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Thinx: The $37M Period Powerhouse
How a controversial founder built a reusable period empire—and survived the backlash
Thinx didn't just sell period underwear—they weaponized a biological reality into a $37M revenue stream. But with a 1.5-star Trustpilot rating and a founder infamous for workplace drama, the real story isn't about absorption. It's about resilience.
"They turned periods into profit, but couldn't escape the cultural stain of their own making."
The Cult vs. The Customers
Thinx built a movement, not just a product. 60% direct traffic proves brand loyalty is iron-clad—people seek them out by name. But that same cult following is now split: loyalists swear by the leak-proof tech while detractors amplify workplace scandals and quality complaints. The data shows a brand living in extremes: either you love Thinx, or you actively avoid them.
The Bootstrap-to-Bust Cycle
With $26.5M funding and $37M revenue, Thinx achieved what most DTC brands dream of: profitability. But their global rank of #1.7M and 12,890 monthly visits reveal a harsh truth—they peaked early and plateaued. The 25% organic search traffic suggests they're not capturing new market share, just servicing existing customers. For investors, this screams 'mature brand with shrinking growth engine.'
The tech stack tells its own story: jQuery, Bootstrap, and Ant Design—tools that scream 'we built this fast in 2016 and never upgraded.' For a company doing $37M, the lack of modern infrastructure (no React, no Next.js) suggests they're either optimizing for cash flow over innovation, or they're resource-constrained in ways that don't show up on a P&L.
- Miki Agrawal's controversial leadership style created a toxic workplace narrative that still haunts the brand
- 1.5-star Trustpilot rating from 81 reviews indicates systemic quality or customer service issues
- Heavy reliance on direct traffic (60%) suggests weak SEO and poor new customer acquisition
- Bootstrap-era tech stack signals technical debt that will eventually require expensive overhaul
Thinx is a masterclass in brand resilience
They proved period products could be sexy, sustainable, and profitable—but their next chapter requires either a radical rebrand or a complete product overhaul to escape the gravity of their own controversies.
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Period and Bladder Leak Underwear | Thinx
Reusable period underwear that absorbs your flow and protects from leaks, while keeping you feeling fresh. Switch to Thinx for period underwear!
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Reviews (20)
My sister tossed all her underwear for…
My sister tossed all her underwear for these. Her reward? Yeast infection after yeast infection, BV and finally, fibroid tumors. Turns out it was her underwear. The chemicals in these panties are causing real physical trauma to real women. This has to stop.
Good idea
Good idea, but the product didn’t fully meet my expectations
Works ok, but deceptive sales
The underwear itself is ok, but the selling process is deceptive. I ordered sale items and their website changed my size sneakily as the page went from choosing to cart, so I wouldn't notice. I wear an L in their size and now have very expensive 1x and 2x underwear that's totally useless for the purpose for which it is designed because it's like clown wear. They're claiming I ordered this on my own: I would never go from an L and skip past XL AND X to get to 1X and then 2X? Who knowingly orders four sizes too large for them?
Spent £100 on organic cotton ones - not great
Spent £100 on organic cotton ones. Worked brilliantly for the first COUPLE of uses. After that, they began to LEAK after just a COUPLE OF HOURS use, and developed a nasty smell that will not come out. I have tried everything - baking soda, white vinegar, essential oils, washing powder… the lot. Not sure if I did something wrong but they now have a permanent smell that causes my leggings to smell, and they are not as soft as before. Would not recommend - disappointed seeing how expensive they were. I have gone back to using organic cotton biodegradable pads.
Not displaying my review on website
Thinx has raised their prices while lowering their quality. When I left a negative review on their website on a product I purchased, they didn't post the review alongside the positive ones. They are deliberately silencing bad review on their site, so while they have a good return policy, they are not trustworthy.
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About shethinx.com
Reusable period underwear that absorbs your flow and protects from leaks, while keeping you feeling fresh. Switch to Thinx for period underwear!
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Technology Stack
shethinx.com uses 12 technologies across their website including Clarity, Heap, Lazy Loading, Priority Hints, Vite, and more.
Analytics & Marketing
Clarity, Heap, Google Tag Manager, Google Analytics
Performance
Lazy Loading, Priority Hints
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Vite
UI Libraries
Ant Design
CSS Frameworks
Bootstrap, Tailwind CSS
JavaScript Libraries
Swiper, jQuery
Traffic & Audience
shethinx.com receives approximately 12.9K monthly visitors and ranks #1,724,421 globally. The website has a bounce rate of 61% with visitors viewing an average of 2.3 pages per visit. Users spend an average of 1:16 on the site.
The majority of shethinx.com's traffic comes from .
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