Menstrual Underwear Innovation in China Market

If you're navigating the world of period care in China, you’ve probably noticed a quiet revolution happening — one that’s ditching disposables and going straight for menstrual underwear. Seriously, this isn’t your grandma’s pad drawer anymore. Chinese consumers are embracing sustainable, comfortable, and tech-savvy solutions, and brands are stepping up with some seriously smart designs.

Let’s talk numbers: according to a 2023 report by iiMedia Research, the Chinese market for menstrual products is projected to hit ¥18 billion by 2025, with reusable options like period panties growing at a compound annual growth rate (CAGR) of 27%. That’s not just impressive — it’s a full-blown shift in consumer behavior.

Why the surge? First, Gen Z and millennial women in urban centers like Shanghai and Shenzhen are leading the charge. They’re eco-conscious, digitally connected, and value health transparency. Second, local brands are innovating fast — integrating bamboo charcoal liners, moisture-wicking fabrics, and even AI-driven sizing tools.

But how do the top players stack up? Here's a quick comparison of leading menstrual underwear brands currently dominating China’s market:

As you can see, homegrown brands like SheWell are not only outperforming international names in absorbency but also offering better durability at competitive prices. Plus, they’re tailored to Asian body types — a huge plus for comfort and leakage prevention.

Another game-changer? E-commerce integration. Platforms like Xiaohongshu (Little Red Book) and Taobao are flooded with user reviews, unboxings, and even 30-day wear challenges. This social proof is fueling trust — and sales. In fact, over 68% of buyers said peer content influenced their first purchase of period underwear, per a 2024 survey by QuestMobile.

So what should you look for when choosing a pair? Keep these tips in mind:

• Absorbency level: Match it to your flow. Light days? 20–25ml works. Heavy flow? Go for 30ml+.
• Fabric breathability: Look for cotton gussets with antimicrobial lining.
• Fit & design: High-waisted styles offer more coverage; bikini cuts are great for tight pants.
• Wash longevity: Aim for 80+ washes without performance drop.

The bottom line? Menstrual underwear in China isn’t just a trend — it’s a movement rooted in sustainability, comfort, and innovation. Whether you're tired of leaks, worried about waste, or just want something that feels normal (because let’s be real, periods are), this is the upgrade you didn’t know you needed.