Lindex works to break the taboos around menstruation

Ahead of Menstrual Hygiene Day on May 28, Lindex raises the issue of menstruation to break the surrounding taboos. The fashion company has also decided that part of the sales will be used to spread knowledge about menstruation and to offer training in women's hygiene.

Lindex has decided that for the rest of 2023, two per cent of the sales of period-proof panties, from the fashion company's femtech brand Female Engineering, will be donated to the organisation WaterAid. This will combat menstrual poverty and promote education around women's hygiene. In total, this is estimated to lead to Lindex supporting WaterAid's work with approximately 1 MSEK. Lindex's support could give 5,000 people access to clean water or train around 1,300 school classes in menstrual hygiene.

‘Menstrual Hygiene Day is important for us to highlight since the woman and her needs are at the core of everything we do. Being able to talk openly about something as natural as menstruation is crucial to get rid of the taboos. We want all women to feel confident all days of the month and not let menstruation stop them from reaching their full potential. By highlighting this important topic and donate a share of the sales of period-proof panties from our brand Female Engineering, we are making a difference. The collaboration with WaterAid is an example of how we work actively with Lindex’s higher purpose – to inspire and empower women everywhere’, says Susanne Ehnbåge, CEO at Lindex. 

Although menstruation affects half to the world’s population, it is a controversial topic, surrounded by shame. Through Lindex's strategic partnership with WaterAid, the fashion company works to increase knowledge about menstruation, break taboos and get governments, authorities, and companies to invest in education, menstrual protection, water, and toilets.

‘Lindex's effort through Female Engineering is an excellent example of how companies can contribute to shine light on the right to menstrual health. We are so happy and grateful for our partnership with Lindex and their significant commitment to women's health and well-being’, says Anna Nilsdotter, CEO at WaterAid.

About Female Engineering
In 2022, Lindex launched its femtech brand Female Engineering, which develops innovative and sustainable products to meet women’s needs through various stages of life, for example during menstruation. Female Engineering's period-proof panties are based on Engineered Leak Tech™ – a patented technology that makes the panty's three layers absorb, prevent leakage, and remove odour and moisture. The brand’s products are based on several years of research and development work by Lindex underwear experts, along with scientists, textile engineers and product and material innovators.

Facts about menstruation and female hygiene in the world:

• Traditions and myths stigmatise and limit women’s mobility. Millions of girls’ lives are restricted and there are examples of menstruating girls being prevented from touching food or even being in the kitchen.¹  
• Every third woman in the world lacks access to a toilet.²
• Diseases linked to dirty water and the lack of safe toilets are the fifth biggest global killers of women.³
• In total, it is estimated that around 500 million women and girls in the world lack access to menstrual protection.⁴
• 88 percent of all girls and women in the world do not have access to safe and hygienic menstrual pads during menstruation⁵, but instead are forced to use, for example, rags, grass, ashes, toilet paper, animal skins or old menstrual pads that they try to wash.⁶

¹ Water Supply & Sanitation Collaborative Council, Celebrating Womanhood, page 8. (2013).

² Water Aid, web

³ Water Aid, article, (3 July 2017)

⁴ World Bank, Brief: Menstrual Health and Hygiene. (12 May 2022)

⁵ Water Supply & Sanitation Collaborative Council, Celebrating womanhood. (2013)

⁶ Water Aid, Menstrual hygiene matters, p. 83 (2012).

For more information, please contact:

Kristina Hermansson
Senior PR & Communications Manager
Phone: +46 (0)31 739 50 70
E-mail: press@lindex.com

Lindex is one of Europe's leading fashion companies, with approximately 440 stores in 18 markets and sales online worldwide through third-party partnerships. Lindex offers inspiring and affordable fashion and the assortment includes several different concepts within womenswear, kidswear, lingerie and cosmetics. Lindex is growing, both in own channels and together with global fashion platforms. Lindex’s higher purpose is to inspire and empower women everywhere, and Lindex’s sustainability promise is to make a difference for future generations by empowering women, respecting the planet and ensuring human rights. Lindex is a fully owned subsidiary of STOCKMANN plc. Further information is available at www.lindex.com.