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How Thinx is disrupting the $15 billion feminine hygiene market

Thinx is revolutionizing the $15 billion feminine hygiene market with its new “period-proof underwear.”

Thinx co-founder and CEO Miki Agrawal told Yahoo Finance’s Alexis Christoforous in the video above that Thinx is “breaking the taboo surrounding menstruation” by disrupting a category that has only had three major innovations in the 20th century. 

“This is one of the first few products made by women for women. Most feminine hygiene products were invented by men, like the tampon,” said Agrawal. “This product really considered all the desires and all the needs women need. ”

Agrawal explained that the needs she was referring to were that the products needed to “look and feel like a regular pair of underwear” and “have the appropriate functionality.”

Thinx underwear comes in six styles, from hiphuggers for “heavy days” which according to Thinx is equivalent to two tampons, to the thong, which is for a woman’s “lightest days.”

Agrawal said Thinx is all about breaking boundaries and making a woman’s period an accessible conversation. One example of this is the company’s provocative New York City subway ads. Agrawal told Yahoo Finance that the company initially received some pushback after submitting its advertising campaign.

“The New York City MTA did deny our ads to be in subways because they used the word ‘period’ and because we had a halved grapefruit,” said Agrawal. But the ads, which also include images of a raw egg and models wearing briefs and tank tops, were eventually approved.

In terms of what’s next for the company, Agrawal said there’s more planned for Thinx in the future. “We’re scaling new products. We’re disrupting different aspects of the feminine hygiene market.”