Skip to main content
BoF Logo

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.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

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.

In This Article

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON