How Stayfree Revolutionized Women's Freedom: From Sanitary Belts to Self-Adhesive Pads in 1969

In 1896, Johnson & Johnson launched Lister's Towels—disposable "Sanitary Napkins for Ladies" made of cotton and gauze. They represented progress over washable cloth, but women still faced an uncomfortable reality: the pads required attachment via sanitary belts with clips at front and back, worn like suspenders under clothing.

For 73 years, this cumbersome system dominated. Women endured the discomfort, the inconvenience, the constant awareness of the bulky apparatus holding their sanitary protection in place. It was better than cloth, but barely.

Then, in 1969, Johnson & Johnson's subsidiary Personal Products Company introduced something revolutionary: Stayfree—the world's first commercially successful self-adhesive menstrual pad. No belts. No pins. No clips. Just peel off a strip and press the pad into underwear.

The sanitary belt disappeared almost overnight. And with it, a major barrier to women's comfort, confidence, and freedom.

Today, over 55 years later, Stayfree remains one of the world's leading feminine hygiene brands, available in countries worldwide, having freed hundreds of millions of women from the constraints of outdated menstrual protection systems.

This is the story of how one adhesive innovation transformed an industry—and changed women's lives forever.

The Johnson & Johnson Legacy: 1896-1969

Johnson & Johnson had been in the feminine hygiene business since 1896 with Lister's Towels—likely the first commercially available disposable sanitary napkins. In 1927, J&J introduced Modess sanitary napkins, becoming a major player in the category.

But all these products shared the same limitation: they required sanitary belts. Women wore elastic webbing contraptions with clips that held pads in position—uncomfortable, visible under clothing, and a constant reminder of one's menstrual status.

Sanitary belt technology did evolve. Companies like Southalls in Birmingham marketed their "Shaped Towel Suspender" in 1894 magazines with slogans like "the greatest invention of the century for Woman's Comfort." But "greatest invention" was relative—compared to nothing, yes; compared to what was possible, no.

By the 1960s, Johnson & Johnson recognized that the sanitary belt system was antiquated. Women were entering workplaces in unprecedented numbers. Active lifestyles were becoming normalized. Fashion was changing. The cumbersome belts simply didn't fit modern women's lives.

The question wasn't whether better solutions were needed—it was who would invent them first.

1966: James Burke and the Marketing Revolution

The timing coincided with major changes at Johnson & Johnson. In 1966, James Burke—who had come from Procter & Gamble's marketing department—became president of J&J's Domestic Operating Company.

Burke understood that J&J's consumer products division needed growth to offset potential slowdowns in professional products. He brought top marketing talent from Procter & Gamble and initiated highly successful advertising campaigns.

One of his first major campaigns introduced Carefree and Stayfree sanitary napkins into a market dominated by Kimberly-Clark, the acknowledged feminine products leader (makers of Kotex).

But Burke did something unprecedented: he advertised feminine hygiene products on television. Until then, such products were advertised only in women's magazines with discreet, low-key messaging. Burke took a more open approach, normalizing conversations about menstruation and making Stayfree a household name.

The boldness paid off. Stayfree became synonymous with modern menstrual protection.

1969: The Adhesive Revolution

In 1969, Personal Products Company (J&J's subsidiary) launched Stayfree with adhesive technology—marking the world's first commercially successful self-adhesive menstrual pad.

The innovation was elegantly simple: a peel-off strip on the pad's underside exposed adhesive that stuck directly to underwear. No external apparatus required. Women could wear regular, comfortable underwear. The pads stayed secure through movement. Changing them was private and simple.

Early reception was overwhelmingly positive. The adhesive design was praised for its simplicity and comfort. Within a few years, sanitary belts vanished from everyday use—relegated to museums and history books.

The technology wasn't just about convenience. It represented liberation. Women could exercise, work, travel, and live active lives without the physical and psychological burden of sanitary belts. The innovation removed a significant barrier to full participation in society.

1975: Innovation Goes Global

While Stayfree launched in the United States in 1969, Johnson & Johnson's global affiliates adapted the technology for their markets.

In 1975, Johnson & Johnson Philippines developed the first beltless napkin specifically for the Philippine market and introduced it under the Stayfree brand. A year later, in 1976, they launched a locally-developed beltless version of Modess.

Both products were well-received and eventually became market leaders. The Philippines-developed Modess beltless sanitary napkin was so successful it launched in other Asian countries.

This pattern repeated worldwide: J&J affiliates introduced Stayfree in their regions, adapting to local preferences while maintaining the core adhesive innovation that had revolutionized menstrual protection.

The Product Evolution

Over decades, Stayfree continuously innovated beyond the initial adhesive technology:

Stayfree Mini and Maxi Pads: Different sizes for different flow levels gave women choice and control.

