P&G acquires feminine care brand This Is L

Procter & Gamble (P&G) has purchased US-based feminine care brand This Is L.

This Is L’s portfolio comprises high-quality tampons, pads, liners and wipes that are made with organic cotton. The company also owns the L products brand.

The new deal is expected to help P&G expand its feminine care business in the naturals segment and to meet growing consumer demands for period products. It is also set to help grow This Is L and its programmes.

P&G global feminine care president Jennifer Davis said: “This acquisition is a perfect complement to our Always and Tampax portfolio, with its commitment to a shared mission to advocate for girls’ confidence and serve more women.

“We feel this is a strong union and together we can be a greater force for good.”

This Is L currently distributes its products to consumers through more than 5,000 stores across the US. The company also collaborates with partners under its donation programme to provide tools such as pad manufacturing machines to provide women worldwide access to feminine care products.

This Is L CEO Talia Frenkel said: “Our strong growth has enabled us to stand in solidarity with women in more than 20 countries.

“Our support has ranged from partnering with organisations to send period products to Native communities in South Dakota, to supplying pad-making machines to a women-led business in Tamil Nadu.

“Pairing our purpose with P&G’s expertise, scale and resources provides an extraordinary opportunity to contribute to a more equitable world.”