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Kotex

Kotex is an American brand of disposable menstrual pads and related feminine hygiene products manufactured by the Kimberly-Clark Corporation.^[1]^[2]
Developed from Cellucotton, a highly absorbent creped cellulose wadding originally produced for World War I military bandages, Kotex pads represented the company's first consumer product and marked a pivotal advancement in disposable sanitary protection.^[3]^[2]
Introduced commercially in 1920 after initial sales trials in 1919, the pads were shaped into a rectangular form with looped ends for attachment to undergarment belts, revolutionizing menstrual management by offering convenience over reusable cloth alternatives.^[2]^[4]
The brand name "Kotex," derived from "cotton texture," was an invented term to facilitate marketing amid the era's taboos surrounding menstruation.^[5]
Over the decades, the product line expanded to include ultra-thin pads, tampons, and panty liners under sub-brands like U by Kotex, while maintaining a focus on absorbency, comfort, and hypoallergenic materials.^[6]^[1]
Notable innovations include beltless designs in the 1970s and ongoing refinements in core technology for leak protection, though the brand has faced occasional product recalls related to quality issues such as odors or adhesive failures.^[7]^[8]

History

Origins in World War I Medical Innovation

During World War I, Kimberly-Clark Corporation developed Cellucotton, a highly absorbent material made from processed wood pulp, as a substitute for scarce cotton in surgical dressings and bandages.^[2]^[3] With the United States entering the war in 1917, production ramped up significantly, reaching rates of 380 to 500 feet per minute for wadding used in dressings.^[9] This innovation addressed wartime shortages while providing superior absorbency compared to traditional cotton, which proved effective in staunching wounds on the battlefield.^[10] Military nurses, facing their own menstrual needs amid limited supplies of homemade or rudimentary sanitary protections, began repurposing the Cellucotton bandages for personal use due to its exceptional absorbency and disposability.^[2]^[11] These "nursing sisters," as they were often called, reported the material's effectiveness in managing flow without the bulk or discomfort of earlier cloth alternatives, which typically required washing and reuse.^[10] Their practical adaptation highlighted the material's versatility beyond medical wounds, influencing post-war product development.^[12] After the armistice in 1918, Kimberly-Clark faced a surplus of Cellucotton with the end of military demand.^[3] Feedback from wartime nurses prompted the company to explore civilian applications, leading to experiments in forming the material into pre-cut, disposable sanitary napkins enclosed in gauze for hygiene.^[2]^[11] This marked the transition from battlefield medical necessity to consumer feminine hygiene, with the napkins secured by belts rather than adhesives, reflecting the era's design constraints.^[12] The resulting product, branded Kotex—derived from "cotton texture"—debuted commercially in October 1920, capitalizing on the proven absorbency validated in wartime conditions.^[3]

Commercial Launch and Early Market Penetration (1921–1930s)

Kotex sanitary napkins were introduced to the market in October 1920 by Cellucotton Products Company, a Kimberly-Clark subsidiary, repurposing absorbent Cellucotton—a wood pulp fiber originally produced for World War I bandages—into disposable menstrual pads. The inaugural sale occurred at a Woolworth's dime store in Chicago, targeting consumers seeking hygienic alternatives to reusable cloth rags or homemade pads prevalent at the time. This launch capitalized on post-war surplus materials, positioning Kotex as an innovative, convenient solution amid limited commercial options for feminine hygiene products.^[13]^[4] The first national advertising campaign debuted in 1921, featuring ads in prominent women's magazines such as Ladies' Home Journal and Good Housekeeping, which represented the earliest large-scale promotion of sanitary napkins to a broad U.S. audience. Initial efforts, crafted by a former nurse, underperformed due to overly direct messaging that clashed with prevailing menstrual taboos; success followed revisions by male copywriters emphasizing discretion, with strategies like counter displays equipped with coin boxes to enable self-service purchases and avoid awkward clerk interactions. Ads highlighted Kotex's soft texture, reliability, and freedom from laundry, using imagery of poised, active women to align the product with modern lifestyles while maintaining euphemistic language to navigate cultural sensitivities.^[2]^[14] Market penetration accelerated in the mid-1920s as Kotex addressed practical drawbacks of alternatives, such as leakage and maintenance burdens, appealing particularly to employed women and students whose routines demanded reliability. Plain packaging and assurances of confidentiality facilitated adoption in drugstores and department stores, gradually shifting consumer preferences toward disposables despite initial resistance rooted in tradition and embarrassment. By the 1930s, sustained advertising reinforced Kotex's dominance, with expanded distribution and product refinements solidifying its role in commercializing feminine hygiene and reducing reliance on improvised methods.^[2]^[14]

Post-War Expansion and Brand Evolution (1940s–2000s)

Following World War II, the U.S. market for disposable menstrual products experienced significant growth, with sales quintupling by the war's end amid rising female workforce participation and post-war economic expansion.^[15] Kotex, as a leading pad brand under Kimberly-Clark, benefited from this surge, maintaining dominance through targeted advertising that emphasized reliability and discretion, such as campaigns in the 1940s and 1950s featuring illustrations of poised women.^[16] In the late 1930s, Kotex had entered the tampon segment with Fibs, a quilted tampon with an attached string, which continued production into the late 1950s, aligning with increasing acceptance of internal protection post-war as women adopted more active lifestyles.^[17] By the 1960s, tampons eroded market share from pads, prompting Kimberly-Clark to diversify Kotex offerings; however, pads remained core, with innovations like improved absorbency materials responding to consumer demands for comfort.^[18] The 1970s marked a pivotal evolution with the introduction of beltless pads, eliminating the need for sanitary belts that had been standard since the brand's inception. Kotex launched New Freedom beltless pads around 1970, followed by maxi pads advertised for heavy flow in 1974 and 1975, enhancing user convenience and contributing to sustained market penetration.^[19] ^[20] Concurrently, Kotex expanded its tampon line with Stick Tampons, available through the decade, reflecting broader industry shifts toward applicator-free options.^[21] Into the 1980s and 1990s, Kotex evolved further with thinner profiles and specialized variants, including Security tampons and Lightdays liners, adapting to preferences for discreet, versatile protection amid ongoing market competition. This period solidified Kotex's position within Kimberly-Clark's consumer portfolio, though specific sales figures for the brand remain proprietary, with overall feminine hygiene contributing to the company's growth into a multi-billion-dollar enterprise by the 2000s.^[22]

