Discover: THINX


LONDON, United Kingdom — Innovative period-proof underwear brand THINX has launched into the UK, continuing its mission to break taboos surrounding women’s intimate wellness.

Committed to combating period poverty and menstrual inequity in all its forms around the world, the young startup creates underwear that champions and supports bodies throughout different stages of life. From first periods to post-menopause, THINX aims to empower its customers through sustainable solutions.

“The mission of THINX is to create the most innovative period solutions that empower our people and sustain our planet while breaking taboos about menstruation and reproductive health everywhere,” explained THINX CEO Maria Molland Selby.  

“We see a world where no one is held back by their body. By reimagining feminine hygiene products to provide support, comfort, confidence, and peace of mind, we aim to eliminate shame, empowering people with periods around the world.”

THINX period-proof underwear

Image: THINX

Stocked via an exclusive partnership with SODA in Selfridges, London, THINX can be worn as a replacement or back-up to traditional period products. Depending on the wearer’s flow (light, medium, or heavy), THINX period-proof pants can replace pads and tampons, or be worn with tampons and cups for extra protection.

Available in a range of styles from sport to chic high-waisted to manage different menstrual flows, every pair of THINX pants is made with a patented 4-layer technology for ultimate period protection – moisture-wicking cotton, antimicrobial lining, super-absorbent fabric and a leak-resistant barrier.

According to THINX, the average menstruator will send about 250-300 pounds of waste, including applicators and wrappers, to the bin in their lifetime. Unfortunately, much of this waste won’t even begin to biodegrade for years, if at all. With THINX, the wearer simply rinses after each use, hangs to dry, and reuses again and again.

The first “new” menstrual care product to hit the market in over 80 years, since the introduction of the menstrual cup in 1937, THINX already makes up 5% of the US market, having won over a growing number of consumers since its launch in 2014.

International sales have made up approximately 30 percent of the startup’s business so far, but with additional retail launches planned for the UK, as well as Germany and Australia, that number is expected to rise dramatically and cement THINX as a global force to be reckoned with.

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