13/02/2026
When we searched for period underwear recently, something stood out.
Most of the marketing centres women in their teens and twenties. First periods. Early cycle journeys. Young lifestyle imagery.
But perimenopause bleeding can be heavier, more unpredictable and very different from what many of us experienced in our 20s.
Flooding one month. Nothing the next. Short cycles. Long gaps.
That’s a different reality.
Product design reflects who is being thought about. And midlife women don’t seem to be front and centre in this space.
It raises an important question: who are we designing women’s health products for?