SuperBottoms expands into women's intimate wear

By

Isabelle Crossley

Published
Nov 10, 2022

SuperBottoms has forayed into the women’s intimate wear category by launching a range of period underwear. The direct-to-customer baby care brand’s new line of ‘Period Underwear- MaxAbsorb™ Period Underwear’ has launched online. 

The brand’s new product line of reusable period underwear is designed to offer a sustainable and waste-free solution for periods, the brand announced in a press release on November 9. This is the first underwear for adults by the baby care brand.  

“We are ecstatic to foray into the female wellness and sanitation category to help women across age groups who face undue stress due to less than functional menstrual hygiene products,” said SuperBottoms’ founder and CEO Pallavi Utagi in a press release. “The hush-hush taboo topic of menstruation is every female’s truth.  From asking a friend or a colleague to check for stains, to shifting from one side to another to avoid displaced pads, there are myriad ways sanitation products add a lot of stress to an already stressful and hormonally charged period. We at SuperBottoms are on the mission to offer every woman the right to a safe, hygienic, sustainable, and most importantly, comfortable menstruation companion that never lets anything hold them back.” 

The underwear is made from 60% bamboo, 35% pure cotton, and 5% lycra. As well as marketing the products for periods, the brand is also targeting new mothers who may need support in that area. 

Pallavi Utagi launched SuperBottoms in 2016 as an online-first sustainable brand of reusable cloth diapers and baby care products. The brand recently made its offline retail debut and opened a kiosk in Mumbai’s R City Mall in Ghatkopar.