Plim Underwear

What Plim Underwear does

Plim Underwear, legally NEW PLIM SAS, is a Paris-based direct-to-consumer brand founded in 2009 and controlled by EMJC Holding, operating from a 12-employee-strong (13 total) atelier at 12 rue Lapeyrère in the 18th arrondissement. The company designs, manufactures, and ships reusable menstrual underwear, reusable sanitary pads, menstrual swimwear, and urinary incontinence products (for women and men), plus zero-waste accessories such as waterproof pouches and reusable makeup-removal squares, all from organic cotton and a proprietary hemp/cotton fleece blend with a breathable PUL waterproof layer.

The core technology is a calibrated three-layer construction: a 100% organic cotton contact layer for mucous-membrane safety, a 55% hemp / 45% organic cotton fleece core that absorbs, stores, and deodorizes fluid, and a breathable PUL outer film that prevents leaks. Products are offered in four absorption tiers (Smart, Medium, Plus, Max) with up to 12 hours of protection and a 5+ year product lifespan, and the full catalog is certified Origine France Garantie, Fabriqué à Paris, and Oeko-Tex Standard 100. The portfolio is segmented by use case (menstrual, postpartum, swim, teen, urinary) and customer profile, with roughly 40+ active SKUs across underwear, pads, swimwear, and accessories.

Plim Underwear generates revenue exclusively through one-time direct online sales at unit price points of €11.99–€59.90, with progressive volume discounts of 10–20%, free domestic shipping above €70, and installment payments via Alma (2x/3x/4x). Distribution is the company-owned DTC website, worldwide shipping primarily through La Poste Colissimo and Mondial Relay, and Click & Collect at the Paris atelier. The company has no disclosed funding, no B2B or wholesale channel, and revenue is not publicly reported.

Name

Plim Underwear

Legal name

NEW PLIM SAS

Website

https://plim-underwear.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Plim Underwear is a Paris-based DTC brand (NEW PLIM SAS, founded 2009) that designs and manufactures reusable menstrual underwear, sanitary pads, swimwear, and urinary incontinence products from organic cotton and hemp fleece at its own Parisian atelier. It sells directly to consumers worldwide through its e-commerce site.

Ownership category

akta.pro rank

Product category

Reusable menstrual and incontinence hygiene products

NAICS

Apparel Manufacturing (315)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Period Underwear (CRABAIAG)

akta.pro secondary industries

Menstrual Pads (Reusable/Cloth) (CRABAIAB), Panties & Briefs (CRAAAIAB)

Keywords

• Reusable menstrual underwear
• Washable sanitary pads
• Menstrual swimwear
• Urinary incontinence protection
• Organic cotton hygiene

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct product sales: Plim Underwear generates revenue through direct sales of reusable menstrual and urinary protection products. Customers purchase one-time products (underwear, sanitary pads, swimwear, accessories) with no recurring subscription model. The company offers volume discounts with progressive pricing (10% off for 3+ items, 15% off for 4+ items, 20% off for 5+ items). Payment options include credit card (Visa, Mastercard, Carte Bleue), PayPal, installment payments via Alma (2x, 3x, 4x), and check payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Plim Underwear designs, manufactures and sells reusable menstrual underwear, washable sanitary pads, menstrual swimwear, and urinary incontinence protection products (for women and men), all made from certified organic cotton and a hemp-fleece absorbent layer, plus zero-waste accessories. The full range is produced at the brand's Parisian workshop and sold direct-to-consumer through plim-underwear.com with worldwide shipping.

Product overview

Plim Underwear is a French e-commerce company specializing in reusable menstrual and urinary protection products made from organic cotton, manufactured in their Paris workshop. The product portfolio spans four main categories: (1) menstrual underwear in multiple styles for adults and adolescents including Emily (best-seller classic), Solène (shorty), Ingrid/Ingrid Ado and Olga (ultra-absorbent Max flow for heavy flow/night/post-partum), Fiona (high-waisted for painful periods), Juliette (with decorative trim), Lola (thong), Camille (boyfriend shorts), and Julie (cyclist/sport style); (2) reusable sanitary pads in five absorbency levels from Smart (light) through Extra Longue (very heavy/hemorrhagic); (3) menstrual swimwear including Diane, Carole, Sara (high-waisted), Louise (one-piece), Jade (strapless for swimming), and Ambre, with adolescent versions; and (4) urinary incontinence protection for women (La Culotte, Le Shorty, La Culotte Taille Haute) and men (Le Slip, Le Boxer, Protection Confort, Protection Aisance inserts). All products carry 'Origine France Garantie' and 'Fabriqué à Paris' certifications. Zero-waste accessories include waterproof pouches and reusable cotton rounds for makeup removal.

