How Thinx survived a chemical scandal and scored retail gold

When a mission-led brand breaks trust, is the mission still believable?

Today’s brand had THE voice. THE mission. THE market. Then it got exposed—literally. 

What followed? A scandal, a lawsuit, and one of the most calculated comebacks in ecommerce.

• How Thinx survived a chemical scandal 🧪
• Agency tools, no agency fees 💸
• How to rebuilt trust after backlash 🔁

SCRATCHING THE SURFACE

Before the lawsuits, before the headlines, Thinx was the blueprint for what modern DTC brands aspired to be.

Launched in 2014 with provocative subway ads and a mission to shatter menstrual taboos, it wasn’t just selling leakproof underwear—it was selling a movement. 🌸

It had voice, vision, and a loyal, vocal customer base that treated the brand like a badge of identity.

📉 Peak dominance, then fallout

✨ By 2020, Thinx owned around 70% of the U.S. period-underwear market. Sales jumped 50% that year, hitting $80M—a meteoric rise in one of the most overlooked corners of femcare.

🥊 Then came the gut punch: independent testing flagged the presence of PFAS (aka “forever chemicals”) in their products. 

Cue the outrage. A $5M class-action suit followed. 

For a brand built on trust and transparency, the backlash hit deep.

But Thinx didn’t vanish—they went to work. What could’ve been a brand-breaking scandal became a masterclass in recovery. 🧰

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DIVING DEEPER

What Thinx did right to rebuild brand trust

Most brands spin. Thinx didn’t. They leaned into the controversy, kept the receipts visible, and treated the backlash like a brand-building opportunity.

🙌 They didn’t just update a product, they reframed a promise:

• Thinx took ownership early on, acknowledged customer concerns without vague half-apologies, and committed to product transparency. 
• Made the invisible visible.nOpened up the ingredient list, shining light on what others keep hidden.
• Used their platform for awareness. Thinx continued to normalize discussions around menstruation, using the moment to further their educational mission. 📣
• Elevated industry standards. Their actions pressured competitors to reevaluate product safety and ingredient transparency.
• Reengaged their community. Thinx invited feedback, hosted Q&As, and empowered customers to hold brands accountable.

The boldest move? They didn’t abandon their voice. They kept the tone, the mission, and the fight—just with cleaner products and sharper messaging.

🧠 Don’t wait for a scandal

Whether you're selling supplements, skincare, or anything people put in or on their bodies, the Thinx saga is a case study in crisis readiness. Because the issue isn’t if something goes wrong—it’s how you respond when it does.

• Be first to speak—silence is fuel for suspicion
• Be specific—"safe" doesn’t mean much without proof
• Be visible—use reformulations, certifications, or testing to show change
• Be consistent—don’t drop your brand voice when pressure rises

Thinx didn’t just survive—they reset the rules. And sellers who learn from it? They won’t need a scandal to grow stronger. 💪