Thinx Inc.

So here's the thing about Thinx-they basically took something nobody wanted to talk about and turned it into a conversation starter. And honestly? That's kind of brilliant.

Founded back in 2013, Thinx makes period-proof underwear that's designed to replace (or at least supplement) tampons and pads. The concept is pretty straightforward: reusable underwear with built-in absorbent technology that can hold up to 12 regular tampons worth of flow. But what makes them interesting isn't just the product-it's how they've positioned themselves in the market.

Their underwear is leakproof up to 12 hours, which is a pretty bold claim. The technology involves multiple layers that wick moisture, absorb flow, and lock in leaks while staying breathable. They're designed without PFAS or any other substance in their Clean Commitment List, which became especially important after they settled a class action lawsuit in 2023 over PFAS concerns. That settlement? $4 million into a cash fund, with customers getting refunds.

But Thinx isn't just selling underwear-they're selling a movement. Their marketing campaigns have consistently pushed boundaries, from ads showing actual period blood (gasp!) to imagining what the world would look like if men got periods too. According to a recent company survey, 80% of teenagers reported learning more about the biology of frogs than the female body in school. That's the kind of stat that makes you go "wait, really?" and then realize, yeah, probably.

The company has grown significantly since its early days. The brand clocked $50 million in sales in 2019, and they've expanded globally to about 60 retailers. They've also diversified their product line beyond just period underwear-now they offer solutions for bladder leaks and have specific lines for teens and tweens.

What's interesting is how they've navigated the direct-to-consumer space. They're online-only, which means no physical storefronts to visit, but they've built a robust customer service infrastructure with phone, email, and chat support. Their products can be returned or exchanged within 45 days of purchase, which is pretty generous for underwear.

The sustainability angle is huge for them too. One pair of reusable period underwear means fewer disposable products ending up in landfills. And they've partnered with organizations to fight period poverty, donating products to those who can't afford menstrual supplies.

Notice how they've managed to make something as mundane as underwear feel revolutionary? That's the real achievement here. Whether you're a convert or still skeptical about period underwear, Thinx has definitely changed the conversation around menstruation-and that's worth something.