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Thinx produces stylish underwear designed to make menstruation less of a hassle. The company developed a highly absorbent fabric that wicks away moisture from the skin, ensures no leaks, and is also anti-microbial.

But the brand has a larger social mission: to break the taboo surrounding periods. In 2016, the company sought to place large advertisements in the New York Subway that alluded to menstruation with artistic, Georgia O’Keeffesque imagery of things like half-cut grapefruit and runny eggs. The MTA initially rejected the proposal, calling the images lewd, and only relented after an extensive lobbying effort on the company’s part. It now has an advertising campaign in several U.S. markets.

The company is working on creating a wider array of products using its technical fabric, including clothing. 

50 Most Innovative Companies 2017


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