---
title: "Period care brands in Australia: Which are searched most?"
description: "Compare the pad, tampon and period underwear brands Australians buy. Share of Search among Modibodi, Libra, U by Kotex, Bonds, Stayfree, TOM Organic, Moxie, Carefree, Always, Cottons, Tsuno and Thinx, the period care brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/au/categories/au-period-care-brands"
publisher: "Brandwave"
---

# Period care brands in Australia: Which are searched most?

Compare the pad, tampon and period underwear brands Australians buy. Share of Search among Modibodi, Libra, U by Kotex, Bonds, Stayfree, TOM Organic, Moxie, Carefree, Always, Cottons, Tsuno and Thinx, the period care brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Period care brands
- **Market**: Australia
- **Brands compared**: 12
- **Month measured**: Sep 2026
- **Highest Share of Search**: Modibodi, 36.7%

## Which brand is most popular in search among period care brands in Australia?

- In September 2026, Modibodi was the most searched among period care brands in Australia, with an estimated 22.2K branded searches, 36.7% of all searches for the 12 we track.
- Libra is in 2nd place, 6.8 percentage points behind at 29.9%.
- Across the 12 months ending September 2026, Modibodi’s share of searches among period care brands in Australia decreased from 44.4% to 36.7%.
- Across the 12 months ending September 2026, Libra’s share of searches among period care brands in Australia increased from 24.2% to 29.9%.
- Across the 12 months ending September 2026, U by Kotex’s share of searches among period care brands in Australia increased from 8% to 11.2%.
- Across the 12 months ending September 2026, Bonds’ share of searches among period care brands in Australia decreased from 7.2% to 6%.
- Across the 12 months ending September 2026, Stayfree’s share of searches among period care brands in Australia increased from 3.9% to 6%.
- Across the 12 months ending September 2026, TOM Organic’s share of searches among period care brands in Australia increased from 3.1% to 4%.
- Across the 12 months ending September 2026, Moxie’s share of searches among period care brands in Australia increased from 0.79% to 2.2%.
- Across the 12 months ending September 2026, Always’ share of searches among period care brands in Australia decreased from 5.9% to 1.2%.
- Across the 12 months ending September 2026, Modibodi’s share of searches among period care brands in Australia peaked at 58.8% in November 2025 and was lowest at 29.3% in July 2026.
- Across the 12 months ending September 2026, Libra’s share of searches among period care brands in Australia peaked at 35.9% in July 2026 and was lowest at 17.6% in November 2025.
- Across the 12 months ending September 2026, U by Kotex’s share of searches among period care brands in Australia peaked at 13.8% in May 2026 and was lowest at 7.1% in November 2025.
- Across the 12 months ending September 2026, Bonds’ share of searches among period care brands in Australia peaked at 8.3% in May 2026 and was lowest at 6% in September 2026.
- Across the 12 months ending September 2026, Stayfree’s share of searches among period care brands in Australia peaked at 6.2% in June 2026 and was lowest at 2.8% in November 2025.
- Across the 12 months ending September 2026, TOM Organic’s share of searches among period care brands in Australia peaked at 4% in September 2026 and was lowest at 2.3% in November 2025.
- Across the 12 months ending September 2026, Moxie’s share of searches among period care brands in Australia peaked at 2.2% in September 2026 and was lowest at 0.7% in November 2025.
- Across the 12 months ending September 2026, Stayfree rose from 6th to 5th among period care brands in Australia.
- Across the 12 months ending September 2026, TOM Organic rose from 7th to 6th among period care brands in Australia.
- Across the 12 months ending September 2026, Moxie rose from 9th to 7th among period care brands in Australia.
- Across the 12 months ending September 2026, Always fell from 5th to 9th among period care brands in Australia.
- Across the 12 months ending September 2026, Tsuno rose from 12th to 11th among period care brands in Australia.
- Across the 12 months ending September 2026, Thinx fell from 11th to 12th among period care brands in Australia.
- Across the 12 months ending September 2026, Carefree and Cottons held steady: their share of searches among period care brands in Australia each moved less than 0.5 percentage points.

