Always

What Always does

Always is a feminine hygiene brand owned by Procter & Gamble that designs, manufactures, and sells disposable menstrual care products, daily liners, period underwear, and related incontinence products (through sister brand Always Discreet). The brand sells across six core pad lines: Maxi, Ultra Thin, Infinity with FlexFoam, Radiant with FlexFoam, Pocket FlexFoam, and Pure Cotton with FlexFoam, plus Radiant for Teens, daily liners in three variants (Daily Fresh, Daily Protect, Daily Extra Protect), and Always ZZZ disposable period underwear. Each line is offered across multiple absorbency sizes (1-6) and protective formats (with/without wings), targeting flow levels from light to overnight heavy. The product portfolio is the #1 gynecologist-recommended pad brand in the US based on a Pad Brands Survey of US OBGYNS, with 40+ years of market presence and a stated user base of 'millions of women.'

Product design is anchored in a stack of proprietary absorbent materials and fit technologies: FlexFoam (a thin, flexible foam-based absorbent material used across Infinity, Radiant, and Pocket lines), RapidDry (moisture-wicking technology claiming 2-3X faster absorption than leading store brands), LeakGuard (barrier technology for leak locking), SecurelyFITS (adaptive fit), OdorLock (odor prevention, Ultra Thin line), and Zero Feel (comfort technology, Radiant). Maxi pads also carry dermatological approval from the Skin Health Alliance and are FSA/HSA-eligible. The Maxi Size 6, launched in March 2026, absorbs 75% more than Size 2 with 3X larger back coverage and up to 12 hours of overnight protection, signaling extension into clinical-level heavy flow use cases (in coordination with The Fibroid Foundation). Commercially, revenue derives from hardware sales of branded disposables priced through mass retail and direct-to-consumer e-commerce at always.com, with no disclosed brand-level pricing or revenue figures.

Name

Always

Legal name

Always (brand owned by The Procter & Gamble Company)

Website

https://always.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Always is a Procter & Gamble-owned menstrual care brand that designs and sells disposable pads, daily liners, and period underwear built on proprietary technologies including FlexFoam, RapidDry, and LeakGuard, serving women across age and flow needs through DTC e-commerce and global retail distribution.

Ownership category

akta.pro rank

Product category

Feminine Hygiene Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Menstrual Pads (Disposable) (CRABAIAA)

akta.pro secondary industries

Feminine Hygiene Products (Pads, Tampons, Liners) (CRADALAG), Adult Incontinence Products (CRADALAF), Incontinence & Bladder Leak Products (Feminine) (CRABAIAM)

Keywords

• Menstrual care products
• Feminine hygiene products
• Disposable incontinence products
• Daily feminine liners
• Disposable period underwear

Headquarters

HQ city

Pavillion

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Menstrual Care Products: Always generates revenue through the sale of disposable menstrual care products including pads (Maxi, Ultra Thin, Infinity, Radiant, Pocket FlexFoam, Pure Cotton), daily liners, and period underwear. Products are sold in various absorbency levels and sizes to address different flow needs from light to heavy/overnight protection.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Always manufactures and sells a portfolio of disposable feminine hygiene products, including menstrual pads (Ultra Thin, Maxi, Infinity, Radiant, Pocket FlexFoam, Pure Cotton, and teen-specific lines), daily liners, disposable period underwear (Always ZZZ), and bladder leak protection (Always Discreet). Products span absorbency sizes from light to extra heavy/overnight and are differentiated by proprietary technologies such as FlexFoam, RapidDry, LeakGuard, SecurelyFITS, Zero Feel, and OdorLock. The brand sells through its own e-commerce site and through broad U.S. retail distribution backed by parent Procter & Gamble.

