Laurier

What Laurier does

Laurier is a Singapore-based women's feminine hygiene brand owned and operated by Kao Singapore Private Ltd, a subsidiary of Japanese conglomerate Kao Corporation. The brand manufactures and sells sanitary pads, pantyliners, feminine hygiene wash, and specialty period underwear through a portfolio of twelve-plus sub-lines spanning day, night, sensitive-skin, antibacterial, active-lifestyle, ultra-thin and Japan-made premium variants. Core product technology is sourced from Kao Japan's R&D and includes proprietary features such as the Quick Lock System for rapid fluid absorption, the patented Pad Stabilizer (Japan Patent No. 3913051) for leakage prevention, the Ultra Dry Mesh Surface, and the SP+ antibacterial formula with Clary Sage extracts.

Name

Laurier

Legal name

Kao Singapore Private Ltd

Website

https://laurier.com.sg

Company type

Private

Operating status

Operating

Short description

Laurier is a Singapore-based feminine hygiene brand owned by Kao Singapore, producing sanitary pads, pantyliners, feminine wash and period underwear under multiple sub-lines, marketed to menstruating women through major Singapore retailers and online marketplaces.

Ownership category

akta.pro rank

Product category

Feminine Hygiene Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Menstrual Pads (Disposable) (CRABAIAA)

akta.pro secondary industry

Period Underwear (CRABAIAG)

Keywords

• Feminine hygiene products
• Sanitary pad manufacturing
• Menstrual care products
• Pantyliner products
• Intimate care wash

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Sanitary Products Retail: Laurier generates revenue through the sale of sanitary protection products including sanitary pads, pantyliners, feminine wash, and sanitary panties through retail and e-commerce channels in Singapore.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels5 records

Core offering

Laurier produces and sells sanitary pads, pantyliners, feminine hygiene washes, and sanitary underwear designed for women's menstrual and daily care needs. The brand's portfolio addresses diverse use cases including heavy flow, sensitive skin, overnight protection, active lifestyles, and daily freshness, leveraging proprietary Kao Japan technologies for absorbency, comfort, and skin protection.

Product overview

Laurier is a women's sanitary protection brand under Kao Singapore, offering a comprehensive portfolio of feminine care products designed with Japanese technology. The product line centers on sanitary pads (Super Slimguard, Ultra Gentle, Safety Comfort, Safety Comfort with Gathers, Feather Touch, Fresh Protect) and pantyliners (Active Fit, Active Fit Japanese Range, F Pantyliners), complemented by feminine hygiene products (Feminine Foaming Wash) and specialized underwear (Superguard Sanitary Panties, Night Guard Panties). A companion mobile app (Laurier Period Log) provides period tracking functionality. Products are primarily distributed through major Singapore retailers including Watsons, Guardian, NTUC FairPrice, Cold Storage, and online marketplaces.

Differentiator

Problem solved

Functional benefit

Brands

• Super Slimguard: Sanitary pad line offering zero feeling with maximum freedom and 200x absorption capability
• Ultra Gentle
• Safety Comfort
• Safety Comfort with Gathers
• Night Guard Panties
• Fresh Protect
• Active Fit
• Active Fit Japanese Pantyliner Range
• F Pantyliners
• Superguard
• Feather Touch
• Feminine Foaming Wash

