Dive Brief:
- Tween period care brand Pinkie on Friday launched at over 3,300 CVS Pharmacy locations, per details sent to Retail Dive.
- CVS will stock Pinkie’s small size pads, combo pack of pads and on-the-go period prep pouch. Pinkie’s product assortment is also available at Walmart, Amazon and Target.
- The brand was founded by mothers Fiona Simmonds and Sana Clegg in 2022 to fill a gap for intentional period products for younger customers and normalize dialogue about periods, per Pinkie.
Dive Insight:
Pinkie is expanding its retail presence through a new partnership with CVS as part of a goal to reach shoppers where they are.
Pinkie’s period pads are organic, toxin-free and appropriately sized for tweens and teens, with the mission of, “making puberty less complicated,” per the brand’s website. The brand’s products are specifically sized to youth underwear and are the only small-size pads made from 100% organic cotton top-sheets in the U.S., according to Pinkie. The pads come in drawstring pouches so they’re “cute to carry, perfect for passing to friends, and easy for clean disposal,” per Pinkie’s site.
Pinke’s primary retailer is Amazon, where the brand says it has had “massive success.” Pinkie is currently the top teen pad and organic teen pad on Amazon’s best-seller list, per the brand. The company launched into Walmart earlier this year and Target in 2023. The brand’s website is currently advertising half-off of customers’ first Pinkie box purchase at Target or Walmart.
As the tween category experiences a resurgence, another brand targeting that demographic recently expanded. Just last week, tween brand Limited Too executed a relaunch after 15 years at Kohl’s stores nationwide. Kohl’s additionally added to its tween clothing lineup with a new assortment from Aéropostale as well as an expanded Madden Girl offering.