Products and Technology

Core Product Categories: Pads, Tampons, and Liners

Kotex sanitary pads constitute the brand's foundational product line, originally developed from Cellucotton bandages during World War I and commercialized in 1921 for menstrual use. Modern iterations, marketed under the U by Kotex sub-brand in the United States, include maxi pads and ultra-thin pads available in regular, heavy, and overnight absorbencies. Overnight maxi pads with wings offer extra heavy absorbency and up to 12 hours of protection through unique absorbent technology, featuring an 80% larger back for extended coverage during sleep.^[7] These pads incorporate deep channels that flex to conform to body movements, rapidly drawing in and locking away wetness to minimize leaks.^[7] Ultra-thin variants provide similar absorbencies but with slimmer profiles for discreet wear, such as regular for medium flow and super for heavier days.^[23] Kotex tampons represent an internal absorption option introduced later in the brand's portfolio to complement external pads. The U by Kotex Click compact tampons, available in regular, super, and super plus absorbencies, start in a compact form and expand to full size upon insertion for customized fit.^[24] They utilize a smooth, slim tip for easier and more comfortable insertion, paired with XPRESS-DRI technology claiming up to 100% leak-free protection by channeling fluid away from the body.^[25] ComfortFlex grooves enhance adaptability to bodily movements, absorbing 12-15 grams of fluid in regular absorbency models made from rayon without added fragrances.^[26] Super plus variants target heavy flows, expanding to prevent side leakage.^[24] Panty liners from Kotex serve lighter menstrual or daily discharge needs, functioning as thinner, less absorbent alternatives to full pads. U by Kotex Clean & Secure liners, in regular and extra coverage lengths, feature an XPRESS-DRI core for instant absorption and a front-to-back adhesive strip to maintain positioning in underwear.^[27] Balance liners offer 2x the absorbency of standard regular liners with channels to block unexpected leaks on light flow days.^[28] These products are designed to be super-flexible and barely noticeable, providing up to 8 hours of freshness for vaginal discharge without bulk.^[29] Extra coverage options extend protection for broader panty fit while remaining individually wrapped for hygiene.^[30]

Innovations in Materials and Design

The foundational innovation in Kotex materials stemmed from Cellucotton, a creped cellulose wadding developed by Kimberly-Clark in 1917 as a cost-effective substitute for cotton in World War I bandages, offering five times the absorbency at half the production cost.^[3] Adapted for sanitary napkins and launched as Kotex in 1920, this wood pulp-based material enabled the first disposable pads, consisting of 40 plies shaped into rectangles and enclosed in gauze, marking a shift from reusable cloth alternatives to highly absorbent, single-use products that prioritized hygiene and convenience.^[2] Subsequent advancements incorporated superabsorbent polymers (SAP), such as sodium polyacrylate, into pad cores starting in the 1980s following their success in diapers, allowing Kotex to produce thinner profiles without sacrificing capacity—up to 24 milliliters of absorbency in some variants—while locking fluids away from the skin.^[31] Design refinements included adhesive wings, introduced industry-wide in the 1980s and adopted by Kotex for enhanced stability and leak prevention by securing pads to underwear, alongside contoured shapes and breathable topsheets for improved fit and reduced irritation.^[32] For tampons, Kotex's Security line features a core that expands radially upon absorption, providing 360-degree protection against leaks, paired with plastic applicators for smoother insertion compared to earlier cardboard designs.^[33] Recent iterations, such as U by Kotex Click tampons, incorporate a compact, expandable design with an audible "click" mechanism for reliable deployment, while materials emphasize rayon-cotton blends for balanced absorbency and comfort.^[25] In 2016, U by Kotex introduced ultra-thin pads with a 3D Capture Core, a layered structure that rapidly draws in fluid and distributes it evenly to minimize bunching and enhance discretion during heavy flow.^[34] These developments reflect ongoing refinements in polymer integration and ergonomic shaping, prioritizing efficacy over bulk while maintaining dermatologist-tested gentleness without added fragrances or lotions.^[35]

U by Kotex Rebranding and Modern Variants

In 2010, Kimberly-Clark introduced U by Kotex as a sub-brand of the established Kotex line, targeting women aged 14 to 22 with a focus on modern aesthetics and functionality to differentiate it from traditional offerings.^[36] The launch featured distinctive black packaging with vibrant accent colors, marking a shift toward bolder, youth-oriented design in the feminine care category.^[37] This initiative aimed to refresh the brand's appeal amid evolving consumer preferences for stylish, discreet products.^[38] U by Kotex products emphasize advanced absorbency and comfort features, including hypoallergenic, unscented materials dermatologist-tested for skin gentleness.^[7] Core variants include ultra-thin pads with wings for regular and heavy flow, offering up to 12 hours of protection via specialized cores like XPRESS-DRI or Rapid-Dry that wick moisture quickly; maxi pads for heavier absorbency; and overnight options with extended backs up to 80% larger for leakage prevention during sleep.^[6] Tampon lines feature compact designs such as Click tampons for easy insertion and Security tampons in various absorbencies (regular, super, sport), alongside liners for light days.^[6] Subsequent updates have incorporated sustainability and performance enhancements. A 2016 packaging refresh preceded a 2023 redesign, which introduced a reframed 'U' logo, larger product name visibility, illustrative graphics, and outer wrappers with 30% recycled plastic, aligning with environmental advancements since the prior iteration.^[39] These variants maintain compatibility with active lifestyles, such as sport-specific tampons, while prioritizing leak-free claims backed by brand testing.^[34]

