Heightened sustainability expectations, evolving consumer behavior and tightening regulatory frameworks have created demand for hygiene products that can be washed after use instead of being thrown away. Initially a niche segment within hygiene, advancements in material science—combined with burgeoning interest from manufacturers—have helped drive the proliferation and growth within this relatively new consumer segment.

With annual growth hovering around 8% in recent years, reusable hygiene continues to outpace many mature disposable segments. However, penetration remains relatively low, with just over 10% of consumers currently opting for reusable products—signaling substantial room for expansion. This has led to a spate of new products and suppliers pursuing the development of high-performing reusable hygiene solutions.

“As washable hygiene products have become more widely available and accepted, end-wearer feedback to the product manufacturers we work with has been the catalyst for our fabric development—whether that relates to absorbency, retention, comfort or drying times. It has been an interesting journey so far, as our fabric offering has evolved and grown alongside the market,” says John Rose, product development manager at Technical Absorbent Fabrics.

Technical Absorbents has incorporated its superabsorbent fibers (SAF) into absorbent substrates for the reusable and launderable hygiene industry. The company’s first-generation washable fabrics—still available today and used in commercialized products—feature a laminated construction with additional protective layers that safeguard the SAF during laundering. These fabrics withstand more than 100 wash cycles at 60°C while retaining over 70% of their original absorbency.

Its second-generation fabrics, launched last year, feature a simplified, non-laminated construction that delivers increased flexibility and improved washing and drying performance.

“The success of the second generation was achieved through the incorporation of a specialist SAF grade within the blend,” Rose says. “This fiber eliminated the need for additional laminates, enabling our lightest washable fabric to date at just 120 gsm. The range has been tested to 250 washes at 60°C, retaining 90% of its original absorbency.”

Shifting Technologies

Until recently, the reusable hygiene industry has faced a conundrum. Although washable absorbent hygiene products are, by virtue of their reusability, more environmentally friendly than single-use products, they have traditionally been made from textiles, which present their own sustainability challenges. The chemical processes used during textile manufacturing can be environmentally harmful, and synthetic materials frequently used in absorbent underwear contribute to microplastics in landfills and oceans at end of life.

On the other hand, single-use hygiene products can be relatively resource-efficient to produce but generate enormous waste—accounting for an estimated 10–15% of global landfill. The synthetic fibers and superabsorbent polymers they contain can take hundreds of years to biodegrade.

The development of nonwovens that are stable enough for laundering and reuse—without sacrificing absorbency and other performance attributes—has delivered significant advantages in environmental impact, performance and cost. These materials are cleaner to produce, making product made with reusable nonwovens among the most environmentally responsible absorbent hygiene options available.

Since absorbent hygiene products (AHPs) make up about 21% of the nonwovens industry, there is strong supplier infrastructure for sourcing fibers with high absorbency and acquisition rates. Nonwoven fibers are also generally less expensive than traditional knitted or woven textiles, making washable nonwoven products cost-effective to manufacture and enabling higher margins across the supply chain. For consumers, the ability to wash and reuse high-performing products results in a lower cost per use than single-use alternatives.

Since 2021, the innovation team at Confitex Technology has explored ways to combine the clean production of nonwoven materials with the reusability of washable products. These advances have significantly expanded the company’s technology and product portfolio while giving the nonwovens industry access to the growing reusable AHP market. In November 2025, Confitex received the Hygienix Innovation Award from INDA for its nonwovens-based reusable hygiene product.

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

According to Frantisek Riha-Scott, founder and CEO of Confitex, the biggest challenges in creating reusable products that match the performance of disposables arise in high-absorbency categories such as baby diapers, pull-ups and heavy incontinence products.

“These categories face greater regulatory barriers and require managing full bladder voids of up to 80 ml for a three-year-old child and 700 ml for an adult,” he says. “Creating superabsorbent products without using superabsorbent polymers (which can be environmentally harmful) is a significant technical challenge. We have successfully developed technologies for period and light-to-moderate incontinence products, but the heavy and full-void categories remain the most demanding frontier we are working on.”

