How does Pantys differentiate itself from other leakproof-underwear brands?
I think we really focus on being best in class both in terms of health and sustainability. On the healthcare side, we are the first and only clinically approved menstrual underwear in the world. Today, menstrual underwear in every country is regulated as a paro-product, which doesn’t have much regulation in terms of production and commercialization in the market.
We went through the same processes of clinical studies that any pad or tampon or FDA-approved medical product would have to go through to meet the same level of standards. We did not only safety and functionality tests but also quality-of-life tests. We did those both in vivo and in vitro, so in lab settings but also with human trial participants. For example, 73% of our users say they forget they’re on their period when they use our product, which is a huge quality-of-life impact. We saw a 100% reduction in self-disturbance. We saw reported increases in levels of productivity, comfort, and sense of hygiene. It’s really exciting to see people make that switch and see the impact of that product in numbers.
I also think that because we have launched in a number of very fashionable retailers in Brazil, we have over 3000 points of sale there. But in Europe, we have a really broad portfolio of products that are really desirable and a brand that is desirable as well. For example, we launched the first leakproof nursing bra in the world. After underwear, we launched a teen line; a pharmacy line that is at a less expensive price point but uses the same technology; a maternity line with our leakproof, absorbent nursing bras; a fitness line; a swimwear line; [and] boxers for trans men who menstruate.
We have this philosophy that co-creating with our community helps us to focus so that we’re not innovating just to innovate. … We’re innovating to really help solve a market need, and we’re understanding those unmet needs in the market. As a natively digital brand, even if it’s less than 1% of the market, if we’re solving a real problem for them, we really focus on driving that quality-of-life difference and driving that value even if it’s a niche consumer. So we are really dedicated to innovating with a focus on inclusivity, and that has enabled us to create an interesting and diverse portfolio that has also been a big differentiator for us.
Kat Collings
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