Marketing and Cultural Influence

Initial Advertising Barriers and Breakthroughs

In the early 1920s, advertising Kotex sanitary napkins faced significant barriers due to the prevailing societal taboo surrounding menstruation, which rendered the topic largely unmentionable in public discourse. Publishers were initially reluctant to accept advertisements for such products, questioning their ethical suitability for print media. Early promotional efforts, including those featuring an ex-nurse as spokesperson, proved ineffective in gaining traction. Additionally, prototype advertisements were rejected internally because they included too many male figures, deemed inappropriate for a product targeted at women.^[14]^[40] To overcome these challenges, Kimberly-Clark launched the first Kotex ad campaign in January 1921 with a carefully planned series of insertions in Ladies' Home Journal, followed by ads in May, July, and November of that year. The inaugural advertisement depicted a nurse and a wounded World War I veteran, leveraging the product's origins in military medical innovation to establish credibility and indirectly address the hygienic needs of women without explicit reference to menstruation. The brand name "Kotex," derived from "cotton texture," was chosen for its vagueness, emphasizing discretion and comfort to appeal to consumers amid the stigma.^[41]^[42] A key breakthrough in distribution and sales strategy involved counter displays with coin-operated boxes in stores, allowing women to purchase products without direct interaction with clerks, thereby reducing embarrassment and facilitating discreet access. This approach, combined with the ads' focus on disposability, absorbency, and scientific endorsement—such as claims of absorbing 16 times their weight—helped normalize the product in the market. By the mid-1920s, these efforts contributed to Kotex's commercial success, marking a shift toward more widespread, albeit euphemistic, advertising of disposable sanitary pads.^[14]^[43]^[40]

"Red Dot" Campaign and Public Backlash

The "Red Dot" campaign was launched by Kotex in October 2000 to promote new pad products, employing a simple red dot as a nonverbal symbol universally recognized by women to represent menstruation. Created by Ogilvy & Mather Worldwide, the campaign utilized television and print advertisements featuring the red dot interrupting everyday scenarios, such as vacations or weekends, accompanied by the slogan "Kotex fits. Period." This approach marked a departure from traditional euphemistic advertising in the sanitary protection category, aiming to foster immediate understanding without explicit references to bodily functions.^[44] In April 2003, the campaign expanded nationally with new TV and press executions that animated the red dot, giving it personality traits interacting with text elements to emphasize product fit and comfort. By 2004, advertisements evolved to include a computer-generated anthropomorphic red dot character, portraying it in humorous contexts to engage younger audiences and highlight the brand's relevance to women's daily lives. The campaign's innovative symbolism received praise for its playfulness and effectiveness in breaking menstrual advertising taboos, contributing to Kotex's repositioning.^[45] The slogan "Kotex fits. Period." was discontinued in subsequent advertisements starting in 2005, though the red dot motif persisted in packaging and branding efforts. While the campaign was largely viewed as a breakthrough for its direct yet subtle messaging, some critiques emerged regarding the anthropomorphic dot's whimsical portrayal potentially trivializing menstrual experiences, though no widespread public outcry or formal complaints were documented in major media reports. The initiative's termination of the specific slogan may reflect a strategic shift toward broader brand evolution rather than response to backlash.

Contemporary Initiatives on Period Normalization (2010s–Present)

In the early 2010s, Kotex, under the U by Kotex sub-brand, launched the "Break the Cycle" campaign in March 2010 to challenge menstrual stigma through direct language and humor, featuring television and online ads that critiqued euphemistic industry advertising while encouraging open discussions about periods and vaginal health.^[46] Viral videos depicted scenarios like men buying tampons and women confidently carrying products, aiming to normalize visibility and reduce embarrassment associated with menstruation.^[47] The campaign marked a shift from indirect marketing tropes, such as blue liquid demonstrations, toward frank acknowledgment of bodily functions to foster body literacy among consumers.^[48] Building on this, U by Kotex expanded period positivity efforts in subsequent years with educational resources promoting inclusive language and advocacy, such as guides encouraging the use of terms like "period" over euphemisms, casual display of products, and support for policies like free supplies in schools to diminish shame.^[49] These initiatives emphasized personal agency beyond menstruation while addressing mental health impacts of stigma, including anxiety from product inaccessibility.^[50] In 2020, coinciding with its centennial, Kotex introduced the global She Can Initiative to combat period barriers, committing $2.5 million over three years to partner with Plan International for menstrual hygiene education and product access, reaching over 3.5 million individuals by providing resources like "My First Period" guides to dispel misinformation and reduce shame.^[51] The program fights stigmas through school-based education for girls, boys, and parents, promoting equal opportunities by normalizing menstruation as a natural process rather than a hindrance to progress.^[52] More recently, in 2023, U by Kotex's "Normalize Periods" campaign featured multichannel ads with women using anatomical terms like "vagina" and "period" in vibrant, unapologetic spots to provoke reflection on why menstruation remains stigmatized, extending destigmatization efforts to body literacy and cultural conversations.^[53] This built on prior work by ditching euphemisms entirely, aligning with broader corporate goals to integrate period education into mainstream discourse while supporting access initiatives amid period poverty affecting one in five low-income women in missing work or school.^[54]

Safety, Recalls, and Legal Challenges

Historical Recalls and Quality Defects

Prior to the 2010s, Kimberly-Clark, the manufacturer of Kotex, did not issue any major voluntary recalls or face significant regulatory actions related to product safety defects for its menstrual pads or tampons, as documented in FDA enforcement reports and historical consumer product databases. This contrasts with industry-wide scrutiny in the 1980s, when super-absorbent tampons from competitors like Procter & Gamble's Rely brand were linked to elevated risks of toxic shock syndrome (TSS), leading to that product's withdrawal in 1980; Kotex tampons, using cotton and rayon blends without the same high-absorbency synthetics, were not implicated in comparable outbreaks or recalls during that period. Quality concerns in earlier decades were largely limited to design limitations rather than safety hazards, such as the bulkiness of initial Cellucotton-based pads introduced in 1921, which absorbed well but could shift or cause minor irritation due to their uncompressed wood pulp structure, issues mitigated through subsequent refinements in padding and adhesives by the mid-20th century without necessitating recalls. Anecdotal consumer complaints about odor control or adhesive failures in deodorized variants appeared sporadically in the 1970s and 1980s but did not result in verified widespread defects or formal investigations by health authorities.