By stabilizing nonwoven materials, Confitex has created washable personal hygiene products that can be produced cost-effectively at scale without compromising performance or relying on SAPs—demonstrating that high performance and sustainability can coexist. The material combines the familiarity and functionality 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 contains 0.5 grams of nonwovens, Confitex’s washable nonwoven pad costs 22 cents per use and uses eight grams of nonwovens. The washable pad also offers absorbency of 17.5 ml, compared to 10 ml for a single-use pad.

“Our goal was not merely to incorporate nonwovens technologies into reusable hygiene products—the challenge we set ourselves was to make single-use materials reusable,” Riha-Scott says. “We achieved this by analyzing nonwoven fibers and determining how to stabilize them so they can withstand repeated machine washing and tumble drying.”

Confitex has applied this washable nonwovens technology across a range of categories, including underpads; menstrual and incontinence pads and liners for women; and shields and guards for men. Baby and pet products are currently in development. The company holds more than 50 granted patents and over 75 patents pending, representing significant intellectual property and technical expertise.

Brand Expansion Targets New Consumers

In recent years, a wave of innovative brands has helped drive growth and attract new customers to the reusable hygiene market. Period and leak-proof underwear—designed to be washed and worn again like everyday intimates—are giving consumers more sustainable, discreet options for managing menstruation and bladder leaks.

Thinx, the reusable period care brand currently owned by Kimberly-Clark that is largely be credited with creating the category over a decade ago, has introduced its LeakSafe Barrier technology across all of its products lines—Thinx, Thinx Teens and Thinx for All. This  innovation offers all-day absorbency and is designed to prevent leaks (and worries) for up to 12 hours. The patent-pending four-layer gusset provides wearers with outstanding comfort and protection. Plus, odor technology and breathable body fabrics help users feel fresh and dry throughout the day.

“Testing found that our new LeakSafe Barrier technology can stand up to heavy flows and is absorbent enough for the majority of users,” says Courtney Newman, senior director of Product Design at Thinx. “By blending aesthetics with function, we were able to maximize the gusset’s surface area while creating a secure barrier that controls the movement of fluid, resulting in an exceptional product that allows customers to get it all – comfort, style and protection.”

Advancements in leak protection underscore the brand’s mission to improve standards in period care, helping ensure those who menstruate can feel dry, comfortable and relaxed all day long.

“During the development process, we challenged ourselves to explore various materials, designs and manufacturing techniques to create the best experience for customers,” says Sara Plotkin, VP of Brand & Creative at Thinx. “It is designed specifically with customers’ needs in mind, knowing they want protection that helps them feel confident throughout their entire day.”

Another brand capitalizing on momentum within reusable hygiene is Saalt, known for its reusable menstrual cups, discs and period underwear. As retailers embrace feminine hygiene alternatives, Saalt has broadened its reach to connect with new audiences. Most recently, the company introduced a teen-focused line that includes reusable underwear designed specifically for preteens and teens.

Crafted from soft, lightweight nylon with 12% spandex for stretch, the collection offers true youth sizing to better fit maturing bodies. The designs feature semi-matte colors with subtle contrast piping along the waistband. The brand’s patent-pending gusset technology—engineered to be thin yet highly absorbent—delivers discreet, reliable protection.

Similarly expanding the category, Bloomers Intimates has launched SneezeProof designs that blend light absorbency with its signature aesthetic. The new styles build on the brand’s cult-favorite “sexy granny panties,” incorporating a discreet absorbent gusset to handle minor everyday leaks.

“Our customers have asked for leakproof solutions since we first introduced our best-selling sexy granny panties,” says co-founder Dr. Shaula Yemini. “Leaks are just one of the many surprises that can occur as our bodies change. It took time to develop a solution that is absorbent and lightweight while feeling just as soft and comfortable as our regular cotton gusset.”

