Emily Varnam wants to protect the environment and eschew big business, so she tries to buy local food, dresses in secondhand clothing and doesn't own a car.
The 27-year-old doula also chooses her feminine hygiene products based on her personal philosophies.
Among the new niche producers besides Thinx and Lunette, are Lunapads, Diva Cups, Glad Rags, Dear Kate and Flex, which sell menstrual cups, reusable period underwear, cloth pads.
Some companies also peddle yoga pants, menstrual-cup cleanser, carrying cases for fresh and used pads, absorbent and waterproof blankets to protect linen and mattresses, dancewear and pad soaking containers.
Looking at the most recently available census data, we explored the demographics of the “marriage market” based on what women said they want in a spouse.