Maxim Hygiene adds BPA-free applicator to organic tampons
Maxim Hygiene, a maker of organic cotton-focused menstrual care products, is expanding its offerings. The New York-based company has launched a collection of organic cotton tampons featuring BPA-free plastic applicators that are available as private brand SKUs.
Just two weeks old, the tampons are available for retailers to distribute as a private brand in four SKUs — regular, super and super plus, as well as a multi-pack of all three absorbency levels. No retailer is using the product yet as a store brand, the company said.
“Since 2006 when we first began developing our organic cotton, chlorine-free tampon line, I have intended to add a plastic applicator offering to our product mix,” said Maxim Hygiene co-founder and CEO Kenneth Alvandi. “Our Cardboard Applicator Tampons, as well as the Non-Applicator Tampons, have always done very well, but it has always been my passion to innovate and strive to meet the demands of the changing world and marketplace. I am excited to roll out these new BPA-Free Plastic Applicator SKUs to complete our overall offering in the tampon category.”
Organic and natural period products have become a big growth area in the feminine hygiene category, with consumers increasingly seeking out options whose makers are transparent about what goes into them. Leading brands Always and Tampax rolled out their Pure products, which feature 100% organic cotton. The Tampax Pure applicator is made of 90% recycled materials. Additonally, Procter & Gamble last February acquired This is L, a maker of organic tampons. With these options becoming a growing presence, a private label competitor could help round out an own brand menstrual care lineup.
Maxim said the BPA-free plastic applicator also is designed with pull-and-lock technology to combine a compact tampon size with the ease of insertion of a standard applicator.
“Our mission has always been health-focused and pure cotton-based,” said co-founder Rebecca Alvandi. “Expanding our offering to include a Plastic Applicator line increases our ability to cater to a user that now better understands the benefits of organic cotton, yet desires the modern-day conveniences of a plastic alternative. Ensuring the plastic is completely BPA-Free was extremely important to us and gives us the opportunity to service a new audience that would otherwise resort to conventional non-cotton-based options.”