Kotex renews portfolio with new sanitary pads and liners in North America

Kotex announced the launch of a fully renewed portfolio of sanitary pads and liners in North America, aiming to respond to key menstrual care needs identified through consumer research.

The upgraded portfolio incorporates Gravity™ Core technology, designed to quickly channel fluid to the base of the pad, helping provide a dry and protected feeling. This innovation is part of the brand’s 5X system with LeakShield™, which integrates breathability, odor control, fit and reliable leak protection.

According to company data, the relaunch is supported by consumer insights indicating that 82% of women report frustration with current menstrual products. Key concerns include leakage, shifting or bunching, discomfort, odor and insufficient protection for heavy flow. A significant portion of women also adopt additional nighttime protection measures.

 

The new portfolio includes:

• BioCare Ultra Thin pads, featuring a patented pH Proactive system designed to help optimize pH levels and reduce odor and irritants.
• Bamboo Ultra Thin pads, with a soft viscose top sheet made from organic bamboo, dermatologically tested and fragrance-free.
• Ultra Thin pads with Gravity™ Core technology available in multiple absorbency levels.
• Ultra thin pads for teens, specifically sized to improve fit and reduce gaps that may lead to leaks.
• Night Defense™ pads, designed with side guards and a raised back structure to enhance overnight protection.
• Expanded liner offerings, now including BioCare and Bamboo varieties.

Company representatives stated that the relaunch reflects a strategy focused on innovation and consumer-centered product development.

In addition to the product update, the brand unveiled a refreshed visual identity, positioning Kotex more prominently and adopting a bold, modern design inspired by the beauty aisle, reinforcing its presence within the feminine care category.