

The 3X Secret System has been implemented in two product ranges: Cleanic Comfort and Cleanic Soft Ultra. In Cleanic Soft Ultra, the system is enhanced with unique hydrophobic wings that resist moisture, adding an extra barrier against leaks.

“Together, these innovations mark a significant step forward in our feminine hygiene portfolio, ensuring that women can enjoy dryness, discretion and peace of mind in any situation,” says Kostojanskij.

As plant-based offerings continue to gain traction, other brands are also expanding their portfolios to meet the growing demand for skin-friendly, sustainable period care. In 2025, Corman’s Organyc brand expanded its line with new overnight products such as disposable underwear and introduced the 2-in-1 Personal Fit pantiliner.

“A woman’s underwear drawer has more than one style of panty, and traditional pantiliners never really recognized this,” says Chiara Poggio, marketing manager EMEA, Corman. “The Organyc 2 in 1 pantiliner fits regular underwear and it easily folds to fit thongs. Now women can have a 100% Certified Organic pantiliner that fits their lifestyle and their panty, with no reduction in protection. In fact, a Personal Fit.”

As the period care market evolves, Organyc continues to see consumers move to products that offer real health benefits. The brand maintains its 100% Certified Organic Cotton composition and clinically tests and proves its efficacy against sensitive skin. “We expect to see more concern over what is in period care products as product ingredients and composition have become an area of study by clinicians and academics,” says Poggio.

Meanwhile, with the teen-focused segment continuing to grow, Natracare launched a First Period Starter Kit. Designed to support and empower those experiencing their first period, the kit aims to normalize conversations around menstruation while promoting informed, eco-friendly choices.

The First Period Starter Kit includes the launch of the brand’s first reusable pad. In a collaboration with Eco Femme, Natracare is bringing to market the Natracare by Eco Femme Organic Cotton Reusable Day Pad, a GOTS certified organic cotton, fully washable and rewearable pad, giving young menstruators the option of a reusable pad.

The kit also includes the new Natracare by Warmlii Organic Cotton Cherry Stone Thermal Pillow, a microwaveable thermal pillow filled with cherry stones and encased in an organic cotton cover, to soothe period cramps and discomfort. 

In addition to the reusable pad and thermal pillow, the kits feature a selection of plastic-free disposable pads, pantyliners, tampons and safe to flush moist tissues.

Other new products on the reusable side include Proof’s new postpartum high-rise brief made of washable fabric, designed specifically for the changing bodies and needs of postpartum moms. The underwear features built-in leak protection that absorbs moderate postpartum flow and discharge for up to 12 hours. 

“We’re excited to launch Proof Postpartum and to provide women a great option for leak protection after they give birth,” says Amy Roe, Proof Brand vice president. “This underwear gives mom the peace of mind to adapt to her new life with baby and help make her feel more like herself as she makes that transition.” 

Heralogie also expanded its period underwear collection with a range of versatile designs, including French cuts, boxer panties, classic bikinis and universally flattering briefs. The line accommodates multiple body types and flow levels, with up to 10 sizes and materials like Tencel, bamboo fiber and organic cotton certified by OEKO-TEX Standard 100.

“At Heralogie, we believe that period care is self-care, and we strive to make it accessible in both size-inclusivity and affordability,” says Katherine Salz, owner and creative. “These new designs are a testament to our dedication to creating products that provide comfort, confidence and convenience through a woman’s most sensitive time of the month.”

Expanding Access

While sustainability, ingredients and transparency remain important considerations in the market, many brands and organizations are increasingly focusing on improving access to menstrual products.

Last month, PERIOD., a global advocacy organization working to end period poverty and stigma, and Thinx, a reusable period underwear brand, announced the release of the 2025 State of the Period Study to drive awareness of period poverty in the U.S. and initiate conversations that help reduce period stigma.

The fourth installment of this survey uncovered that nearly a quarter of teens (24%) still struggle to afford period products, unchanged from the last poll in 2023—emphasizing the need for continued efforts to improve access to menstrual products. Additionally, reports of teens feeling personally affected by the negative associations surrounding menstruation have especially risen this year (59%,14 points up from 2023).

Access to period products in schools and public places, however, has improved by double digits, with four in 10 teens saying they rarely or never find period products in school bathrooms, a marked 14-point improvement from 2023 (53%). In addition to increased access, students express increased comfort in having period discussions at school (60%), with room to grow in extracurricular sports/activities.

“This latest study shows that our efforts to advance policies improving access to both period products and menstrual health education are working,” says Michela Bedard, executive director of PERIOD. “Schools are often where young people facing economic insecurity turn for basic necessities like food—and period products. So far, 27 states and Washington, DC have taken steps to provide free period products in schools—23 more to go.”

As awareness and advocacy around period poverty continue to grow, companies are responding with practical solutions that make menstrual products more accessible in public spaces. One example is Egal, founded by inventor Tom Devlin, which introduced Pads on a Roll—the first company to manufacture pads in bulk form.

In 2019, Devlin was learning about period poverty through an article that his wife was writing for the Boston Globe. One activist she interviewed said, “Period products should be as common as toilet paper.” That comment prompted Devlin to wonder, “Why not just make them like toilet paper?”

At that time, Devlin had been designing a self-cleaning puppy pad machine that used absorbent sheets on rolls and was familiar with the manufacturing requirements. He decided to patent his idea and tapped a colleague — brand builder Penelope Finnie — to lead the new company.

Egal’s flagship product mimics a toilet paper roll, placing sanitary, tear-off menstrual pads within reach in public bathroom stalls, as opposed to old-fashioned vending machines by the sink, which are frequently empty and broken.

The idea of pads on rolls is not new, according to Devlin. “Previous attempts never tackled the need to seal the pads in individual compartments and then keep the pads from clumping in an inefficient manner as they are wrapped,” he explains. “Egal pads are folded to minimize thickness using a design that is compatible with existing converter machine technology.” 

With help from manufacturers, special processes were created to tightly wind the pads without tearing the perforations, resulting in 40 pads per roll, he adds. Throughout the process, Egal monitored precise specifications on items like the core and wrapper to maintain consistent performance.

“The reason period products have traditionally been sold in individual packages is that periods have been considered an individual’s problem,” Devlin says. “The roll format, in contrast, saves 86% in packaging materials over vended solutions, as well as 80% less shipping volume. The rolls are compatible with the existing janitorial supply chain and can even be used in common toilet paper dispensers.”

Even though the rolls will work on traditional toilet paper dispensers, Egal still felt the need to create a specialized dispenser that included a passive metering system in a compact, cost-effective housing that is easy to refill.

Egal has gained traction across schools, airports, gyms, stadiums and public institutions, driven by both social and economic factors.

“One in five students miss school and fall behind because they do not have access to period products, so more than half of U.S. states have mandated that they be provided for free in the schools,” he says. “But what started as a mandate has now become a social change. Towns have seen the benefits to the students and want to extend them to employees. Employee satisfaction translates to better productivity.”

Egal also works in partnership with public facilities and nonprofits serving women and girls experiencing period poverty. “They know what a difference this can make,” Devlin concludes.