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Thinx is a
New York New York most commonly refers to: * New York City, the most populous city in the United States, located in the state of New York * New York (state), a state in the northeastern United States New York may also refer to: Film and television * '' ...
–based company that makes
feminine hygiene Feminine hygiene products are personal care products used during menstruation, vaginal discharge, and other bodily functions related to the vulva and vagina. Products that are used during menstruation may also be called menstrual hygiene product ...
products. The company has three brands: Thinx, Speax, and (BTWN). Thinx is underwear that can be worn during
menstruation Menstruation (also known as a period, among other colloquial terms) is the regular discharge of blood and mucosal tissue from the inner lining of the uterus through the vagina. The menstrual cycle is characterized by the rise and fall of ...
as a substitute or a supplement to traditional feminine hygiene products. Speax is underwear that can be worn for light and moderate
incontinence Incontinence or Incontinent may refer to: *Fecal incontinence, the involuntary excretion of bowel contents * Urinary incontinence, the involuntary excretion of urine * Lack of moderation or self-control, especially related to sexual desire - see ...
. (BTWN) is a spinoff of the Thinx collection designed for adolescents dealing with menstruation.


History

Thinx was founded in 2011 by Antonia Saint Dunbar, Miki Agrawal, and Radha Agrawal. In 2018, Thinx released a new line called (BTWN), which offers period underwear for teens and tweens. In June 2019, Thinx released Thinx Air, a quick-drying version of its underwear. As of 2021, Thinx has released its first activewear collection, which includes leggings, cycle shorts, training shorts, and
leotard A leotard () is a unisex skin-tight one-piece garment that covers the torso from the crotch to the shoulder. The garment was made famous by the French acrobatic performer Jules Léotard (1838–1870). There are sleeveless, short-sleeved, an ...
s that are available in multiple colors. The four-piece collection functions like other Thinx underwear, but the
gusset In sewing, a gusset is a triangular or rhomboidal piece of fabric inserted into a seam to add breadth or reduce stress from tight-fitting clothing. Gussets were used at the shoulders, underarms, and hems of traditional shirts and chemises made ...
design is longer and shaped differently to accommodate active lifestyles. In 2019,
Kimberly Clark Kimberly-Clark Corporation is an American multinational personal care corporation that produces mostly paper-based consumer products. The company manufactures sanitary paper products and surgical & medical instruments. Kimberly-Clark brand na ...
made a minority investment in Thinx, and in February 2022, it acquired a majority stake in the company. In May 2022, Maria Molland stepped down as CEO, and the company appointed Meghan Davis as its new CEO.


Products

Thinx underwear comes in a range of styles from
boyshorts Panties (in American English; also called pants, undies, or knickers in British English) are a form of women's underwear. Panties can be form-fitting or loose. Typical components include an elastic waistband, a crotch panel to cover the genit ...
to thongs and includes two patented technologies. One is to absorb different amounts of blood, and the other absorbs different amounts of urine. The underwear is antimicrobial, moisture-wicking, absorbent, and leak resistant. In 2019, Thinx launched Thinx Super, which is a double-absorbency product that holds up to four tampons' worth of flow.


Marketing

Thinx has earned a reputation for its controversial ads. In October 2015, Outfront Media rejected Thinx's subway advertisements due to the fact that the ads used the word "period" and included suggestive visuals of food. Following a social media outcry, the ads were finally allowed to be shown. In 2016, Thinx received attention for featuring trans male models in its ads for period underwear. In November 2016, Thinx launched an ad referencing the
Donald Trump Access Hollywood tape On October 7, 2016, one month before the United States presidential election, '' The Washington Post'' published a video and accompanying article about then-presidential candidate Donald Trump and television host Billy Bush having "an extrem ...
. The San Francisco subway banned the ads due to the use of the word "pussy". In November 2017, they created a "PMS truck," a truck visiting three cities, allowing visitors to step inside to shop for Thinx products and talk with brand representatives regarding period health. In 2019, Thinx rolled out a national ad campaign featuring a young boy getting his first period with the tagline: ‘What if we all had periods?” and subsequent campaigns focused on reducing period stigma by showcasing men. These ads were banned by several TV networks including CBS for being “too graphic.”


Reception

''
TIME Time is the continued sequence of existence and event (philosophy), events that occurs in an apparently irreversible process, irreversible succession from the past, through the present, into the future. It is a component quantity of various me ...
'' named Thinx
period panties Period underwear (also known as menstrual underwear or period panties) are absorbent clothing designed to be worn during menstruation. Overview The market for period underwear has developed as a response to consumer preference moving away from ...
as one of the best inventions of 2015. ''
Fast Company ''Fast Company'' is a monthly American business magazine published in print and online that focuses on technology, business, and design. It publishes six print issues per year. History ''Fast Company'' was launched in November 1995 by Alan Web ...
'' named Thinx one of the most innovative companies of 2017, pointing to founder Agrawal's promotional campaigns and her application of "high-tech merchandise, considered design, and a rule-breaking philosophy" to launches of new products. In 2019 Thinx leaders signed a letter condemning the abortion bans being put into place across the country.


See also

*
Menstrual cup A menstrual cup is a menstrual hygiene device which is inserted into the vagina during menstruation. Its purpose is to collect menstrual fluid (blood from the uterine lining mixed with other fluids). Menstrual cups are usually made of flexible ...
*
Period underwear Period underwear (also known as menstrual underwear or period panties) are absorbent clothing designed to be worn during menstruation. Overview The market for period underwear has developed as a response to consumer preference moving away from ...
*
Tampon A tampon is a menstrual product designed to absorb blood and vaginal secretions by insertion into the vagina during menstruation. Unlike a pad, it is placed internally, inside of the vaginal canal. Once inserted correctly, a tampon is held in ...
*
Lunapads Aisle (known as Lunapads from 1993 to 2019) is a business in Vancouver, British Columbia, Canada that manufactures washable feminine hygiene products, including cloth menstrual pads, period underwear, and menstrual cups. Aisle mentored AFRIpad ...
* Pantyliners


References


External links


Thinx Official WebsiteMenstrual Heating Pad
{{Authority control Feminine hygiene Feminine hygiene brands Menstrual cycle Personal hygiene products Incontinence