How P&G Brands Serve Women and Girls: Then. Now. Next.

For more than 185 years, P&G brands have continuously evolved to serve the needs of our consumers — over half of whom are women and girls. We build many of the world’s most valued brands, loved by generations of women and girls, by deeply understanding, reflecting and designing for their specific needs and experiences.

This Women's History Month, we're celebrating some of the ways P&G brands have made a difference in the lives of women throughout the years, from the first box of Lenox Soap in the 1800s to the innovative products they love and trust today, such as Native and Secret’s whole-body deodorants, OLAY Cleansing Melts, Always Discreet and many more.

Then: Breaking New Ground

Throughout our history, P&G women have brought a broad range of experiences and insights that have helped unlock innovative products, solutions and ways of working to improve consumers’ lives. As early as 1884, women were on the Lenox Soap packing lines at P&G’s Ivorydale soap making plant, playing an important role in ensuring our superior quality products reached consumers.

In 1923, P&G hired Eleanor Ahern to study products from the consumer’s point of view. Eleanor became the first woman to lead a P&G department, using her understanding of consumer needs to drive innovation and unlock growth — and paving the way for countless women leaders to follow.

Dr. Else Schulze was one of those leaders. As P&G’s first female PhD, she not only led her own department but also hired 37 other women with science degrees during her tenure, laying the foundation for breakthrough innovations spearheaded by P&G’s women scientists for years to come. These pioneers weren't just breaking new ground. They were shaping the future of P&G.

This approach laid the foundation for groundbreaking advancements from our brands, such as Tampax, which in 1947 became the first P&G brand to feature Black women in its advertising, raising the bar on how to leverage media to grow our reach and reflect all the consumers we serve.

Now: Driving Inclusive Products and Storytelling

Today, our brands continue to lead the way in reaching women and girls in ways that authentically reflect and resonate with them.

In 2023, Tampax launched its “Better Way to Period” initiative after finding that 68% of Gen-Z women and girls say they received little or no period education before their period began. Tampax joined forces with actress and executive producer Marsai Martin, basketball players Angel Reese and Flau’jae Johnson, and Dr. Nicole Sparks to continue its mission of equipping all women to manage their periods with confidence.

Meanwhile, Always’ groundbreaking “Like a Girl” campaign, originally started in 2014 to support girls through puberty and help redefine the phrase “like a girl,” has grown into a movement. Its 2015 commercial was recently crowned by Ad Age as the best Super Bowl ad of all time!

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P&G's commitment to women and girls extends to product innovation designed to meet their unique needs and help them feel their best every day.

• Recognizing that feeling good in your own skin is essential, Native and Secret have expanded their deodorant lines to offer whole-body solutions that cater to consumers’ evolving needs and preferences.
• OLAY’s team of women innovators developed a new way to cleanse the skin. OLAY Cleansing Melts is a water-activated facial cleanser that cleans, tones and refreshes the skin, all in one cleansing melt.
• Understanding that women want to feel comfortable and prepared, Always Discreet offers reliable solutions for bladder leaks, helping women live their lives to the fullest without worry.

Next: Looking to the Future

We’re energized by the next generation — the entrepreneurs, scientists and brand-builders that will help shape our future at P&G. We work with expert partners to reach and serve more young women and girls through programs that help them learn and lead.

Always and Whisper are helping girls around the world stop missing school because of their period. For years, the brands have provided critical puberty and period education to millions and donated over 280 million period products through their #EndPeriodPoverty program. As part of this work, Always and Whisper support WASH United, the nonprofit behind Menstrual Hygiene Day, to promote menstrual health and hygiene for all.

To inspire more girls to explore STEM fields, our employees and brands like OLAY work with organizations such as Girl Up, Inspiring Girls and Greenlight for Girls to provide resources, leadership programs, and hands-on learning. We also recently hosted future women innovators for an educational event at our Research & Development centers for International Day of Women and Girls in Science. This immersive experience offered a behind-the-scenes look at the science behind some of our most beloved brands and the inclusive teams that bring them to life.

LEARN MORE: International Day of Women and Girls in Science

As we seek to serve all consumers, our brands also partner with organizations such as YWCA and LISC, whose work equips women entrepreneurs with the mentorship, training and inspiration they need to grow both their businesses and the communities we serve.

For close to two centuries, P&G’s brands have had a meaningful impact on the lives of women and girls — from creating superior products that serve them across every life stage to enriching the communities where we live and work to help build a future where everyone has the opportunity to thrive.

Learn more and explore how P&G has served and supported women and girls throughout our history.