P&G Acquires This Is L., One Of The Fastest Growing Feminine Care Brands In The U.S.


P&G announced today its acquisition of This Is L., owner of L. products, to meet growing consumer demands for period products in the naturals segment. Its portfolio primarily includes beautifully designed, high quality tampons, pads, liners and wipes made with organic cotton.

L. is a purpose-driven, inspirational brand with many opportunities for future growth. For every L. product purchased, a donation is made to improve product accessibility to girls and women in need in the US and around the world.

“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,” said Jennifer Davis, President, P&G Global Feminine Care. “We feel this is a strong union and together we can be a greater force for good.”

L. has experienced rapid growth, breaking barriers and making their products available to consumers in more than 5,000 stores across the U.S. With its donation program, the company is on track to provide access to over 250 million products, bringing the efforts to unprecedented scale. L. has taken a unique approach to this program, increasing local access to products by working with partners that provide tools such as pad manufacturing machines, to not only make these products available to those who need them, but also to fuel women’s entrepreneurship.

“Our strong growth has enabled us to stand in solidarity with women in more than 20 countries,” says Talia Frenkel, CEO of This Is L. “Our support has ranged from partnering with organizations 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.”

This acquisition will grow P&G’s Feminine Care business in the naturals segment and accelerate growth for L. products while continuing to support women and girls together.

About This Is L.:

L. is a leading natural feminine care brand in the United States, responsible for rapid growth and overall category growth. The brand provides thoughtfully designed products made with organic cotton. For every L. product purchased, a donation is made to improve product accessibility to girls and women in need. L. is available in retail stores across the country, including Target and CVS, as well as online at Amazon.com and thisisL.com.

About Procter & Gamble:

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com/ for the latest news and information about P&G and its brands.

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