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| name = Thinx
| name = Thinx
| logo = Thinx.svg
| logo = Thinx.svg
| logo_size =
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| native_name =
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| former_name =
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| type =
| type =
| industry = [[Feminine hygiene]]
| industry = [[Feminine hygiene]]
| founded = {{start date and age|2014}}
| founded = {{start date and age|2014}}
| founders = Radha Agrawal<br>[[Miki Agrawal]]<br>Antonia Dunbar
| founders = Radha Agrawal<br>[[Miki Agrawal]]<br>Antonia Dunbar
| hq_location =
| hq_location =
| hq_location_city = [[New York City]], [[New York (state)|New York]]
| hq_location_city = [[New York City]], [[New York (state)|New York]]
| hq_location_country = U.S.
| hq_location_country = U.S.
| area_served =
| area_served =
| key_people = Meghan Davis (CEO), Shama Amalean (COO)
| key_people = Meghan Davis (CEO)
| products = Period underwear, incontinence underwear, organic tampons, reusable tampon applicator
| products = Period underwear, incontinence underwear, organic tampons, reusable tampon applicator
| brands = Thinx, Speax, (BTWN)
| brands = Thinx, Speax, (BTWN)
| services =
| services =
| owner =
| owner =
| website = {{URL|https://www.thinx.com/}}
| website = {{URL|https://www.thinx.com/}}
}}
}}


'''Thinx''' is a [[New York City|New York]]–based company that sells [[period underwear]], an undergarment designed to be as absorbent as traditional [[feminine hygiene]] products. Since 2022, [[Kimberly-Clark]] has had a majority stake in the business.
'''Thinx''' is a [[New York City|New York]]–based company that makes [[feminine hygiene]] products.<ref>{{cite web|url=http://www.huffingtonpost.co.uk/2015/06/03/period-pants-thinx-invention_n_7499906.html|title=These Period Pants Stop Leaks So Women Can Get On With Their Lives|first=Natasha Hinde Lifestyle Writer at The Huffington Post|last=UK|date=3 June 2015|publisher=|accessdate=13 April 2017}}</ref><ref>{{cite news|last1=Malone|first1=Noreen|title=Panty Raid|url=http://nymag.com/thecut/2016/01/thinx-miki-agrawal-c-v-r.html|accessdate=31 August 2016|publisher=New York Magazine}}</ref><ref>{{cite news|last1=Dickson|first1=E.J.|title=Meet the startup making panties for your period|url=http://www.dailydot.com/debug/thinx-period-panties/|accessdate=31 August 2016|publisher=The Daily Dot|date=July 15, 2014}}</ref><ref>{{cite news|last1=Bellafante|first1=Gina|title=The Bohemian Capitalist|url=https://www.nytimes.com/2016/02/28/nyregion/thinx-underwear-underground.html?mtrref=putacupinit.com&gwh=A61919715755C9389B310C27A8D1B635&gwt=pay|accessdate=31 August 2016|work=New York Times|date=February 26, 2016}}</ref> The company is currently under scrutiny for a class action lawsuit <ref>{{Cite web |date=2020-08-26 |title=Lawsuit Investigation Looks at PFAS Levels in Menstrual Underwear |url=https://www.classaction.org/thinx-underwear-toxic-chemicals-lawsuit |access-date=2023-01-17 |website=www.classaction.org |language=en}}</ref> that alleges Thinx products contain harmful toxins including [[per- and polyfluoroalkyl substances]] (PFAS) which may be linked to adverse health outcomes like cancer.<ref>{{Cite web |last=US EPA |first=OA |date=2021-10-14 |title=Our Current Understanding of the Human Health and Environmental Risks of PFAS |url=https://www.epa.gov/pfas/our-current-understanding-human-health-and-environmental-risks-pfas |access-date=2023-01-17 |website=www.epa.gov |language=en}}</ref>

The company has three brands: Thinx, Speax, and (BTWN). Thinx is underwear marketed as a product that can be worn during [[menstruation]] as a substitute or a supplement to traditional [[Feminine hygiene|feminine hygiene products]]. Speax is underwear promoted as a solution for light and moderate [[Urinary incontinence|incontinence]].<ref>{{cite news|last1=Hargrove|first1=Channing|title=Thinx Is Banking Big On Its Pee-Proof Line Of Undies|url=http://www.refinery29.com/2017/07/163750/thinx-pee-proof-underwear-icon-undies-collection|accessdate=7 January 2018|publisher=Refinery29|date=July 17, 2017}}</ref> (BTWN) is a spinoff of the Thinx collection branded for adolescents dealing with menstruation.<ref>{{Cite web|url=https://www.dailydot.com/bazaar/thinx-btwn-period-panties-review/|title=THINX (BTWN) are period panties aimed at teens–and they're great|date=2018-10-11|website=The Daily Dot|language=en-US|access-date=2020-03-13}}</ref><ref>{{Cite web|url=https://wwd.com/fashion-news/intimates/thinx-creates-period-proof-underwear-for-teens-tweens-1202774008/|title=Thinx Creates Period-Proof Underwear for Teens, Tweens|last1=Hughes|first1=Aria|date=2018-08-15|website=WWD|language=en|access-date=2020-03-13}}</ref>


