By ELLEN LEWIS
When Sarah Carter, owner of SF Showroom in San Francisco called to tell me about the incredible business she was doing with proof., the recently launched leak proof, period proof underwear, I was really taken aback. First, I was stunned at the success of any new brand that launched in March 2020. Second, I have, admittedly and despite the publicity, had serious questions about the entire category of “period panties”. Probably it’s my age, but let’s not go there. However, I have a great deal of respect for Sarah’s opinion having worked with her on multiple projects for many years. She does not mince words. A simple newsletter to her accounts led to multiple requests for the product. As a result. she agreed to add proof. to her already burgeoning stable of brands. She has not regretted it since.
There IS a difference between Leak Proof and Leak Resistant! proof. is the first LEAK PROOF underwear on the market. Holding 3 utility patents proof. uses Leak-Loc™ technology. They even offer a 60-day money back guarantee. The current collection supports a range of 5 different levels of absorbency from super light (the only level that is leak resistant) to super heavy (absolutely leak proof).
Of course, I asked the layman’s question “where does the blood go?”. Without too much complicated detail, the blood is pulled down from the surface enabling the top to stay dry. The super heavy level holds up to 10 tsp of liquid. That is equal to 5 tampons of volume. Constructed with a multi-layer ultra slim core and a soft microfiber fabric that flexes with the body, 7 shapes are available from XS-XL with sizes up to 3X coming soon.
Besides the eco-friendly element implicit in the elimination of tampons and pads, all proof. products are OKEO_TEX® approved. Using no chemicals in their design process, they are also Prop 65 compliant.
I asked my 30 something daughters about this category. Not only were they aware of the concept, but very anxious to try them. With Sarah’s sales success stories, and my merchandising instincts, that was enough for me.
“The Proof is in the Pudding” William Camden
