Claire keeps explaining that her thin period panties really work

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."

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."

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."

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."