Period-Proof Underwear, THINX, the alternative to the tampon?

Leading American period solutions company THINX has come to the UK with an exclusive capsule range of period-proof underwear. Since being in Vietnam my thoughts of plastic pollution and the environment in general have really heightened. How can we become more sustainable in our every day-to-day lives?


THINX CEO Maria Molland Selby said: “The mission of THINX is to create the most innovative period solutions that empower our people and sustain our planet, while breaking taboos about menstruation and reproductive health everywhere. We are thrilled to team up with SODA in bringing our breakthrough products to the UK.  SODA epitomizes innovation and was an obvious choice for our first major retail partnership.

“We see a world where no one is held back by their body. By reimagining feminine hygiene products to provide support, comfort, confidence, and peace of mind, we aim to eliminate shame, empowering people with periods around the world.”


THINX underwear is available in a range of styles from sport to chic high-waisted to manage different menstrual flows. Every pair of THINX pants is made with a patented 4-layer technology for ultimate period protection – moisture-wicking cotton, anti-microbial lining, super-absorbent fabric and a leak-resistant barrier. This means breathability, odour control and fast absorption, allowing you to stay fresh and dry to go about your day as normal.


THINX can be worn as a replacement or back-up to traditional period products.

Depending on your flow (light, medium, or heavy), THINX period-proof pants can replace pads and tampons, or be worn with tampons and cups for extra protection. For me I am very willing to try this, how many pads/tampons per cycle do we go through? 3-4 a day x 7 on average = 28 per cycle x 12 = 336 per year AND that is just you, how many women are there in the UK alone?!


The THINX collection, sold exclusively in the UK at SODA in Selfridges and on, will include hiphugger, sport, and hi-waist, available in sizes XS to XL. The range available at SODA will also include a new limited edition hiphugger style in a lush green colour, reflecting the roots of the THINX sustainability mission – underwear that prevents period leaks without extra plastic.


The average menstruator will send about 250-300 pounds of waste, including applicators and wrappers, to the bin in a lifetime. Unfortunately, much of this waste won’t even begin to biodegrade for years, if at all.  With THINX, you simply rinse after each wear, wash, hang dry, and reuse again and again.

THINX is a company committed to combating period poverty and menstrual inequity in all its forms in the U.S. and around the world.


Facts & Figures


  • The average menstruator uses 11,000 pads and tampons over their lifetime, and this amounts up to 300lbs of trash in landfills.
  • Feminine hygiene products are a £271m industry in the United Kingdom and $35.4 billion one worldwide. That number is expected to top $40 billion around the world in the next three years.
  • THINX already makes up 5% of the US market, which will likely increase over time as the period underwear market is growing at 30% clip.
  • THINX was the first “new” menstrual care product to hit the market in over 80 years, since the introduction of the menstrual cup in 1937.


THINX and Icon (Pee-Proof Underwear for Light to Moderate Bladder Leaks) create underwear that champion and support bodies throughout different stages of life. From first periods to post-menopause and all the little leaks in between, THINX and Icon aim to empower their customers with sustainable solutions, all while breaking taboos around menstruation and bladder leaks.



The THINX Giveback program subsidizes sanitary products for girls and women in developing countries as well as in the US and has also developed curriculum, which teaches reproductive health education.


About SODA


SODA is a retail brand selling user-friendly tech products to busy women.  And men.

It was founded 18 months ago by Grace Gould, who began her career working for Apple Retail.  She later went on to work with venture capitalists at Index Ventures and gained experience of the manufacturing world at PCH International where she spotted a gap in the consumer electronics market.  No-one was selling smart tech goods to women in an accessible way, despite women being the world’s largest consumers.


Lead by an all female start-up team consisting of former Sunday Times journalist Jackie Annesley, engineer Tamar Roth and operations manager Lily Britton, SODA launched on-line and in Selfridges in September 2017, expanding into Brown Thomas in Dublin and Selfridges Birmingham for the Christmas period, in which sales exceeded expectations. The company continues to grow, and is planning a presence in Canada’s luxury retailer Holt Renfrew for Q4 this year.  SODA is also in talks with two major America department stores to go into the US next year.


The Daily Telegraph’s fashion editor Lisa Armstrong described it recently as being “All about things you don’t know but are glad you do now”.


What do you think about this? Send me an email ( or DM on Instagram @aimeevictorialong – I would love to hear your thoughts on if this would be something you would switch and if not, why?



Leave a Reply

Your email address will not be published. Required fields are marked *