US – Thinx has launched a re-usable tampon applicator designed to limit the quantity of plastic that ends up in landfill sites.
The eco-friendly tampon applicator, RETA, can be used either with regular non-applicator tampons or the brand’s own tampons, which have been created from organic cotton to make them more sustainable.
The applicator has been developed using the same material as the menstrual cup, and works in a similar way to allow the user to rinse it after each use, replace the protective cover and place the applicator back in their bag.
While RETA does not eliminate the production of waste, it provides an alternative for women who are conscious of the impact they have on the environment but find the menstrual cup either uncomfortable or impractical. According to Thinx’s website, seven billion tampon applicators end up in landfill sites each year, a figure that the brand’s co-founder and CEO Miki Agrawal describes as ‘too much to bear’.
In line with Whole-system Thinking, brands are revolutionising the way in which consumers think about feminine hygiene products by offering a more convenient, cost-effective and environmentally friendly alternative.