Can These Period Underwear Crusaders Convert You?

The concept of “blood” and “bleeding” is generally avoided in mass marketing for period products. It was only recently, and with some fanfare, that commercials showed red liquid being absorbed, instead of blue.

But when it comes to period underwear — an increasingly popular type of underwear made with extra-absorbent fabric — it’s difficult to avoid. At least when talking to the founders of the Period Company, a brand that was introduced in October, touting period underwear that was more affordable and sustainable than other menstrual products. For them, bleeding is a kind of profound act.

“Something emotionally begins to happen when you bleed into your underwear and you don’t have tampons, you don’t have pads, you don’t have waste — when you’re just allowed to really kind of be in your period,” said Sasha Markova, who, with Karla Welch, founded the company.

“Flowing is a very different experience, and we feel kind of evangelical about it.”

Ms. Markova, a longtime creative director, is not exaggerating about evangelizing; she refers to switching to their product as “conversion.” As in “We really converted ourselves to the idea of this underwear.” Or “The amazing thing you can begin to do