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Today we look at Thinx, the period-proof underwear brand that turned taboo into triumph—facing down skeptical investors, subway ad bans, and a culture unwilling to talk about menstruation to build a $50 million movement.
“The first reaction from investors was, ‘Why would anyone talk about this?’”
— Miki Agrawal, co-founder of Thinx
Here’s what you’ll learn:
- How Thinx turned “unmentionable” into marketable.
- The controversial advertising campaign that NYC wasn’t ready for.
- What made traditional investors hesitant to back this innovative idea
- How Thinx’s bold approach redefined an entire product category
- The surprising impact of making periods less, well, awkward.
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The Founding of Thinx
The story of Thinx began in 2011 when three friends—Miki Agrawal, Radha Agrawal, and Antonia Saint Dunbar—decided to take on a challenge that most wouldn’t touch: revolutionizing the menstrual product industry. Their idea? Period-proof underwear that was absorbent, leak-resistant, and reusable.
At its core, Thinx wasn’t just about creating a product—it was about changing the way people think about periods. For decades, menstruation had been stigmatized, whispered about, and avoided in marketing. The founders saw this as both a cultural gap and a business opportunity.
But starting a business focused on a taboo topic wasn’t easy. Investors were skeptical, lenders didn’t take them seriously, and suppliers were hesitant to partner with a company that wanted to talk openly about menstruation. Despite these challenges, the founders bootstrapped and worked tirelessly to perfect their product.
By 2014, Thinx officially launched—and the world was about to take notice in a big way.
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Breaking Through the Taboo
Even with a game-changing product, Thinx faced a massive hurdle: how do you market something that no one wants to talk about?
Thinx took a bold approach. In 2015, they launched an unapologetic subway ad campaign in New York City. The ads featured sleek imagery, clever copy, and visual nods to menstruation (like grapefruits and runny eggs) alongside the tagline, “Underwear for women with periods.”
The reaction was immediate—and polarizing. The Metropolitan Transportation Authority (MTA) initially rejected the ads, calling them too explicit. After a public outcry and a fight from Thinx, the ads were allowed to stay. The controversy only added fuel to the brand’s visibility, driving a 2,000% increase in traffic to their website.
But while their marketing strategy was a major win, a bigger question loomed: could Thinx scale and maintain its bold, mission-driven identity as it grew?
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Periods Go Mainstream
The bold moves paid off. By 2017, Thinx was generating $50 million in annual revenue and had become a leader in the menstrual product market. But their impact extended beyond sales.
Thinx helped spark a larger conversation about menstrual health, sustainability, and equity. Their success paved the way for an entire industry of reusable period products, and their work influenced how retailers, schools, and workplaces address menstrual needs.
In 2022, Thinx reached a significant milestone: it was acquired by Kimberly-Clark, the multinational company behind household staples like Huggies and Kotex. The acquisition not only gave Thinx access to greater resources and global distribution but also signaled that the mainstream market was fully embracing sustainable, reusable menstrual products.
Under Kimberly-Clark’s ownership, Thinx has continued to expand its product line and reach, while staying true to its mission of empowering menstruators and reducing environmental waste.
Today, Thinx stands as proof that with the right mix of innovation, marketing savvy, and a willingness to challenge norms, even the most stigmatized topics can be transformed into thriving businesses.
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🍫Snackable Stats
$100 million – Thinx’s estimated peak earnings in 2021
2,000% – The increase in traffic to Thinx’s website after their controversial NYC subway ad campaign launched.
20 billion – Estimated number of tampons and pads discarded annually in the U.S., a major sustainability issue Thinx hopes to address.
70% – The percentage of Thinx’s customers who said the product made them feel more confident during their periods.
1,600+ tons – The amount of waste diverted annually thanks to customers switching to reusable period products like Thinx.
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