Products and services

• Super Slimguard Ultra-thin sanitary pad with ultra-dry mesh surface that absorbs 200x faster and locks in fluid. Designed for active use with zero feeling and maximum freedom, available in day and night variants with various absorbency levels.
• Ultra Gentle Dermatologically tested sanitary pad specially designed for sensitive skin. Made in Japan with feathery soft wavy surface that reduces friction by 20% and is 50% more breathable than other Laurier products.
• Safety Comfort High-absorbency sanitary pad with Quick Lock System featuring revolutionary suction-like power. Absorbs fluids 2x faster with 80% blood reduction on Quick Dry Mesh Surface for 5x drier feeling.
• Safety Comfort with Gathers Enhanced sanitary pad with 3D Anti-Leak Side Gathers providing 360° leakage protection. Features improved rapid absorption up to 5x faster and ultra-wide hip guard for overnight protection.
• Safety Comfort Night Guard Panties Sanitary underwear worn like regular panties with built-in absorption. Absorbs in 1 second, provides 360° anti-leakage protection, and is 150% drier than previous items. Available in Regular and 100% Natural Cotton variants.
• Feather Touch Premium sanitary pad featuring silky smooth surface with 150% smoothness compared to standard products. Ultra-dry mesh surface absorbs 200x with fluid locking technology.
• Fresh Protect Anti-bacterial sanitary pad infused with Japan's SP+ formula and Clary Sage extracts. Inhibits 99.99% bacteria growth, provides 10 hours odour control, and features 0.1cm ultra-thin design.
• Active Fit Pantyliners Ultra-thin pantyliners with Stay-Dry surface that locks in discharge for all-day freshness. Features 360° breathability and anti-bunching cushion to maintain shape.
• Active Fit Japanese Pantyliner Range Premium pantyliners imported from Japan with Stay-Dry surface and 360° breathability. Includes variants with 100% natural cotton, AG+ silver ions for anti-bacterial protection, and unscented options.
• F Pantyliners Entry-level pantyliners with unique wavy surface that minimizes friction and is extra breathable. Ultra-absorbent layer keeps users fresh and dry throughout the day.
• Feminine Foaming Wash Intimate area cleanser made in Japan with rich dense foam. Fragrance and colour free, pH balanced, allergy tested, and safe for daily use. Prevents odour and stuffiness.
• Superguard Sanitary Panties Specialized underwear worn with sanitary pads for extra leakage protection. Features Safety Fit Seam, patented Pad Stabilizer, and Special Wing Pocket. Made of Nylon and Polyurethane, available in M and L sizes.

Quantifiable outcome

• 2x faster absorption compared to previous range (Quick Lock System)
• +7 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Modibodi: Australia-born period underwear brand and category creator. Modibodi overlaps with Laurier's Night Guard Panties and Superguard Panties in the reusable period-underwear use case, targeting the same consumer with a sustainability-led value proposition.
• Rael: US/Korea-based organic feminine care brand offering pads, liners, and period underwear. Rael competes with Laurier's Ultra Gentle and Fresh Protect lines in the clean/dermatologically-tested, sensitive-skin segment.
• Thinx: US-based period underwear brand with growing international presence. Thinx represents the reusable/period-underwear disruption that competes with Laurier's disposable pad franchise for the same menstruating-women customer.
• Organyc: Corman-spun organic cotton feminine care brand. Organyc overlaps with Laurier's 100% Natural Cotton Night Guard Panties variant and Ultra Gentle sub-line for consumers seeking organic/skin-friendly positioning.

Direct peers

• Whisper: Procter & Gamble's flagship feminine pad brand and Laurier's most direct global competitor. Whisper competes across the same sanitary pad, pantyliner, and overnight use cases in Singapore and Asia, with comparable product segmentation and pricing tiers.
• Carefree: Johnson & Johnson's pantyliner-focused brand. Carefree is a direct peer to Laurier's Active Fit and F Pantyliner lines for everyday freshness and daily discharge protection use cases.
• Sofy: Unicharm's Japanese feminine care brand and Laurier's closest Asian counterpart given shared Japanese R&D heritage. Sofy competes directly across pads and pantyliners in Singapore with overlapping premium-import positioning.
• Kotex: Kimberly-Clark's feminine care brand offering pads, liners, and tampons. Kotex competes head-to-head with Laurier in Singapore across day-use, overnight, and sensitive-skin SKUs, supported by global marketing and R&D scale.
• Libresse: Essity's feminine care brand (also sold as Bodyform/Nuvenia in some markets). Libresse targets the same menstruating-women segment with comparable pad and liner products and has been expanding aggressively across Southeast Asia, including Singapore.

Broad incumbents

• Unicharm: Japanese personal care conglomerate and Laurier's most direct parent-company comparable (Kao). Unicharm's Sofy brand is the closest direct competitor to Laurier in Singapore and across Asia, with comparable Japanese technology and regional distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/lauriersg
• Facebookfacebook.com/LaurierSG
• Instagraminstagram.com/lauriersg

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 Laurier