Irving-based personal care product company Kimberly-Clark Corp. has acquired a majority stake in Thinx, the creator of a leading line of period underwear for women and an innovator in the feminine hygiene industry.
Thinx was one of the first companies to release a period underwear product, according to CNET, which ranks it among the best in the category. NBC News’ consumer publication NBC Select named Thinx the No. 1 brand in 2021 for its light absorbency period underwear.
The companies did not disclose the financial terms of the deal, which was announced Thursday.
“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,” Thinx CEO Maria Molland said in a statement.
Thinx advertises that its underwear is comfortable, breathable, reusable and machine washable as well as absorbent enough to handle everything from a light to heavy period flow. The global market for period underwear is expected to hit $280 million by 2026, according to a report from research firm Future Market Insights.
Kimberly-Clark first took interest in Thinx in 2019 when it acquired a minority stake in the company. In 2021, Thinx landed its products on shelves at major retailers Target and CVS and launched a line of leakproof athleisure wear.
“We have tremendous respect for Thinx and its accomplishments in period and light bladder leakage reusable underwear,” Kimberly-Clark chief growth officer Alison Lewis said in a statement.
Kimberly-Clark’s brand portfolio includes personal care products Scott, Kotex, Cottonelle, Poise, Depend, Pull-Ups and others. The company saw $19.4 billion in sales last year and expects to increase sales by 2% to 3% in 2022.
