Charmee is a Philippine brand of feminine hygiene products that offers sanitary pads, pantyliners, menstrual pants, and feminine wipes. The brand is widely available across supermarkets, pharmacies, convenience stores, and online marketplaces in the Philippines. Charmee positions itself as an affordable yet reliable menstrual care brand, focusing on comfort, leak protection, and women’s confidence during their periods. [1]

• Brand: Charmee

• Industry: Feminine hygiene / Personal care

• Product Categories:

• Sanitary pads

• Pantyliners

• Menstrual pants

• Feminine wipes

• Primary Market: Philippines

• Headquarters: Pasig City, Philippines

• Website: Charmee Philippines [1]

Charmee was introduced as a feminine hygiene brand in the Philippines by JS Unitrade Merchandise, Inc., a Filipino consumer goods company known for distributing personal care and household products. The brand was created to provide women with accessible and affordable menstrual hygiene products while competing with established international and local brands.

Over the years, Charmee expanded its product portfolio from traditional sanitary napkins to include ultra-thin pads, overnight pads, pantyliners, feminine wipes, and disposable menstrual pants. By the mid-2010s, the brand had established itself among the notable players in the Philippine sanitary protection market. A 2014 academic marketing study cited Charmee as holding approximately 8.7% market share, ranking fourth in the country’s sanitary protection industry at that time. [2]

Charmee’s product lineup includes:

• Cottony Series – Soft, cotton-like sanitary pads for everyday comfort.

• Dry Net Series – Designed with a dry mesh cover for faster absorption.

• Ultra Thin Series – Slim sanitary pads with odor-control features.

• All Night Series – Longer pads designed for overnight protection.

• Pantyliners – Available in scented and unscented variants for daily freshness.

• Menstrual Pants – Disposable absorbent underwear for heavy flow and overnight use.

• Feminine Wipes – Portable cleansing wipes for intimate hygiene. [1]

Depending on the product variant, Charmee products may include:

• Cottony-soft topsheets

• Quick-absorbing layers

• Leak-control channels

• Wings for secure fit

• Breathable materials

• Odor-neutralizing technology

• Extra-long overnight protection

• Ultra-thin construction for discreet wear [1]

Charmee markets itself around three core values:

• Comfort for everyday use

• Reliable leak protection

• Affordability without compromising quality

Its messaging emphasizes helping women stay confident, active, and comfortable throughout their menstrual cycle. [1]

According to the company’s official messaging, Charmee aims to support women “every step of the way” by providing dependable menstrual care while promoting menstrual health education and empowering girls through knowledge and access to feminine hygiene products. [1]

Beyond product sales, Charmee has invested in menstrual health education.

In 2024, the brand partnered with Roots of Health for Project Roots, an educational campaign that provided menstrual health, reproductive health, consent, and puberty education to thousands of female students in Philippine schools. The campaign also distributed free sanitary pads and educational materials through school activations and online resources. [1]

Charmee products are sold nationwide through:

• Supermarkets

• Drugstores and pharmacies

• Convenience stores

• Department stores

• Major Philippine e-commerce platforms

The brand primarily targets teenagers, young adults, and women seeking dependable menstrual care products at competitive prices. [1]

• Feminine hygiene products

• Menstrual hygiene management

• Sanitary pads

• Pantyliners

• Menstrual pants

1. Charmee | Sanitary Pads & Feminine Care Philippines

2. “An integrated marketing communication campaign for charmee” by Jennylyn A. Guillermo