Recent Tampon Recalls (2011 and 2018)

In November 2011, Kimberly-Clark initiated a voluntary Class II recall of approximately 1,400 cases of Kotex Natural Balance Security Unscented Tampons (regular absorbency), limited to specific stock-keeping units including carton codes 15063 (18-count) and 15064 (36-count).^[55]^[56] The action stemmed from detection of the bacterium Enterobacter sakazakii in a raw material used during manufacturing, which posed a potential risk of serious infections such as urinary tract infections, pneumonia, or meningitis, though no illnesses were reported at the time of the recall.^[57]^[58] Affected products had been distributed to retailers including Walmart, Sam's Club, and Dollar General between August and October 2011.^[59] Kimberly-Clark notified customers via urgent letters and advised consumers to return or discard the products, emphasizing the precautionary nature of the recall despite the low risk of contamination in finished tampons.^[55] In December 2018, Kimberly-Clark announced another voluntary recall of specific lots of U by Kotex Sleek Tampons (regular absorbency, unscented), affecting products manufactured from October 7, 2016, to October 16, 2018, and distributed from October 17, 2016, to October 23, 2018, across the United States and Canada.^[60]^[61] The recall was prompted by a manufacturing quality defect that caused the tampons to unravel or come apart during use, potentially leaving fragments inside the body and necessitating medical intervention, including eight reported cases requiring treatment such as surgery.^[60]^[62] Consumers were instructed to stop using the product and contact Kimberly-Clark for refunds or replacements, with the company confirming no other Kotex tampon varieties were impacted.^[63] This incident highlighted ongoing challenges in tampon structural integrity, though the firm attributed it to isolated production issues rather than widespread design flaws.^[64]

Lead Content Lawsuit and Material Toxicity Claims (2024)

In July 2024, a University of California, Berkeley-led study published in Environment International reported the detection of toxic metals, including lead (up to approximately 0.12–0.2 micrograms per gram across tested brands), arsenic, and cadmium, in tampons from 14 different manufacturers, prompting scrutiny of material safety in menstrual products like those from Kotex.^[65]^[66] The research highlighted potential risks from vaginal absorption due to the tissue's permeability, though it noted no prior studies had quantified such exposures and emphasized the need for further investigation into health impacts, as trace metals were ubiquitous in tested organic and non-organic varieties without direct causation of harm established.^[65] On July 30, 2024, plaintiff Allison Barton filed a proposed class-action lawsuit (Barton v. Kimberly-Clark Corporation, No. 3:24-cv-01337) in the U.S. District Court for the Southern District of California against Kimberly-Clark, the parent company of Kotex, alleging that U by Kotex Click Compact tampons contain undisclosed lead levels of 0.189 micrograms per gram based on independent lab testing.^[67] The suit claims these concentrations exceed California's Proposition 65 safe harbor limit of 0.5 micrograms per day for lead exposure without warnings, constituting deceptive marketing by implying product safety for internal use, and asserts consumers would not have bought or paid as much for the items had the presence been revealed.^[67]^[68] Separately, on September 30, 2024, the nonprofit Toxin Free USA initiated a lawsuit in the Superior Court of the District of Columbia against Kimberly-Clark, focusing on U by Kotex tampons' lead content exceeding Proposition 65 thresholds per commissioned testing, and accusing the company of false advertising that misleads consumers into believing the products are free of heavy metals and safe for vaginal insertion.^[69] Unlike monetary-focused class actions, this suit seeks injunctive relief to halt alleged deceptive practices rather than damages, arguing that marketing phrases implying purity and safety omit material risks from environmental contaminants in raw materials.^[69]^[70] Kimberly-Clark responded to the study's findings and ensuing claims by stating that trace metals in its products align with environmental baselines, pose no demonstrated health risks based on extensive testing, and comply with FDA regulations and global standards for menstrual hygiene items, with no recalls issued specifically for toxicity.^[71] Early judicial developments included a February 2025 dismissal of certain fraud claims in related tampon lead suits (including against Kotex) for lack of specificity, with leave to amend, while core deception allegations in the Barton case were permitted to advance in August 2025, indicating ongoing litigation over disclosure obligations rather than proven toxicity causation.^[72]^[73] Critics of the claims, including industry perspectives, note that while metals may originate from soil in cotton or rayon supply chains, absorption rates and clinical effects remain unproven, contrasting plaintiff assertions of inherent vaginal risks with the absence of epidemiological data linking tampon use to elevated heavy metal toxicities.^[71]^[74]