Differentiator

Problem solved

Functional benefit

Products and services

• Emily reusable menstrual underwear Classic-cut reusable menstrual underwear (the brand's best-seller) made with organic cotton, hemp-fleece absorption and PUL barrier; available in Medium and Plus absorbency for light-to-moderate flow.
• High-coverage Max-flow menstrual underwear (Ingrid, Olga, Fiona, post-partum range) Ultra-absorbent Max-flow reusable menstrual underwear (Ingrid, Olga) and dedicated postpartum culotte/shorty styles, designed for heavy to hemorrhagic flow and overnight wear with front-to-back protection.
• Additional menstrual underwear styles (Solène, Juliette, Lola, Camille, Julie) Reusable menstrual underwear in additional cuts: shorty (Solène), decorative-trim full-coverage (Juliette), thong (Lola), boyfriend shorts (Camille), sport cyclist (Julie), high-waist with trim (Fiona).
• Adolescent menstrual underwear (Sasha, Mia, Ingrid Ado, Shorty Olga Ado) Reusable menstrual underwear specifically sized and styled for teenagers, including classic-cut Sasha, sport shorty Mia and Max-flow Ingrid Ado and Shorty Olga Ado variants.
• Washable sanitary pads (Serviette and Protège-slip Smart) Reusable washable sanitary pads in five absorbency levels (Protège-slip Smart, Medium, Plus, Max, Super, Extra Longue), made of organic cotton with snap-button attachment, replacing disposable pads across light to hemorrhagic flow.
• Menstrual swimwear (Diane, Carole, Sara, Louise, Jade, Ambre and adolescent versions) Reusable menstrual swimwear including swim bottoms (Diane, Sara, Ambre), one-pieces (Carole, Louise), strapless style (Jade) and adolescent versions (Diane Ado, Coralie, Louise Ado) — indistinguishable from classic swimwear while providing leak and odor protection.
• Women's urinary incontinence underwear (La Culotte, Le Shorty, La Culotte Taille Haute) Reusable urinary incontinence underwear for women in classic, shorty and high-waist cuts; three flow levels; hemp-fleece odor control; Oeko-Tex certified organic cotton.
• Men's urinary incontinence underwear and inserts (Le Slip, Le Boxer, Protection Confort, Protection Aisance) Reusable men's urinary incontinence underwear (Le Slip, Le Boxer) and snap-on insert pads (Protection Confort for moderate to ultra-heavy, Protection Aisance for light to moderate) made of organic cotton and hemp fleece.
• Le coffret premières règles first-period starter kit Starter kit for first periods containing Sasha (Max-flow) adolescent menstrual underwear, a reusable sanitary pad, a waterproof pouch, an educational booklet on menstruation, identity, SPM and contraception, and a 20% promotional discount code.
• Zero-waste accessories (waterproof pouches and reusable makeup-removal cottons) Zero-waste accessories: waterproof PUL pouches (Pochette Impermeable and Pochette Impermeable rectangle à pression) for storing used protection, and reusable cotton makeup-removal squares (Carré démaquillant, Coton démaquillant lavable à motifs) made from organic cotton or hemp fleece.

Quantifiable outcome

• 60%+ lifetime cost savings compared to disposable menstrual products (€1,500-2,000 vs reusable)
• +3 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• La Poste / ColissimocoreChannel Partner/ Reseller/ DistributorPrimary logistics and delivery partner for shipping products in France and internationally. Offers multiple delivery options including point relay, home delivery with/without signature, and tracking services.
• Mondial Relay / InPostminorChannel Partner/ Reseller/ DistributorAlternative parcel delivery service offering point relay delivery options for customers in France.

Scale indicators4 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• Saalt: US brand selling reusable period underwear, menstrual cups, and pads through DTC channels. Competes with Plim on product format (absorbent underwear) and target customer (women seeking reusable alternatives), with similar absorbency tiering.
• Modibodi: Australia-headquartered reusable period and incontinence underwear brand with global DTC and retail presence. Operates the same three-layer technology approach and competes with Plim across menstrual, swimwear, and incontinence categories in Europe.
• Bambaw: Belgium-based reusable product brand selling reusable cotton pads, period underwear, and zero-waste accessories through DTC. Strongly comparable zero-waste positioning, similar SKU mix (pads + underwear + accessories), and close geographic proximity to Plim.
• Knix: Canadian DTC brand with a broad leakproof underwear range covering periods, incontinence, and sweat. Comparable category focus and DTC model, with a significantly larger product range and venture backing.
• Thinx: US-based direct-to-consumer pioneer in reusable period underwear with multiple absorbency levels, swimwear, and incontinence lines. Closest direct competitor to Plim in product format, target customer and DTC go-to-market, though at significantly larger scale and with venture funding.
• Wuka: UK-based period underwear and reusable pad brand offering direct-to-consumer menstrual and incontinence products. Highly comparable product format, sustainable positioning, and UK/European DTC focus similar to Plim.
• Ruby Love: US period underwear and leakproof apparel brand with broad absorbency tiering and swimwear. Competes with Plim on product format and target use cases (light to heavy flow, swim, sports).

Others

• Natracare: UK-based brand specializing in organic cotton and plastic-free disposable pads, tampons, and wipes. Not a direct reusable competitor, but competes for the same sustainability-minded consumer and complements the reusable period care category.

Emerging players

• Dear Kate: US-based period and leakproof underwear brand with patented layering technology. Comparable product technology approach (multi-layer absorbent construction), though smaller scale than the leading players and overlapping only partially with Plim's range.

Regional players

• Merci Handy: French beauty and personal care DTC brand selling hygiene-adjacent products (hand sanitizers, soaps, intimate care). Comparable French DTC positioning and 'Made in France' premium, with adjacent feminine care category overlap though not direct period underwear competition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/plim-underwear

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Plim Underwear