Walk into any convenience store and you’ll find a whole aisle of period products — so what could possibly make thousands of women join a wait-list for sold-out tampons?
That’s what Gen Z-founded period care brand Viv said happened last summer, when over 3,000 people signed up for the opportunity to buy a $9 box — and waited six to 10 weeks to finally stock up.
The stampede started in August 2024, shortly after a study revealed the presence of some toxic heavy metals in over a dozen mainstream tampon brands.
“Following this study, women were seeking tampons that were safe to use, and Viv was regularly recommended as the number one product by AI searches,” Viv founder Katie Diasti told The Post.
“People were finding our product through social media, but ChatGPT was also recommending our product organically — from it scraping our blog posts and online content for answers — as a clean option when people asked for recommendations for new period products that met eco-friendly, nontoxic requirements,” she added.
No forever chemicals in this box
So what exactly is so special about these tampons? Mainly, the brand says, they’re toxin-free.
“When we say ‘toxin-free,’ we mean that Viv’s tampons are made with only 100% certified organic cotton— no added chemicals, dyes or synthetic ingredients,” Diasti said.
They also undergo testing for heavy metals to ensure “that any minimal presence would not be absorbed through the vaginal canal when inserted,” she noted.
Plus, the applicators are free of bisphenol A, commonly known as BPA — a “forever chemical” linked to a range of health problems, including hormone disruption, diabetes, asthma and cancer.
“Since the vagina is one of the most absorbent parts of the body — absorbing substances just as easily as if they were swallowed by mouth — avoiding BPA plastic reduces unnecessary chemical exposure and potential health risks. This is especially important for those with sensitive skin or concerns about reproductive health,” Diasti said.
And with a growing concern about microplastics invading our bodies, the company is doing its best to keep its products as plastic-free as possible.
“While all tampon brands that use plastic applicators inherently contain some level of plastic, Viv’s BPA-free applicators are designed with safety and sustainability in mind,” Diasti said.
They’ve also made it a priority to include a full ingredient list on the packaging —and their website has a full page dedicated to outlining the health, safety and quality testing of their products — to “empower customers to make informed choices about what they are putting in and on their bodies,” Diasti added.
The wait is over
Since the wait-list, Viv has restocked several times and promises there is now enough inventory to meet demand for months.
Indeed, people have been raving about the product, with one shopper calling them a “game changer.”
“Desperately needing these to be back in stock,” the customer wrote in September. “I started using these 4/5 months ago and I don’t cramp anymore. I don’t bleed through, they’re never uncomfortable. I ran out and had to use a different brand and they’re awful compared to Viv.”
Diasti noted that while the brand is suitable for women of all ages, they’re particularly popular among a demographic that’s young enough to enjoy waiting in line.
“Viv is made for Gen-Z, by Gen-Z,” Diasti said, adding that customers in their teens and early- to mid-20s discover the brand on TikTok, Instagram and even YouTube Shorts.
“The wait-list was this typical age range — and even some moms buying for their daughters!”
And — before you ask — Viv’s eco-friendly bent does not mean any additional hassle when it comes to disposing of the tampons.
“For Viv’s traditional period care items, like their Organic Cotton Tampons or Bamboo Pads, you should dispose of them as normal — wrap it in toilet paper and toss it in the trash,” Diasti said, adding that the pad wrappers are made from cornstarch, so they’re compostable.
If you’re using their cup or disc, it should last 10 years.
“Once you remove your cup or disc, all you have to do is dump it out, lather with Viv’s all-natural cleansing wash and pat dry. In between cycles, you can boil it for additional disinfecting.”