Commercial Impact and Criticisms

Market Dominance and Economic Achievements

Kotex pioneered the disposable sanitary napkin market upon its 1921 launch by Kimberly-Clark, utilizing Cellucotton—a wood pulp absorbent originally created for World War I wound dressings—which enabled mass production and rapid consumer adoption.^[22] The brand achieved dominance, securing over 50% market share in the United States for decades and becoming synonymous with sanitary napkins amid limited early competition.^[22] By the early 21st century, Kotex sustained its economic prominence despite intensified rivalry from Procter & Gamble's Always brand. In 2008, it held 16% of the U.S. disposable sanitary pads market, contributing to Kimberly-Clark's broader personal care portfolio.^[75] Sub-brands like U by Kotex further bolstered growth, capturing over four percentage points of North American market share in their debut year around 2010.^[76] A key economic milestone occurred in 2012, when Kotex reached $1 billion in annual global net sales, entering the elite tier of consumer packaged goods brands.^[77] This reflected double-digit compound annual net sales growth for Kimberly-Clark's feminine care segment over the prior five years, driven by product innovation and international expansion.^[77] The brand's performance supported Kimberly-Clark's personal care revenues, which rose from $9.9 billion in fiscal 2022 to $11 billion in fiscal 2024.^[78]

Health and Efficacy Evaluations

Kotex menstrual pads have demonstrated effective absorbency in comparative laboratory tests using simulated menstrual fluid. A 2021 study evaluating multiple absorbent materials reported that Kimberly-Clark Kotex pads achieved a mean absorption index suitable for moderate to heavy flow management, though lower than bamboo wadding prototypes (Kotex index not quantified individually but ranked competitively among commercial disposables).^[79] Broader research on pad efficacy highlights that actual absorbency often deviates from manufacturer labels, with some products saturating faster under realistic dynamic conditions simulating movement and flow variability, underscoring the need for user-specific testing beyond brand claims.^[80] For Kotex tampons, efficacy evaluations focus on leakage prevention and retention, with general tampon studies indicating high performance in static absorption but potential underperformance in high-mobility scenarios compared to pads or cups; brand-specific data remains limited, as most peer-reviewed work aggregates categories rather than isolates Kotex.^[80] User-centered assessments, such as those in consumer product reviews, report Kotex tampons as reliable for light to regular flows when changed every 4-6 hours, aligning with efficacy benchmarks for rayon-cotton blends in preventing overflow.^[81] Health evaluations of Kotex products reveal risks comparable to other menstrual absorbents, primarily irritation and infection. Pads can induce contact dermatitis in sensitive individuals, with case reports linking Kotex variants to acrylate adhesives triggering systemic reactions, resolved upon discontinuation and confirmed via patch testing variability across batches.^[82] Tampons, including Kotex models, pose a rare but documented risk of menstrual toxic shock syndrome (TSS) due to bacterial toxin production in prolonged use, with U.S. incidence dropping over 90% since 1980 following FDA absorbency regulations limiting super-absorbent designs; Kotex guidelines emphasize changing every 4-8 hours to mitigate this, consistent with CDC advisories.^[83] ^[84] Material safety assessments indicate Kotex products contain synthetic fibers and gels akin to industry standards, with potential for low-level chemical leaching; trace metals like lead have been detected in tampons generally, prompting scrutiny, though Kotex-specific thresholds comply with regulatory limits absent brand-targeted toxicology exceeding safe exposure models.^[85] No large-scale epidemiological studies attribute elevated dermatitis or TSS rates uniquely to Kotex over peers, but individual hypersensitivity to fragrances or preservatives in scented variants warrants caution.^[86] Overall, efficacy supports reliable use for most, while health profiles emphasize proper hygiene to minimize adverse events.

Environmental Concerns and Sustainability Debates

Disposable menstrual products, including those under the Kotex brand, contribute significantly to global waste streams due to their single-use nature and composition dominated by non-biodegradable plastics. Pads can contain up to 90% plastic by weight, with over 80% of such products in regions like Europe and the United States ending up in landfills, where decomposition may take 500–800 years for plastic components.^[87]^[88] Annually, tens of billions of pads and tampons are discarded worldwide, exacerbating landfill volumes and microplastic pollution as materials fragment without fully breaking down.^[89]^[15] Kimberly-Clark, Kotex's parent company, has faced scrutiny for the environmental footprint of its feminine care lines, which rely heavily on synthetic fibers and polymers derived from fossil fuels. While the firm reports progress in reducing scope 1 and 2 greenhouse gas emissions by 43.3% since 2015, critics argue that product redesigns lag behind packaging tweaks, such as the 2024 introduction of Kotex's first paper pouch, which aims to cut plastic in outer wrappers but does not address core absorbent materials.^[90]^[91] Kimberly-Clark's 2030 goals include halving plastics use from 2019 levels and diverting 100% of manufacturing waste from landfills, yet these targets encompass broader operations rather than mandating biodegradable alternatives for Kotex pads or tampons.^[92]^[93] Sustainability debates center on the trade-offs between disposable convenience and reusable options like menstrual cups or cloth pads, which studies indicate could reduce waste by orders of magnitude—potentially avoiding 9 tonnes of landfill material per user over a lifetime compared to disposables.^[94] Kimberly-Clark has explored reusables in incontinence categories but has not pivoted Kotex toward fully biodegradable or refillable formats, prompting environmental advocates to question the efficacy of incremental changes amid persistent reliance on virgin plastics. Company pledges, such as achieving "natural forest-free" status post-2030, prioritize pulp sourcing over product circularity, reflecting a strategy critics view as insufficient for mitigating the causal chain from production to persistent waste.^[95]^[96]

