Revolutionary Feminine Care: Breaking Free from the Norms of the Past

The days of feminine care products featuring women in flowing dresses wandering meadows are over. Instead, younger generations are drawn to “real talk” about periods and vaginal care. This shift has led to a surge in new companies that embrace frank conversations and natural remedies seen on social media, according to the New York Times. Leslie Schrock, an investor in women’s health companies, states, “All these companies now are trying to be hip and colorful and just really destigmatize these products.” Alongside modern product branding, established brands like Midol have adapted, while up-and-coming brands such as Honey Pot and August engage with customers through a “group chat” approach.

Nadya Okamoto, founder of August, likens this branding strategy to “the big sibling that you think is cool and knowledgeable and will always keep it real with you.” The Times highlights the success of Honey Pot, a feminine care product line that offers vaginal wipes and sprays. Beatrice Dixon, the founder, developed her first cleansing wash in her kitchen in 2014 to address recurring bacterial vaginosis. Honey Pot’s products are now available in 30,000 major US retailers, including Target and Kroger. The Times describes Honey Pot’s TikTok content as “Gen Z-chaotic,” featuring irreverent messaging and depicting period blood as red instead of the traditional blue liquid.

Dixon tells the Times, “We’ve had to kind of be a little edgy. When you look at the humans that we want to serve as a whole person, you kind of have to be edgy. You kind of have to go for that.” Younger generations also demand natural ingredients, as seen by the backlash against companies like Thinx for not disclosing harmful chemicals in their period underwear. While products like douches are discussed on TikTok, doctors have long warned about their potential to disrupt the body’s natural cleaning abilities. According to Global Newswire, menstrual products are experiencing global growth, with reusable sanitary pads and “natural and organic products” gaining popularity. (Have you seen the period emoji?)