==History==
==History==
Thinx was founded in 2011 by Antonia Saint Dunbar, Miki Agrawal, and Radha Agrawal.<ref>{{cite web|url=https://www.fastcoexist.com/3020787/change-generation/how-the-team-behind-thinx-created-one-of-the-sexiest-ways-to-give-back|title=How The Team Behind THINX Created One Of The Sexiest Ways To Give Back|date=11 December 2013|publisher=|accessdate=13 April 2017}}</ref> In 2018, Thinx released a new line called (BTWN), which offers period underwear for teens and [[tween]]s.<ref>{{Cite web|url=https://www.dailydot.com/bazaar/thinx-btwn-period-panties-review/|title=THINX (BTWN) are period panties aimed at teens–and they're great|date=2018-10-11|website=The Daily Dot|language=en|access-date=2019-10-28}}</ref> In June 2019, Thinx released Thinx Air, a quick-drying version of its underwear.<ref>{{Cite web|url=https://www.glossy.co/fashion/thinx-targets-the-athleisure-market-with-new-product-launch-and-influencer-campaign|title=Thinx targets the athleisure market with new product launch and influencer campaign|date=2019-06-05|website=Glossy|language=en|access-date=2019-06-07}}</ref> As of 2021, Thinx has released its first activewear collection, which includes leggings, cycle shorts, training shorts, and [[leotard]]s that are available in multiple colors. The four-piece collection functions like other Thinx underwear, but the [[gusset]] design is longer and shaped differently to accommodate active lifestyles. <ref>{{cite news |last1=Ell |first1=Kellie |title=Thinx Period Panties Launches Activewear Collection |url=https://wwd.com/fashion-news/activewear/thinx-activewear-1234693346/ |access-date=25 May 2021 |work=Women's Wear Daily |date=12 January 2021}}</ref>
Thinx was founded in 2011 by Antonia Saint Dunbar, Miki Agrawal, and Radha Agrawal.<ref>{{cite web|url=https://www.fastcoexist.com/3020787/change-generation/how-the-team-behind-thinx-created-one-of-the-sexiest-ways-to-give-back|title=How The Team Behind THINX Created One Of The Sexiest Ways To Give Back|date=11 December 2013|publisher=|accessdate=13 April 2017}}</ref> In 2018, Thinx released a new line called (BTWN), which offers period underwear for teens and [[tween]]s.<ref>{{Cite web|url=https://www.dailydot.com/bazaar/thinx-btwn-period-panties-review/|title=THINX (BTWN) are period panties aimed at teens–and they're great|date=2018-10-11|website=The Daily Dot|language=en|access-date=2019-10-28}}</ref> In June 2019, Thinx released Thinx Air, a quick-drying version of its underwear.<ref>{{Cite web|url=https://www.glossy.co/fashion/thinx-targets-the-athleisure-market-with-new-product-launch-and-influencer-campaign|title=Thinx targets the athleisure market with new product launch and influencer campaign|date=2019-06-05|website=Glossy|language=en|access-date=2019-06-07}}</ref> As of 2021, Thinx has released its first activewear collection, which includes leggings, cycle shorts, training shorts, and [[leotard]]s that are available in multiple colors. The four-piece collection functions like other Thinx underwear, but the [[gusset]] design is longer and shaped differently to accommodate active lifestyles.<ref>{{cite news |last1=Ell |first1=Kellie |title=Thinx Period Panties Launches Activewear Collection |url=https://wwd.com/fashion-news/activewear/thinx-activewear-1234693346/ |access-date=25 May 2021 |work=Women's Wear Daily |date=12 January 2021}}</ref> Miki Agrawal stepped down as CEO in 2017, after a former employee alleged that she had engaged in inappropriate office behavior.<ref>{{Cite web |last=Paiella |first=Gabriella |date=2017-03-17 |title=Thinx Co-Founder Miki Agrawal Responds to Allegations of Bad Workplace Culture |url=https://www.thecut.com/2017/03/thinx-cofounder-miki-agrawal-responds-to-allegations.html |access-date=2024-02-26 |website=The Cut |language=en}}</ref><ref>{{Cite web |last=Paiella |first=Gabriella |date=2017-03-14 |title=Period-Underwear Company Thinx Sounds Like a Terrible Place to Work |url=https://www.thecut.com/2017/03/period-underwear-company-thinx-employee-complaints.html |access-date=2024-02-26 |website=The Cut |language=en}}</ref> Maria Molland took over as CEO, and under her leadership, Thinx was placed on shelves in [[Target Corporation|Target]] and [[Walmart]]. <ref name=":0" />


