A Thinx ad.

Thinx ads aim to break down taboos.

(Courtesy photo)

Leading personal care multinational Kimberly-Clark Corporation said Thursday that it acquired a majority stake in Thinx, a direct-to-consumer brand in the reusable period and incontinence underwear category.

Thinx, founded in New York City in 2013, makes a series of four brands, including its eponymous absorbent panties, which serve as an alternative to tampons and pads.

It's an example of a brand that employed direct-to-consumer growth strategies and in so doing raised awareness about a consumer category that stood to solve problems for women – namely, menstruation – but had been a marketing taboo. In recent years, its products have entered major retailers like Target and CVS, as well as expanded its product line to include activewear.

In 2019, Thinx received an investment from Kimberly-Clark, which counts Kotex and Depend among its brands.

"Kimberly-Clark invented the 'femcare' category 100 years ago and Thinx invented the 'femtech' category nine years ago. It's fitting that we will be working more closely with a like-minded organization to realize our mission and vision, and to enable Thinx underwear to more quickly become a mainstream product for period and bladder leak needs," said Maria Molland, CEO of Thinx, in a statement. "I'm so proud of the work this team has done to get to this point and thrilled that Kimberly-Clark is dedicated to not only helping us retain our entrepreneurial character, but also giving us the opportunity to tap into their expertise to accelerate our growth and ability to innovate."

Terms of the deal were not disclosed.

Read the full press release.

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