Curating Your Collection: A B2B Guide to Period Underwear Styles, Absorbencies & Material Options?
Many businesses struggle to develop a balanced period underwear assortment. They either offer too few options, limiting consumer appeal, or create an overwhelming array of products that complicates inventory management and confuses customers.
A well-curated period underwear collection should include 3-4 core styles (typically high-waist, bikini, and brief), 2-3 absorbency levels, and color options beyond basic black. Consider your target demographic when selecting styles—younger consumers prefer trendier cuts like thongs and bikinis, while comfort-focused customers favor briefs and high-waisted options.
At HAVING, we've helped dozens of brands develop successful period underwear collections. Our experience manufacturing over 2 million units annually for retailers like Primark has given us unique insights into what makes a compelling product assortment. Let me share what we've learned about creating a balanced collection that maximizes sales while minimizing inventory complexity.
What Styles Should Your Period Underwear Collection Include?
Style selection is often the first challenge businesses face. Without understanding consumer preferences, it's easy to miss key styles that drive sales or include niche options with limited appeal.
Period underwear can be produced in virtually any underwear style, but five core styles dominate the market: high-waisted (offering maximum coverage and security), bikini (balancing coverage and style), brief (providing comfortable everyday wear), thong (for minimal visibility under clothing), and boyshort (appealing to comfort-focused consumers).
When we first started manufacturing period underwear at HAVING, most brands focused exclusively on high-waisted styles. Today, we produce a much wider range of options as the category has evolved. Here's what we've learned about each style's market position and consumer appeal:
Core Style Options
High-Waisted
Market Position: Bestselling style across most brands
Consumer Appeal: Security, coverage, smoothing effect
Best For: Heavy flow days, overnight use, postpartum
Design Considerations: Extended gusset for back protection, wider waistband for comfort
High-waisted styles typically account for 40-50% of period underwear sales for most brands. Their popularity stems from the security they provide and their flattering silhouette under clothing.
Bikini
Market Position: Second most popular style, growing quickly
Consumer Appeal: Familiar cut, balance of coverage and style
Best For: Light to medium flow days, everyday wear
Design Considerations: Secure leg openings, adequate gusset width
Bikini styles have grown to represent 25-35% of the market as more fashion-conscious consumers adopt period underwear. They're particularly popular with younger demographics.
Brief
Market Position: Traditional staple, steady demand
Consumer Appeal: Comfort, full coverage, familiar fit
Best For: Medium to heavy flow days, comfort-focused consumers
Design Considerations: Full seat coverage, comfortable waistband
Brief styles typically account for 15-20% of period underwear sales, appealing to consumers who prioritize comfort over fashion.
Thong
Market Position: Growing niche, especially for younger consumers
Consumer Appeal: No visible panty lines, fashion-forward
Best For: Light flow days, backup protection, specific outfits
Design Considerations: Limited absorbent area, secure fit essential
Thong styles represent a smaller segment (5-10% of sales) but are growing as period underwear becomes more mainstream and consumers seek options for all clothing types.
Boyshort
Market Position: Specialty option with dedicated following
Consumer Appeal: Maximum coverage, no ride-up, comfort
Best For: Sleep, loungewear, active consumers
Design Considerations: Longer leg design, preventing bunching
Boyshorts typically account for 5-10% of sales but have passionate advocates who prefer their coverage and comfort.
Specialized Functional Styles
Beyond basic underwear styles, the market has expanded to include specialized functional options:
Yoga/Athletic Period Underwear
Market Position: Growing specialty segment
Features: Enhanced moisture-wicking, quick-drying, seamless construction
Materials: Technical synthetics with high stretch recovery
Design Considerations: Flat seams, minimal bulk, strategic absorbency placement
At HAVING, we've seen increasing demand for athletic period underwear, particularly from activewear brands expanding into this category.
Period Swimwear
Market Position: Emerging category with significant growth potential
Features: Chlorine-resistant materials, quick-drying, secure fit
Materials: Nylon/spandex blends with specialized treatments
Design Considerations: Secure waistband, discreet profile, enhanced leak protection
We've developed period swimwear for several brands, addressing the previously unmet need for period protection during water activities.
