THIS IS L

High-Level Overview

This Is L is a natural feminine care brand offering organic cotton-based products like tampons, pads, and liners, with a social mission to donate items for every purchase to improve accessibility for girls and women in need.[1][2] Founded in 2011 in San Francisco, California, it raised $120K before being acquired by Procter & Gamble in February 2019, and continues partnerships like a five-year collaboration with Huru International to provide period supplies and menstrual health education in Kenya.[1]

The company serves women seeking clean, organic menstrual products while addressing global access gaps through donations and community programs, solving issues of affordability and availability in underserved areas.[1][2] Post-acquisition, it maintains growth via sustained social impact initiatives, such as employment opportunities and culturally tailored education.[1]

Origin Story

This Is L was founded in 2011 in San Francisco by entrepreneurs focused on natural feminine care, emerging from a need for organic cotton alternatives to conventional synthetic products.[1][2] The idea gained traction through its buy-one-donate-one model, directly tying sales to donations for period product accessibility worldwide.

Early milestones included building a portfolio of tampons, pads, and liners, securing $120K in funding, and culminating in its 2019 acquisition by Procter & Gamble, which amplified its scale while preserving its mission-driven core.[1] A pivotal moment was the 2024 celebration of five years partnering with Huru International in Kenya, emphasizing local cultural integration for sustainable change.[1]

Core Differentiators

• Organic Materials and Clean Formulation: Products use organic cotton, distinguishing from chemical-laden competitors like traditional brands, with a focus on natural ingredients for sensitive users.[1][2]
• Social Impact Model: Every purchase funds donations, menstrual education, and jobs via global partnerships, creating a "period care for all" ecosystem beyond sales.[1]
• Tech-Enabled Experience: Leverages tools like Google Analytics, React, and Open Graph for e-commerce optimization, enhancing user engagement and direct-to-consumer accessibility.[4]
• Competitive Positioning: Stands out against peers like Rael (holistic cycle care since 2017) through its established donation infrastructure and P&G-backed resources.[1]

Role in the Broader Tech Landscape

This Is L rides the clean beauty and direct-to-consumer (DTC) wellness trend, blending e-commerce tech with social good in the $40B+ global feminine care market shifting toward sustainability and inclusivity.[1][4] Timing aligns with rising demand for organic products post-2010s clean label movement, amplified by P&G's acquisition amid corporate ESG pushes.

Market forces like e-commerce growth (SIC codes for online/mail-order retail) and period poverty awareness favor its model, influencing the ecosystem by normalizing donation-linked brands and partnering with NGOs for global education.[1][3] It pioneers tech-infused DTC in personal care, setting precedents for scalable impact in women's health.

Quick Take & Future Outlook

Post-acquisition, This Is L is poised for expanded global reach under P&G, with ongoing partnerships signaling deeper NGO integrations and product innovation in sustainable menstrual tech.[1] Trends like AI-personalized wellness and circular economy packaging will shape its path, potentially evolving influence toward policy advocacy on period equity.

As a trailblazer in mission-driven feminine care, it exemplifies how DTC brands can scale impact, tying back to its origins in accessible organic solutions for lasting change.