Playtex
American brand covering intimate apparel, feminine care, infant-care, household-glove, and related consumer products.
Last updated August 31, 2026
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Overview
Playtex is an American consumer brand best known for intimate apparel and feminine-care products, particularly bras, shapewear, tampons, and related personal-care goods. The name originated in 1947, when International Latex Corporation reorganized its activities into divisions and used Playtex for consumer products derived from latex technology. The name combined the ideas of play and latex and reflected the company’s attempt to make rubber-based goods more practical and accessible for everyday consumers. International Latex Corporation had been founded by Abram Nathaniel Spanel in 1932 and initially produced latex articles such as bathing caps, swimwear, and baby pants. It later entered adult apparel with the Living Girdle, a latex girdle designed around a patented construction method intended to prevent a small tear from running through the garment. Although the product was promoted as flexible and active, it was made from solid rubber and was not especially comfortable by modern standards. Wartime supply disruptions severely affected the business, encouraging the company to seek military and industrial applications for latex as well as consumer products. Playtex helped move women's undergarments away from custom tailoring and toward standardized retail sizing. Its stores and displays used fitting charts and large floor presentations to help customers select garments without a bespoke fitting. In 1954, the parent company was sold to Stanley Warner Corporation. The following year, Playtex became the first company to advertise undergarments on network television. The brand later became associated with notable developments in television advertising: in 1977 it was the first to show a live model wearing only a bra in a commercial, following a relaxation of broadcasting rules concerning partial nudity. The brand also developed a major feminine-care business. Playtex introduced tampons during the 1960s and became the leading challenger to Tampax. In 1973 it patented a plastic tampon applicator and introduced the Gentle Glide line. Playtex competed aggressively through product design, absorbency choices, advertising, and later litigation concerning applicator patents and comparative claims. The company was also among tampon manufacturers involved in litigation and public controversy during the 1980s concerning high-absorbency tampons and toxic shock syndrome. Advertising for a scented tampon drew criticism from Planned Parenthood and led to the addition of an irritation warning. Playtex changed ownership and corporate structure repeatedly. It was acquired by Esmark in 1975, sold to Beatrice Foods in 1985, and purchased in a management-led transaction in 1986. In 1988, its apparel and consumer-products operations were separated. Sara Lee acquired Playtex Apparel in 1991; that business later became part of HanesBrands after Sara Lee spun off its clothing operations in 2006. Playtex Products remained a separate consumer-products business, acquired Hawaiian Tropic in 2007, and was then acquired by Energizer Holdings. In 2015, those consumer businesses became part of Edgewell Personal Care. Today, Playtex is not operated as one unified company across all categories. HanesBrands manages licensed Playtex apparel operations, while feminine-care, infant-care, and household-glove rights have been transferred or licensed separately. The brand’s principal legacy remains its combination of accessible intimate apparel, practical product engineering, mass-market advertising, and a substantial role in the development of modern tampon packaging and marketing.
History
Playtex grew out of International Latex Corporation, founded by Abram Nathaniel Spanel in Rochester, New York, in 1932. ILC produced consumer latex goods and moved to Dover, Delaware, in 1939. Its early products included bathing caps, swimwear, and baby pants. The company entered adult apparel in 1940 with the Living Girdle, a latex garment promoted as durable and flexible because its construction reduced the risk that a small hole would tear across a seam. World War II disrupted access to latex supplies and caused consumer demand to collapse. ILC suspended much of its consumer production and developed military and industrial applications to survive. After production recovered in 1946, the company reorganized in 1947 and created Playtex as a consumer division. Its name referred to the combination of play and latex. Playtex subsequently helped popularize standardized sizing in intimate apparel by using retail fitting charts and displays rather than relying primarily on custom tailoring. The company was sold to Stanley Warner Corporation in 1954. In 1955, Playtex became the first brand to advertise undergarments on network television. Its industrial operations later received an Apollo spacesuit contract in 1962. That division was separated in 1967 and eventually became ILC Dover, while the consumer Playtex identity continued in apparel and personal care. Playtex Products Inc. was created in 1960 to handle consumer products including baby goods and tampons. During the 1960s, Playtex entered the tampon market and became a substantial competitor to Tampax. Its plastic applicator patent and Gentle Glide line strengthened its position. The company competed through product variants, absorbency levels, packaging, and large advertising budgets. It also became involved in controversy over scented products and high-absorbency tampons. During the 1980s, lawsuits alleged that excessive absorbency could contribute to toxic shock syndrome, placing Playtex among the manufacturers facing significant legal and reputational pressure. Joel Smilow became chief executive in 1969 and remained associated with the company through several ownership changes. Esmark acquired Playtex in 1975, Beatrice Foods acquired it in 1985, and a management group led by Smilow completed a buyout in 1986. In 1988, the business was divided into Playtex Apparel and Playtex Family Products. Playtex acquired Maybelline in 1990, while Sara Lee purchased the apparel business in 1991. Sara Lee later separated its clothing operations into HanesBrands in 2006, placing the Playtex apparel business within HanesBrands. Playtex Products continued as a consumer-products company. It acquired Hawaiian Tropic in 2007 and was acquired by Energizer Holdings later that year. In response to concerns about bisphenol A in infant bottles, Playtex announced BPA-free replacements and joined other manufacturers in removing BPA from relevant products. Energizer spun Playtex Products and related businesses into Edgewell Personal Care in 2015. The Playtex trademark is licensed across several product categories rather than controlled by one integrated operating company. HanesBrands holds important apparel rights; infant and pet-care operations were sold to Angelcare in 2019; and household-glove rights were sold to Freudenberg in 2017. The reference material states that Edgewell transferred global feminine-care rights to Essity in a transaction completed in 2026. Because ownership and licensing arrangements vary by territory and category, current rights should be checked against the relevant companies’ filings and brand pages.