Designed for light leaks that can occur while laughing, coughing, sneezing or exercising—particularly after childbirth—SneezeProof panties aim to replace bulkier, less attractive options. The sheer lace designs incorporate a moisture-wicking gusset while maintaining the brand’s signature four-way stretch lace, full rear coverage, scalloped edges and comfortable fit.

In India, Eicher Goodearth Private Limited has entered the space with Mahina, a menstrual management and intimate health brand launched in September 2023. Mahina debuted with a reusable, leak-proof period underwear range that emphasizes both innovation and eco-conscious design.

Mahina positions itself as India’s premier provider of bonded leak-proof absorbent underwear. Its products eliminate the need for additional pads, tampons or cups and can be worn like regular underwear. A three-layer gusset made from highly absorbent natural materials wicks moisture, absorbs fluid and locks it in place to prevent leaks. The elongated front-to-back design supports overnight wear, while advanced bonding technology—rather than traditional stitching—ensures secure, leak-proof seams.

Built for durability, Mahina underwear is designed to last up to two years or 100 washes and undergoes rigorous testing to guard against bacterial contamination. The range includes four absorbency levels—light (10 ml), medium (25 ml), heavy (40 ml) and super heavy (50 ml)—with up to 12 hours of wear time. The brand also emphasizes toxin-free certification..

“Mahina Period Underwear is a game changer for the Indian market,” says founder and CEO Natasha Jamal. “It is a comfortable and effective solution for periods. We’re excited to transform menstrual health in India with a planet- and body-friendly alternative that prioritizes performance, comfort, and environmental responsibility.”

Emerging woman-owned brand Heralogie has also unveiled an expanded collection of sustainable period underwear. Designed with wearability and inclusivity in mind, the new styles reflect the brand’s commitment to eco-friendly solutions without sacrificing comfort or functionality.

The collection introduces elegant French cuts, cozy boxer briefs, classic bikinis and universally flattering briefs, offering options tailored to diverse preferences and flow needs.

“We felt compelled to expand our product line to provide more options to our growing community,” says owner and creative director Katherine Salz. “At Heralogie, we believe period care is self-care, and we strive to make it accessible through size inclusivity and affordability. These new designs underscore our dedication to comfort, confidence, and convenience.”

Additionally, period underwear brand Proof has targeted the maternity care market with a postpartum high-rise brief designed specifically for new mothers. Made from washable fabric with built-in leak protection, Proof Postpartum Undies absorb moderate postpartum flow and discharge for up to 12 hours.

The launch illustrates the brand’s commitment to providing reliable, reusable leak-proof protection for women at every life stage. “We’re excited to launch Proof Postpartum and provide women with a great option for leak protection after childbirth,” says Amy Roe, Proof brand vice president. “We design leakproof reusable underwear by women, for women—ensuring it is stylish, comfortable and thoughtfully constructed.”

Created by an all-women product design team, the postpartum style features a tapered silhouette, a slightly higher rise for extra coverage and a soft elastic waistband for a secure yet gentle fit. Proof’s absorbent Leak-Loc Layer technology provides dependable protection, while breathable stretch-and-recover fabric adapts to changing bodies. Like all Proof styles, the underwear is machine washable and dryer-friendly, making it a practical reusable solution for busy new mothers.

Market Outlook

As washable hygiene products have become more widely available and accepted, consumer feedback has driven product development across the supply chain.

“Whether it relates to absorbency, retention, comfort or drying times, it has been an interesting journey as our fabric offering has developed and grown with the market,” says Tech Absorbents’ Rose. “We are also seeing smaller companies begin developing these garments, and interest continues to be global.”

Rose adds that his team is seeing product development increasingly focused on tailor-made fabric solutions designed to meet the needs of individual manufacturers, depending on specific product requirements.

“Because no single fabric can optimize every performance attribute, products prioritizing maximum absorbency and retention must sometimes accept a trade-off in drying time. The market is increasingly recognizing this balance, and feedback to date has been extremely positive,” he concludes.