The period-positive start-ups revolutionising the multi-billion pound feminine care industry

After decades of little innovation, a flurry of forward-thinking start-ups are trying to win a slice of the market by taking an aim at Tampax

Considering half the population deals with it on a monthly basis, it might be shocking to learn that there has been little innovation around period products since the 1930s – when the modern-day tampon was launched.

For years, menstruation was a taboo subject, with advertising featuring adventurous women in white pants riding horses on the beach or blue liquid poured on to a sanitary towels.

But that’s finally changing.