Re: Thinx

Anna King
2 min readJan 20, 2023

Thinx is under fire for settling a lawsuit regarding the marketing of their product. Let us differentiate this from the product causing harm. There aren’t allegations of the product relating to personal injury.

I first purchased Thinx period underwear in 2018. Their design was sleek and comfortable. I was looking for menstruation management that reduced waste and this was it. 2 years later, I contacted support regarding the material being worn down when my washing machine had broken down and I wasn’t able to wash the garment for a while. Even though it was beyond the typical lifespan, Thinx issued a courtesy replacement immediately and I was very appreciative of their great customer service.

I’m just one of the millions of customers that have purchased Thinx. I have no association with the company and am not paid by Thinx, but as a emtech enthusiast and someone who cares deeply for the future of new products for women’s health, the coverage of this lawsuit prompted a reflection of another perspective.

Products such as Thinx are new and in constant development. The company started in 2013 with aims to be inclusive, sustainable, and giving. Products are hard to create. It’s a start. It’s not perfect. Steps are being taken.

According to NPR’s article, “Thinx will also take steps to ensure that PFAS are not intentionally added to its underwear at any stage of production and adjust some of its marketing language, including disclosing the use of antimicrobial treatments. It will also continue to have suppliers of raw materials sign a code of conduct and agreement attesting that PFAS are not being intentionally added to Thinx underwear.”

My fear is the ripple effect on the Femtech industry as cases like this may cause hesitancy in investing in good products for women’s health. Could the temporary feeling of satisfaction “exposing” a corporation actually be turning back the clock on feminism and innovative products for females? Is heavy scrutiny doing away with a good product that simply needs more time, research, and resources to become better? Is the same scrutiny in place for other household products (many of which also contain PFAS)?

How might a more gracious response elevate start ups like Thinx and promote the iterative process of product development?

Screenshot of the Thinx website featuring headline “underwear that absorbs your period”. Photo on the left of model in maroon underwear product. Photo on the right of several diverse women wearing assorted tasteful Thinx under garments.
Screenshot from today’s Thinx website



Anna King

Former CMO promoted to Stay-at-Home Mother. Gaining ground towards dignity and empowerment in Women's Health.