In 2019, [[Kimberly-Clark]] made a minority investment in Thinx, and in February 2022, it acquired a majority stake in the company. <ref>{{Cite web |title=Kimberly-Clark acquires majority stake in Thinx |url=https://www.retaildive.com/news/kimberly-clark-acquires-majority-stake-in-thinx/619448/ |access-date=2022-06-08 |website=Retail Dive |language=en-US}}</ref> In May 2022, Maria Molland stepped down as CEO, and the company appointed Meghan Davis as its new CEO. <ref>{{Cite web |last=Hughes |first=Huw |date=2022-05-25 |title=Thinx appoints Meghan Davis as new CEO |url=https://fashionunited.uk/news/people/thinx-appoints-meghan-davis-as-new-ceo/2022052563272 |access-date=2022-06-08 |website=FashionUnited |language=en}}</ref>
In 2019, [[Kimberly-Clark]] made a minority investment in Thinx, and in February 2022, it acquired a majority stake in the company.<ref>{{Cite web |title=Kimberly-Clark acquires majority stake in Thinx |url=https://www.retaildive.com/news/kimberly-clark-acquires-majority-stake-in-thinx/619448/ |access-date=2022-06-08 |website=Retail Dive |language=en-US}}</ref> In May 2022, Maria Molland stepped down as CEO, and the company appointed Meghan Davis as its new CEO.<ref>{{Cite web |last=Hughes |first=Huw |date=2022-05-25 |title=Thinx appoints Meghan Davis as new CEO |url=https://fashionunited.uk/news/people/thinx-appoints-meghan-davis-as-new-ceo/2022052563272 |access-date=2022-06-08 |website=FashionUnited |language=en}}</ref>


=== Lawsuits ===
Thinx agreed to settle in the case of Dickens, et al v. Thinx Incorporated in 2021, pledging to over $5 million dollars of reimbursement payments to those who purchased certain Thinx underwear products<ref>{{cite web|url=https://www.npr.org/2023/01/19/1150023002/thinx-period-underwear-lawsuit-settlement|title=Thinx settled a lawsuit over chemicals in its period underwear. Here's what to know|date=19 January 2023|publisher=NPR|accessdate=17 March 2023}}</ref> between November 2016 and November 2022. Thinx asserts this is not an admission of wrong-doing, though anyone who claims reimbursement funds through the settlement also agrees to waive their right to sue for damages if health problems related to the allegations of the lawsuit occur in the future. Once the settlement is paid out, all those who bought involved Thinx underwear products during the time period in question will no longer have a right to sue Thinx for damages related to the case, regardless of whether the individual claimed reimbursement or not.<ref>{{cite web|url=https://www.thinxunderwearsettlement.com/|title=TDickens, et al. v. Thinx Inc. Settlement|date=2023|publisher=Thinxunderwearsettlement.com|accessdate=17 March 2023}}</ref>
In 2020, lawsuits were filed against Thinx alleging misleading marketing following an independent test of the company's products that revealed the presence of [[per- and polyfluoroalkyl substances]] (PFAS), a type of chemical found in consumer products and linked to numerous long-term health risks.<ref>{{Cite web|url=https://link.springer.com/article/10.1007/s12403-022-00496-y|title=Leveraging Systematic Reviews to Explore Disease Burden and Costs of Per- and Polyfluoroalkyl Substance Exposures in the United States|date=2022-06-26|website=link.springer.com|language=en|access-date=2023-07-28}}</ref> The lawsuits called into question whether Thinx marketing claim that its products were "organic, sustainable and nontoxic" was deceptive. In May 2022, the lawsuits were combined into a proposed [[class action]], and the company reached a settlement in the case in November. In January 2023, the terms of the settlement were announced to consumers, which included no admission of wrongdoing and the company agreeing to pay up to US$5 million to consumers. Thinx also put out a statement alleging that PFAS are not part of the product design and going forward, it would ensure PFAS are not added to its products.<ref name="NYT Jan2023">{{cite news |title=What to Know About PFAS in Period Underwear |last1=Haridasani Gupta |first1=Alisha |url=https://www.nytimes.com/2023/01/20/well/pfas-thinx-period-underwear.html |work=[[The New York Times]] |date=January 20, 2023 |access-date=April 6, 2023}}</ref><ref name="NPR Jan2023">{{cite news |title=Thinx settled a lawsuit over chemicals in its period underwear. Here's what to know |last1=Treisman |first1=Rachel |url=https://www.npr.org/2023/01/19/1150023002/thinx-period-underwear-lawsuit-settlement |work=[[NPR]] |date=January 19, 2023 |access-date=April 6, 2023}}</ref>
It is possible to retain the right to be part of future lawsuits against Thinx regarding this issue by requesting to be excluded from the settlement.<ref>{{cite web|url=https://www.thinxunderwearsettlement.com/Home/FAQ#faq13|title=TDickens, et al. v. Thinx Inc. Settlement FAQ|date=2023|publisher=Thinxunderwearsettlement.com|accessdate=17 March 2023}}</ref>


On January 29, 2024, CEO Meghan Davis announced on a company-wide Zoom call that 95 of the 109 staff members would be losing their jobs on May 1. Five of the laid-off employees were offered positions as employees of [[Kimberly-Clark]], Thinx's parent company.<ref name=":0">{{Cite web |last=Fernandez |first=Chantal |author-link=Chantal Fernandez |date=2024-02-26 |title=The Period Underwear That Couldn't |url=https://www.thecut.com/article/the-slow-quiet-demise-of-thinx.html |access-date=2024-02-26 |website=The Cut |language=en}}</ref>
A final approval hearing will take place in May 2023 to determine whether the settlement is fair.<ref>{{cite web|url=https://www.thinxunderwearsettlement.com/|title=TDickens, et al. v. Thinx Inc. Settlement|date=2023|publisher=Thinxunderwearsettlement.com|accessdate=17 March 2023}}</ref>


