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Agenda-setting intelligence, analysis and advice for the global fashion community.

What Happens When the Menstrual Cycle Meets the Beauty Aisle

An array of emerging brands are attempting to glamourise and destigmatise everything from periods to hot flashes.
It's August tampons.
It's August tampons. (It's August)

Nine years ago, Nadya Okamoto, co-founder of Gen-Z period brand August, remembers when even saying the word “period” on public radio was “radical.” Now, she is posting nearly 100 period-related pieces of content a day to August’s social media accounts, including videos of her on a toilet with pads soaked with fake blood and having candid conversations about menstruation with an Uber driver.

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Further Reading

Why Beauty Brands Want a Bigger Piece of the $1.5 Trillion Wellness Pie

The State of Fashion: Beauty finds that brands have a growing opportunity to tap into emerging wellness subcategories — from sleep to sexual intimacy to ingestible beauty — by upgrading existing products or expanding portfolios, provided they do so with credibility and authenticity.

About the author
Melissa Magsaysay

Melissa Magsaysay is a contributing writer at The Business of Fashion. She is a LA based journalist and entrepreneur who writes about fashion and beauty.

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