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Aug 7, 2021 · Kimberly-Clark pioneered Kotex sanitary napkins, then Kleenex, and later shifted to consumer markets, now with $19 billion in annual sales.
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A Guide on Choosing Menstrual Pads - U By Kotex AU
U by Kotex® Ultrathins are available in Regular, Super, Overnight Regular and Overnight Long absorbencies. Regular absorbency is great for everyday medium-flow ...
[25]
Tampons | U By Kotex® US
U by Kotex tampons feature a smooth tip for quick and comfortable insertion and go from compact to full-sized period protection in one easy step.
[26]
Light, Super & Super Plus Tampons | U by Kotex® Canada
Goes from compact to full-sized in one easy step. Up to 100% leak-free protection with XPRESS-DRI®; Slim & smooth tip for easy and comfortable insertion ...Click® Tampons, Regular · Click® Tampons, Super Plus · Click® Tampons, Super
[27]
U by Kotex Click Compact Tampons, Super Plus Absorbency ...
Tampon Absorbency, Super Plus. Scent Name, Unscented. Material Type, Rayon. Material Features, Fragrance Free. Material Type Free, Fragrance Free. Tampon ...
[28]
Clean & Secure Liners, Regular | U By Kotex® US
Rating 4.5 (9,314) Product Feature ; Clean, Dry Feeling. Unique XPRESS-DRI® core that absorbs instantly ; Reliable Security. Front-to-back adhesive helps keep the liner in place ...
[29]
Balance™ Liners, Regular | U By Kotex® US
Rating 4.6 (2,396) 2x more absorbent than our Regular liners, U by Kotex® Balance™ Liners are perfect for lighter flow days with channels to help stop unexpected period leaks.<|control11|><|separator|>
[30]
Kotex Pantyliners – Daily Freshness & Protection
Kotex Daily Protect Normal Unscented Liners are designed for everyday comfort, freshness, and reliable protection from vaginal discharge for up to 8 hours.
[31]
Clean & Secure Liners, Extra Coverage | U By Kotex® US
Rating 4.5 (4,175) 3 days ago · Individually folded with extra coverage, these liners fit comfortably and securely with unique technology that absorbs in seconds.
[32]
Liv by Kotex® Ultra Thin Pads with Wings, 5 drop Overnight ...
An absorbent fiber made from wood pulp that absorbs fluid. Sodium Polyacrylate, A superabsorbent material that pulls in and absorbs fluid for wetness protection ...
[33]
A short history of modern menstrual products
Nov 21, 2018 · By 1921, Kotex had become the first successfully mass-marketed sanitary napkin (3, 1). In addition to providing the innovation for a product ...
[34]
Kotex U Security Tampons, Super Absorbency, Unscented, 32 Count
In stock Rating 4.6 (457) U by Kotex Security Super Tampons expand all around to capture and absorb fluid for period protection in every direction; Designed for trusted protection ...
[35]
The U by Kotex Brand Continues To Improve The Feminine Care ...
Sep 20, 2016 · The U by Kotex Security Ultra Thin Pads Long are super-slim with more length for heavy flow, feature 3D Capture Core to quickly draw in and lock ...
[36]
Clean & Secure Ultra Thin Pads, Regular Absorbency - Kotex
Rating 4.5 (4,115) Focus on your day, not your period! U by Kotex® Balance Ultra Thin Pads, Regular Absorbency feature up to 9 hours of period protection & are gentle on skin.Missing: introduction | Show results with:introduction
[37]
USA > U by Kotex | Packaging Strategies
May 7, 2010 · In a bold move to change the conversation around feminine care, Kimberly-Clark launched U by Kotex for 14 to 22 ... LAUNCH DATE March 2010Missing: rebranding history
[38]
Back In Black - CBX
The new brand U by Kotex revolutionized the category and ushered in a new era for feminine care with distinctive black packaging, accent colors that popped off ...Missing: history | Show results with:history
[39]
How U By Kotex Ushered in a Whole New Brand Identity for ...
Mar 8, 2024 · Just over a decade ago, Kotex was at a crossroads. While it had been a mainstay in most of our mothers and their mothers' handbags and bathroom ...Missing: history | Show results with:history
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U by Kotex Brand and Range Redesign - World Brand Design Society
Sep 26, 2023 · Since U by Kotex's last brand and packaging refresh in 2016 there has been significant changes and 'better for the planet' advances in the ...Missing: history | Show results with:history
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How did companies sell 'unmentionable' sanitary towels? - BBC
Feb 25, 2020 · Kotex was a code word - an arcane reference to something meant to be a secret. Kotex was - and remains - one of the US's most popular brands of ...Missing: penetration | Show results with:penetration
[42]
First Kotex ad, January 1921, at the Museum of Menstruation and ...
First Kotex sanitary napkin ad in a magazine (January 1921), and the First Kotex Ad Campaign. This ad formed the first of a carefully planned series of ads ...Missing: launch | Show results with:launch
[43]
[PDF] The Evolution of Kotex Advertising and the Introduction ... - SciSpace
Adriana Ayers studies the evolution of kotex advertising, focusing specifically on the way in which African American women were figured into changing ...<|separator|>
[44]
Kotex sanitary pad advertisement, 1926
The 1926 Kotex ad, by "Ellen Buckland, Registered Nurse," emphasized Kotex's scientific aspects, including being disposable, absorbing 16x their weight, and ...Missing: early barriers
[45]
THE MEDIA BUSINESS: ADVERTISING; A new campaign for Kotex ...
Oct 10, 2000 · The campaign promotes two new Kotex products with a symbol meant to be universal: a red dot. ''When you show that red dot, without speaking a ...
[46]
Kotex TV and press spots continue use of animated red dot
Apr 4, 2003 · Ogilvy & Mather has unveiled a national campaign for Kotex extending the “red dot” theme created for the sanpro brand’s relaunch three years ago.
[47]
Television advertisement - Wikipedia
The slogan for Kotex "Kotex fits. Period." (later advertisements featured the CG anthropomorphic "Red Dot") was terminated from subsequent ads as of 2005 ...
[48]
