Innovation is moving beyond traditional solutions. As it becomes clear how unsustainable feminine hygiene products are - as they are mainly made of plastic-based materials - a new movement of eco-friendly solutions has emerged. The most recent wave of feminism has helped bring topics related to menstruation and intimate health to the table and has allowed for a much more open discussion of the issue in the media.
The organic cotton cultivation process is much more environmentally friendly than conventional and genetically modified cotton. The organic method does not use toxic substances, so it does not damage the soil, in addition, it pollutes less and uses 88% less water and 62% less energy than the genetically modified alternative. Menstrual underwear is washable, reusable and increasingly fashionable, and many brands are stepping up to the plate, such as Knix.
Knix was founded in 2013 by its current CEO Joanna Griffiths with a mission to redefine intimate apparel. Knix and its teen brand, Kt by Knix, offer a wide variety of intimate apparel with leadership positions in the growing leak-proof category. It has a strong presence in the United States and Canada and sells primarily direct-to-consumer through online channels, supplemented by six retail stores. The brand has become renowned for its wireless bras and seamless underwear which provide optimal comfort.
The brand has even elaborated its own Positive Returns initiative, in which it donated over 35,000 bras to women’s shelters across North America in 2020 alone.
Driving Innovation in Female Hygiene Knix has created underwear that is leakproof and serves as a safe and sustainable alternative to throwaway pads and tampons that are usually used during women’s periods. Its underwear has different levels of absorbency to cater to varying periods. Leakproof underwear is ultimately an eco-friendly alternative single-use throwaway menstrual products. Knix’s most absorbent type of underwear is its “Super Leakproof”, which is capable of absorbing up to 40 ml of any kind of liquid. This holds the equivalent of 8 regular tampons. All of Knix’s underwear is also OEKO-TEX® Standard 100 certified which means that they’ve been tested to ensure that they’re tested and cleared for 100 harmful substances.
Essity Acquires Knix Leading global hygiene and health company Essity has acquired 80% of the Canadian company Knix, a supplier of leak-proof menstrual and incontinence apparel, for $320 million dollars. Essity says the deal will enable it to become the global market leader in leak-proof clothing, the fastest-growing product segment in intimate hygiene, which includes feminine care and incontinence products. Leak-proof garments have an expected annual growth rate of more than 20% over the next five years.