Underwear Brand THINX Is Making Periods More Empowering, Less “Eww”


OK ladies it’s time to get real about THAT time of the month. You know, the monthly secretion of a life-giving fluid that apparently makes billions of men around the world squirm uncomfortably when mentioned. Or in the case of this Iowa store clerk who refused to sell tampons to a customer, that thing that is “just gross”. But seriously, enough is enough because if men were the ones to menstruate instead of women, we’d probably have world-renowned public holidays, festivals and ceremonies, just like Gloria Steinem so aptly pointed out in her 1986 essay “If Men Could Menstruate”.

Also as an aside, why is it called MENstruate? Shouldn’t it be FEMstruate or something more accurate? We digress…

Anyway ladies, when it’s that time of the month, the bleeding, cramping, hormonal change and bodily tenderness is enough, but adding unexpected leakage and stains just creates a whole other problem we don’t want to have to deal with right? So how come there is literally NO product on the market that prevents your favorite underwear from becoming a bloody permanent reminder (literally) that you are a woman?

While we were shaking our heads with furrowed brows and rolling our eyes, a new label popped up on the market to solve our dilemmas, and then some.

First we’ll start with our dilemmas. It’s time to get familiar with Thinx, the new underwear brand which is going to become your new best friend every month.


It was started by twin sisters, but all of whom are entrepreneurs on a mission. Miki is the founder of Wild, a farm-to-table pizza franchise based in NYC, and Radha is the founder of Super Sprowtz (www.supersprowtz.com), a children’s media company that inspires kids to lead a healthier and happier life.

The team have been working on the brand for the past few years, successfully launched a Kickstarter campaign in 2013 and have created a unique line of underwear that is leak-proof.

Thinx wanted to tackle the period taboo and create a technological innovation in the feminine hygiene space. By reimagining feminine hygiene products to provide support, comfort and confidence, this underwear line aims to eliminate shame and empower women.

The patented technology is moisture-wicking, antimicrobial, leak and stain resistant and absorbent holding up to 6 tsp – the equivalent of 3 regular tampons. Don’t worry if you aren’t familiar with the terms, all you need to know is that the material protects you from unsightly leakage and stains.

Their new site just launched on May 11 and the word is certainly getting out there with magazines like Fast Company and Elle labeling it “ingenious” and “magic”.

Aside from ensuring girls everywhere now have a leak and stain-proof product for that special time of the month, Thinx are taking the brand globally. This is the “and then some” part we mentioned earlier.

Around the world, close to 100 million women and girls miss out on a week of school every month because of their periods which is still considered “shameful” and dirty in certain societies. Across Africa alone 67 million girls do not have access to hygienic products during their periods. Instead they use dirty rags, twigs, leaves and other unsightly products.

After a trip to India and learning more about what women and girls face every month, which also affects their long-term chances of college, employment and public life, the Thinx team knew they could use their product to empowering women around the world in a remarkable way.

“We see a world where no woman is held back by her body. We will work proudly and tirelessly until every single girl has an equal opportunity for the brighter future she deserves. By reimagining feminine hygiene products to provide support, comfort, confidence, and peace of mind, we aim to eliminate shame, empowering women and girls around the world,” says the website.


The product may be designed in New York City, but it is manufactured by women in Sri Lanka.

“Our underwear is made at a family-run factory that has an outstanding commitment to providing supplementary education and training to its female employees, empowering them to become leaders in their communities.”

But wait, there’s more…

For every underwear purchased, proceeds will go toward sending a set of washable pads to girls around the world so that they don’t have to use the aforementioned dirty rags. These pads aren’t just given out either. Women are being trained to make these pads which in turn provides employment and market-place skills.

We’re kinda blown away at the genius ideas that are being created around something that has for too long been considered a taboo. Instead, we are seeing women and girls around the world being empowered to work, thrive and live stress-free about that time of the month.

You can purchase a pair of Thinx underwear in a number of different styles suit your body type AND your flow (we’ve already tried a pair and we are fans for life!) and watch the video below to find out how buying a product to make your life easier one week out of every month is helping another woman over the other side of the world do the same.

Thinx is best summed up as the intersection between fashion and technology which is solving a global problem! But they’re not the only brand out their changing the universe with period panties. Knixteen is another industry game changer, specifically creating period underwear for teens. Now that’s inspirational.


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