Rebelling Against the Commonly Evasive Feminine Care Ad
Mar 15, 2010 · A campaign for U by Kotex skewers the indirect approach taken in ads for products like tampons and pads while pushing for more frank ...
[49]
U by Kotex - Ad Age
In a "Break the Cycle" campaign online, viral videos showed men approached on the street and asked to buy tampons; a guy in a supermarket ...
[50]
Reducing and Reusing Euphemism in Kotex's Latest Campaign
The U by Kotex ads that were released in March 2010 articulated a critical attitude toward feminine care product advertising.
[51]
How to be Period Positive | U By Kotex® US
Here are five ways you can practice being period positive toward yourself and others in order to continue to spark change around this important topic.Missing: initiatives | Show results with:initiatives
[52]
Addressing Period Poverty and Mental Health | U By Kotex® US
U by Kotex® data suggests that one in five low-income women report missing work, school or similar events due to lack of access to period supplies.1 The ...Missing: positivity initiatives
[53]
Kotex brand marks 100th anniversary with Global She Can Initiative
May 27, 2020 · Launched in May 2018, with the support of founding sponsor U by Kotex, the Alliance for Period Supplies raises national awareness of period ...Missing: rebranding | Show results with:rebranding<|separator|>
[54]
Kotex She Can Initiative | Kimberly-Clark
The Kotex She Can Initiative is fighting to end period stigma and barriers to women's progress and champion women and girls everywhere.
[55]
Campaign Trail: U by Kotex unapologetically normalizes periods
Jun 23, 2023 · The brand was the first to openly display pads on shelves and use a red liquid in its ads instead of the mysterious blue substance frequently ...
[56]
U by Kotex: Normalize Periods - Ads of the World
May 18, 2023 · The campaign aims to help destigmatize periods by provoking people to wonder why periods aren't seen and treated as normal as they are.Missing: 2010s present
[57]
Class 2 Device Recall Kotex tampons
Jan 11, 2012 · A limited number of Kotex Natural Balance Security Unscented Tampons, regular absorbency, are being recalled after a raw material contaminated ...Missing: September | Show results with:September
[58]
Tampon Recall Stems from Bacterial Contamination - MedPage Today
Nov 15, 2011 · The recall is for Kotex Natural Balance Security Regular Unscented Tampons and is limited to two carton codes (SKUs) -- 15063 (18 count) and ...
[59]
Kotex tampons recalled over bacterial contamination - NBC News
Nov 14, 2011 · The tampons were recalled after company tests detected the bacterium Enterobacter sakazakii, which could cause health problems, including ...
[60]
Kotex Contamination Recall: 'Natural Balance' Security Tampons
Nov 14, 2011 · The impacted product includes both 18-count and 36-count packages of the Kotex Natural Balance* Security ® Unscented Tampons Regular Absorbency ...
[61]
Kotex Tampons Recalled Over Bacterial Contamination | TIME.com
Nov 15, 2011 · The recall includes 18-count and 36-count boxes of Kotex Natural Balance Security tampons (unscented, regular absorbency), which were shipped ...<|separator|>
[62]
Kimberly-Clark Announces Voluntary Recall of U by Kotex® Sleek ...
Dec 11, 2018 · The recall is limited to specific lots of U by Kotex® Sleek® Tampons, Regular Absorbency, that were manufactured between October 7, 2016 and ...Missing: 2010 | Show results with:2010
[63]
U by Kotex Sleek Unscented Menstrual Tampons, Regular ...
Dec 13, 2018 · Kimberly-Clark has initiated a "voluntary product recall" of U by Kotex Sleek Tampons, regular absorbency, which were distributed between October 17, 2016 and ...Missing: historical | Show results with:historical
[64]
Kotex tampons recalled after reports of pieces left in bodies - CNN
Dec 12, 2018 · Recalled products were manufactured between October 7, 2016, and October 16, 2018, and distributed between October 17, 2016, and October 23, ...
[65]
Kotex Recalls Some Tampons After Reports Of Unraveling Inside Body
Dec 13, 2018 · Some boxes of U by Kotex Sleek Tampons, regular absorbency, have a "quality-related defect" that left pieces of the tampon inside the bodies ...Missing: 2010 | Show results with:2010
[66]
Some Kotex Tampons Recalled After Coming Apart and Leaving ...
Dec 16, 2018 · The maker of Kotex tampons has voluntarily recalled several lots of its product because of a defect that caused them to unravel upon removal.Missing: historical quality 2010
[67]
First study to measure toxic metals in tampons shows arsenic and ...
Jul 3, 2024 · Tampons from several brands that potentially millions of people use each month can contain toxic metals like lead, arsenic, and cadmium, a new study led by a ...
[68]
Tampons contain lead, arsenic and potentially toxic chemicals ...
Jul 11, 2024 · Studies have now found lead, arsenic and potentially toxic chemicals such as PFAS and phthalates in tampons and other menstrual products.<|control11|><|separator|>
[69]
Kotex Lawsuit Alleges U by Kotex Click Compact Tampons Contain ...
Jul 31, 2024 · A proposed class action lawsuit alleges U by Kotex Click compact tampons contain unsafe, undisclosed amounts of lead.
[70]
Legal Responses to the Potential Dangers of Menstrual Products
Nov 4, 2024 · It alleges that Kotex's level of lead exceeds the maximum amount allowed in consumer products under California's “Proposition 65.” Both ...
[71]
Toxin Free USA Sues Kimberly-Clark for Lead in Kotex Tampons
Sep 30, 2024 · Nonprofit Toxin Free USA filed a lawsuit against Kimberly-Clark Corporation, alleging deceptive marketing of its U by Kotex tampons.
[72]
[PDF] SUPERIOR COURT OF THE DISTRICT OF COLUMBIA COMPLAINT ...
Sep 27, 2024 · Kotex's representations mislead D.C. consumers into believing that the Product is safe for its intended use and does not contain heavy metals, ...
[73]
Product Quality and Safety | U By Kotex® US
You may have seen media headlines related to a study published in July 2024 reporting the alleged presence of trace levels of metals in a wide variety of ...
[74]
Judge dismisses tampon lead class action with option to refile