For detailed information on the technology and materials used in these different styles, visit our comprehensive guide: Period Underwear Technology & Materials: A Buyer's Guide to Absorbency, Fabrics & Leak-Proofing.
How Do You Balance Absorbency Levels in Your Collection?
Offering the right mix of absorbency levels is crucial. Too few options limit functionality, while too many create inventory complexity and consumer confusion.
Most successful period underwear collections include three core absorbency levels: light (1 tampon equivalent, for spotting or as backup), medium (2-3 tampons, for everyday use), and heavy (3-4+ tampons, for heavy days or overnight). Each absorbency level should be available in at least 2-3 core styles to provide comprehensive coverage throughout the menstrual cycle.
At HAVING, we've helped brands develop absorbency strategies that balance consumer needs with manufacturing efficiency. Here's our guidance on creating an effective absorbency mix:
Core Absorbency Levels
| Absorbency Level | Capacity | Best For | Typical % of Collection |
|---|---|---|---|
| Light | 5-10ml (1 tampon) | Spotting, very light days, backup | 20-30% |
| Medium | 10-20ml (2-3 tampons) | Regular flow days, everyday use | 40-50% |
| Heavy/Overnight | 20-30ml+ (3-4+ tampons) | Heavy days, overnight, postpartum | 20-30% |
Absorbency Distribution Strategy
When planning your collection, consider these approaches:
Style-Based Absorbency
Some brands assign specific absorbency levels to particular styles:
- High-waisted styles in medium and heavy absorbency
- Bikini styles in light and medium absorbency
- Thongs only in light absorbency
This approach simplifies the collection but limits consumer choice.
Full-Range Absorbency
More comprehensive collections offer multiple absorbency levels within each style:
- Each core style (high-waisted, bikini, brief) available in all absorbency levels
- Specialty styles (thong, boyshort) in selected absorbency levels
This approach maximizes consumer choice but increases SKU count.
Hybrid Approach (Recommended)
At HAVING, we typically recommend a hybrid approach:
- Core styles (high-waisted, bikini) in all absorbency levels
- Secondary styles (brief, boyshort) in medium and heavy absorbency
- Specialty styles (thong) in light absorbency only
This balances choice with inventory management, typically resulting in 8-12 core SKUs before color variations.
Specialized Absorbency Options
Some brands have found success with specialized absorbency products:
Super Heavy/Postpartum
- Capacity: 30-60ml (4+ tampons)
- Features: Maximum coverage, extended gusset, higher rise
- Market: Postpartum mothers, very heavy flow, overnight protection
Ultra Light/Liner Replacement
- Capacity: 3-5ml (lighter than 1 tampon)
- Features: Minimal bulk, everyday comfort
- Market: Daily wear, discharge protection, spotting
For insights on market trends and consumer preferences regarding absorbency levels, explore our detailed analysis: Understanding the Period Underwear Market: Trends, Demographics & Opportunities for B2B Buyers.
What Materials Work Best for Different Target Markets?
Material selection significantly impacts both performance and consumer perception. Different target markets have distinct material preferences that should guide your collection development.
Material selection should align with your target market's priorities: eco-conscious consumers prefer organic cotton and sustainable materials; performance-focused users value synthetic blends with moisture-wicking properties; comfort-oriented customers seek soft natural fibers; while price-sensitive segments need cost-effective options that maintain essential functionality.
