Thinx
Kimberly-Clark · United States
Thinx is a New York-based maker of reusable period and leak-protection underwear. It is majority owned by Kimberly-Clark, which took a majority stake in 2022 after a minority investment in 2019.
| Founded | 2011 (sources differ; infobox says 2014) |
|---|---|
| Founders | Radha Agrawal, Miki Agrawal, Antonia Dunbar |
| Owner | Kimberly-Clark (majority since 2022) |
| Headquarters | New York City, United States |
| Segment | Lingerie, swimwear and hosiery |
| Website | thinx.com |
What is Thinx?
Thinx sells reusable underwear designed to absorb menstrual flow and light bladder leaks. Wikipedia names Radha Agrawal, Miki Agrawal and Antonia Dunbar as founders and gives New York City as its headquarters. The founding year is stated inconsistently, with the infobox giving 2014 and the article text 2011, so it is shown here as 2011 with that caveat.
Ownership
Kimberly-Clark acquired a majority stake in Thinx in February 2022, following a minority investment in 2019. The consumer goods group is therefore the current parent.
Products and positioning
According to the brand's website, the range covers period underwear in styles such as hiphugger, brief, hi-waist, boyshort and bikini, bladder-leak underwear, youth sizes for teens, overnight and 3-in-1 options and saver sets. Sizing is described as inclusive, up to 4X. The brand states that its absorbent layers hold up to 12 regular tampons' worth of flow and notes that individual results may vary. Wikipedia also lists organic tampons and a reusable tampon applicator, and a BTWN line for teens and tweens.
Business model and distribution
Thinx sells direct through its own online store, which offers a 45-day trial and free returns on non-final-sale items, and ships to a list of countries that includes the United Kingdom, Canada, Australia and much of Europe. It also reached mass retail: Wikipedia reports that products were placed in Target and Walmart during the tenure of former CEO Maria Molland.
- Owner: Kimberly-Clark (majority, since 2022)
- Core product: reusable period underwear
- Channels: direct to consumer and mass retail
Why it matters
Thinx helped bring period underwear from a niche idea into mainstream retail and a major consumer goods group. It is a reference case for how a direct-to-consumer intimates brand can be absorbed into a larger health and hygiene portfolio.
Frequently asked questions
Who owns Thinx?
Kimberly-Clark owns a majority stake in Thinx. It acquired the stake in February 2022 after making a minority investment in 2019.
What is Thinx known for?
Thinx is known for reusable period underwear and leak-protection underwear, sold online and through major US retailers. Its range also includes teen styles and sizes up to 4X.