Two new class action lawsuits charge that the makers of Tampax and Kotex tampons fail to disclose and materially omit that the feminine hygiene products contain ...
[75]
U by Kotex Tampon Maker Can't Shake Lead Deception Class Suit
Aug 14, 2025 · Plaintiff Allison Barton alleged independent testing of the Kotex tampons found lead well above the maximum allowable dose level established by ...
[76]
Tampax, U by Kotex Tampon Makers Hit With Lead Deception Suits
Nov 21, 2024 · The makers of Tampax and U by Kotex tampons respectively, were hit with proposed class action lawsuits alleging they fail to disclose their products might be ...
[77]
The U.S. Sanitary Pads Market: A Competitive Profile - ResearchGate
In 2008 Kotex had a market share of 16% in the Disposable Sanitary Pads market. ... market was highly competitive, with no dominant player. In 2008 it had ...
[78]
The Feminine Hygiene Market - Nonwovens Industry
Nov 16, 2012 · In fact, in its first year in the North American market, this Kotex sub-brand achieved more than four points of marketshare, quickly becoming ...Missing: historical | Show results with:historical
[79]
Kimberly-Clark's Kotex Brand Achieves Billion-Dollar Status
Feb 20, 2012 · The strong results from Kotex have driven double-digit compound annual net sales growth for K-C's global feminine care business over the last ...Missing: dominance | Show results with:dominance
[80]
Kimberly-Clark Revenues: How Does KMB Make Money? - Trefis
Revenue growth of about $-117 Mil over 2022-2024 · A.) Personal Care has increased from $9.9 Bil in FY2022 to $11 Bil in FY2024 · B.) Consumer Tissue has ...Missing: figures | Show results with:figures
[81]
A Study of Environmentally Friendly Menstrual Absorbents in ... - NIH
Sep 16, 2021 · Bamboo wadding had the highest average absorption index (7.86 ± 1.01), followed by the Kimberly-Clark Kotex (sold in Australia as the Kotex ...Missing: tampon | Show results with:tampon
[82]
No One Studied Menstrual Product Absorbency Realistically until Now
Aug 22, 2023 · A new study reveals the absorbency of pads, tampons and other menstrual products is significantly different than labels suggest.
[83]
The Best Tampons of 2025 | Reviews by Wirecutter
Feb 27, 2025 · Here are our top-tested applicator and non-applicator tampons, plus organic and conventional varieties from 18 different brands.
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Acrylate Systemic Contact Dermatitis - Mary Ann Liebert, Inc.
It was concluded that the negative patch testing to the Kotex product was due to a different batch of the product, as the tested product was not from the ...Missing: studies | Show results with:studies<|control11|><|separator|>
[85]
Historical Perspectives Reduced Incidence of Menstrual Toxic ...
In May 1980, investigators reported to CDC 55 cases of toxic-shock syndrome (TSS) (1), a newly recognized illness characterized by high fever, sunburn-like ...
[86]
What is Toxic Shock Syndrome (TSS)? | U By Kotex® US
Toxic shock syndrome (TSS) is a rare, life-threatening but preventable infection that can occur in both females and males of any age.Missing: risk | Show results with:risk
[87]
Tampons as a source of exposure to metal(loid)s - ScienceDirect
Tampon use is a potential source of metal exposure. We detected all 16 metals in at least one sampled tampon, including some toxic metals like lead that has no ...
[88]
SANITARY PAD DERMATITIS - PMC - NIH
A 38-years-old female patient presented with itching and burning sensation over her perineal area at the contact site with a sanitary pad.Missing: Kotex safety
[89]
Menstruation: Environmental impact and need for global health equity
Jul 4, 2022 · In terms of the raw materials in disposable menstrual products, pads can contain up to 90% plastic, which largely end up in landfills.Synopsis · ENVIRONMENTAL IMPACT... · ENVIRONMENTAL BENEFITS...
[90]
[PDF] Environmental impact of menstrual hygiene products
Nov 4, 2024 · In Europe and the United States of America, over 80% of menstrual products end up in landfills, where disposable pads may take 500–800 years to ...Missing: Kotex | Show results with:Kotex
[91]
It's about bloody time we talked about periods and climate - CBC
Apr 9, 2025 · Tens of billions of period products are used on a daily basis. But how climate-friendly are they and where does all the waste end up?
[92]
[PDF] 2024 - Sustainability Report - Kimberly-Clark Professional
We continued to drive meaningful progress in reducing our environmental impact. Since 2015, we have reduced our scope. 1 and 2 based emissions by 43.3%, a ...
[93]
Kimberly-Clark unveils 2030 sustainability goals in new report
Jun 5, 2024 · New sustainable product offerings include the company's first-ever Kotex® paper pouch and the launch of reusable menstrual and incontinence ...Missing: biodegradable | Show results with:biodegradable
[94]
Circular Economy & Plastics - Kimberly-Clark
Kimberly-Clark aims to reduce plastics by 50% by 2030, using recycled content, and 100% of manufacturing waste diverted from landfill. They also aim for 20% ...
[95]
Climate Carbon and Energy - Kimberly-Clark
Reducing our plastics footprint by 50% compared to 2019 while prioritizing alternative materials with a lower carbon impact · Reducing our natural (Northern) ...Climate, Carbon, and Energy · Aspiration & Goals · Strategy & Approach
[96]
The value of reusable feminine hygiene products evaluated by ...
With increased activity after World War II (WWII), more women began using tampons and by the 1960s and 1970s both tampons and sanitary pads became highly ...
[97]
Kimberly-Clark pledges to stop cutting down 'natural forests' for ...
Jun 24, 2024 · The company wants a 50 percent reduction in natural forest fiber by 2025 on its way to “natural forest-free” status at some unspecified time after 2030.
[98]
2030 Ambition | Kimberly-Clark
To advance the well-being of 1 billion people in vulnerable and underserved communities and reduce our environmental footprint.Circular Economy & Plastics · Climate Carbon and Energy · Belonging & Inclusion