Tampax is a global leader in menstrual hygiene, recognized as the world’s most prominent tampon brand with a 29% global market share. Founded in 1931 and currently owned by Procter & Gamble (P&G), the brand specializes in the manufacturing and distribution of tampons with applicators, serving consumers in over 100 countries.
Company History and Ownership
Foundation:
Tampax was established after Dr. Earle Haas filed for a patent for a tampon with an applicator in 1931. Businessman Gertrude Tendrich purchased the patent in 1933 and launched the commercial brand in 1934.
Expansion:
During World War II, the company expanded its production to include surgical dressings for the military while simultaneously educating women entering the workforce about menstrual protection through “Tampax Ladies”.
Acquisition:
After operating independently as Tambrands, Inc. for decades, the company was acquired by Procter & Gamble in 1997 for approximately $1.85 billion. It now operates within P&G’s Baby, Feminine & Family Care division.
Core Products and Innovation
Tampax designs products tailored to different flow levels (light to heavy) and consumer preferences regarding applicator materials.
Product Lines:
Major lines include Tampax Pearl (featuring MotionFit technology), Radiant, Compak (compact versions for discretion), and traditional Cardboard applicator tampons.
Key Features:
Products often include a LeakGuard Braid to help prevent leaks before they happen, and a SmoothTouch applicator with an anti-slip grip for comfortable insertion.
Safety Standards:
The brand employs over 200 safety scientists and engineers to evaluate ingredients and test performance using standardized blood substitutes. Tampax was the first period care brand in North America to list its full composition on SmartLabel.
Business Operations and Market Presence
Global Reach:
While it has a massive presence in over 100 countries, it currently has no distribution in Germany or Austria.
Manufacturing:
Primary production facilities are located in Auburn, Maine (USA), which produces over 7 billion tampons annually, and Cabanillas, Spain, which serves the EMEA region.
Competitors:
Its primary competitors include Johnson & Johnson (o.b.), Joylux, Cora Life, and Aunt Flow.
Corporate Mission and Social Impact
Tampax actively works to dismantle period taboos and destigmatize conversations around menstrual health.
Education:
Through partnerships like Girlology, the brand provides expert advice on puberty and periods for parents and children.
Menstrual Equity:
Tampax collaborates with the nonprofit PERIOD to address period poverty and advocate for accessible, affordable period products.
New Frontiers:
The brand has expanded its marketing into gaming to champion female-identifying and non-binary gamers and dispel gender stereotypes.
Current Challenges and Criticisms
Legal Action:
In December 2025, a class-action lawsuit was filed against P&G, alleging that Tampax tampons contain unsafe levels of lead.
Sustainability:
While P&G has committed to environmental goals for 2030, Tampax has faced criticism from ethical rating organizations for its below-benchmark scores in areas such as palm oil sourcing and the use of single-use plastics in applicators.