At HAVING, we've developed period underwear using virtually every material option available. Our experience has shown that aligning materials with target market values significantly impacts consumer satisfaction and brand loyalty:
Material Options by Consumer Segment
Eco-Conscious Consumers
Preferred Materials:
- Organic cotton (GOTS certified)
- Bamboo lyocell
- Tencel/Modal
- Recycled polyester
- Minimal synthetic content
Key Considerations:
- Sustainable production processes
- Natural or biodegradable materials when possible
- Transparent supply chain
- Certifications (OEKO-TEX, GOTS)
Performance-Focused Consumers
Preferred Materials:
- Technical synthetic blends
- Moisture-wicking treatments
- Quick-drying fabrics
- Antimicrobial properties
- Lightweight construction
Key Considerations:
- Functionality during activity
- Minimal bulk under clothing
- Quick washing and drying
- Odor control features
Comfort-Oriented Consumers
Preferred Materials:
- Cotton-rich blends
- Modal and Tencel
- Soft microfiber
- Flexible, stretchy fabrics
- Gentle elastics and trims
Key Considerations:
- Softness against skin
- Breathability
- Flexibility and stretch
- Invisible under clothing
Price-Sensitive Consumers
Preferred Materials:
- Conventional cotton blends
- Polyester/cotton combinations
- Standard microfiber
- Cost-effective constructions
Key Considerations:
- Essential functionality at accessible price
- Durability for value perception
- Simplified design elements
- Efficient material utilization
Material Selection for Specialized Applications
Different functional variants require specific material considerations:
Yoga/Athletic Period Underwear
Recommended Materials:
- Nylon/spandex blends (80/20)
- Polyester with moisture-wicking treatment
- Antimicrobial finishes
- Seamless construction methods
Performance Requirements:
- Quick moisture transfer
- Rapid drying
- Odor resistance
- Stretch recovery during movement
Period Swimwear
Recommended Materials:
- Chlorine-resistant nylon/spandex
- UV-resistant treatments
- Quick-draining absorbent materials
- Salt-water resistant components
Performance Requirements:
- Water resistance while maintaining absorbency
- Color fastness in chlorine/salt water
- Quick drying after swimming
- UV protection
For detailed information on quality control standards for different materials, visit our resource on Ensuring Product Excellence: Quality Control & Manufacturing Standards for Period Underwear Sourcing.
How Do You Build a Minimum Viable Product Line?
Many businesses struggle with determining the right starting point for their period underwear line. Starting too small limits appeal, while starting too large creates financial risk.
A minimum viable period underwear collection typically includes 2-3 core styles (usually high-waist and bikini), 2 absorbency levels (medium and heavy), and 1-2 colorways (black plus one additional option). This creates 8-12 SKUs—enough to test market response while minimizing inventory investment and manufacturing complexity.
At HAVING, we've helped numerous brands launch their first period underwear collections. Based on this experience, here's our recommended approach to building a minimum viable product line:
Core Collection Strategy
For brands entering the category, we typically recommend:
Step 1: Select Core Styles
Choose 2-3 foundational styles:
- High-waisted (essential for security and coverage)
- Bikini (appealing to style-conscious consumers)
- Optional third style based on target market (brief for comfort-focused, thong for fashion-forward)
Step 2: Determine Absorbency Levels
Include at least 2 absorbency levels:
- Medium (2-3 tampons equivalent) for everyday use
- Heavy (3-4 tampons equivalent) for heavy days and overnight
Step 3: Choose Colorways
Start with essential colors:
- Black (accounts for 60-70% of period underwear sales)
- One additional color based on target market (nude tones for practical consumers, fashion color for style-conscious)
Step 4: Create Your SKU Matrix
This approach typically results in 8-12 SKUs:
- 2-3 styles × 2 absorbency levels × 2 colors = 8-12 SKUs
Expansion Strategy
After launching your core collection and gathering market feedback, expand strategically:
Phase 2: Style Expansion
Add 1-2 additional styles based on customer feedback and sales data:
- If core collection is high-waisted and bikini, consider adding brief, thong, or boyshort
- Introduce specialized functional styles if relevant to your market (athletic, swimwear)
Phase 3: Absorbency Expansion
Complete your absorbency range:
- Add light absorbency (1 tampon equivalent) for spotting and light days
- Consider super heavy/overnight if customer feedback indicates demand
Phase 4: Color Expansion
Expand color options strategically:
- Additional nude tones for inclusivity
- Seasonal fashion colors
- Prints and patterns for differentiation
Collection Examples by Market Positioning
| Market Positioning | Recommended Initial Collection | Expansion Priority |
|---|---|---|
| Mass Market Retailer | High-waisted and bikini in medium and heavy absorbency, black and nude | Additional colors, brief style |
| Eco-Focused Brand | High-waisted and brief in medium and heavy absorbency, black and earth tone | Light absorbency, additional sustainable materials |
| Fashion-Forward Brand | High-waisted, bikini, and thong in light and medium absorbency, black and fashion color | Seasonal colors, prints, additional styles |
| Athletic Brand | Athletic-cut brief and bikini in medium absorbency, black and brand color | Heavy absorbency, specialized sport styles |
For guidance on developing your own private label period underwear line, visit our detailed resource: Your Brand, Your Product: The Complete Guide to Private Label (OEM/ODM) Period Underwear Manufacturing.
