The majority of feminine hygiene products aren’t exciting, but with the corporations responsible for making them barely changing over a century, do women have much choice? Period panty start-up Thinx says yes, offering a friendlier, cheaper and cooler way to sail through that time of the month.

Tampon subscription service HelloFlo has won millions of fans by rejecting euphemism in favour of hilarious honesty. But what does its humorous take on being a 12-year-old girl tell us about what we really want from our most intimate brands? How honest is too honest?

Bodyform’s ‘Blood’ commercial is the first to tackle the physical manifestation of having a period. Vials of blue liquid and grinning, rollerblading models have been replaced with blood from powerful sportswomen. Does this advert represent real women’s attitudes to menstruation?

During pregnancy, a mother’s medical health is closely monitored, but issues like skin changes and discomfort typically receive little attention. My Expert Midwife tackles this with premium, all-natural skin care products, addressing the awkwardness around pregnant bodies in the process.