Stayfree Ultra Thin: Launched in May 2018 by Edgewell Personal Care (then-owner of North American rights), these pads were 60% thinner than standard pads while maintaining absorption—addressing women's desire for discretion.

Stayfree Secure: Featured Thermocontrol technology that absorbed wetness and helped reduce heat to keep skin cool and comfortable.

Stayfree Secure Cottony Soft: Combined softness with security, addressing both comfort and protection needs.

Stayfree Advanced: Incorporated advanced materials for better absorption and leak protection.

Each innovation reflected ongoing commitment: never settle for "good enough" when women's comfort and confidence are at stake.

July 31, 2013: The Energizer Acquisition

On July 31, 2013, Energizer Holdings acquired Stayfree from Johnson & Johnson as part of a larger deal that included Carefree liners and o.b. tampons. The purchase covered only North American rights—J&J retained ownership in all other global regions.

One notable exception was the Philippines, where the product was marketed under the "Modess" name due to that brand's strong local equity.

The acquisition marked a strategic shift. Energizer, primarily known for batteries, was expanding into personal care. The deal gave them established brands with loyal customer bases.

Corporate Musical Chairs: Edgewell and Beyond

In 2015, Energizer Holdings spun off its personal care division, creating Edgewell Personal Care. Stayfree became part of Edgewell's portfolio alongside Schick, Edge, Banana Boat, and other brands.

Edgewell continued investing in Stayfree innovation. In May 2018, they launched Stayfree Ultra Thin pads in North America—60% thinner than standard with superior absorbency and leak protection, available in 24-count and 44-count packages.

Then, in a move that came full circle, Edgewell sold its feminine care business. In 2024, Essity—a Swedish hygiene and health company—acquired Edgewell's North American feminine care business, including Carefree, Stayfree, and Playtex brands.

Meanwhile, Johnson & Johnson continued owning and operating Stayfree in most global markets outside North America, including major markets in Asia, Africa, Latin America, and the Middle East.

India: A Market Leader

In India, where Johnson & Johnson maintained ownership, Stayfree became one of the leading feminine hygiene brands. The brand offered multiple product lines:

• Stayfree Secure Cottony Soft (various sizes)

• Stayfree Secure Ultra Thin

• Stayfree Secure XL with Wings

• Stayfree All Night

Indian advertising campaigns focused on empowering messaging: "It's Just a Period" challenged stigma around menstruation. "Project Free Period" addressed period poverty and lack of access to sanitary products. Campaigns featured real women in everyday situations, normalizing menstrual health conversations.

The Cultural Impact

Stayfree's significance extends beyond product innovation. The brand helped normalize public discussion of menstruation—a topic previously shrouded in shame and secrecy.

James Burke's decision to advertise on television in the late 1960s broke taboos. Subsequent campaigns continued pushing boundaries: showing women being active during their periods, addressing period pain openly, and even—in recent years—replacing the long-standard blue liquid demonstration with red, acknowledging that menstruation involves blood.

The brand supported educational initiatives teaching young girls about menstruation, partnered with organizations providing sanitary products to underserved communities, and consistently advocated for menstrual health awareness.

The Legacy

From 1969 to 2025—over five and a half decades—Stayfree has represented freedom, comfort, and dignity for hundreds of millions of women worldwide.

The adhesive pad seems simple now. We take it for granted. But in 1969, it was revolutionary. Women who had endured sanitary belts their entire lives suddenly experienced what younger generations would always know: menstrual protection that didn't require external apparatus, that was private, comfortable, and allowed unrestricted movement.

That liberation had profound implications. When women aren't physically constrained, they can pursue opportunities previously limited by discomfort or embarrassment. They can exercise, work, travel, and participate fully in society without menstruation creating barriers.

Johnson & Johnson's decision to develop adhesive technology wasn't just about selling more pads—though it certainly did that. It was about recognizing that women deserved better than what they had endured for over seven decades.

The sanitary belt era lasted from the 1890s to the 1970s—roughly 80 years of discomfort. One adhesive innovation ended it almost instantly. That's the power of genuinely understanding user needs and having the courage to innovate.

Today, whether owned by J&J, Edgewell, or Essity depending on geography, Stayfree continues representing the values embedded in its 1969 launch: women deserve comfort, security, and freedom—even during menstruation.

When modern women open a package of self-adhesive pads—whether Stayfree or any other brand—they're benefiting from an innovation that began 56 years ago when Johnson & Johnson said: "Women shouldn't have to wear contraptions to manage menstruation."

That simple insight changed everything. And millions of women living freer, more comfortable lives are the living legacy of that 1969 revolution.

Sometimes the most profound innovations aren't flashy or complex. Sometimes they're just adhesive strips that eliminate unnecessary discomfort and give women back control of their bodies.

That's not just innovation. That's liberation—one peel-off strip at a time.