==Products==
==Products==
Thinx underwear comes in a range of styles from [[Panties#Styles|boyshorts]] to [[thong|thongs]] and includes two patented technologies. One is to absorb different amounts of blood,<ref>{{cite news|last1=O'brien|first1=Sarah|title=This founder makes people uncomfortable and that's a problem |url=https://money.cnn.com/2016/10/14/technology/miki-agrawal-thinx|publisher=CNNMoney|date=October 14, 2016}}</ref> and the other absorbs different amounts of urine. The underwear has been reported as being antimicrobial, moisture-wicking, absorbent, and leak resistant.<ref>{{cite news|last1=Eveleth|first1=Rose|title=The Science Behind Period Underwear|url=http://www.racked.com/2016/1/5/10708976/period-underwear-technology|accessdate=31 August 2016|publisher=Racked|date=January 5, 2016}}</ref> In 2019, Thinx launched Thinx Super, which is a double-absorbency product that claims to hold up to four tampons' worth of flow.<ref>{{Cite web |url=https://wwd.com/fashion-news/intimates/thinx-period-panties-launches-thinx-super-1203214028/|title=EXCLUSIVE: Thinx Period Panties Are Back, Stronger Than Ever |last1=Ell |first1=Kellie|date=2019-07-09|website=WWD|language=en|access-date=2020-03-13}}</ref>
Thinx underwear comes in a range of styles from [[Panties#Styles|boyshorts]] to [[thong]]s and includes two patented technologies. One is to absorb different amounts of blood,<ref>{{cite news|last1=O'brien|first1=Sarah|title=This founder makes people uncomfortable and that's a problem |url=https://money.cnn.com/2016/10/14/technology/miki-agrawal-thinx|publisher=CNNMoney|date=October 14, 2016}}</ref> and the other absorbs different amounts of urine. The underwear has been reported as being antimicrobial, moisture-wicking, absorbent, and leak resistant.<ref>{{cite news|last1=Eveleth |first1=Rose |author-link=Rose Eveleth |title=The Science Behind Period Underwear |url=http://www.racked.com/2016/1/5/10708976/period-underwear-technology |accessdate=31 August 2016 |publisher=Racked |date=January 5, 2016}}</ref> In 2019, Thinx launched Thinx Super, which is a double-absorbency product that claims to hold up to four tampons' worth of flow.<ref>{{Cite web |url=https://wwd.com/fashion-news/intimates/thinx-period-panties-launches-thinx-super-1203214028/|title=EXCLUSIVE: Thinx Period Panties Are Back, Stronger Than Ever |last1=Ell |first1=Kellie|date=2019-07-09|website=WWD|language=en|access-date=2020-03-13}}</ref> The underwear cost about $35 per pair.<ref name=":0" /> Thinx introduced a pair that cost $17 in order to better compete with new lines of period underwear from large brands like [[Aerie (clothing retailer)|Aerie]] and [[Hanes]].<ref name=":0" />


