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.

Three-quarters of women suffer from period pains, and while many counter them with a combination of painkillers, hot water bottles and self-pity, 10% get cramps so bad that they’re out of action for three days. Enter Livia, a drug-free solution to switch off pain during that time of the month.

From cupcakes to handbags, almost anything can be vegan – and that includes condoms. US-born brand Sustain Natural offers cruelty-free contraceptives that are also organic and fair-trade – perfect for people who are increasingly conscious of the toxins in and provenance of everyday products.

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?