For brand spanking new personal care brand Hempress Hygienics, hemp is the fiber of the longer term. 

The brand, which launches Tuesday with menstrual and private care products, was founded by Marilyn Austin and Mckenna Avery, who began working on the brand while they were college students in 2019. 

“I used to be attending Oregon State University on the time where we had a Hemp Innovation Center, and it was the identical yr hemp was legalized in 2019, so there was a number of research and conversation happening on campus about all the advantages of hemp, which really piqued my interest,” said Austin. “[We] thought it could be a very amazing fiber to utilize in a business setting.” 

Through the use of hemp, the brand is aiming to create more sustainable offerings throughout the disposable product space.

“Hemp uses five times less water and uses 3 times less land than conventional cotton,” Avery told WWD. “Truthfully, farmers don’t even have to water it in any respect. It grows like a weed.”

Moreover, when it comes to efficacy and wearability in comparison with traditional menstrual care products constructed from cotton, hemp is a commensurate alternative, if not higher, in line with the brand.

“It absorbs as much as two times more liquids. It’s 4 times more durable and really versatile. In that sense once you’re wearing it, it feels less like a diaper and it’s more lightweight, breathable,” said Avery. “Then antimicrobial properties — so it doesn’t need any pesticides or herbicides to grow. It also limits and restricts the bacterial growth of E. coli and staph which frequently result in a number of cases of vaginitis or vaginosis for ladies.” 

While the brand’s menstrual care products — which include liners, $7, and pads for day and night, $10 — are on the core of the business, it’s also launching with personal care offerings, including cosmetic pads, $5, and swabs, $5. With the initial launch and future product expansion, which is able to include hemp tampons set to launch next yr, the team is concentrated on disposable products. 

“It’s hard to vary consumer behavior. Specifically in america, we’re very used to the convenience culture of disposable products, and so we actually see personal care is a terrific place for us to start out because we’re women. Now we have our period and each month we use these products, but I believe that there’s a number of opportunity for expansion,” said Austin. 

While the organic personal care space is becoming increasingly crowded, Austin believes Hempress’ total use of hemp will probably be a key differentiator. 

“The organic space is nearly completely just an organic top sheet, so the remainder of the products often still include synthetic materials and aren’t necessarily biodegradable. That’s something that was really necessary for us to make sure that the entire product was natural-based, plant-based material that might biodegrade,” she said, noting that the products are developed within the European Union, where regulatory standards are higher than america. 

Although the brand is targeting younger consumers, Austin and Avery see opportunities to achieve all ages, as they’re doubling down on hemp education through blog posts on their website and content across social media platforms. 

“The younger generation is simpler to focus on being they’re more comfortable with cannabis and hemp products basically,” Austin said. “Now we have a lot interest from all age ranges and anybody that uses period care or obviously our personal care… We try to maintain it open to sustainably and socially conscious individuals, often in locations which can be open to the legalization and use of cannabis.” 

The brand is now available direct-to-consumer, in addition to on Amazon, Walmart marketplace and at natural grocery retailers including Lazy Acres Natural Market and Central Market with plans to expand with additional retailers in the longer term. Hempress is anticipated to amass $1 million in first-year retail sales, in line with industry sources.