Thinx

Thinx is a New York based company that makes feminine hygiene products.[1][2][3][4]

Thinx
IndustryFeminine hygiene
Founded2014 (2014)
FoundersRadha Agrawal
Miki Agrawal
Antonia Dunbar
Headquarters
New York City, New York
,
U.S.
Key people
Maria Molland Selby (CEO), Shama Amalean (COO)
ProductsPeriod underwear, incontinence underwear, organic tampons, reusable tampon applicator
BrandsThinx, Speax
Websitewww.shethinx.com
www.shethinx.com/pages/speax

The company has three brands Thinx, Speax and (BTWN). Thinx is underwear that can be worn during menstruation as a substitute or a supplement to traditional feminine hygiene products. Speax is underwear that can be worn for light and moderate incontinence.[5] (BTWN) is a spin-off of the Thinx collection designed for adolescents dealing with menstruation.[6][7]

The underwear come in a range of styles from boyshorts to thongs, and include two patented technologies. One is to absorb different amounts of blood,[8] and the other absorbs different amounts of urine. The underwear is anti-microbial, moisture-wicking, absorbent and leak resistant.[9] In 2019, Thinx launched Thinx Super which is a double absorbency product that holds up to 4 tampons worth of flow.[10]

History

Thinx was founded in 2011 by Antonia Saint Dunbar, Miki Agrawal and Radha Agrawal.[11] In 2018, Thinx released a new line called BTWN which offers period underwear for teens and tweens.[12] In June 2019, Thinx released Thinx Air, a quick drying version of its underwear.[13]

Marketing

Thinx has earned a reputation for its controversial ads.[14] 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.[15][16] Following a social media outcry, the ads were finally allowed to be shown.[17][18] In 2016, Thinx received attention for featuring trans men models in its ads for period underwear.[19][20] In November 2016, Thinx launched an ad referencing the Donald Trump Access Hollywood tape. The San Francisco subway banned the ads due to the use of the word "pussy".[21][22] In November 2017, they created a "PMS truck", a truck visiting three cities, allowing visitors can step inside to shop for Thinx products and talk with brand representatives regarding period health.[23] 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.[24] [25] These ads were banned by several TV networks including CBS for being “too graphic”.[26]

Reception

TIME named Thinx period panties as one of the best inventions of 2015.[27] Fast Company 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.[28]

Advocacy

In 2019 Thinx leaders signed a letter condemning the abortion bans being put into place across the country.[29]

See also

References
  1. UK, Natasha Hinde Lifestyle Writer at The Huffington Post (3 June 2015). "These Period Pants Stop Leaks So Women Can Get On With Their Lives". Retrieved 13 April 2017.
  2. Malone, Noreen. "Panty Raid". New York Magazine. Retrieved 31 August 2016.
  3. Dickson, E.J. (July 15, 2014). "Meet the startup making panties for your period". The Daily Dot. Retrieved 31 August 2016.
  4. Bellafante, Gina (February 26, 2016). "The Bohemian Capitalist". New York Times. Retrieved 31 August 2016.
  5. Hargrove, Channing (July 17, 2017). "Thinx Is Banking Big On Its Pee-Proof Line Of Undies". Refinery29. Retrieved 7 January 2018.
  6. "THINX (BTWN) are period panties aimed at teens–and they're great". The Daily Dot. 2018-10-11. Retrieved 2020-03-13.
  7. Hughes, Aria; Hughes, Aria (2018-08-15). "Thinx Creates Period-Proof Underwear for Teens, Tweens". WWD. Retrieved 2020-03-13.
  8. O'brien, Sarah (October 14, 2016). "This founder makes people uncomfortable and that's a problem". CNNMoney.
  9. Eveleth, Rose (January 5, 2016). "The Science Behind Period Underwear". Racked. Retrieved 31 August 2016.
  10. Ell, Kellie; Ell, Kellie (2019-07-09). "EXCLUSIVE: Thinx Period Panties Are Back, Stronger Than Ever". WWD. Retrieved 2020-03-13.
  11. "How The Team Behind THINX Created One Of The Sexiest Ways To Give Back". 11 December 2013. Retrieved 13 April 2017.
  12. "THINX (BTWN) are period panties aimed at teens–and they're great". The Daily Dot. 2018-10-11. Retrieved 2019-10-28.
  13. "Thinx targets the athleisure market with new product launch and influencer campaign". Glossy. 2019-06-05. Retrieved 2019-06-07.
  14. Stevens, Heidi (March 23, 2017). "Thinx underwear ads on the L try to de-stigmatize periods". Chicago Tribune. Retrieved 7 January 2018.
  15. Caterucci, Christina (October 21, 2015). "Ads for Period Underwear Might Be Too Lewd for the NYC Subway". Slate. Retrieved 7 January 2018.
  16. Kutner, Jenny (October 20, 2015). "Will the New York City Subway Ban These Ads for Using the Word "Period"?". Mic. Retrieved 7 January 2018.
  17. Krantz, Rachel (November 9, 2015). "THINX Underwear Ads On NYC Subway Are Up — But The Company Has Another Big Announcement". Bustle. Retrieved 7 January 2018.
  18. Rogers, Katie (October 22, 2015). "Twitter Fury Misplaced? M.T.A. Is Fine With Underwear Ads on Subway". New York Times. Retrieved 7 January 2018.
  19. Garza, Frida (May 18, 2016). "A company that makes period underwear featured a trans man in their latest ad campaign". Quartz. Retrieved 10 February 2018.
  20. Puckett, Lily (May 18, 2016). "These Genius Advertisements Are a Reminder That Transgender Men Can Get Periods Too". Quartz. Retrieved 10 February 2018.
  21. O'Brien, Sarah Ashley (November 2, 2016). "Trump-inspired Thinx 'pussy' ad banned in SF subway". CNN. Retrieved 7 January 2018.
  22. Lamb, Jonah Owen (November 3, 2016). "BART rejects underwear ad poking fun at Trump comment". San Francisco Examiner. Retrieved 7 January 2018.
  23. Richards, Katie (November 15, 2017). "Why THINX Is Using a PMS Truck to Grow Its Customer Base". AdWeek. Retrieved 7 January 2018.
  24. Berwick, Isabel (2019-10-17). "Why the stigma of periods is open for discussion". www.ft.com. Retrieved 2020-03-13.
  25. "Thinx New Ad Shows What It Would Be Like If Men Got Periods Too". Marie Claire. Retrieved 2020-03-13.
  26. Alexandra Steigrad (2019-10-08). "CBS bans TV ad that depicts menstruating men". New York Post. Retrieved 2020-03-13.
  27. "The 25 Best Inventions of 2015". TIME. Retrieved 13 April 2017.
  28. "Why THINX Is One Of The Most Innovative Companies Of 2017". Fast Company. Retrieved 10 February 2018.
  29. MacKenzie, Macaela. "Nearly 200 CEOs Just Signed a Letter Calling Abortion Bans 'Bad for Business'". Glamour. Retrieved 2020-03-13.
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