## Top period care brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Modibodi and TOM Organic were mentioned most often, in three of the five answers. Modibodi and TOM Organic tied as the most recommended. U by Kotex was third. Stayfree, which ranked fifth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Modibodi | 1st | 2 of 3 | 1 of 2 | 3 of 5 |
| TOM Organic | 1st | 2 of 3 | 1 of 2 | 3 of 5 |
| U by Kotex | 3rd | 1 of 3 | 1 of 2 | 2 of 5 |
| Libra | 4th | 1 of 3 | 1 of 2 | 2 of 5 |
| Bonds | 5th | 1 of 3 | 1 of 2 | 2 of 5 |
| Tsuno | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| Carefree | 7th | 0 of 3 | 1 of 2 | 1 of 5 |
| Cottons | 7th | 1 of 3 | 0 of 2 | 1 of 5 |
| Always | 9th | 0 of 3 | 1 of 2 | 1 of 5 |
| Stayfree | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Moxie | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Thinx | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about period care brands

- Asked ChatGPT "What are the best pads and tampons in Australia?": 1. U by Kotex, 2. Libra, 3. TOM Organic, 4. Cottons, 5. Modibodi
- Asked ChatGPT "Which period underwear brand is best in Australia?": 1. Modibodi, 2. Bonds
- Asked ChatGPT "What are the best organic tampon brands?": 1. TOM Organic, 2. Tsuno
- Searched Google, AI Overview "period underwear": 1. Modibodi, 2. Bonds
- Searched Google, AI Overview "tampons": 1. U by Kotex, 2. Libra, 3. TOM Organic, 4. Carefree, 5. Always

Not named in any answer: Stayfree, Moxie and Thinx.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026.

## Compare search popularity between leading brands

- [Modibodi vs Libra: compare search popularity](/demand/au/compare/libra-vs-modibodi): 36.7% against 29.9% Share of Search.
- [Modibodi vs U by Kotex: compare search popularity](/demand/au/compare/modibodi-vs-u-by-kotex): 36.7% against 11.2% Share of Search.
- [Modibodi vs Bonds: compare search popularity](/demand/au/compare/bonds-vs-modibodi): 36.7% against 6% Share of Search.
- [Modibodi vs Stayfree: compare search popularity](/demand/au/compare/modibodi-vs-stayfree): 36.7% against 6% Share of Search.
- [Libra vs U by Kotex: compare search popularity](/demand/au/compare/libra-vs-u-by-kotex): 29.9% against 11.2% Share of Search.
- [Libra vs Bonds: compare search popularity](/demand/au/compare/bonds-vs-libra): 29.9% against 6% Share of Search.
- [Libra vs Stayfree: compare search popularity](/demand/au/compare/libra-vs-stayfree): 29.9% against 6% Share of Search.
- [U by Kotex vs Bonds: compare search popularity](/demand/au/compare/bonds-vs-u-by-kotex): 11.2% against 6% Share of Search.
- [U by Kotex vs Stayfree: compare search popularity](/demand/au/compare/stayfree-vs-u-by-kotex): 11.2% against 6% Share of Search.
- [Bonds vs Stayfree: compare search popularity](/demand/au/compare/bonds-vs-stayfree): 6% Share of Search each.

