On March 22, 2025, an interview with Claire, one of the founders of Moodies, appeared in the AD newspaper. If you'd like to read it but don't have a subscription, we've published the interview below.
Claire keeps explaining that her thin period panties really work
What is this? That's what Claire van Beek (56) thought when she first got her hands on menstrual underwear. And of course, she also wondered: does this even work? She decided to invest in it anyway, and it turned out to be a trend: suddenly, you see these underwear everywhere. "Many women don't feel comfortable with a tampon or a thick, crackly layer of sanitary towels."
Eefje Oomen
Period underwear. It's not exactly a pleasant word. Claire van Beek (56) admits that. It sounds a lot better in English: softer, nicer. Nicer. That's where the product that Claire has been selling since 2021 is calledperiod undiesMenstrual period underwear. But Claire insists on using the Dutch word. "I want people to immediately understand what it is. I don't want to use euphemisms."
Yet she still often has to explain what period underwear actually is. That it's not panties you put sanitary pads in. That it's not lingerie with a thick wad. That it actually has a very thin crotch, but is made of a special, extremely absorbent fabric. According to her website, her period underwear in the "heaviest category" can even handle the blood of five or six tampons.
It was already a concept in Australia
Really? Is that even possible? Yes, she also hesitated when her boyfriend and partner brought it up in the spring of 2020. He owns a shapewear company and received a sample—a trial model—from China. "I'd never heard of it, but I was immediately interested. And I saw that it was already a concept in countries like Australia, New Zealand, and the US."
As a freelancer in marketing, Claire suddenly has less work during the pandemic, giving her all the time she needs to figure out if there's a need for this. "My conclusion was quickly: yes, I'm going for it. Because many women are increasingly committed to sustainability. They want to get rid of all those disposable products. And many women don't always feel comfortable with a thick, crunchy layer of sanitary pads or with a tampon that also has to be changed on a busy day."
I'm now in menopause and no longer have my period. But at that time I could try it myself.
Claire van Beek, Owner of Moodies Undies
That discomfort. It's something girls, especially, struggle with during the first few years of their period, she realizes. So she immediately decides that, in addition to a "regular" line, there should also be a line for girls. And above all, the underwear should look nice. Not ugly stuff that can't stand the light of day. And she tests and tests and tests. "I'm in menopause now and no longer have my period. But back then, I was able to try it myself. And I got a lot of other women involved. Does this work?"
Because many customers still have doubts about this, she still offers a generous money-back guarantee with her Moodies Undies brand. This guarantee is necessary, because the material is quite expensive. A pair of underwear easily costs thirty euros. "And yet, you usually save money on sanitary towels or tampons if you buy four or five pairs of underwear and use them for three years."
Why do women find their own blood disgusting?
Not everyone was enthusiastic when her company launched. "Whenever I brought it up, the reaction was often, 'Ugh.' Women who didn't want anything to do with their own blood. Who didn't feel like rinsing their underwear before washing."
So she's also set herself a task: more openness about this topic. "I mean: half the world's population menstruates. Why do some women find their own blood disgusting? Why do some women still feel hesitant to tell work that they're bothered by their periods? And why do men find it such a difficult subject? Honestly, I'd love to write a book for men about it, because as a father in 2025, you really can't say to your daughter: ask your mother."
You buy it for your daughter first
Meanwhile, period underwear is becoming increasingly common (see box below), Claire has expanded her collection with more styles like the hiphugger, swimwear, and underwear for urinary incontinence, her online store is booming, and her products are sold at Wehkamp, among other retailers. "But I still realize: there's a barrier. If you've been using tampons and pads your whole life, it's a huge change. The funny thing is that mothers often buy them for their daughters first, and only later, once they're convinced, for themselves."
Menstrual underwear: also available at HEMA and Zeeman
According to Roos Smulders of Modint (a trade association for textiles, among other things), interest in menstrual underwear has been growing since 2022. "I don't have specific figures for the Netherlands, but internationally, the market is predicted to grow by over 40 percent annually until 2027." In the Netherlands, Libresse now sells it in supermarkets and drugstores, and Livera, Hema, and Zeeman also have it on their shelves. The main reason to buy it, according to Smulders: sustainability.
Zwemmen tijdens je menstruatie kan ongemakkelijk of zelfs spannend aanvoelen. Toch is het met de juiste voorbereiding helemaal niet nodig om een duik over te slaan. In deze blog bespreken...
Read more...
Sex during your period. For some, it's an absolute no-go, for others, it's the secret weapon against cramps and a bad mood. Which one do you fall into? It's something...
Read more...
What is a menstrual cycle and how long does it last? Your menstrual cycle is more than just the days you have your period. It's a natural and complex process...
Read more...
Stomach aches, backaches, tiredness, and irritability. Your period is never convenient, and often brings discomfort that impacts your entire day (or week). Fortunately, you don't have to wait for it...
Read more...
Menstruation is a natural process that millions of people worldwide experience every day. Yet, there's still a taboo surrounding this topic. Many women feel ashamed, don't talk about it openly,...
Read more...
Menstruation is a personal thing and everyone chooses what suits them best. Period underwear is becoming increasingly popular as a practical and smart choice. It is easy to use and...
Read more...
Ah, vacation! That time of year you look forward to exploring new places, having fun with friends, and getting away from it all. But wait, what if your period starts...
Read more...
Menstrual underwear is indispensable these days. No hassle with sanitary towels or tampons, just an absorbent panty that catches your blood. How nice is that? But did you know that...
