Thinx
The period underwear pioneers that broke the taboo and changed the category
The Brand That Made the Subway Blush
Thinx was co-founded in 2011 by Miki Agrawal, Antonia Saint Dunbar, and Radha Agrawal with a mission that was as much cultural as commercial: normalize periods. The brand became a household name not just for its product innovation — underwear with built-in absorbent technology that replaces pads and tampons — but for its fearless marketing. In 2015, Thinx's subway ads featuring suggestive imagery (a halved grapefruit, a runny egg yolk) with the tagline "Underwear for women with periods" sparked a media firestorm when the MTA initially rejected them, generating the kind of earned publicity that money can't buy. Time magazine named the technology one of the Best Inventions of 2015, and Fast Company called Thinx one of the most innovative companies of 2017.
What Makes Thinx Different
Thinx effectively created the period underwear category. Their patented technology layers four components — moisture-wicking, odor-trapping, absorbent, and leak-resistant — into underwear that looks and feels like normal underwear while holding up to five tampons' worth of fluid. Before Thinx, period-proof underwear was a niche concept associated with medical supply aesthetics. Thinx made it fashionable, marketing period underwear as a lifestyle choice rather than a medical necessity, and opening the door for dozens of competitors who followed.
Key Product Lines
The Classic Collection covers everyday styles — hiphuggers, briefs, bikinis, and thongs — in varying absorbency levels from light to super. Thinx for All is a more accessible line at lower price points. Cotton styles bring natural fibers into the period-proof construction. Activewear options include leggings and shorts with built-in absorbency. The brand also offers teen-specific styles sized and designed for younger menstruators.
Who Thinx Is Best For
Thinx serves anyone who menstruates and wants an alternative to disposable products — whether motivated by environmental concerns, comfort preferences, or simply the desire to stop running out of tampons at inconvenient moments. The brand is particularly valuable for heavy-flow days when used with a cup or tampon as backup, for overnight protection, and for teens navigating their first periods. The expanded size range (XS through 4XL) ensures broad accessibility.
Price and Sizing
Period underwear from $25 to $42, with multi-packs offering better value. Sizes from XS through 4XL. Kimberly-Clark acquired a majority stake in 2022, giving the brand access to broader distribution while maintaining the product innovation that built the category.