Founder of leak-proof underwear brand Modibodi Kristy Chong followed my gut about what she felt women wanted to see and how they wanted to be heard. Image: supplied.

Bianca Healey

How Modibodi founder Kristy Chong’s personal experience helped her overhaul an entire sector and build a multimillion-dollar company

Bianca Healey
6 minute Read

Kristy Chong’s belief there was a market for fashionable period-proof underwear didn’t just lead to a multimillion-dollar global company; it transformed the relationship retailers could have with customers. 

Currently, the business has close to 200,000 active customers — most of whom purchase online — spread across New Zealand, Canada, the US, the UK and Australia.

Globally the so-called ‘menstrual underwear market’ is also growing. It is climbing at an annual rate of 1.3%, as several upstarts seek to capture an untapped international market that has until recently been ignored.

The market was valued at $269 million (US$200.7 million) in 2020 and is expected to reach $1.61 billion (US$1.20 billion) by the end of 2027.

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