==Marketing==
==Marketing==
Thinx has earned a reputation for its controversial ads.<ref>{{cite news|last1=Stevens|first1=Heidi|title=Thinx underwear ads on the L try to de-stigmatize periods|url=http://www.chicagotribune.com/lifestyles/stevens/ct-thinx-period-underwear-chicago-0323-20170323-column.html|accessdate=7 January 2018|publisher=Chicago Tribune|date=March 23, 2017}}</ref> 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.<ref>{{cite news|last1=Caterucci|first1=Christina|title=Ads for Period Underwear Might Be Too Lewd for the NYC Subway|url=http://www.slate.com/blogs/xx_factor/2015/10/21/ads_for_thinx_period_underwear_might_be_too_lewd_for_the_subway.html|accessdate=7 January 2018|publisher=Slate|date=October 21, 2015}}</ref><ref>{{cite news|last1=Kutner|first1=Jenny|title=Will the New York City Subway Ban These Ads for Using the Word "Period"?|url=https://mic.com/articles/127022/will-the-new-york-city-subway-ban-these-thinx-ads-for-using-the-word-period#.Cn3V7UHAA|accessdate=7 January 2018|publisher=Mic|date=October 20, 2015}}</ref> Following a social media outcry, the ads were finally allowed to be shown.<ref>{{cite news|last1=Krantz|first1=Rachel|title=THINX Underwear Ads On NYC Subway Are Up — But The Company Has Another Big Announcement|url=https://www.bustle.com/articles/122564-thinx-underwear-ads-on-nyc-subway-are-up-but-the-company-has-another-big-announcement|accessdate=7 January 2018|publisher=Bustle|date=November 9, 2015}}</ref><ref>{{cite news|last1=Rogers|first1=Katie|title=Twitter Fury Misplaced? M.T.A. Is Fine With Underwear Ads on Subway|url=https://www.nytimes.com/2015/10/23/nytnow/twitter-fury-aside-mta-is-fine-with-underwear-ads-on-subway.html?_r=0|accessdate=7 January 2018|work=New York Times|date=October 22, 2015}}</ref> In 2016, Thinx received attention for featuring trans male models in its ads for period underwear.<ref>{{cite news|last1=Garza|first1=Frida|title=A company that makes period underwear featured a trans man in their latest ad campaign|url=https://qz.com/687127/a-company-that-makes-period-underwear-featured-a-trans-man-in-their-latest-ad-campaign/|accessdate=10 February 2018|publisher=Quartz|date=May 18, 2016}}</ref><ref>{{cite news|last1=Puckett|first1=Lily|title=These Genius Advertisements Are a Reminder That Transgender Men Can Get Periods Too|url=https://www.teenvogue.com/story/transgender-male-model-thinx-period-underwear-ad|accessdate=10 February 2018|publisher=Quartz|date=May 18, 2016}}</ref> In November 2016, Thinx launched an ad referencing the [[Donald Trump Access Hollywood tape|Donald Trump ''Access Hollywood'' tape]]. The San Francisco subway banned the ads due to the use of the word "pussy".<ref>{{cite news|last1=O'Brien|first1=Sarah Ashley|title=Trump-inspired Thinx 'pussy' ad banned in SF subway|url=https://money.cnn.com/2016/11/03/technology/thinx-trump-inspired-bart-ad/index.html|accessdate=7 January 2018|publisher=CNN|date=November 2, 2016}}</ref><ref>{{cite news|last1=Lamb|first1=Jonah Owen|title=BART rejects underwear ad poking fun at Trump comment|url=http://www.sfexaminer.com/bart-rejects-underwear-ad-poking-fun-trump-comment/|accessdate=7 January 2018|publisher=San Francisco Examiner|date=November 3, 2016}}</ref> In November 2017, they created a "PMS truck", a truck visiting three cities, allowing visitors to step inside to shop for Thinx products and talk with brand representatives regarding period health.<ref>{{cite news|last1=Richards|first1=Katie|title=Why THINX Is Using a PMS Truck to Grow Its Customer Base|url=http://www.adweek.com/brand-marketing/why-thinx-is-using-a-pms-truck-to-grow-its-customer-base/|accessdate=7 January 2018|publisher=AdWeek|date=November 15, 2017}}</ref> 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.<ref>{{Cite web|url=https://www.ft.com/content/374d6702-d0ba-11e9-b018-ca4456540ea6|title=Why the stigma of periods is open for discussion|last=Berwick|first=Isabel|date=2019-10-17|website=www.ft.com|language=en-GB|access-date=2020-03-13}}</ref><ref>{{Cite web|url=https://www.marieclaire.com.au/thinx-menstruation-ad|title=Thinx New Ad Shows What It Would Be Like If Men Got Periods Too|website=Marie Claire|language=en-us|access-date=2020-03-13}}</ref> These ads were banned by several TV networks including CBS for being "too graphic".<ref>{{Cite web|url=https://nypost.com/2019/10/08/cbs-bbc-america-ban-tv-ad-that-depicts-menstruating-men/|title=CBS bans TV ad that depicts menstruating men|last=Alexandra Steigrad|date=2019-10-08|website=New York Post|language=en|access-date=2020-03-13}}</ref>
Thinx earned a reputation for its controversial ads.<ref>{{cite news|last1=Stevens|first1=Heidi|title=Thinx underwear ads on the L try to de-stigmatize periods|url=http://www.chicagotribune.com/lifestyles/stevens/ct-thinx-period-underwear-chicago-0323-20170323-column.html|accessdate=7 January 2018|publisher=Chicago Tribune|date=March 23, 2017}}</ref> 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.<ref>{{cite news|last1=Caterucci|first1=Christina|title=Ads for Period Underwear Might Be Too Lewd for the NYC Subway|url=http://www.slate.com/blogs/xx_factor/2015/10/21/ads_for_thinx_period_underwear_might_be_too_lewd_for_the_subway.html|accessdate=7 January 2018|publisher=Slate|date=October 21, 2015}}</ref><ref>{{cite news|last1=Kutner|first1=Jenny|title=Will the New York City Subway Ban These Ads for Using the Word "Period"?|url=https://mic.com/articles/127022/will-the-new-york-city-subway-ban-these-thinx-ads-for-using-the-word-period#.Cn3V7UHAA|accessdate=7 January 2018|publisher=Mic|date=October 20, 2015}}</ref> Following a social media outcry, the ads were finally allowed to be shown.<ref>{{cite news|last1=Krantz|first1=Rachel|title=THINX Underwear Ads On NYC Subway Are Up — But The Company Has Another Big Announcement|url=https://www.bustle.com/articles/122564-thinx-underwear-ads-on-nyc-subway-are-up-but-the-company-has-another-big-announcement|accessdate=7 January 2018|publisher=Bustle|date=November 9, 2015}}</ref><ref>{{cite news|last1=Rogers|first1=Katie|title=Twitter Fury Misplaced? M.T.A. Is Fine With Underwear Ads on Subway|url=https://www.nytimes.com/2015/10/23/nytnow/twitter-fury-aside-mta-is-fine-with-underwear-ads-on-subway.html?_r=0|accessdate=7 January 2018|work=New York Times|date=October 22, 2015}}</ref> In 2016, Thinx received attention for featuring trans male models in its ads for period underwear.<ref>{{cite news|last1=Garza|first1=Frida|title=A company that makes period underwear featured a trans man in their latest ad campaign|url=https://qz.com/687127/a-company-that-makes-period-underwear-featured-a-trans-man-in-their-latest-ad-campaign/|accessdate=10 February 2018|publisher=Quartz|date=May 18, 2016}}</ref><ref>{{cite news|last1=Puckett|first1=Lily|title=These Genius Advertisements Are a Reminder That Transgender Men Can Get Periods Too|url=https://www.teenvogue.com/story/transgender-male-model-thinx-period-underwear-ad|accessdate=10 February 2018|publisher=Quartz|date=May 18, 2016}}</ref> In November 2016, Thinx launched an ad referencing the [[Donald Trump Access Hollywood tape|Donald Trump ''Access Hollywood'' tape]]. The San Francisco subway banned the ads due to the use of the word "pussy".<ref>{{cite news|last1=O'Brien|first1=Sarah Ashley|title=Trump-inspired Thinx 'pussy' ad banned in SF subway|url=https://money.cnn.com/2016/11/03/technology/thinx-trump-inspired-bart-ad/index.html|accessdate=7 January 2018|publisher=CNN|date=November 2, 2016}}</ref><ref>{{cite news|last1=Lamb|first1=Jonah Owen|title=BART rejects underwear ad poking fun at Trump comment|url=http://www.sfexaminer.com/bart-rejects-underwear-ad-poking-fun-trump-comment/|accessdate=7 January 2018|publisher=San Francisco Examiner|date=November 3, 2016}}</ref> In November 2017, they created a "PMS truck", a truck visiting three cities, allowing visitors to step inside to shop for Thinx products and talk with brand representatives regarding period health.<ref>{{cite news|last1=Richards|first1=Katie|title=Why THINX Is Using a PMS Truck to Grow Its Customer Base|url=http://www.adweek.com/brand-marketing/why-thinx-is-using-a-pms-truck-to-grow-its-customer-base/|accessdate=7 January 2018|publisher=AdWeek|date=November 15, 2017}}</ref> 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.<ref>{{Cite web|url=https://www.ft.com/content/374d6702-d0ba-11e9-b018-ca4456540ea6|title=Why the stigma of periods is open for discussion|last=Berwick|first=Isabel|date=2019-10-17|website=www.ft.com|language=en-GB|access-date=2020-03-13}}</ref><ref>{{Cite web|url=https://www.marieclaire.com.au/thinx-menstruation-ad|title=Thinx New Ad Shows What It Would Be Like If Men Got Periods Too|website=Marie Claire|date=11 October 2019 |language=en-us|access-date=2020-03-13}}</ref> These ads were banned by several TV networks including CBS for being "too graphic".<ref>{{Cite web|url=https://nypost.com/2019/10/08/cbs-bbc-america-ban-tv-ad-that-depicts-menstruating-men/|title=CBS bans TV ad that depicts menstruating men|last=Alexandra Steigrad|date=2019-10-08|website=New York Post|language=en|access-date=2020-03-13}}</ref>

