For many people, periods remain marked by unpredictability, with sudden gushes and irregular flow often causing anxiety and reduced confidence in daily life. Beyond access to products, menstrual health is shaped by a combination of physical, social and emotional factors, including stigma and limited awareness, underlining the need for continued innovation that reflects real-life experiences.

Addressing an unmet need in menstrual health - For millions of people, managing periods is still associated with uncertainty and discomfort. Internal and market research indicate that unpredictable flow remains a major source of concern. In France, 38%(1) of women with medium to heavy flow report sudden gushes, rising to 60%(1) in the UK, while globally 6 in 10(2) women report anxiety about leakage during sleep because of unpredictable flow. In addition, 1 in 3(3) women experience sudden gushes, reinforcing the need for solutions that better respond to real-life unpredictability. This challenge is part of a broader menstrual health gap, where barriers such as stigma, lack of knowledge and unmet product needs continue to affect women’s well-being, confidence and participation in daily life.

From deep insight to next-generation sanitary pads - To respond to these needs, Essity has developed a next-generation fluid management system. Smart Protect pads capture sudden gushes instantly and distribute fluid more evenly, helping prevent leakage and providing reliable protection day and night. The product combines an instant-absorbing center, interconnected distribution channels and a body-adaptive shape, helping to deliver up to 100%(4) leak-free days and nights. The innovation builds on deep ethnographic research across the consumer journey, exploring emotions, anxieties and triggers throughout the day and night, complemented by a first-of-its-kind clinical study conducted during sleep.

Launching in Latin America and in Europe to accelerate growth - The innovation is being launched in Latin America under the brands Nosotras and Saba and in Europe under Bodyform, Libresse, Nana and Nuvenia. This step supports Essity’s strategy to drive profitable growth through meaningful, consumer-driven innovation, with differentiated products designed to address unmet needs, strengthen brand preference and accelerate growth in period care. By focusing on real consumer challenges and evolving period care beyond basic protection, Essity continues its commitment to improving well-being, confidence and everyday life for people around the world.

“At Essity, we are committed to advancing menstrual health through innovations that help solve real consumer problems and unmet needs. Unpredictable flow can create stress, discomfort and loss of confidence, at any time, day or night. With this new generation of products, we are combining deep consumer insight with advanced innovation to deliver better protection, greater peace of mind and support for everyday well-being”, said Tuomas Yrjölä, President Personal Care at Essity.

(1) Global MUSE Research (UK, FR, MX, COL), 2021
(2) Global Period Sleep Gap Study 2023
(3) Ethnography / Think-tank / 2023 / 2-day diary / 26 Women // Gynecologist interview with 2 based in COL // Product & Use Test in COL / 2024
(4) Product and Use Test in COL and MX / 2024 & 2025 both day & night usage