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.

period underwear product line

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).

period underwear styles comparison

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
Meilleur pour: 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
Meilleur pour: 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
Meilleur pour: 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
Meilleur pour: 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
Meilleur pour: 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
Caractéristiques: 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
Caractéristiques: 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.

period underwear absorbency levels

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	Meilleur pour	Typical % of Collection
Light	5-10ml (1 tampon)	Spotting, very light days, backup	20-30%
Moyen	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)
Caractéristiques: 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)
Caractéristiques: 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.

period underwear materials by market

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
Respirabilité
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 Assurer l'excellence des produits: contrôle de la qualité & 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.

period underwear MVP collection

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.

period underwear merchandising

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.

Questions fréquemment posées (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.

Obtenez un devis gratuit pour vos projets d'époque Panty