THIS IS L
THIS IS L is a Procter & Gamble-owned period care brand producing organic cotton pads, tampons, and liners sold through major US mass retailers including Target, Walmart, Walgreens, CVS, and Kroger, serving women and menstruating consumers seeking affordable, natural period products.
- Company typePrivate
- Founded2011
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What THIS IS L does
THIS IS L. INC., operating as L. (also styled L. Period Care), is a US personal care company that manufactures and sells organic cotton period care products — pads, tampons, and ultra-thin liners — positioned as accessible, affordable alternatives to conventional menstrual products. The company is headquartered in San Francisco, operates with a 1–10 person team, and is wholly owned by Procter & Gamble, functioning as a private subsidiary within the parent's diversified consumer goods portfolio. Its core technology centers on US-grown organic cotton — 100% organic cotton top-layer fibers in pads and liners, and 100% organic cotton core fibers in tampons — with formulations free from synthetic pesticides, fragrances, and rayon, and tampon applicators manufactured without BPA. Products carry OEKO-TEX Standard 100 certification and are assessed by in-house safety scientists (engineers, chemists, biologists).
L.'s go-to-market is exclusively through five major US retail chains: Target, Walmart, Walgreens, CVS, and Kroger. There is no evidence of a direct-to-consumer e-commerce channel; revenue is generated through wholesale unit sales of consumable personal care products at mass-market price points, with the brand explicitly emphasizing affordability ("won't stress out your budget"). The customer base is the broad persona of women and people who menstruate, with a horizontal segmentation approach rather than targeting narrow demographics.
Beyond commercial activity, L. invests in social-impact and brand-building initiatives, including a period-equity grant program funding non-profits such as Days for Girls and Huru International, and the documentary "Long Line of Ladies" co-produced with The Pad Project and Walgreens. These initiatives serve dual roles: top-of-funnel brand marketing and reputational positioning around period equity and menstrual health education, while reinforcing the brand's purpose-driven differentiation against both conventional incumbents and natural-segment competitors.
THIS IS L firmographics
Firmographics- Name
- THIS IS L
- Legal name
- THIS IS L. INC.
- Website
- https://thisisl.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- THIS IS L is a Procter & Gamble-owned period care brand producing organic cotton pads, tampons, and liners sold through major US mass retailers including Target, Walmart, Walgreens, CVS, and Kroger, serving women and menstruating consumers seeking affordable, natural period products.
- Ownership category
- akta.pro rank
THIS IS L industry classification
Industry- Product category
- Menstrual Hygiene Products
- NAICS
- Sanitary Paper Product Manufacturing (322291)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Feminine Hygiene Products (Pads, Tampons, Liners) (CRADALAG)
Keywords
Where THIS IS L is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
THIS IS L business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Others
Revenue model
- Period Care Products: Direct consumer sales of organic cotton period care products including pads, tampons, and liners through retail distribution channels
Go-to-market motion1 record
Distribution channels5 records
Marketing channels3 records
THIS IS L product offering
Product offeringCore offering
THIS IS L manufactures and sells organic cotton-based period care products, including pads with a 100% US-grown organic cotton top layer, tampons with an organic cotton core and BPA-free applicators, and ultra-thin organic cotton liners. All products are formulated without synthetic pesticides, fragrances, or rayon, and are sold through major US mass-market retailers.
Product overview
THIS IS L is a period care brand offering three core organic cotton-based products: L. Pads, L. Tampons, and L. Liners. All products are made with US grown organic cotton and are free from synthetic pesticides, fragrances, and other harsh additives. The brand emphasizes ingredient transparency, quality, and accessibility, positioning its portfolio as an affordable, science-backed approach to period care.
Differentiator
Problem solved
Functional benefit
Products and services
- L. Pads Menstrual pads made with a 100% US-grown organic cotton top layer, free from synthetic pesticides and fragrances, with a polyethylene backsheet to keep fluid away from underwear. Sold through mass-market US retailers.
- L. Tampons Menstrual tampons with a US-grown organic cotton core, applicators made without BPA, and formulations free from fragrances, rayon, and synthetic pesticides. Sold through mass-market US retailers.
- L. Liners Ultra-thin period care liners made with organic cotton, designed for everyday protection and light flow management. Sold through mass-market US retailers.
