Nice Princess was founded in 2010 as part of PurCotton’s expansion into feminine hygiene, leveraging the cotton-material and medical-textile technologies of parent group Winner Medical.[1] During the late 2010s and early 2020s, the brand broadened both its product range and distribution network. In 2020, Winner Medical reported that Nice Princess introduced antibacterial sanitary pads, gauze sanitary pads, tampons, and products aimed at younger consumers, while increasing its presence in supermarkets, proprietary retail channels, and online-to-offline commerce.

In 2016, Nice Princess entered major Chinese supermarket chains such as China Resources Vanguard, widening its offline distribution. The brand subsequently placed greater emphasis on younger demographics. A packaging and visual-identity project undertaken during 2022–2023 defined its target audience as younger consumers and sought to differentiate Nice Princess from conventional mid- and low-priced sanitary-pad brands.[1]

Nice Princess belongs to PurCotton (Chinese: 全棉时代), a consumer brand operated by Shenzhen PurCotton Technology Co., Ltd. within the Winner Medical corporate group. Winner Medical is a Chinese company whose businesses span medical consumables and consumer health products.[1] Corporate disclosures identify Nice Princess sanitary napkins as one of PurCotton’s core consumer offerings, alongside 100% cotton tissues and BBNice cotton diapers.

The corporate relationship can be summarised as:

Winner Medical → PurCotton → Nice Princess

Accordingly, Nice Princess functions as a specialised feminine-care brand within the PurCotton portfolio rather than as a standalone parent company.[1]

Nice Princess focuses on menstrual and feminine hygiene. Its product range has encompassed several generations and categories of sanitary items, including:

• Daily sanitary pads
• Long and extra-long/night sanitary pads
• Pantyliners
• Cotton-gauze sanitary pads
• 100% cotton surface sanitary pads
• Organic-cotton sanitary pads
• Super-absorbent sanitary pads
• Period underwear / disposable menstrual underwear
• Products designed for younger or teenage consumers

The current portfolio is divided into lines such as Super Clean Absorption (超净吸), Cotton Gauze (棉纱), 100% Cotton Surface (全棉全表层), Organic Cotton (有机棉), 100% Cotton Core (全棉芯), and period-pant products.[1]

Cotton positioning

A central differentiator for Nice Princess is its emphasis on cotton as the material in contact with the user’s skin. PurCotton describes the brand as specialising in sanitary pads with a 100% cotton surface layer, highlighting cotton’s softness, breathability, and skin-friendly characteristics. This positioning draws on Winner Medical’s expertise in cotton, nonwoven materials, and medical textiles.[1] According to PurCotton’s brand information, its organic-cotton products have also been associated with Chinese organic certification and the international Global Organic Textile Standard (GOTS).

Note: Claims such as “medical-grade” or “100% cotton” may vary by product model. The “100% cotton” positioning refers specifically to the stated skin-contact/surface-layer proposition, not necessarily to every component of every product.[1]

Nice Princess underwent a significant rebranding and packaging redesign in 2022–2023 in collaboration with Seoul-based design team VIW and design studio HDU²³ Lab.[1] The redesign identified three core characteristics—Soft, Powerful, and Natural—condensed into the brand concept “soft yet powerful.”[1]

A key element of the refreshed visual identity is a symbol combining a cotton flower with a crown; the cotton represents the brand’s material proposition, while the crown references the “Princess” element of the name. The packaging system was also updated to make product information easier to distinguish across pad types and absorbency levels, employing a broader and more youthful colour palette.[1]

Nice Princess has increasingly focused on younger female consumers, including students and women in their late teens and twenties. A 2020 packaging-design project specifically identified women aged approximately 18–25 as a principal target audience.[2] This younger positioning distinguishes Nice Princess within the wider PurCotton portfolio; whereas PurCotton operates across many cotton-based consumer categories, Nice Princess concentrates its identity on women’s menstrual health and personal care.

Nice Princess employs both offline retail and digital commerce. Offline distribution includes large supermarket chains and retail stores, while online sales have expanded through major Chinese e-commerce platforms. Winner Medical has reported PurCotton’s presence on platforms including Tmall, JD.com, Pinduoduo, Vipshop, and Amazon, as well as newer social-commerce channels. JD.com’s Nice Princess brand page lists a contemporary assortment comprising daily pads, night pads, pantyliners, organic-cotton products, and period-pant products.

Nice Princess has participated in women’s-health and menstrual-support initiatives. According to PurCotton, the brand donated 20,000 pairs of period underwear to frontline anti-COVID efforts in Wuhan in 2020. It later provided sanitary products and period underwear following the 2023 Jishishan earthquake in Gansu and donated period-related supplies after the 2025 Dingri earthquake in Tibet.

In 2024, Nice Princess and the China Women’s Development Foundation launched the “美好予她” (A Better Period for Her) menstrual-friendly initiative. The programme included menstrual-product assistance and health education, with “互助盒” (“mutual-aid boxes”) placed in universities and retail locations to provide emergency sanitary products. PurCotton states that the initiative reached more than 40 universities and nearly 500 stores.

The NICE PRINCESS trademark has been registered or filed outside mainland China. In 2024, the Intellectual Property Office of the Philippines published an international registration for NICE PRINCESS, identifying Shenzhen PurCotton Technology Co., Ltd. as the holder and listing sanitary towels among the relevant goods.[3] This indicates that the brand has pursued international trademark protection and overseas commercial expansion, although its most established market remains China.

Nice Princess is broadly characterised as a cotton-focused, relatively premium feminine-hygiene brand. Its positioning rests on interconnected ideas: natural materials → cotton technology → skin comfort → menstrual care → youthful design. Unlike conventional sanitary-pad brands that compete primarily on absorbency or price, Nice Princess seeks to make material choice and tactile comfort central to its identity. Its rebranding reinforces this strategy by combining a feminine visual language with a modern, minimalist presentation.[1]

The Chinese name “奈丝公主” is commonly romanised and marketed internationally as NICE PRINCESS. The English name conveys a deliberately feminine and youthful identity, and the “Princess” concept is incorporated into visual branding through the crown element of the logo.[1]

As of 2026, Nice Princess remains an active feminine-care brand under PurCotton. Official brand information identifies it as a brand founded in 2010 and focused on 100% cotton-surface sanitary products. In 2026, the brand announced Chinese actress Lu Yuxiao (卢昱晓) as its “美好代言人” (brand ambassador associated with the “A Better [Period] for Her” positioning). The brand has evolved from a sanitary-pad product line into a more recognisable women’s personal-care brand, with its identity built around cotton materials, menstrual comfort, youthful branding, and menstrual-health initiatives.[1]

1. Nice Princess — HDU²³ Lab
2. Nice princess Sanitary napkin package design project :: Behance
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