Kotex is overhauling its offering.
A new assortment, replacing all previous products, is now available online and will enter stores this spring.
The reason? Its research found that that 82 percent of women regularly feel frustrated by period products.
“This whole transformation for Kotex really started with a very powerful insight and quite frankly, a staggering fact, which is that 82 percent of women are dissatisfied with the period care options that they have today, and with the pace of technology and how things have progressed so quickly over the past many years, we really felt like it was our role as a brand and a leader in the category to really address these issues and address the needs that women have in period care,” Nicole Pawlukowsky, VP/GM of marketing at Kotex, said in an interview. “It started as a journey of really working directly with thousands of women to better understand their needs in period care and creating a portfolio of products that leverage our global expertise in this space to be able to bring a completely new and transformational category or portfolio to market.”
The new portfolio, which was 18 months in the making, includes BioCare Ultra Thin Pads, featuring a proprietary pH Proactive system that helps optimize pH levels in the pad and help defend against odor and irritants; Bamboo Ultra Thin Pads, with a viscose top layer made from bamboo; and Ultra Thin Pads — made with new Gravity™ Core technology, designed for women who want strong protection.
There are also pads for teens, night time and liners.
In addition to the new products, Kotex is introducing a brand redesign, inspired by the beauty aisle.
“We’re really inspired by the beauty category and the skin care category and self care and so a lot of what we really imagined with this launch is, how do we bring those elements to the period care aisle, and how do we make the period care aisle really develop and deliver a more personalized experience for her and so our hope and our vision is that this is going to help transform period care for women everywhere,” said Pawlukowsky.
Kotex’s parent company Kimberly-Clark Corp., which also owns Kleenex and Huggies, announced in November that it was acquiring Kenvue in a deal valued at $48.7 billion. The transaction is expected to close in the second half of 2026, subject to regulatory approvals.
Kenvue, whose brands include Neutrogena, Aveeno, OGX and Tylenol, was spun out of Johnson & Johnson in 2023.