After 2019, employees noticed that Thinx's marketing direction changed, featuring fewer images of people in underwear, and treating periods like something to hide.<ref name=":0" /> In 2022, a television showed a mom starting to demonstrate tampon use to her daughter before a sister interrupts the scene with Thinx underwear, saying "Mom won't have to show you how to use them." Employees felt that Thinx's advertising no longer destigmatized [[menstruation]].<ref name=":0" />


==Reception==
==Reception==
''[[Time (magazine)|TIME]]'' named Thinx [[period underwear|period panties]] as one of the best inventions of 2015.<ref>{{cite web|url=http://time.com/4115398/best-inventions-2015/|title=The 25 Best Inventions of 2015|publisher=TIME|accessdate=13 April 2017}}</ref> ''[[Fast Company (magazine)|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.<ref>{{cite web|url=https://www.fastcompany.com/3067495/why-thinx-is-one-of-the-most-innovative-companies-of-2017|title=Why THINX Is One Of The Most Innovative Companies Of 2017|date=13 February 2017|publisher=Fast Company|accessdate=10 February 2018}}</ref>
''[[Time (magazine)|TIME]]'' named Thinx [[period underwear|period panties]] as one of the best inventions of 2015.<ref>{{cite web|url=https://time.com/4115398/best-inventions-2015/|title=The 25 Best Inventions of 2015|date=19 November 2015 |publisher=TIME|access-date=13 April 2017}}</ref> ''[[Fast Company (magazine)|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.<ref>{{cite web|url=https://www.fastcompany.com/3067495/why-thinx-is-one-of-the-most-innovative-companies-of-2017|title=Why THINX Is One Of The Most Innovative Companies Of 2017|date=13 February 2017|publisher=Fast Company|accessdate=10 February 2018}}</ref>


