Top Picks: Best Brands for Comfort and Protection in Sanitary Pads

Navigating through the world of personal care products, various brands stand out for their quality and innovation in the sanitary pads sector. From eco-friendly options that prioritize sustainability, to high-absorbency choices designed for comfort and confidence, consumers are provided with a wide array of selections tailored to meet diverse needs. Renowned brands continue to push the envelope, offering products that promise both comfort and reliability during those crucial days each month. Curious to know which brands have been making waves in the market? Read on to explore the best options available today.

Illustration of sanitary pads

Best brands of sanitary pads in 2025

Always

Always is a leading brand in the sanitary pads market, known for its high-quality and diverse range of products, including Infinity Pads with Flexfoam, Pure Cotton Pads, and Overnight Pads. The brand dominates the market with a significant share, particularly in the United States where it is the most preferred brand among sanitary napkin users, followed by Kotex and Stayfree. In 2018, about 61 million Americans used sanitary pads, with Always being the top choice. The brand's products are designed for optimal comfort and protection, catering to various needs such as heavy flow and overnight use. Always is part of the broader feminine hygiene market, which is expected to grow significantly due to increasing awareness and demand for menstrual health products.

Kotex

Kotex, owned by Kimberly-Clark, is a pioneering brand in the sanitary pads market, introduced in 1920 using Cellucotton, a highly absorbent material developed during World War I. The brand has been a leader in menstrual hygiene products, including maxi, thin, and ultra-thin pads, as well as tampons and pantiliners. Kotex achieved significant success despite initial societal barriers, with innovative advertising and education campaigns contributing to its growth. By 1927, Kotex sales reached $11 million in 57 countries, and the brand continues to innovate with products like U by Kotex. The global sanitary pads market, led by brands like Kotex, is expected to grow at a CAGR of 5.80% from 2023 to 2032. You can find more information on their official website.

Stayfree

Stayfree, now rebranded as Carefree, has been a prominent player in the sanitary pads market, known for its high-quality and absorbent products. Historically, Stayfree held a significant market share, with Johnson and Johnson (J&J) maintaining around 28% market share through its Stayfree and Carefree brands as of 2014. The brand has been a leader in the feminine hygiene segment, although it has faced competition from other major players like Procter & Gamble's Whisper. Stayfree's products were renowned for their comfort and protection, and the brand continues to evolve with new technologies, such as the super soft, non-plastic top sheet made with VEOCEL(tm) Lyocell fibers in the new Carefree pads. The transition to Carefree has introduced enhanced features like faster absorption and improved comfort. Learn more about their evolution on the Carefree blog.

Tampax

Tampax, a brand under Procter & Gamble, is a leading producer of sanitary products, particularly tampons, which are preferred by 20 million Americans, making it the most popular tampon brand in the country. In 2016, Tampax Pearl generated nearly $289 million in sales, highlighting its strong market presence. The brand's success is driven by its innovative products, such as enhanced absorbency and comfort features, which cater to the diverse needs of consumers. Tampax has been at the forefront of promoting menstrual health awareness, contributing to the growing acceptance and use of tampons. With a significant market share globally, Tampax continues to innovate and introduce new features to stay competitive. For more insights on the industry, visit the feminine hygiene market overview.

Thinx

Thinx is a leading brand in the period panties market, known for its innovative, washable, and reusable underwear designed to replace traditional tampons and pads. Since its launch in 2013, Thinx has offered 15 period underwear styles with various absorbency levels, catering to a wide range of needs, including up to four regular tampons' worth of absorption. The brand's products feature moisture-wicking, anti-microbial, and leakproof technologies, making them highly comfortable and eco-friendly. Thinx holds a significant market share, particularly in North America, which dominated the period panties market with a 41.8% share in 2022. The brand's commitment to menstrual hygiene and sustainability has driven its growth, with the period panties market projected to reach $901.9 million by 2032. Explore more about Thinx and their products on their official website.

Poise

Poise, a brand under Procter & Gamble, is a leading producer of sanitary pads and incontinence products, known for its high-quality and innovative offerings. The Poise Ultra Thin Active Collection, for instance, caters to various needs with light, moderate, and maximum protection options. This brand has seen significant growth, particularly in the USA, where it contributes to the bladder liners market expected to grow at a CAGR of 5.4% from 2023 to 2033. In 2023, the USA held a 30% market share in the bladder liners segment, driven by rising demand for incontinence products, especially among women. Poise's products are popular due to their ease of use and effectiveness in managing urinary incontinence.

Natracare

Natracare is a leading brand in the feminine hygiene industry, renowned for its organic and natural sanitary pads made from sustainable materials. Since its inception 28 years ago, Natracare has been committed to health and environmental safety, producing products that are chlorine-free, not tested on animals, and 100% plastic-free. Their products are made from 75-100% renewable and sustainable materials, making them over 90% biodegradable and compostable. Natracare was the first brand to achieve the MADE SAFE certification, ensuring their products are free from known carcinogens, endocrine disruptors, and reproductive toxins. This certification highlights Natracare's dedication to providing safe and eco-friendly options for women worldwide.

L. Organic

L. Organic brand is recognized for its high-quality sanitary pads, made with a US-grown cotton top layer and free from fragrances and synthetic pesticides, catering to the growing demand for organic and eco-friendly feminine hygiene products. The organic sanitary napkins market, which includes brands like L., is projected to expand at a CAGR of 7.04% from 2023 to 2030, driven by increasing consumer awareness of hazardous chemicals in conventional products. The sanitary pads segment, which L. is part of, accounted for 45.7% of the organic feminine care market share in 2021. The use of organic materials and the focus on environmental sustainability are key factors in the market's growth. As consumers become more conscious of their environmental impact, brands like L. are poised to benefit from this trend. For more details about their organic sanitary pads, visit their official page.

Rael

Rael is a prominent player in the reusable sanitary pads market, known for its high-quality, eco-friendly products made from materials like cotton, bamboo, and hemp. The brand contributes to the growing demand for sustainable menstrual hygiene solutions, with the global reusable sanitary pads market expected to expand at a CAGR of 13.2% from 2023 to 2030, reaching a value of US$ 7.3 billion by 2030. Rael's products are part of a market where reusable pads represent around 5%-10% of the global health and personal care market, a share that is likely to increase. The brand's focus on comfort, absorbency, and reusability aligns with consumer preferences for sustainable and cost-effective menstrual care. Rael's presence in the market is strengthened by its availability through various sales channels, including online marketplaces and specialty stores.

Cora

Cora is a leading brand in the sanitary pads market, renowned for its high-quality, organic products that prioritize comfort and hygiene. Since its inception in 2016, Cora has provided over 12.4 million products and reached over 1.5 million girls worldwide, emphasizing its commitment to social impact through its one-for-one model, where each purchase supports at-risk women and girls in need. Cora's products are made with 100% organic cotton, are free from harsh chemicals like chlorine and dyes, and offer up to 8 hours of leak protection. The brand's innovative design and breathable materials have garnered significant customer appreciation, contributing to its success in the women's health market. Cora's products are designed to ensure long-lasting dryness without bulk, making them a preferred choice for many users.