- In April 2023, Procter & Gamble Co. expanded its Always and Whisper brands by launching new biodegradable sanitary pads in select Asia-Pacific markets, targeting environmentally conscious consumers. This innovation reflects the company’s broader commitment to sustainability and addressing the growing demand for eco-friendly menstrual products. By introducing biodegradable options, P&G aims to reduce plastic waste and appeal to a new generation of consumers seeking sustainable personal care solutions
- In March 2023, Essity AB, the parent company of brands such as Libresse and Bodyform, launched a global campaign titled “Vulva Talks” to challenge taboos surrounding feminine hygiene and promote open discussions about intimate care. The initiative combines educational outreach with product innovation, including the release of a new line of intimate washes and wipes tailored for sensitive skin. This strategic move highlights Essity’s focus on brand engagement, consumer empowerment, and holistic intimate wellness
- In February 2023, Kimberly-Clark Corporation introduced reusable menstrual underwear under its Kotex brand in North America, marking a major step into the sustainable feminine care segment. The launch supports the company's goal of delivering more environmentally friendly products while offering consumers long-term, cost-effective menstrual care solutions. The move reinforces Kimberly-Clark’s commitment to innovation and environmental responsibility in the evolving hygiene landscape
- In January 2023, Unicharm Corporation announced the expansion of its Sofy brand in the Middle East and North Africa (MENA) region with the launch of advanced ultra-thin sanitary napkins featuring odor-lock technology. This strategic move aims to meet the growing demand for high-performance feminine hygiene products in emerging markets, while strengthening Unicharm’s global market presence. The innovation emphasizes comfort, discretion, and enhanced protection for active users.
- In January 2023, The Honey Pot Company, a U.S.-based plant-derived feminine care brand, secured additional funding to expand its product line and retail presence across major chains such as Target and Walgreens. The funding will support the development of new intimate care products, including pH-balanced washes and wipes, as well as broaden the brand’s accessibility to diverse consumer groups. This development underscores the growing consumer demand for natural, inclusive, and wellness-oriented feminine hygiene solutions
