Organic Cotton: The next trend in fem care?

Last week, the Honest Company, the “healthy lifestyle” brand co-founded by actress Jessica Alba, launched a line of organic cotton (GOTS certified) fem care products, including tampons, pads and liners. The pads are available in regular and super absorbencies, while liners are available in a standard size and in a thong option. The tampons are available with or without a compact plant-based applicator.
 
As more and more consumers demand organic food products, will the same become true for organic fem care items? According to a recent survey, it just might. The Organic Trade Association conducted a 2015 study on the U.S. Organic Industry, which found that sales of organic non-food products, accounting for 8% of the organic market, posted the biggest percentage gain in six years. Among non-food items, the survey showed that fiber and organic personal care items were the standout categories.
 
With that in mind, I was interested in taking a look at the new Honest items, and as expected, the prices aren’t cheap: $5.95 for 10 pads, $5.95 for 24 liners, $6.95 for 16 tampons with applicator. I ended up getting a box each of the regular pads and liners.
 

Looking at and feeling the pad’s and liner’s topsheets side by side, the pad’s material seems softer, which could be as a result of feeling its absorbent core—something the liner lacks—but they were both soft nonetheless. Each has a plant-based waterproof backing for leak protection, which the company describes as a bio-plastic or plant-based polymer, and those have a similar look and feel to the plastic used for traditional pads and liners. The products also do not contain fragrances, deodorants, rayon, or synthetic superabsorbents, so that’s a plus for those who have sensitive skin.
 
While Honest isn’t the first to come out with organic cotton fem care products—Organyc is a popular brand, and Seventh Generation sells organic cotton tampons—it has certainly made a splash among its loyal audience. A quick look at the company’s Facebook page shows comments conveying utter excitement: “Finally!!! Thank you! Thank you!” to complete shock regarding the pricing: “Only 10 pads in a box…ugh! It will be $18 to get the same amount that I usually get for $6.”
 
In response to social media comments about the hefty pricing, Honest went with this reply: “We’re proud of our new Feminine Care line, as it upholds our three standards of comfort, performance, and purity. All of the products in the line are hypoallergenic, made with 100% GOTS certified organic cotton and made without rayon, fragrances, deodorants, dyes, phthalates, pesticide residues, glycerol tricaprylate, chlorine or chlorine dioxide processing – because peace of mind matters. Keep in mind, you can add any of these products to an Essentials Bundle (which is always $35.95), and we have found that most of our members find it to be a great value saving of up to 35% with each order. You can also add any of these products to the Essentials Bundle for the Add & Save discount of 25%.”
 
Not sure that’s considered a full explanation when it comes to the pricing, but time (and testing) will tell if consumers think products like this are worth it.