Why do young start-ups love periods?

At the onset of Labor Day in France, we admit it.  Le Futiloscope doesn’t really feel like offering up brilliant and profound analyses about things that only we have the true secret. So we’re just going to enliven a revelation that hit us this week, when we received our 10th email for the month about the imminent launch of a new line of menstrual panties. Kesaco? Following on the heels of Thinx, a pioneer American brand, now rivaled by the nifty offers of lots of little French brands that want to replace tampons and even menstrual cups, themselves a revolution. Fempo, Smoon, Elia, My Holy…, everybody’s doing it, “A little panty for a woman, a big step for humanity”, say these perky little things in designer panties. Preferentially not touched up and in diverse colors – its like the same codes for trendy feminist pop lingerie – and doing convoluted somersaults or hugging with 12 people, no doubt under the influence of a strong sisterly affection, has apparently become a necessary step. That pretty much describes the ambiance of the “how”, for the rest, see for yourselves.

Le Futiloscope mocks but at the same time we find it great: Anything that can prevent women from introducing foreign objects composed of heaven only knows what into their bodies is more than welcome. With the bio-tampon – for which boxes proliferate as well – it’s the same good news, this effervescence on the subject of safe periodic protections! But what we find amusing, and you know Le Futiloscope, we only think about having fun – is the niche of “Periods” (they’re so cool as Monki would say) has visibly become the darling of young entrepreneurs looking for a reason, this group so widespread amongst Gen Y and Z. After leather goods and hosiery (hello Le Slip Français to name a close relation), is “that time of the month” the new opening that is going to let young business school grads quit their “bullshit jobs” in consulting or finance?

In any case, if you read the Manifestos of the brands in question, the battle against menstrual precarity and for the equality of all towards their periods is now supplanting our wonderful artisans in the story telling of micro-activist entrepreneurs. Interesting, no?

Photo : Thinx