Who Owns Always?

• Parent Company: Procter & Gamble Company
• Ownership Type: Brand division
• Company Type: Publicly Traded
• Stock Ticker: NYSE: PG

• Founded: 1983
• Founders: Procter & Gamble (internal development)

• Founded: 1837
• Headquarters: Cincinnati, Ohio, USA
• Company Type: Publicly Traded
• Stock: NYSE: PG
• Revenue: approximately $84 billion (FY2025)
• Employees: Approximately 107,000

Visit Procter & Gamble Company website

• Headquarters: Cincinnati, Ohio, USA
• Manufacturing / Operations: United States, Mexico, China, Poland, Hungary, India

Always has established itself as a leader in addressing period poverty and menstrual equity through comprehensive social impact programs, while also working to improve environmental sustainability through packaging innovations and responsible manufacturing practices. The brand's #EndPeriodPoverty initiative, launched in 2018, has become one of the most extensive corporate social responsibility programs in feminine hygiene, donating more than 235 million period products globally, including over 75 million in the United States through partnerships with Feeding America and other organizations.

The brand's commitment to menstrual equity extends beyond product donations to systemic change advocacy. Always actively supports the Menstrual Equity for All Act and partners with organizations like International Paper to host period packing events across the United States. In 2023, Always recognized Period Heroes including Brooke and Breanna Bennett, who helped pass Alabama's period poverty law allocating $200,000 for menstrual products in Title I schools. The brand's research shows that 1 in 5 girls have missed school due to lack of access to period products, with 49% reporting negative academic impacts and 3 out of 5 trying to hide their absence from others.

Environmentally, Always participates in Procter & Gamble's broader sustainability initiatives, which target net zero greenhouse gas emissions across the supply chain by 2040. The brand has introduced the ZeroWaste line featuring biodegradable materials and reduced packaging in response to growing environmental concerns. P&G has committed to increasing use of recycled plastic, implementing lightweight designs, and replacing plastic with alternative materials where possible. Always has also expanded into sustainable product categories including period underwear launched in 2025, offering reusable alternatives to traditional disposable products.

However, Always faces ongoing challenges regarding the environmental impact of disposable menstrual products, which contribute significantly to plastic waste and landfill volume. While the brand has made progress in incorporating recycled materials and biodegradable options, the fundamental nature of disposable menstrual products creates inherent sustainability challenges that the industry continues to address through innovation in materials and product design.

Always has received extensive recognition for its social impact initiatives, marketing effectiveness, and brand leadership in feminine hygiene, though environmental awards remain limited due to the disposable nature of its core products. The brand's #EndPeriodPoverty program has been honored by numerous organizations for its innovative approach to addressing menstrual equity and educational access for girls and women.

Social Impact Recognition: Always' #EndPeriodPoverty initiative has received numerous awards and recognition from nonprofit organizations, educational institutions, and social impact groups for addressing period poverty and menstrual equity. The brand's donation of more than 235 million period products globally and partnerships with organizations like Feeding America have been acknowledged as exemplary corporate social responsibility programs.

Marketing Excellence Awards: Always' marketing campaigns have consistently received industry accolades, particularly the "#LikeAGirl" campaign which earned multiple awards for its positive impact on girls' confidence and challenging gender stereotypes. The brand's evolution to the "Power of Her" platform continues this tradition of socially responsible marketing that resonates with consumers and industry professionals alike.

Product Innovation Recognition: The brand has been recognized for product innovation, particularly in absorbent technologies and comfort features that have improved menstrual protection experiences globally. Always' technological advancements in absorbent materials and product design have received acknowledgment from industry organizations for improving user experience and product performance.

Educational Partnership Awards: Always' partnerships with educational organizations and period equity advocates have earned recognition from nonprofit and social impact organizations for addressing systemic barriers to menstrual health access. The brand's support for the Menstrual Equity for All Act and recognition of Period Heroes like Brooke and Breanna Bennett have been acknowledged as contributing to meaningful policy change.

Brand Leadership Recognition: Always has been consistently recognized as the market leader in feminine hygiene products, with industry analysts acknowledging the brand's dominant market position and successful brand strategies. The company's ability to maintain market leadership while addressing social issues has been cited as a model for purpose-driven brand management.

Environmental Limitations: However, Always has not received significant environmental awards due to the inherent sustainability challenges of disposable menstrual products. While the brand has made progress in packaging sustainability and introduced biodegradable options, the disposable nature of its core product line limits recognition from environmental organizations focused on waste reduction and circular economy principles.

Period Poverty Advocacy Challenges: While not a traditional controversy, Always' period poverty initiatives have faced criticism from some advocates who argue that corporate solutions to systemic issues may perpetuate dependency on disposable products rather than supporting sustainable alternatives like menstrual cups or reusable pads. Some menstrual equity advocates question whether corporate donations of disposable products align with long-term environmental sustainability goals, creating tension between immediate access needs and environmental concerns.

Environmental Impact Criticism: Always faces ongoing criticism from environmental groups regarding the waste generated by disposable menstrual products. Despite introducing biodegradable options and recycled packaging, the brand's core business model relies on single-use products that contribute significantly to plastic waste and landfill volume. Environmental advocates argue that Always and other disposable menstrual product companies should invest more heavily in reusable alternatives and take greater responsibility for product end-of-life management.

Marketing and Gender Stereotype Debates: While Always' marketing campaigns have been widely praised, the brand has occasionally faced criticism for reinforcing traditional gender norms and stereotypes in its advertising. Some advocates argue that campaigns focusing on girls' confidence and empowerment can still perpetuate narrow definitions of femininity and womanhood, though the brand has generally been recognized for positive contributions to gender equality discussions.

Pricing and Accessibility Concerns: Always has faced scrutiny over product pricing and accessibility, particularly in low-income communities where period poverty is most prevalent. Critics argue that premium product lines and marketing focus on higher-income consumers may conflict with the brand's period poverty initiatives, creating questions about whether Always' pricing strategies adequately address the needs of the communities most affected by menstrual inequity.

Supply Chain and Manufacturing Ethics: As part of Procter & Gamble, Always inherits broader supply chain and manufacturing ethics concerns facing large consumer goods corporations. The brand has faced questions about labor practices in manufacturing facilities, chemical ingredient safety, and environmental impacts of large-scale production operations, though these issues are generally addressed through P&G's corporate social responsibility programs rather than brand-specific initiatives.

Competition from Sustainable Alternatives: Always faces growing competition from sustainable menstrual product brands offering reusable cups, organic cotton pads, and plastic-free alternatives. This competitive pressure has created both opportunities for Always to innovate in sustainability and challenges in maintaining market leadership while addressing consumer demand for more environmentally friendly options.