High-tech absorbent apparel

50% of the population menstruates or will menstruate at some point. After conducting extensive market research in Brazil, we discovered that the feminine care category has very low brand loyalty, with 92% of users interested in trying new products and brands. 

On the environmental side, traditional solutions generate an enormous amount of waste with an estimated 15 billion menstrual products disposed annually in Brazil alone. 

Access is another key challenge. Although a large industry, menstrual dignity is also a human right. Menstrual poverty affects 550 million women and girls who lack access to menstrual products due to affordability. We believe strongly that reusable products will be the key to help end menstrual poverty as more durable and economical solutions. 

Pantys is transforming the industry and how women relate to menstruation, their bodies, and the environment. As a pioneer in its industry focusing on innovation and sustainability, Pantys has launched many ‘firsts’ since inception: first absorbent underwear, absorbent nursing bra, menstrual swimwear, transgender boxers and a pharmacy partnership with Johnson & Johnson. Pantys’ liner technology is the first and only clinically approved menstrual underwear technology globally with two patents for the liner product and processes. 

Leveraging a digitally-native model, Pantys has built a strong brand reputation in Brazil with 300K+ customers, an NPS of 68, several brand collaborations and global retail partnerships, and the largest Instagram community of menstrual underwear brands worldwide (479K followers). We launched as an eCommerce business then expanding to include owned flagship store channels, fashion and brand collaboration partners and pharmacy partners. Today we have about 3000 points of sale in LatAm and Europe (including premium retailers like the Galleries Lafayette, Selfridges, De Bijenkorf and Zalando). 

As a bootstrapped and rapidly-scaling company, we are dedicated to sustainable and responsible growth for the long term.

In a large and outdated industry lacking environmentally conscious options and relevant brand experiences, Pantys empowers its customers with more comfort, security, beauty, and sustainability during their menstrual cycle.

Our main customer is 25-35 years old which is the prime eCommerce client, but also the woman who is open to try and afford new menstrual products. We have built one of the largest communities in our segment globally, and work closely with them to understand their unmet needs and develop innovative solutions for the market. 

After our strong product launch in 2017, we have developed a brand and community that is synonymous with women’s health in Brazil. We work extensively on consumer education to inspire our community to reconsider their habits and adopt more sustainable solutions. 

In our digital marketing segmentation, we segment by psychographic rather than demographic information as a much better predictor of consumer behavior and purchase intent.

Compared to competitors, Pantys offers the first clinically approved menstrual liner technology and a more comfortable and sustainable product, ethically made in Brazil. Our proprietary technology is patented both for the liner composition and the process for developing the product. 

Our principal competitors are established feminine care brands like P&G, Kimberly Clark and Johnson & Johnson, but we also have a number of growing direct competitors in the menstrual underwear space. We differentiate from competitors by having a large portfolio of desirable products and positioning as first in health with in-vivo studies that prove our products are safe, effective and improve quality of life. 

As a new product segment, we are regulated as apparel but should meet the standards of other FDA-regulated menstrual products on the market. With the help of Johnson & Johnson, we have been able to confirm our products as dermatologically and gynecologically approved.

I am excited to apply for The Horizon Prize as Pantys, the first menstrual underwear brand in Latin America, has achieved remarkable success since its launch in 2017. We have successfully grown the business into a profitable and self-scaling company, becoming the regional leader in reusable menstrual, maternity, and incontinence solutions. Our patented absorbent liner technology is the only clinically approved technology in the global market, and we are committed to setting new standards for this product category.

At Pantys, we understand the importance of demonstrating the safety, efficacy, and quality of life impact of our products. We are dedicated to developing new protocols and methodologies to showcase the positive impact our solutions have on consumers. As our sales and user base continue to grow, so does our environmental and social impact. We empower women and girls by providing them with options that are not only better for their well-being but also for the planet.

While we have already made strides in international expansion, with sales in the UK, France, and the Netherlands, we believe that The Horizon Prize can help us scale our impact further. We are particularly interested in focusing on the Business-to-Government (B2G) sector to address menstrual poverty. Disposable pads only offer access for a single day, whereas our reusable products provide years of access for women and girls in need. By targeting this sector, we can make a disruptive impact and help end menstrual poverty.

If granted The Horizon Prize, we would utilize the funds to hire a dedicated team lead focused on the B2G sector. This individual would spearhead partnerships with public and NGO leaders as well as establish a donations platform to amplify our efforts in parallel with our product sales. We recognize that collaboration with organizations in the B2G space is crucial to achieve widespread impact and reach more women and girls in need.

Additionally, we are eager to expand our presence in the pharmacy channel, as we believe it is a crucial part of transforming the feminine care industry. The funds from The Horizon Prize would support our business development efforts in this sector, enabling us to forge strategic partnerships and increase our distribution to reach more consumers.

We are thankful for our impact thus far and are eager to scale our impact with the support of The Horizon Prize. With a focus on the B2G sector and expanding our pharmacy channel, we aim to make a meaningful difference in the lives of women and girls by providing sustainable and empowering menstrual solutions.

I am deeply connected to the community of women seeking more sustainable alternatives for menstruation because I believe in the power of innovation to create positive change. The realization that reusable products not only provide more comfort and sustainability but also offer long-term cost savings compared to single-use options was a disruptive revelation for me. It inspired me to leave the pharmaceutical industry and dedicate my career to transforming the feminine care industry. By advocating for reusable products and inspiring behavior change in consumers, we can drive the most impactful change through their conscious lifestyle choices. Together, we can create a future where sustainability, comfort, and economy go hand in hand for menstrual care.