## How did search popularity change for Australia period care brands in September 2026?

- In September 2026, Moxie overtook Always to rank 7th among period care brands in Australia, with 2.2% of the searches.
- In September 2026, Bonds lost share of searches among period care brands in Australia, from 7.2% to 6%.
- Always’ share of searches among period care brands in Australia has lost ground for 3 months in a row, from 2.2% to 1.2% in September 2026.
- In September 2026, Carefree rose from 9th to 8th among period care brands in Australia.
- In September 2026, Tsuno rose from 12th to 11th among period care brands in Australia.
- In September 2026, Thinx fell from 11th to 12th among period care brands in Australia.
- Estimated monthly branded searches for Cottons in Australia rose 50% over 12 measured months, from 320 to 480 in September 2026.
- Estimated monthly branded searches for Stayfree in Australia rose 50% over 12 measured months, from 2.4K to 3.6K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Modibodi | 36.7% | 22.2K | 0.0% | Essity |
| 2 | Libra | 29.9% | 18.1K | 0.0% | Libra |
| 3 | U by Kotex | 11.2% | 6.8K | 0.0% | Kimberly-Clark |
| 4 | Bonds | 6% | 3.6K | -18.2% | Bonds |
| 5 | Stayfree | 6% | 3.6K | 0.0% | Stayfree |
| 6 | TOM Organic | 4% | 2.4K | 0.0% | TOM Organic |
| 7 | Moxie | 2.2% | 1.3K | +30.0% | Moxie |
| 8 | Carefree | 1.5% | 880 | +22.2% | Carefree |
| 9 | Always | 1.2% | 720 | -28.0% | Always |
| 10 | Cottons | 0.79% | 480 | -18.6% | Cottons |
| 11 | Tsuno | 0.35% | 210 | +50.0% | Tsuno |
| 12 | Thinx | 0.28% | 170 | -19.0% | Kimberly-Clark |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Modibodi | 27.1K | 44.4% | 1 |
| Oct 2025 | Libra | 14.8K | 24.2% | 2 |
| Oct 2025 | U by Kotex | 4.9K | 8% | 3 |
| Oct 2025 | Bonds | 4.4K | 7.2% | 4 |
| Oct 2025 | Always | 3.6K | 5.9% | 5 |
| Oct 2025 | Stayfree | 2.4K | 3.9% | 6 |
| Oct 2025 | TOM Organic | 1.9K | 3.1% | 7 |
| Oct 2025 | Carefree | 720 | 1.2% | 8 |
| Oct 2025 | Moxie | 480 | 0.79% | 9 |
| Oct 2025 | Cottons | 320 | 0.52% | 10 |
| Oct 2025 | Thinx | 260 | 0.43% | 11 |
| Oct 2025 | Tsuno | 210 | 0.34% | 12 |
| Nov 2025 | Modibodi | 40.5K | 58.8% | 1 |
| Nov 2025 | Libra | 12.1K | 17.6% | 2 |
| Nov 2025 | U by Kotex | 4.9K | 7.1% | 3 |
| Nov 2025 | Bonds | 4.4K | 6.4% | 4 |
| Nov 2025 | Stayfree | 1.9K | 2.8% | 5 |
| Nov 2025 | Always | 1.6K | 2.3% | 6 |
| Nov 2025 | TOM Organic | 1.6K | 2.3% | 7 |
| Nov 2025 | Carefree | 590 | 0.86% | 8 |
| Nov 2025 | Moxie | 480 | 0.7% | 9 |
| Nov 2025 | Cottons | 320 | 0.46% | 10 |
| Nov 2025 | Thinx | 260 | 0.38% | 11 |
| Nov 2025 | Tsuno | 170 | 0.25% | 12 |
| Dec 2025 | Modibodi | 27.1K | 50.9% | 1 |
| Dec 2025 | Libra | 12.1K | 22.7% | 2 |
| Dec 2025 | U by Kotex | 4.6K | 8.6% | 3 |
| Dec 2025 | Bonds | 3.6K | 6.8% | 4 |
| Dec 2025 | Stayfree | 1.9K | 3.6% | 5 |
| Dec 2025 | TOM Organic | 1.3K | 2.4% | 6 |
| Dec 2025 | Always | 880 | 1.7% | 7 |
| Dec 2025 | Carefree | 590 | 1.1% | 8 |
| Dec 2025 | Moxie | 480 | 0.9% | 9 |
| Dec 2025 | Cottons | 320 | 0.6% | 10 |
| Dec 2025 | Thinx | 260 | 0.49% | 11 |
| Dec 2025 | Tsuno | 110 | 0.21% | 12 |
| Jan 2026 | Modibodi | 33.1K | 53.8% | 1 |
| Jan 2026 | Libra | 12.1K | 19.7% | 2 |
| Jan 2026 | U by Kotex | 4.9K | 8% | 3 |
| Jan 2026 | Bonds | 4.4K | 7.1% | 4 |
| Jan 2026 | Stayfree | 2.4K | 3.9% | 5 |
| Jan 2026 | TOM Organic | 1.6K | 2.6% | 6 |
| Jan 2026 | Always | 880 | 1.4% | 7 |
| Jan 2026 | Carefree | 720 | 1.2% | 8 |
| Jan 2026 | Moxie | 590 | 0.96% | 9 |
| Jan 2026 | Cottons | 390 | 0.63% | 10 |
| Jan 2026 | Thinx | 320 | 0.52% | 11 |
| Jan 2026 | Tsuno | 170 | 0.28% | 12 |
| Feb 2026 | Modibodi | 22.2K | 45.7% | 1 |
| Feb 2026 | Libra | 12.1K | 24.9% | 2 |
| Feb 2026 | U by Kotex | 4.6K | 9.5% | 3 |
| Feb 2026 | Bonds | 3.6K | 7.4% | 4 |