How Do You Merchandise and Market Different Styles and Absorbencies?
Clear communication about styles and absorbency levels is essential. Many consumers are new to period underwear and need guidance to select the right products for their needs.
Effective period underwear merchandising uses clear visual systems to communicate absorbency levels (color coding, icons, or numerical ratings), educational content explaining the tampon equivalency of each level, and style guides helping consumers understand which options work best for different activities, flow levels, and preferences.
At HAVING, we work with our partners to develop effective merchandising strategies for their period underwear collections. Here are the key approaches we've found most effective:
Absorbency Communication Systems
Color Coding
Many successful brands use consistent color coding across packaging and marketing:
- Light: Yellow or green
- Medium: Blue or purple
- Heavy: Red or burgundy
- Super/Overnight: Black or dark purple
Visual Icons
Simple icons can effectively communicate absorbency:
- Droplet icons (1-4 droplets indicating capacity)
- Tampon equivalent icons
- Flow indicator bars (similar to signal bars on a phone)
Numerical Systems
Some brands use numerical ratings:
- Scale of 1-3 or 1-5
- Milliliter capacity (5ml, 10ml, 20ml, etc.)
- Tampon equivalency (1, 2-3, 4+ tampons)
Educational Content
Effective period underwear marketing includes:
Absorbency Guides
- Clear explanations of what each absorbency level means
- Tampon/pad equivalency charts
- Recommendations for different flow days
- Guidance on wear time
Style Selection Guides
- Body type recommendations
- Activity-based suggestions
- Flow-level pairing advice
- Outfit compatibility guidance
Usage Instructions
- First-time user guides
- Care instructions
- Washing recommendations
- Longevity information
Merchandising Strategies
In-Store Merchandising
For retail environments:
- Clear signage explaining the category
- Product grouping by style or absorbency
- Educational hang tags
- Trained staff with product knowledge
Online Merchandising
For e-commerce:
- Filtering by style, absorbency, and color
- Comparison charts
- Detailed product descriptions
- Size guides specific to period underwear
Bundle Recommendations
Strategic bundling encourages multiple purchases:
- Cycle sets (combination of absorbencies for different flow days)
- Style variety packs (same absorbency in different styles)
- Starter kits for first-time users
For market insights and consumer education strategies, explore our detailed analysis: Understanding the Period Underwear Market: Trends, Demographics & Opportunities for B2B Buyers.
Conclusion
Creating a well-curated period underwear collection requires balancing style variety, absorbency options, and material selection to meet the needs of your target market. By starting with a focused minimum viable product line and expanding strategically based on consumer feedback, businesses can build successful period underwear offerings that minimize inventory risk while maximizing market appeal.
At HAVING, we combine manufacturing expertise with market insights to help our partners develop period underwear collections that resonate with consumers and drive business growth.
Frequently Asked Questions (FAQ)
What is the most popular period underwear style?
High-waisted styles are consistently the best-selling period underwear style across most brands and markets, typically accounting for 40-50% of sales due to their security, coverage, and flattering silhouette.
How many absorbency levels should a period underwear line include?
A complete period underwear line should include at least three absorbency levels (light, medium, and heavy), though many successful brands start with just medium and heavy before expanding to a full range.
What's the minimum number of SKUs needed to launch a period underwear line?
A viable initial collection can be created with 8-12 SKUs, typically comprising 2-3 styles in 2 absorbency levels and 2 colors. This provides enough variety to test market response while minimizing inventory investment.
Should period underwear be sold individually or in multi-packs?
Most brands offer both options. Individual sales allow customers to try products with lower commitment, while multi-packs (typically 3-packs) offer better value and encourage customers to build a complete collection for their cycle.
What colors sell best in period underwear?
Black consistently accounts for 60-70% of period underwear sales across most brands. Nude tones are typically the second best-selling category, followed by fashion colors and prints for brands with style-conscious consumers.
How should period underwear sizing compare to regular underwear?
Period underwear typically follows standard underwear sizing, though some brands recommend sizing up for maximum comfort and security, particularly for overnight or heavy absorbency styles that contain more absorbent material.
