Innovating in the Feminine Care Market

Founded in 2014, Thinx, Inc. makes absorbent underwear that can be worn during menstruation. But the feminine care market had seen virtually no innovation in half a century because of the taboo against discussing the topic of menstruation. As a result, the startup was competing against large incumbents like Procter & Gamble and Johnson & Johnson. Can CEO Maria Molland lead a marketing strategy that confronts those taboos in order to bring innovation to the feminine care market?