The women’s hygiene market is being disrupted by a new generation of companies and customers who are questioning the transparency of product and outdated shopping methods. We spoke with Alex Friedman, the co-founder of Lola, a subscription based feminine care brand, about the societal shift in attitude when it comes to talking openly about women’s menstrual needs. According to Friedman, “2015 was the year of the period” as menstruation became a loud and broad topic on news outlets and social media; a new breed of fem-companies were born. Communication is essential to these brands, and consumer needs are driving the conversation. In fact, brand community is so strong among these feminine care companies, customers post “product selfies” of the sleek packaging on Instagram, something virtually unheard of five years ago in the world of feminine hygiene products.

100% natural and 100% sassy, read on for the hottest brands entering the feminine wellness space.

That Time Of The Month

Period health is being made easier with monthly subscription boxes, natural ingredients, first period kits and menstrual friendly underwear. These direct-to-consumer companies are listening to women's needs and delivering the right product right when women need it, and some even include chocolate.

Subscriptions

• Lola
• Cora
• The Period Store
• Monthly Gift

Thinx

Thinx goes beyond the Western taboo and inefficiencies of regular pads with their creation of period-proof underwear. The underwear is made up of four pieces of tech that makes it anti-microbial, moisture-wicking, absorbent, and leak-resistant. It comes in six styles, each with a level of absorbency measured in tampons. To help women and girls that have to leave their job, drop out of school or stay home because of their periods, Thinx contributes funds from sales into a grassroots organization AfriPadsin Kampala with a mission of empowerment, sustainability and employment.

Sustain Natural

Created by Jeffrey Hollende and his daughter Meika, who revolutionized the green household product industry with Seventh Generation, Sustain Naturalis set on putting human health and mother earth first. From tampons, to condoms, to lubricants, products are better, safer, and more vagina-friendly than traditional brands, organic and chemical free.

Vagina Wellness

With companies like Lola and Thinx generating a lot of buzz over period health, it's only natural that vagina wellness also joined the elevated product offering

The Honey Pot was founded by Beatrice Dixon after she looked for natural remedies to help cure her infections permanently and stay away from antibiotics. The Honey Pot's products offer a plant-based feminine care system. Their goal is to provide women with a healthy alternative to feminine care that is free of chemicals, parabens, carcinogens, and sulfates. 

With the slogan, "Because your other lips get chapped too",  VMagic is hard to ignore. Recently catapulted into the spotlight (with help from celebrity endorsements) their vaginal lip balm is meant to soothe and moisturize made from all natural ingredients. 

Ingestibles

Probiotics and vitamin supplements can be very beneficial to women. The underlying problem becomes a balance of the bacteria, and not only in the intestinal tract, but also of the urinary tract. Vagina wellness includes specially formulated vitamins and probiotics that support vaginal and gut flora. These supplements help with hormone regulation, mental health, mood, energy, fertility support, period support and more.

Binto knows that every body is different which is why they require each consumer to take a survey in order to better match the right supplements with the right body’s needs. Every month subscribers receive a package with personally selected daily vitamins, probiotics and chemical-free hygiene products.

Did you know that adding good bacteria to your gut with the Good Girl Probiotics can keep things happy "down there"? Love Wellness probiotics are formulated to match the strains that occur organically in the vagina and maintain pH levels and fight infections. A low bacteria count can result in infections, so taking them daily can help to support feminine health through the body's immune system.

Pubic Hair Dye

Betty is the first safe hair dye specially designed for the hair down there. It colors naturally, covers gray hairs and enhances. Betty products are natural and do not contain skin-irritating, p-phenylenediamine, and ammonia.  In addition to natural colors Betty offers more adventurous shades of hot pink, blue, green, orange and rose red.

-Heather Picquot