Stayfree expands portfolio with launch of Xpert XL sanitary pads

MUMBAI: Periods may be predictable, but the products designed for them are evolving fast. Stayfree has expanded its menstrual hygiene portfolio with the launch of Stayfree Xpert XL, a new sanitary pad range designed to offer enhanced protection, comfort and portability as the brand sharpens its focus on meeting the changing needs of women.

The new offering introduces a 3-in-1 protection proposition aimed at improving the overall period experience. Stayfree Xpert XL features Gel Lock Pockets for faster and deeper absorption, an Air Soft Cover for a gentler, more breathable feel against the skin, and a compact, individually wrapped design that fits easily into a pocket while simplifying disposal. The launch reflects the brand’s continued investment in product innovation as India’s feminine hygiene market becomes increasingly competitive, with manufacturers focusing on convenience, comfort and specialised solutions for different consumer needs.

To support the rollout, Stayfree has launched a digital-first influencer campaign featuring personalities including Aditi Bhatia and Ashnoor Kaur, targeting younger consumers through relatable content across social media platforms.

The campaign film starring Aditi Bhatia captures the everyday concerns many women experience during their periods, including worries about leakage, skin discomfort and the inconvenience of carrying sanitary pads while travelling. The narrative positions Stayfree Xpert XL as a product designed to help address these challenges through improved absorbency, comfort and portability. The product is being made available across general trade, modern retail, pharmacies, e-commerce and quick commerce platforms nationwide, reflecting the growing importance of omnichannel distribution within India’s personal care market.

Priced at an MRP of Rs 48 for a pack of six units, Stayfree Xpert XL will also be available in 18-unit and 40-unit packs, giving consumers multiple purchase options.

The launch comes as brands in the menstrual hygiene segment continue to move beyond functional messaging, increasingly combining product innovation with digital storytelling and creator-led campaigns to engage younger, digitally connected consumers while addressing evolving expectations around comfort, convenience and period care.