12 November 2022, Mumbai:
SuperBottoms has forayed into women’s intimate wear with a range of period underwear.
The brand’s new product line of reusable period underwear is designed to offer a sustainable and waste-free solution for periods. This is the first underwear for adults by the baby care brand. This is a foray into the female wellness and sanitation category to help women across age groups who face undue stress due to less-than-functional menstrual hygiene products.
SuperBottoms offers women the right to a safe, hygienic, sustainable, and comfortable menstruation companion that never lets anything hold them back. The underwear is made from 60 per cent bamboo, 35 per cent pure cotton, and five per cent spandex. As well as marketing the products for periods, the brand is also targeting new mothers who may need support in that area.
SuperBottoms, a (D2C) direct-to-customer baby care brand, was launched in 2016 as an online-first sustainable brand of reusable cloth diapers and baby care products.
The brand recently made its offline retail debut and opened a kiosk in Mumbai. Following the launch, SupperBottoms plans to open six additional kiosks across India by March 2023. The children’s wear market in India is mostly dominated by private labels -- big retailers, international brands, and just a handful of home-grown mono brands.