Read more...
Period underwear offers a sustainable and hassle-free alternative to traditional menstrual products such as pads or tampons. Moodies has an extensive collection that is specially designed to help you get...
Read more...
We are all about being environmentally friendly and fair in every step of the process. From design to delivery to your door, we believe it is important that everything is...
Read more...
Menstruation is a normal and natural part of life for many people, but unfortunately, not everyone has access to the right products. This is called period poverty, which means that...
Read more...
Let's face it: menstruation is never exactly fun. From the hassle of tampons and pads to embarrassing stains on your bed or workout leggings… Been there, done that. When I...
Read more...
A nosebleed on your pillow, menstrual blood on your mattress, or a dark stain on your favorite jeans after a fall—bloodstains end up in all sorts of places and are...
Read more...
At Moodies, we understand that comfort and confidence are important in everyday life, which is why we developed Moodies Everyday underwear, washable underwear for light incontinence . But what makes...
Read more...
Earlier this year we had the opportunity to collaborate with a group of enthusiastic students from the InHolland University of Applied Sciences in The Hague. These students were given the...
Read more...
At a time when sustainability is becoming increasingly important in our daily lives, it is important to also pay attention to aspects that are often overlooked. One of these aspects...
Read more...
It's that time of the month. You know, those days when you just don't feel quite yourself. Your belly feels bloated, your mood can swing like a rollercoaster, and sometimes...
Read more...
Summer is just around the corner, and that means long days at the beach and refreshing dips in the pool. But for many of us, this brings a specific challenge:...
Read more...
Welcome to a new era of menstrual products! If you haven't heard of menstrual underwear yet, it's high time you immerse yourself in this innovation. Menstrual underwear is an increasingly...
Read more...
Menstrual underwear has become increasingly popular in recent years as a sustainable alternative to disposable menstrual products. And we are one of the biggest fans. It offers comfort and protection,...
Read more...
We regularly receive messages from concerned parents of teenage daughters struggling with heavy periods and the accompanying symptoms. It's heartbreaking to see that these girls sometimes have periods so heavy...
Read more...
Zwemmen tijdens je menstruatie kan ongemakkelijk of zelfs spannend aanvoelen. Toch is het met de juiste voorbereiding helemaal niet nodig om een duik over te slaan. In deze blog bespreken...
Read more...
Sex during your period. For some, it's an absolute no-go, for others, it's the secret weapon against cramps and a bad mood. Which one do you fall into? It's something...
Read more...
What is a menstrual cycle and how long does it last? Your menstrual cycle is more than just the days you have your period. It's a natural and complex process...
Read more...
Stomach aches, backaches, tiredness, and irritability. Your period is never convenient, and often brings discomfort that impacts your entire day (or week). Fortunately, you don't have to wait for it...
Read more...
Menstruation is a natural process that millions of people worldwide experience every day. Yet, there's still a taboo surrounding this topic. Many women feel ashamed, don't talk about it openly,...
Read more...
Menstruation is a personal thing and everyone chooses what suits them best. Period underwear is becoming increasingly popular as a practical and smart choice. It is easy to use and...
Read more...
Ah, vacation! That time of year you look forward to exploring new places, having fun with friends, and getting away from it all. But wait, what if your period starts...
Read more...
Menstrual underwear is indispensable these days. No hassle with sanitary towels or tampons, just an absorbent panty that catches your blood. How nice is that? But did you know that...
Read more...
Period underwear offers a sustainable and hassle-free alternative to traditional menstrual products such as pads or tampons. Moodies has an extensive collection that is specially designed to help you get...
Read more...
We are all about being environmentally friendly and fair in every step of the process. From design to delivery to your door, we believe it is important that everything is...
Read more...
Menstruation is a normal and natural part of life for many people, but unfortunately, not everyone has access to the right products. This is called period poverty, which means that...
Read more...
Let's face it: menstruation is never exactly fun. From the hassle of tampons and pads to embarrassing stains on your bed or workout leggings… Been there, done that. When I...
Read more...
A nosebleed on your pillow, menstrual blood on your mattress, or a dark stain on your favorite jeans after a fall—bloodstains end up in all sorts of places and are...
Read more...
At Moodies, we understand that comfort and confidence are important in everyday life, which is why we developed Moodies Everyday underwear, washable underwear for light incontinence . But what makes...
Read more...
Earlier this year we had the opportunity to collaborate with a group of enthusiastic students from the InHolland University of Applied Sciences in The Hague. These students were given the...
Read more...
At a time when sustainability is becoming increasingly important in our daily lives, it is important to also pay attention to aspects that are often overlooked. One of these aspects...
Read more...
It's that time of the month. You know, those days when you just don't feel quite yourself. Your belly feels bloated, your mood can swing like a rollercoaster, and sometimes...
Read more...
Summer is just around the corner, and that means long days at the beach and refreshing dips in the pool. But for many of us, this brings a specific challenge:...
Read more...
Welcome to a new era of menstrual products! If you haven't heard of menstrual underwear yet, it's high time you immerse yourself in this innovation. Menstrual underwear is an increasingly...
Read more...
Menstrual underwear has become increasingly popular in recent years as a sustainable alternative to disposable menstrual products. And we are one of the biggest fans. It offers comfort and protection,...
Read more...
We regularly receive messages from concerned parents of teenage daughters struggling with heavy periods and the accompanying symptoms. It's heartbreaking to see that these girls sometimes have periods so heavy...
Read more...