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When Thinx was founded in 2013, advertisers were representing blood with blue liquid, avoiding direct language and not making it any easier for people to talk about periods. The challenger brand, which carved out the period underwear category, was focused on starting real conversations about menstruation and offering a sustainable alternative to disposable products.
Eight years later—and with a reported $80 million in revenue in 2020—Thinx said it is now focused on mastering an element of its product that is integral to growing
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