In 2019 Thinx leaders signed a letter condemning the abortion bans being put into place across the country.<ref>{{Cite web|url=https://www.glamour.com/story/187-ceos-just-signed-a-letter-calling-abortion-bans-bad-for-business|title=Nearly 200 CEOs Just Signed a Letter Calling Abortion Bans 'Bad for Business'|last=MacKenzie|first=Macaela|website=Glamour|date=10 June 2019|language=en|access-date=2020-03-13}}</ref>
In 2019 Thinx leaders signed a letter condemning the abortion bans being put into place across the country.<ref>{{Cite web|url=https://www.glamour.com/story/187-ceos-just-signed-a-letter-calling-abortion-bans-bad-for-business|title=Nearly 200 CEOs Just Signed a Letter Calling Abortion Bans 'Bad for Business'|last=MacKenzie|first=Macaela|website=Glamour|date=10 June 2019|language=en|access-date=2020-03-13}}</ref>
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==External links==
==External links==
*[https://www.thinx.com/ Thinx Official Website]
* [https://www.thinx.com/ Thinx Official Website]


{{Authority control}}
{{Authority control}}

Latest revision as of 03:50, 19 November 2024

Thinx
IndustryFeminine hygiene
Founded2014; 10 years ago (2014)
FoundersRadha Agrawal
Miki Agrawal
Antonia Dunbar
Headquarters
New York City, New York
,
U.S.
Key people
Meghan Davis (CEO)
ProductsPeriod underwear, incontinence underwear, organic tampons, reusable tampon applicator
BrandsThinx, Speax, (BTWN)
Websitewww.thinx.com

Thinx is a New York–based company that sells period underwear, an undergarment designed to be as absorbent as traditional feminine hygiene products. Since 2022, Kimberly-Clark has had a majority stake in the business.

History

[edit]

Thinx was founded in 2011 by Antonia Saint Dunbar, Miki Agrawal, and Radha Agrawal.[1] In 2018, Thinx released a new line called (BTWN), which offers period underwear for teens and tweens.[2] In June 2019, Thinx released Thinx Air, a quick-drying version of its underwear.[3] As of 2021, Thinx has released its first activewear collection, which includes leggings, cycle shorts, training shorts, and leotards that are available in multiple colors. The four-piece collection functions like other Thinx underwear, but the gusset design is longer and shaped differently to accommodate active lifestyles.[4] Miki Agrawal stepped down as CEO in 2017, after a former employee alleged that she had engaged in inappropriate office behavior.[5][6] Maria Molland took over as CEO, and under her leadership, Thinx was placed on shelves in Target and Walmart. [7]

In 2019, Kimberly-Clark made a minority investment in Thinx, and in February 2022, it acquired a majority stake in the company.[8] In May 2022, Maria Molland stepped down as CEO, and the company appointed Meghan Davis as its new CEO.[9]

Lawsuits

[edit]

In 2020, lawsuits were filed against Thinx alleging misleading marketing following an independent test of the company's products that revealed the presence of per- and polyfluoroalkyl substances (PFAS), a type of chemical found in consumer products and linked to numerous long-term health risks.[10] The lawsuits called into question whether Thinx marketing claim that its products were "organic, sustainable and nontoxic" was deceptive. In May 2022, the lawsuits were combined into a proposed class action, and the company reached a settlement in the case in November. In January 2023, the terms of the settlement were announced to consumers, which included no admission of wrongdoing and the company agreeing to pay up to US$5 million to consumers. Thinx also put out a statement alleging that PFAS are not part of the product design and going forward, it would ensure PFAS are not added to its products.[11][12]

On January 29, 2024, CEO Meghan Davis announced on a company-wide Zoom call that 95 of the 109 staff members would be losing their jobs on May 1. Five of the laid-off employees were offered positions as employees of Kimberly-Clark, Thinx's parent company.[7]

Products

[edit]

Thinx underwear comes in a range of styles from boyshorts to thongs and includes two patented technologies. One is to absorb different amounts of blood,[13] and the other absorbs different amounts of urine. The underwear has been reported as being antimicrobial, moisture-wicking, absorbent, and leak resistant.[14] In 2019, Thinx launched Thinx Super, which is a double-absorbency product that claims to hold up to four tampons' worth of flow.[15] The underwear cost about $35 per pair.[7] Thinx introduced a pair that cost $17 in order to better compete with new lines of period underwear from large brands like Aerie and Hanes.[7]

Marketing

[edit]

Thinx earned a reputation for its controversial ads.[16] 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.[17][18] Following a social media outcry, the ads were finally allowed to be shown.[19][20] In 2016, Thinx received attention for featuring trans male models in its ads for period underwear.[21][22] 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".[23][24] In November 2017, they created a "PMS truck", a truck visiting three cities, allowing visitors to step inside to shop for Thinx products and talk with brand representatives regarding period health.[25] 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.[26][27] These ads were banned by several TV networks including CBS for being "too graphic".[28]

After 2019, employees noticed that Thinx's marketing direction changed, featuring fewer images of people in underwear, and treating periods like something to hide.[7] In 2022, a television showed a mom starting to demonstrate tampon use to her daughter before a sister interrupts the scene with Thinx underwear, saying "Mom won't have to show you how to use them." Employees felt that Thinx's advertising no longer destigmatized menstruation.[7]

