Personal Care

Feminine hygiene products, once relegated to back aisles near diapers, are hidden no longer. In fact, the entire category is being treated more like a beauty business than a commodity. Some chains even cross-merchandise feminine wipes or cleansers near beauty aisles.

Once again, millennial shoppers are driving the change. They aren’t afraid to talk about periods or other feminine issues that were once unmentionable. There are blogs about waxing and menstruation, and Refinery 29 Snapchatted about how to empty a menstrual cup.

PASADENA, Calif. — Yes To is celebrating summer with the introduction of two new mask lines, as well as several additions to its existing product offerings. The company is set to launch the products on July 1.

LAS VEGAS — ECRM recently announced the winners and runners-up of the Drug Store News/ECRM Buyers Choice Awards from ECRM’s Hair Care and Multicultural EPPS and the Skin, Bath, Cosmetics and Fragrance EPPS, both of which took place between June 4 and June 8 at the Red Rock Casino, Resort and Spa here.

PORTLAND, Ore. — Natural deodorant maker Schmidt’s Naturals is growing its distribution. The company on Thursday announced that its products would be hitting shelves in Kroger banner stores and that it would be expanding into all U.S. Whole Foods Market locations.

SAN FRANCISCO — Men’s grooming company Every Man Jack is ready for summer. The brand on Wednesday introduced its five-product Sport line, which it said was developed for active men.

ENGLEWOOD CLIFFS, N.J. — Unilever’s Axe Brand on Tuesday rolled out its new Find Your Magic initiative, the brand said is aimed at combating toxic masculinity and emphasizing the importance of self-expression to being confident.