Product overview

Always is a Procter & Gamble brand offering a comprehensive portfolio of menstrual care and feminine hygiene products. The product lineup centers on menstrual pads available in multiple technologies: Ultra Thin, Maxi, Infinity with FlexFoam, Radiant with FlexFoam, Pocket FlexFoam, Pure Cotton with FlexFoam, and teen-specific Radiant pads. Each pad technology comes in various sizes (1-6) and absorbencies (light to extra heavy/overnight). Supporting products include Daily Liners (Daily Fresh, Daily Protect, Daily Extra Protect) and Always ZZZ Disposable Overnight Period Underwear. The brand emphasizes its 3X Protection System (RapidDry, LeakGuard, SecurelyFITS) across pad products and positions FlexFoam technology as a key differentiator for comfort and flexibility.

Differentiator

Problem solved

Functional benefit

Brands

• Always Radiant: Menstrual pads featuring floral designs with Zero Feel technology for leak and odor protection
• Always Maxi
• Always Ultra Thin
• Always Infinity
• Always Pocket
• Always ZZZ
• Always Daily Liners
• Always Pure Cotton
• Always Discreet

Products and services

• Always Maxi Pads Maximum absorbency menstrual pads with the 3X Protection System combining RapidDry, LeakGuard, and SecurelyFITS technologies. Available in sizes 1–6 (light to extra heavy/overnight), offering up to 100% leak-free protection and up to 12 hours of protection for women and girls across all flow levels.
• Always Ultra Thin Pads Thin menstrual pads with 3X Protection System featuring RapidDry technology that absorbs gushes 2X faster than leading store brands. Available in sizes 1–5 plus overnight variants for light-to-heavy flow. FSA and HSA eligible.
• Always Infinity Pads with FlexFoam Menstrual pads built on FlexFoam technology for up to a zero feel, zero leaks, and zero bunching experience. Designed for flexible, soft wear across different activity levels.
• Always Radiant with FlexFoam Pads FlexFoam pads with floral designs offering up to 100% leak- and odor-free protection, Zero Feel comfort, hypoallergenic and elemental chlorine free. Dermatologically tested and approved by the Skin Health Alliance, available in five sizes.
• Always Pocket FlexFoam Pads Compact, portable FlexFoam pads delivering full-size protection in a tiny, pocket-friendly format designed for on-the-go convenience.
• Always Pure Cotton with FlexFoam Pads Menstrual pads combining cotton materials with FlexFoam absorbency technology for consumers who prefer cotton-based products. Available in regular and overnight options.
• Always Radiant Pads for Teens Teen-specific menstrual pads featuring Zero Feel, Zero Leaks, Zero Bunching technology in a smaller size and comfortable fit designed for first-time menstruating users.
• Always Overnight Pads Extended-coverage menstrual pads designed for overnight use with larger back coverage to prevent leaks during sleep.
• Always Daily Liners Daily panty liners for everyday freshness, available in Daily Fresh (thin), Daily Protect (regular), and Daily Extra Protect (long) variants to match daily wear and absorbency preferences.
• Always ZZZ Disposable Overnight Period Underwear Disposable period underwear for overnight protection, providing ultimate leak protection for heavy flow nights. Available in sizes S/M, L, and XL/2XL.
• Always Discreet Bladder Leak Protection Bladder leak protection products positioned under the Always brand umbrella, sold via the dedicated alwaysdiscreet.com site, addressing incontinence needs for women.

Quantifiable outcome

• Absorbs 75% more vs. Always Maxi Size 2
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered flagship and core.

