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Thank you. Wondery. I'm David Brown, and this is Business Wars Daily on this January 27th. Happy Friday, one and all.

Today, a promising startup, an exciting industry, and an

independent lab test that could be very hard to recover from. The brand is Thinks, T-H-I-N-X. Their product,

so-called menstrual underwear. Essentially, their absorbent undergarments that can be used instead

of traditional

menstrual products like pads or tampons. Thinks was founded in 2011, and four years later, their

underwear was named one of Times' best inventions of the year. In 2017, Thinks was on the list of

fast company's most innovative companies, and in 2022, Kimberly Clark acquired a majority stake in the

company. The so-called period panties industry, that's its real name, only kind of existed in the

mid-90s when a company called Luna Pad started making washable menstrual underwear. Now, competition

is fierce with brands like Leonisa, Tom Boy X, and Erie getting into the game.

...