The Business of Periods: How Companies are Cashing In
Periods, also known as menstruation, are a natural and inevitable part of a woman’s life. Every month, women experience a range of physical and emotional changes due to their menstrual cycle. However, the topic of periods has long been shrouded in stigma and taboo, making it a difficult subject to discuss openly. But in recent years, there has been a shift in the narrative around periods, with more companies and brands starting to focus on this market and cash in on the business of periods.
In this blog post, we will delve into the world of period products and how companies are capitalizing on this once taboo topic. From menstrual cups to period-proof underwear, we will explore the different types of products available and the strategies companies use to market them. We will also discuss the social and environmental impact of the period industry and the role of period poverty in the business of periods.
The Market for Period Products
The global market for menstrual products is estimated to be worth over $31 billion, with the potential to reach $50 billion by 2025. This significant market size has been attributed to several factors, including the increasing global population of women, the rising awareness and acceptance of menstrual health, and the growing demand for sustainable and eco-friendly products.
Traditionally, menstrual products were limited to pads and tampons, with a few variations in size and absorbency. However, in recent years, there has been a surge in innovative period products, offering women more options and flexibility in managing their periods. Menstrual cups, period-proof underwear, and reusable cloth pads are just a few examples of these new products that have gained popularity and disrupted the traditional market.
The Rise of Menstrual Cups
Menstrual cups have been around since the 1930s, but it wasn’t until recent years that they gained widespread popularity. These flexible, bell-shaped cups are inserted into the vagina to collect menstrual blood, offering a more sustainable and eco-friendly alternative to disposable pads and tampons. They are also cost-effective, with one cup lasting for several years.
The increasing demand for menstrual cups has led to the emergence of various brands, each with its unique design and marketing strategy. Companies like Mooncup, DivaCup, and Lunette have become popular choices among women, with many offering subscription services and social media campaigns to reach their target audience.
Period-Proof Underwear
Another product that has taken the market by storm is period-proof underwear. These underwear are designed with multiple layers of absorbent and leak-proof materials, making them a reliable alternative to pads and tampons. They also come in various styles, sizes, and absorbencies, catering to different preferences and needs.

The Business of Periods: How Companies are Cashing In
One of the key drivers of the popularity of period-proof underwear is the increasing demand for sustainable and eco-friendly options. Many companies, such as Thinx and ModiBodi, also focus on body positivity and inclusivity in their marketing, making their products more appealing to a wider audience.
The Marketing Strategies of Period Companies
The period industry is highly competitive, with new products and brands constantly entering the market. To stand out and attract customers, companies use various marketing strategies, including social media campaigns, influencer partnerships, and targeted advertising.
Social media has played a significant role in the rise of period products, with many companies utilizing platforms like Instagram and Facebook to reach their target audience. They often collaborate with influencers and menstrual health advocates to promote their products and spread awareness about period positivity and empowerment.
In addition, companies also use targeted advertising to reach their desired demographic. For example, period-proof underwear brands often advertise on women’s health and lifestyle websites, while menstrual cup brands may target eco-conscious consumers through sustainable living blogs and websites.
The Social and Environmental Impact
The rise of period products has not only changed the period industry, but it has also had a significant social and environmental impact. The increased focus on sustainable and eco-friendly options has led to a decrease in the use of disposable products, which contribute to pollution and waste. Menstrual cups, for example, have been estimated to prevent over 250 million pads and tampons from ending up in landfills each year.
Moreover, the period industry has also played a role in breaking down the stigma surrounding periods. By normalizing discussions around periods and providing more options for managing them, companies are helping to remove the shame and taboo associated with menstruation. This has had a positive impact on the mental health and well-being of women, particularly those who have experienced period shaming and discrimination.
The Role of Period Poverty
Despite the growth of the period industry and the increased availability of period products, period poverty remains a significant issue for many women. Period poverty refers to the lack of access to menstrual hygiene products, often due to financial constraints. It is estimated that one in four women in the United States struggles to afford period products, while globally, one in ten girls misses school due to their period.
However, some companies are taking action to address period poverty. For example, Thinx has a program where they donate a portion of their sales to organizations that provide period products to those in need. Other companies, such as Ruby Cup and Saalt, have a buy-one-give-one model, where for every product purchased, they donate one to a person in need.
In summary, the business of periods has evolved significantly in recent years, with companies capitalizing on the growing market for menstrual products. From innovative products to strategic marketing, the period industry has come a long way in breaking down the stigma and providing more options for women to manage their periods. However, it is essential to also address the social and environmental impact of this industry and work towards making period products more accessible for all women, regardless of their financial situation.