Quantifiable outcome
- #1 Cotton period care brand (OEKO-TEX confidence in textiles)
Companies that use THIS IS L
Customer profileSegments1 record
Ideal customer profiles1 record
THIS IS L technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
THIS IS L partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- The Pad ProjectcoreL. partnered with The Pad Project and Walgreens to create the documentary film 'Long Line of Ladies,' which follows 13-year-old Ahty Allen's Ihuk coming-of-age ceremony within the Karuk Native American community. The documentary aims to change the narrative around menstruation from shame to celebration.
- Huru InternationalminorHuru International is one of the grant recipients of L.'s period equity funding program, working to increase long-lasting access to period products and decrease period stigma worldwide.
- Days For GirlsminorDays For Girls is a grant recipient of L.'s period equity initiative, focused on increasing access to period products and menstrual health education globally.
- WalgreenscoreWalgreens partnered with L. and The Pad Project to support the 'Long Line of Ladies' documentary initiative, with L. branding appearing alongside Walgreens in the documentary's promotional materials.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
THIS IS L competitors and assessment
Company assessmentBroad incumbents
- Tampax: Procter & Gamble's flagship tampon brand. Tampax is a direct category peer (tampons) and intra-portfolio comparator, helping frame how L. fits within P&G's broader feminine care strategy.
- Always: P&G's flagship pad brand and the dominant US menstrual pad franchise. Same parent, same retail channels, same shoppers as L., making it the most directly comparable benchmark for category positioning and cannibalization dynamics.
- Playtex: Edgewell Personal Care's established feminine care brand (tampons, liners) sold in US mass and drug retail. Comparable on product mix, retail channel presence, and incumbent competitor dynamics.
Direct peers
- U by Kotex: Kimberly-Clark's younger-skewed feminine care brand selling pads, tampons, and liners through mass retail. Direct competitor in the same product categories, distribution channels, and target demographic.
- LOLА: DTC-first organic cotton period care brand offering tampons, pads, liners, and wellness products. Closely comparable on organic ingredient positioning and brand purpose narrative, with stronger DTC community presence.
- Cora: Organic tampon and pad brand with a strong social impact / period equity mission analogous to L.'s. Comparable on organic positioning, B-Corp credentials, and purpose-driven marketing approach.
- Rael: Organic cotton period care brand selling pads, tampons, liners, and period underwear across DTC and retail (Target, CVS). Comparable on organic positioning, modern brand voice, and overlapping retail footprint.
- Natracare: Long-standing organic and natural period care brand (pads, tampons, liners) certified to environmental and organic standards. Closely comparable on organic positioning, certifications, and ingredient transparency.
Emerging players
- August: Organic cotton tampon brand with a strong millennial/Gen Z DTC brand and design-forward positioning. Comparable on organic core and audience, though smaller and more DTC-concentrated than L.
- The Honey Pot: Plant-based feminine care brand selling pads, tampons, and washes at mass retail (Target, Walmart). Comparable on natural/clean ingredient positioning and mass-retail distribution overlap.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
THIS IS L social profiles
Digital presenceTHIS IS L financial estimates
Financial estimateRevenue estimate
Valuation estimate
THIS IS L leadership team
Management profileNumber of profiles
THIS IS L funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
THIS IS L M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about THIS IS L
What does THIS IS L do?
THIS IS L manufactures and sells organic cotton-based period care products, including pads with a 100% US-grown organic cotton top layer, tampons with an organic cotton core and BPA-free applicators, and ultra-thin organic cotton liners. All products are formulated without synthetic pesticides, fragrances, or rayon, and are sold through major US mass-market retailers.
Is THIS IS L a public or private company?
THIS IS L is a private company. It is classified as corporate owned and is currently operating.
When was THIS IS L founded?
THIS IS L was founded in 2011. It employs 1 to 10 people.
Where is THIS IS L based?
THIS IS L is headquartered in San Francisco, United States, in the North America region.
How does THIS IS L make money?
One revenue line is on record: period Care Products.
Who are THIS IS L's main competitors?
Broad incumbents on record are Tampax, Always and Playtex. Direct peers are U by Kotex, LOLА, Cora, Rael and Natracare. Emerging players are August and The Honey Pot.
Does THIS IS L have an API?
No public API is recorded for THIS IS L.
What industry is THIS IS L in?
THIS IS L's product category is Menstrual Hygiene Products. Its primary akta.pro industry code is CRADALAG, Feminine Hygiene Products (Pads, Tampons, Liners). Its NAICS code is 322291 and its SIC code is 2844.