Menstrual hygiene remains a critical public-health and social-equity priority globally, particularly in developing countries. In India, for example, data from the Centre for Science and Environment (CSE) show that approximately 336 million women and girls menstruate and that an estimated 12 billion sanitary napkins are used annually in the country. Government programme data note that under the Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP) scheme, the uptake of subsidized sanitary pads among rural women has increased from about 12 % to 45 % in recent years (Source: https://www.outlookindia.com/)
Globally, the market for sanitary napkins was valued at around $25.73 billion in 2024 and is forecast to reach approximately $38.51 billion by 2031, according to Kings Research. As awareness grows and consumer preferences evolve toward sustainable and premium products, companies operating in this space are being shaped by innovation, accessibility, and branding strategies.
Top 10 Most Popular Sanitary Napkins for 2026
1. Always
Always is the top-selling sanitary napkin brand in the U.S. Established in 1983, Always, a top brand under Procter & Gamble, has been renowned for its product line, such as liners, feminine wipes, and sanitary pads, intended to give women comfort, security, and self-assurance throughout their monthly cycles.
In March 2025, Always unveiled its new Pocket Flexfoam sanitary pad, delivering full-size protection in a compact, resealable pack. The launch highlights its Flexfoam technology, promising “zero leaks, zero feel, zero bunching” for on-the-go users while supporting portable period care needs (Source: https://tissueonlinenorthamerica.com/).
2. Kimberly-Clark Corporation
Kimberly-Clark Corporation is a global leader in personal care products, known for its flagship brand Kotex, which offers a wide range of sanitary napkins and menstrual products. The company emphasizes innovation and sustainability, aiming to improve women's health and hygiene worldwide.
In October 2025, Kimberly‑Clark Corporation launched enhanced global partnerships with Baby2Baby, Plan International, Project HOPE, and UNICEF to advance essential care for 24 million women and girls across Brazil, Peru, China, India, Indonesia, Vietnam, and the U.S. over the next three years. (Source: https://www.prnewswire.com/)
3. Kao Corporation
Kao Corporation is a prominent Japanese consumer goods company offering a diverse range of sanitary napkins under the Laurier brand.
Known for its commitment to quality and innovation, Kao has a strong presence in the Asian market and focuses on delivering comfort and protection to women.
In 2024, Kao introduced an advanced "Ultra-Soft Technology" in its Laurier products, enhancing the softness and breathability of the pads, resulting in improved comfort during use.
4. Hengan International Group Company Limited
Hengan International Group is a leading manufacturer of personal hygiene products in China, including a variety of sanitary napkins.
The company is recognized for its strong market presence and extensive product lines designed for different consumer needs.
5. Edgewell Personal Care Company
Edgewell Personal Care Company is known for its innovative approach to personal care products, including sanitary napkins under the Playtex, Stayfree, and Carefree brands. The company focuses on delivering practical solutions for feminine hygiene and has made strides in product innovations.
Edgewell introduced the Playtex Active pads, specifically designed for active women, featuring moisture-wicking technology and a flexible fit to provide comfort during physical activities.
6. Unicharm Corporation
Unicharm Corporation is a Japanese company renowned for its high-quality sanitary products, particularly the Sofy brand, which has a strong market presence in Asia. Unicharm is dedicated to research and development, continuously improving its product offerings for women's health.
Unicharm continues to market new products to meet the needs of changing customer behavior. The introduction of "Sofy Air Fit", Sofy COOL, etc uses a unique air-through technology to create a lighter and more breathable pad, enhancing comfort for users throughout their menstrual cycle.
7. Johnson and Johnson Services Ltd.
Johnson & Johnson Services Ltd. is a well-established global healthcare company that offers a range of feminine hygiene products, mainly the Modern Stayfree Mini and Maxi-Pads. The company is committed to women's health and wellness through innovative product development.
Johnson & Johnson launched the Stayfree Comfort line, which features an innovative "Flexi-Wings" design to provide better fit and protection, adapting to the body’s movements for enhanced comfort during use.
8. Nua
Nua Sanitary Napkin is an innovative brand that focuses on providing women with high-quality, comfortable, and eco-friendly menstrual products. They also sell sanitary napkin disposal bags, promoting sustainability.
Launched in India, Nua emphasizes the importance of using safe and natural materials, offering sanitary napkins made from organic cotton and free from harmful chemicals like chlorine and synthetic fragrances.
The brand is known for its unique subscription service, allowing customers to receive personalized menstrual care products delivered to their doorstep, catering to individual preferences regarding flow and pad size.
9. Lil-Lets UK Limited
Lil-Lets UK Limited is a leading company in the feminine hygiene sector, known for developing, manufacturing, and marketing a diverse range of sanitary products.
The company is committed to sustainable production practices, utilizing organic cotton, and ensuring all products undergo dermatological testing.
Their comprehensive product lineup includes sanitary napkins, tampons, and panty liners, designed to meet the varying needs of individuals at different life stages.
10. Nobel Hygiene Pvt Ltd
Nobel Hygiene Pvt Ltd is a prominent manufacturer of disposable hygiene products, boasting impressive production capabilities of up to 6000 units per minute. The company holds ISO and GMP certifications, underscoring its commitment to quality.
Nobel Hygiene offers a wide array of products, including those for adult incontinence, feminine hygiene, and baby care. Its sanitary napkin brand, Rio, provides reliable and comfortable menstrual care solutions, contributing to its reputation as a leader in the industry.
Bottom Line
Looking ahead, the leading sanitary-napkin companies will be those that combine strong distribution networks, credible brand trust, innovation in materials (e.g., biodegradable, ultra-thin, premium comfort), and alignment with public-health/menstrual-hygiene initiatives. The significant growth potential in rural and underserved populations, exemplified by the jump to 45% rural uptake in India, alongside the large global market size, indicates both scale and opportunity. Companies that embed sustainability, affordability, hygiene-education partnerships, and effective supply chains will therefore be well-positioned in the market.