| Feb 2026 | Stayfree | 1.6K | 3.3% | 5 |
| Feb 2026 | TOM Organic | 1.6K | 3.3% | 6 |
| Feb 2026 | Always | 1K | 2.1% | 7 |
| Feb 2026 | Carefree | 590 | 1.2% | 8 |
| Feb 2026 | Moxie | 480 | 0.99% | 9 |
| Feb 2026 | Cottons | 390 | 0.8% | 10 |
| Feb 2026 | Thinx | 210 | 0.43% | 11 |
| Feb 2026 | Tsuno | 170 | 0.35% | 12 |
| Mar 2026 | Modibodi | 18.1K | 37.1% | 1 |
| Mar 2026 | Libra | 14.8K | 30.3% | 2 |
| Mar 2026 | U by Kotex | 4.9K | 10% | 3 |
| Mar 2026 | Bonds | 3.6K | 7.4% | 4 |
| Mar 2026 | Stayfree | 2.4K | 4.9% | 5 |
| Mar 2026 | TOM Organic | 1.6K | 3.3% | 6 |
| Mar 2026 | Always | 1.3K | 2.7% | 7 |
| Mar 2026 | Carefree | 720 | 1.5% | 8 |
| Mar 2026 | Moxie | 590 | 1.2% | 9 |
| Mar 2026 | Cottons | 390 | 0.8% | 10 |
| Mar 2026 | Thinx | 210 | 0.43% | 11 |
| Mar 2026 | Tsuno | 170 | 0.35% | 12 |
| Apr 2026 | Modibodi | 18.1K | 38.4% | 1 |
| Apr 2026 | Libra | 12.1K | 25.6% | 2 |
| Apr 2026 | U by Kotex | 6K | 12.7% | 3 |
| Apr 2026 | Bonds | 3.6K | 7.6% | 4 |
| Apr 2026 | Stayfree | 2.4K | 5.1% | 5 |
| Apr 2026 | TOM Organic | 1.6K | 3.4% | 6 |
| Apr 2026 | Always | 1.3K | 2.8% | 7 |
| Apr 2026 | Carefree | 720 | 1.5% | 8 |
| Apr 2026 | Moxie | 590 | 1.3% | 9 |
| Apr 2026 | Cottons | 390 | 0.83% | 10 |
| Apr 2026 | Thinx | 210 | 0.45% | 11 |
| Apr 2026 | Tsuno | 170 | 0.36% | 12 |
| May 2026 | Modibodi | 18.1K | 34.2% | 1 |
| May 2026 | Libra | 14.8K | 28% | 2 |
| May 2026 | U by Kotex | 7.3K | 13.8% | 3 |
| May 2026 | Bonds | 4.4K | 8.3% | 4 |
| May 2026 | Stayfree | 2.9K | 5.5% | 5 |
| May 2026 | TOM Organic | 1.9K | 3.6% | 6 |
| May 2026 | Always | 1.3K | 2.5% | 7 |
| May 2026 | Carefree | 720 | 1.4% | 8 |
| May 2026 | Moxie | 720 | 1.4% | 9 |
| May 2026 | Cottons | 390 | 0.74% | 10 |
| May 2026 | Thinx | 210 | 0.4% | 11 |
| May 2026 | Tsuno | 210 | 0.4% | 12 |
| Jun 2026 | Modibodi | 22.2K | 38.3% | 1 |
| Jun 2026 | Libra | 14.8K | 25.5% | 2 |
| Jun 2026 | U by Kotex | 7.3K | 12.6% | 3 |
| Jun 2026 | Bonds | 4.4K | 7.6% | 4 |
| Jun 2026 | Stayfree | 3.6K | 6.2% | 5 |
| Jun 2026 | TOM Organic | 1.9K | 3.3% | 6 |
| Jun 2026 | Always | 1.3K | 2.2% | 7 |
| Jun 2026 | Carefree | 880 | 1.5% | 8 |
| Jun 2026 | Moxie | 720 | 1.2% | 9 |
| Jun 2026 | Cottons | 480 | 0.83% | 10 |
| Jun 2026 | Thinx | 210 | 0.36% | 11 |
| Jun 2026 | Tsuno | 170 | 0.29% | 12 |
| Jul 2026 | Libra | 22.2K | 35.9% | 1 |
| Jul 2026 | Modibodi | 18.1K | 29.3% | 2 |
| Jul 2026 | U by Kotex | 7.8K | 12.6% | 3 |
| Jul 2026 | Bonds | 4.4K | 7.1% | 4 |
| Jul 2026 | Stayfree | 3.6K | 5.8% | 5 |
| Jul 2026 | TOM Organic | 1.9K | 3.1% | 6 |
| Jul 2026 | Always | 1.3K | 2.1% | 7 |
| Jul 2026 | Carefree | 880 | 1.4% | 8 |
| Jul 2026 | Moxie | 880 | 1.4% | 9 |
| Jul 2026 | Cottons | 480 | 0.78% | 10 |
| Jul 2026 | Thinx | 170 | 0.27% | 11 |
| Jul 2026 | Tsuno | 170 | 0.27% | 12 |
| Aug 2026 | Modibodi | 22.2K | 36.3% | 1 |
| Aug 2026 | Libra | 18.1K | 29.6% | 2 |
| Aug 2026 | U by Kotex | 6.8K | 11.1% | 3 |
| Aug 2026 | Bonds | 4.4K | 7.2% | 4 |
| Aug 2026 | Stayfree | 3.6K | 5.9% | 5 |
| Aug 2026 | TOM Organic | 2.4K | 3.9% | 6 |
| Aug 2026 | Always | 1K | 1.6% | 7 |
| Aug 2026 | Moxie | 1K | 1.6% | 8 |
| Aug 2026 | Carefree | 720 | 1.2% | 9 |
| Aug 2026 | Cottons | 590 | 0.96% | 10 |
| Aug 2026 | Thinx | 210 | 0.34% | 11 |
| Aug 2026 | Tsuno | 140 | 0.23% | 12 |
| Sep 2026 | Modibodi | 22.2K | 36.7% | 1 |
| Sep 2026 | Libra | 18.1K | 29.9% | 2 |
| Sep 2026 | U by Kotex | 6.8K | 11.2% | 3 |
| Sep 2026 | Bonds | 3.6K | 6% | 4 |
| Sep 2026 | Stayfree | 3.6K | 6% | 5 |
| Sep 2026 | TOM Organic | 2.4K | 4% | 6 |
| Sep 2026 | Moxie | 1.3K | 2.2% | 7 |
| Sep 2026 | Carefree | 880 | 1.5% | 8 |
| Sep 2026 | Always | 720 | 1.2% | 9 |
| Sep 2026 | Cottons | 480 | 0.79% | 10 |
| Sep 2026 | Tsuno | 210 | 0.35% | 11 |
| Sep 2026 | Thinx | 170 | 0.28% | 12 |