• Innovation Leo BurnettflagshipStrategic or Co-development Partner · 17 June 2026Innovation Leo Burnett, along with P&G, conceived and developed the 'Sound of Inclusion' initiative that won a GOLD Award at the Boussias Sponsorship Awards. The initiative created Cyprus' first fully accessible pop concert for Deaf and Hard of Hearing audiences.
• P&G (Pantene, Old Spice)coreStrategic or Co-development Partner · 17 June 2026The 'Sound of Inclusion' initiative was supported by P&G brands including Pantene, Always, and Old Spice, demonstrating intra-company brand collaboration for community impact initiatives.
• Secret (Procter & Gamble brand)flagshipGTM or Marketing Partner · 9 April 2026Always and Secret partnered for Coachella 2026 to debut 'The Refresh Room,' an immersive restroom experience for female festival-goers. The partnership combines Always Pocket FlexFoam period protection with Secret's antiperspirant deodorants to transform festival bathrooms.
• Coachella Valley Music and Arts FestivalflagshipGTM or Marketing Partner · 9 April 2026Always and Secret partnered with Coachella to launch the 'Refresh Room' initiative, transforming festival restrooms into enhanced spaces designed around female festival-goers' needs, promoting both brands' products to Gen Z and Millennial women.
• The Fibroid FoundationcoreStrategic or Co-development Partner · 5 March 2026Always partnered with The Fibroid Foundation to raise awareness about heavy menstrual bleeding ahead of International Women's Day. The collaboration coincides with the launch of Always' new Maxi Size 6 pad and aims to address uterine fibroids affecting an estimated 70-80% of women by age 50.
• Feeding AmericacoreStrategic or Co-development Partner · 26 November 2025Always donates period products to Feeding America, the largest domestic hunger-relief organization in the U.S. The partnership has provided tens of millions of products since 2018, with 1 million pads donated during the 2025 holiday season to improve access to feminine hygiene products.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Rael: DTC brand offering organic cotton pads, tampons, liners, and period care essentials with a strong ingredient-transparency and natural-product positioning. Rael is a key disruptive peer attacking Always on the premium-natural positioning that the brand's Pure Cotton line only partially addresses.
• Cora: Organic feminine care brand offering pads, tampons, liners, and cups with B-Corp certification and a strong period-equity mission. Cora overlaps with Always on disposable pads and shares the social-purpose positioning, but differentiates on organic/sustainable credentials that resonate with younger demographics.
• The Honey Pot: Plant-based feminine care brand offering pads, tampons, liners, washes, and wipes with a focus on sensitive skin and herbal ingredients. The Honey Pot competes with Always in pads and liners but with a plant-based / sensitive-skin narrative that targets consumers seeking alternatives to mainstream CPG formulations.
• Saalt: Direct-to-consumer brand specializing in menstrual cups and discs, now expanding into period underwear. Saalt represents the alternative-format disruption to Always' disposable pad business — relevant as a peer for understanding category-level format shift and the consumer segments moving away from disposable products.
• Lola: Direct-to-consumer feminine care brand offering organic tampons, pads, liners, and sexual wellness products with a subscription-first model. Lola competes with Always primarily on the disposable pad side, attacking on ingredient transparency and DTC customer relationship.
• Thinx: Direct-to-consumer pioneer of reusable period underwear, now expanding into incontinence and active apparel. Thinx represents the reusable-format disruption that threatens Always' core disposable pad TAM, and is the most cited peer when discussing Gen Z/cultural shift in menstrual care. Overlaps with Always ZZZ in use case but competes on format.

Regional players

• Modibodi: Australian-origin reusable period underwear and incontinence apparel brand now expanding globally. Modibodi is a comparable peer to Always in the period underwear category (where Always ZZZ is disposable) and increasingly in the incontinence segment, though its geographic strength is in Australia/UK/Europe versus Always' North America focus.

Direct peers

• U by Kotex: Kimberly-Clark's flagship menstrual care brand offering pads, liners, and tampons. U by Kotex is the closest direct competitor to Always — same product categories (disposable pads and liners), same mass-market price tier, same grocery/drug/mass distribution channels, and comparable technology marketing. Strong benchmark for share and innovation cadence.
• Tampax: Sister P&G brand in the same feminine care category, specializing in tampons. Tampax is the most direct peer — same parent, same distribution network, same end consumer, complementary product formats. Highly comparable on technology stack (proprietary absorbency features), pricing tier, and retail positioning.

Broad incumbents

• Always Discreet: P&G sister sub-brand of Always focused specifically on bladder leak and incontinence protection. While housed within the broader Always franchise (and linked from always.com), Always Discreet targets a distinct use case (postpartum, light incontinence, peri-menopause) with separate product development, separate SKUs, and a separate marketing voice — making it a peer rather than a direct overlap.

Market position

Strengths5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Always
• YouTubeyoutube.com/user/AlwaysBrand
• Facebookfacebook.com/always
• Instagraminstagram.com/always_brand

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Always