"The awakening of women who wanted their tampons to be as healthy as their acai bowls.”
Image by Katharina Brenner
"In 2015, a few things happened that moved menstruation from the margins and into the center of the cultural conversation. The term 'tampon tax' entered the lexicon. Instagram removed a photo of poet and artist Rupi Kaur wearing pants stained with period blood. Kiran Gandhi ran the London Marathon while visibly menstruating. After Megyn Kelly sparred with Donald Trump during the Republican presidential debate, he suggested she must have been menstruating. Period underwear brand Thinx claimed that its ad campaign for the New York City subway, which featured imagery of grapefruits and egg yolks juxtaposed with women, had been unfairly sctutinized by the MTA’s ad partner. In the years that followed, this shift from shame to pride inspired a bumper crop of modern period care brands predicated on the idea that a box of pads or tampons could or should be displayed on a counter rather than hidden away in a drawer." - Rachel del Valle
Article: Modern Period Brands Used to Blend In. Now, Like Everything Else, They’re All About Standing Out