THINX offers a line of women’s underwear that can complement or even replace traditional feminine hygiene applications. The company looks to take on health multinationals like Procter & Gamble and disrupt an industry that is expected to be worth over $33 billion by 2025. THINX was launched in 2011 by Canadian twin sisters, Miki Agrawal and Radha Agrawal, along with co-founder Antonia Dunbar. The company’s innovative ways extend to social advertising, where its marketing content is direct, provocative and often controversial.

Now headquartered in New York City, the company’s initial growth came on the heels of a 2013 Kickstarter campaign that raised $65,000. In 2018, THINX’s yearly revenue topped $50 million. In addition to online retailers, THINX products are featured in 51 locations in the US, Canada, the UK, Iceland, Germany, Switzerland and Ireland. Miki Agrawal stepped down as the company’s CEO in 2017. Entrepreneur Maria Molland is THINX’s current CEO.