French brands poised for period pants reimbursement

From October 1, people in France under the age of 26 and beneficiaries of the Complémentaire santé solidaire will be eligible for reimbursement for certain period pants that meet government-set criteria. It’s a development that several French manufacturers, including Elia and Lemahieu, are banking on.

Some 6.7 million people will be eligible for the scheme. The reimbursement applies exclusively to products dispensed in pharmacies and duly listed by the French Ministry of Health. To qualify, manufacturers must meet several criteria: use OEKO-TEX-certified materials; ensure durability for 52 wash cycles at 30°C; guarantee absorption of at least 20 millilitres; and offer at least eight sizes, including a teen size.

“This coverage is a tangible step forward for millions of women,” says Catherine Grenier, national medical adviser. “It provides a solution to a genuine public health issue – period poverty – which particularly affects young women and the most vulnerable groups.”

This market presents an opportunity for brands that meet these standards to shine, among them Lemahieu, Biocodex, Petites Choses, Claripharm, Sisters Republic, and Elia Innovation.

A “breath of fresh air” for ‘Made in France’

At its partner Eminence Group’s factory in Sauve (Gard), Elia is working on a plain black pair of organic-cotton period pants with a basic design, costing €9.40, which may not be sold for more than €14.40 in order to qualify for the new scheme.

“A major step forward in tackling period poverty,” said Marion Goilav, the brand’s co-founder, which manufactures mainly in France, speaking to AFP. She also sees this reimbursement as “a breath of fresh air for the textile industry, which has been struggling for 10 years.”

“We can no longer say that ‘Made in France’ is expensive, as it is now reimbursed,” smiles the co-founder. However, “we might have expected the authorities to introduce more protectionist measures,” laments Marion Goilav, who emphasises that preparing for distribution in pharmacies represents an “industrial challenge.”

In Roubaix, the manufacturer Lemahieu has also prepared for the reimbursement of its Achel period pants, which have likewise secured the government’s coveted approval. Bearing the ‘France Terre Textile’ label, the company is banking on the appeal of a model designed, knitted, made, and inspected in France.

“We didn’t wait for reimbursement to start making period pants. We’ve mastered this product and its technical aspects for several years,” emphasises Nicolas Thebaud, brand manager at Lemahieu. “What’s changing now is its accessibility: it’s entering pharmacies and becoming eligible for reimbursement. What sets us apart remains the same: we are manufacturers. For us, ‘Made in France’ doesn’t start with the final stitch, but with the knitting of the fabric worn next to the skin.”

The northern French company also believes it is now necessary to educate pharmacists by providing them with as much information as possible about the nature of the intimate products that will now be added to their range. “We don’t just want to put another box behind the counter,” explains Nicolas Thebaud.

Coverage is limited to two products per 12-month period, calculated from the date of the first reimbursed purchase, according to the French National Health Insurance scheme. This approach should allow for a complete annual renewal, as the products are designed to last for several cycles.

FashionNetwork.com with AFP