Premium feminine care is on the rise, disrupting the dormant sanitary protection market. Brands such as Rael, Cora, and Blume are attending the high demand of curation and convenience from Millennial females. Often labelled as organic or natural, these premium players have proven that sanitary pads and tampons are categories that can be innovated and improved. Moreover, with their unconventional marketing tactics, these emerging brands have been demonstrating the increasing importance of omnichannel strategies.