Reception

[edit]

TIME named Thinx period panties as one of the best inventions of 2015.[29] 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.[30]

In 2019 Thinx leaders signed a letter condemning the abortion bans being put into place across the country.[31]

See also

[edit]

References

[edit]
  1. ^ "How The Team Behind THINX Created One Of The Sexiest Ways To Give Back". 11 December 2013. Retrieved 13 April 2017.
  2. ^ "THINX (BTWN) are period panties aimed at teens–and they're great". The Daily Dot. 2018-10-11. Retrieved 2019-10-28.
  3. ^ "Thinx targets the athleisure market with new product launch and influencer campaign". Glossy. 2019-06-05. Retrieved 2019-06-07.
  4. ^ Ell, Kellie (12 January 2021). "Thinx Period Panties Launches Activewear Collection". Women's Wear Daily. Retrieved 25 May 2021.
  5. ^ Paiella, Gabriella (2017-03-17). "Thinx Co-Founder Miki Agrawal Responds to Allegations of Bad Workplace Culture". The Cut. Retrieved 2024-02-26.
  6. ^ Paiella, Gabriella (2017-03-14). "Period-Underwear Company Thinx Sounds Like a Terrible Place to Work". The Cut. Retrieved 2024-02-26.
  7. ^ a b c d e f Fernandez, Chantal (2024-02-26). "The Period Underwear That Couldn't". The Cut. Retrieved 2024-02-26.
  8. ^ "Kimberly-Clark acquires majority stake in Thinx". Retail Dive. Retrieved 2022-06-08.
  9. ^ Hughes, Huw (2022-05-25). "Thinx appoints Meghan Davis as new CEO". FashionUnited. Retrieved 2022-06-08.
  10. ^ "Leveraging Systematic Reviews to Explore Disease Burden and Costs of Per- and Polyfluoroalkyl Substance Exposures in the United States". link.springer.com. 2022-06-26. Retrieved 2023-07-28.
  11. ^ Haridasani Gupta, Alisha (January 20, 2023). "What to Know About PFAS in Period Underwear". The New York Times. Retrieved April 6, 2023.
  12. ^ Treisman, Rachel (January 19, 2023). "Thinx settled a lawsuit over chemicals in its period underwear. Here's what to know". NPR. Retrieved April 6, 2023.
  13. ^ O'brien, Sarah (October 14, 2016). "This founder makes people uncomfortable and that's a problem". CNNMoney.
  14. ^ Eveleth, Rose (January 5, 2016). "The Science Behind Period Underwear". Racked. Retrieved 31 August 2016.
  15. ^ Ell, Kellie (2019-07-09). "EXCLUSIVE: Thinx Period Panties Are Back, Stronger Than Ever". WWD. Retrieved 2020-03-13.
  16. ^ Stevens, Heidi (March 23, 2017). "Thinx underwear ads on the L try to de-stigmatize periods". Chicago Tribune. Retrieved 7 January 2018.
  17. ^ Caterucci, Christina (October 21, 2015). "Ads for Period Underwear Might Be Too Lewd for the NYC Subway". Slate. Retrieved 7 January 2018.
  18. ^ Kutner, Jenny (October 20, 2015). "Will the New York City Subway Ban These Ads for Using the Word "Period"?". Mic. Retrieved 7 January 2018.
  19. ^ 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.
  20. ^ 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.
  21. ^ 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.
  22. ^ Puckett, Lily (May 18, 2016). "These Genius Advertisements Are a Reminder That Transgender Men Can Get Periods Too". Quartz. Retrieved 10 February 2018.
  23. ^ O'Brien, Sarah Ashley (November 2, 2016). "Trump-inspired Thinx 'pussy' ad banned in SF subway". CNN. Retrieved 7 January 2018.
  24. ^ Lamb, Jonah Owen (November 3, 2016). "BART rejects underwear ad poking fun at Trump comment". San Francisco Examiner. Retrieved 7 January 2018.
  25. ^ Richards, Katie (November 15, 2017). "Why THINX Is Using a PMS Truck to Grow Its Customer Base". AdWeek. Retrieved 7 January 2018.
  26. ^ Berwick, Isabel (2019-10-17). "Why the stigma of periods is open for discussion". www.ft.com. Retrieved 2020-03-13.
  27. ^ "Thinx New Ad Shows What It Would Be Like If Men Got Periods Too". Marie Claire. 11 October 2019. Retrieved 2020-03-13.
  28. ^ Alexandra Steigrad (2019-10-08). "CBS bans TV ad that depicts menstruating men". New York Post. Retrieved 2020-03-13.
  29. ^ "The 25 Best Inventions of 2015". TIME. 19 November 2015. Retrieved 13 April 2017.
  30. ^ "Why THINX Is One Of The Most Innovative Companies Of 2017". Fast Company. 13 February 2017. Retrieved 10 February 2018.
  31. ^ MacKenzie, Macaela (10 June 2019). "Nearly 200 CEOs Just Signed a Letter Calling Abortion Bans 'Bad for Business'". Glamour. Retrieved 2020-03-13.
[edit]
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