Major players like Kotex, Always and Tampax have long controlled the feminine-care aisle. Now, more period-care startups are getting wholesale pickup in time for back to school.
Pinkie, which caters to tweens and teens, is going into some 3,300 CVS locations across the United States on Friday. Its wholesale expansion comes three months after Pinkie went into Walmart and a year after it went into Target. August, an organic period-care brand, joined Target in the spring of 2023. Meanwhile, RedDrop, which makes pads and underwear marketed mostly to middle schoolers, began selling through School Nurse Supply seven months ago.
Young people in the U.S. are getting their first periods earlier on average than they did in the 1950s and ’60s, per a new study published in the medical journal JAMA Network Open. But young people aren’t typically the ones buying pads and tampons — their parents or guardians are. Period-care brands are thus seeking out more traditional retail options to reach families at large, wherever they shop.
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