New breed of feminine-care brands caters to Gen Z and millennial women, including one backed by Huda Beauty founder and another favoured by Gwyneth Paltrow

• Digitally savvy young brands have entered the feminine-care market, promoting values such as transparency and authenticity to women all over the world
• The market has experienced a demand for clean and ethical labels that are upfront about everything – from where they source their materials to their packaging