## What is being compared

- **Always**: Measured on the search term “always pads”.
- **Bonds**: Measured on the search term “bonds period undies”.
- **Carefree**: Measured on the search term “carefree tampons”.
- **Cottons**: Measured on the search term “cottons tampons”.
- **Libra**: Measured on the search term “libra pads”.
- **Modibodi**: Measured on the search term “modibodi”.
- **Moxie**: Measured on the search term “moxie pads”.
- **Stayfree**: Measured on the search term “stayfree pads”.
- **Thinx**: Measured on the search term “thinx”.
- **TOM Organic**: Measured on the search term “tom organic”.
- **Tsuno**: Measured on the search term “tsuno”.
- **U by Kotex**: Measured on the search terms “kotex” and “u by kotex”, summed into one figure.

- [Always](/demand/au/brands/always)
- [Bonds](/demand/au/brands/bonds)
- [Carefree](/demand/au/brands/carefree)
- [Cottons](/demand/au/brands/cottons)
- [Libra](/demand/au/brands/libra)
- [Modibodi](/demand/au/brands/modibodi)
- [Moxie](/demand/au/brands/moxie)
- [Stayfree](/demand/au/brands/stayfree)
- [Thinx](/demand/au/brands/thinx)
- [TOM Organic](/demand/au/brands/tom-organic)
- [Tsuno](/demand/au/brands/tsuno)
- [U by Kotex](/demand/au/brands/u-by-kotex)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among period care brands in Australia?

In September 2026, Modibodi was the most searched among period care brands in Australia, with an estimated 22.2K branded searches, 36.7% of all searches for the 12 we track.

## Cite this page

Brandwave. "Period care brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-period-care-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-period-care-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.