- 2015
Consumer-products business moves to Edgewell
[1]Energizer separated several businesses into Edgewell Personal Care, including Playtex Products.
- 2007
Playtex Products acquired by Energizer
[1]Energizer Holdings acquired Playtex Products after its Hawaiian Tropic acquisition.
- 2006
Apparel business enters HanesBrands
[1]Sara Lee spun off its clothing operations into HanesBrands, which became the operator of Playtex apparel.
- 1991
Sara Lee acquires Playtex Apparel
[1]Sara Lee purchased the apparel business while Smilow retained the family-products company.
- 1988
Apparel and consumer-products businesses separated
[1]Playtex was divided into separate apparel and family-products companies.
- 1973
Plastic tampon applicator patented
[1]Playtex patented a plastic tampon applicator and introduced Gentle Glide.
- 1967
Industrial division spun off
[1]The industrial operation was separated and eventually became ILC Dover.
- 1962
Apollo spacesuit contract awarded
[1]Playtex’s industrial division developed spacesuits for the Apollo program.
- 1960
Playtex Products Inc. created
[1]A consumer-products subsidiary was established to handle items including baby products and tampons.
- 1955
Network television advertising begins
[1]Playtex became the first brand to advertise undergarments on network television.
Products and positioning
Mass-market, practical, comfort-oriented intimate apparel and feminine-care products, with emphasis on fit, mobility, absorbency choices, and everyday usability.
Bra · 1954
Cross Your Heart
A long-running Playtex bra line marketed since 1954 around uplift and separation. Its advertising helped establish Playtex as a mass-market intimate-apparel brand and associated the product with accessible fit, structured support, and standardized sizing.
Bra · 1970
Eighteen Hour
A comfort-focused bra line marketed from the 1970s onward. The product concept emphasizes extended wear, support, and everyday comfort, reinforcing Playtex’s practical rather than luxury-oriented positioning in intimate apparel.
Tampon · 1973
Gentle Glide
Playtex’s best-known tampon family, introduced in connection with the company’s plastic applicator technology. It has been offered in multiple absorbency levels and became a central competitor to Tampax in the United States.
Tampon
Playtex Sport
A tampon line positioned toward younger consumers and people seeking products suited to active use. It is offered in different absorbency levels and extends Playtex’s feminine-care portfolio beyond its traditional Gentle Glide franchise.
Intimate apparel
Playtex shapewear and panties
Playtex apparel operations include panties and shapewear in addition to bras. These products build on the brand’s historical association with fit, support, smoothing, and practical everyday wear.
Infant care
Playtex infant-care products
The Playtex name has been used for infant-feeding and related products. The infant-care business was separated from Edgewell and sold to Angelcare in 2019, so product ownership and availability depend on market and licensing arrangements.
Controversies
1980
High-absorbency tampon and toxic shock syndrome litigation
Playtex was among tampon manufacturers sued after research connected high-absorbency tampons with toxic shock syndrome. The controversy focused on absorbency competition, product safety, warnings, and advertising practices. A judge later offered to reduce an $11 million verdict if Playtex recalled certain super-plus tampons and acknowledged that they were killing women; the reference material does not establish the final legal disposition.
Marketing campaigns
- 2013Be Uniquely You
United States
The Playtex intimate-apparel business launched an integrated rebranding effort involving new bra styles, revised packaging, social media, and national television advertising. The campaign was created by KraftWorks NYC.
Outcome. Refreshed the brand identity and broadened its communication across television, packaging, and digital channels.
- 1977Live-model bra commercial
United States
Playtex used a live model wearing only a bra in a television commercial after broadcasting standards were relaxed. The execution generated criticism from conservative organizations but was defended by some media observers as restrained.
Outcome. Increased attention to the brand and marked a change in how intimate apparel could be presented on television.
- 1955Network television undergarment advertising
United States
Playtex pioneered national television advertising for undergarments, helping shift intimate apparel from a mainly retail and print category into a nationally marketed consumer brand.
Outcome. Expanded the visibility of the Playtex brand and established a precedent for televised intimate-apparel advertising.
Brand decisions
2015
Transfer of Playtex Products to EdgewellM&ABackground
Energizer reorganized its household and personal-care businesses.
Action taken
Playtex Products became part of Edgewell Personal Care through Energizer’s corporate spin-off.
Aftermath
Edgewell became the principal corporate home for several Playtex consumer-product categories until later divestitures.
2009
Removal of BPA from infant bottlesOtherBackground
Regulatory and public concerns about bisphenol A in polycarbonate baby bottles intensified after Canada prohibited such bottles.
Action taken
Playtex announced BPA-free replacements and joined other major manufacturers in removing BPA from relevant products.
Aftermath
The change aligned Playtex infant-care products with evolving safety expectations and regulatory pressure.
1988
Separation of apparel and consumer productsStrategyBackground
Different Playtex businesses had distinct markets, investors, and operating requirements.
Action taken
Playtex was split into Playtex Apparel and Playtex Family Products through a series of financial transactions.
Aftermath
The two operations subsequently followed separate ownership paths, with apparel moving to Sara Lee and later HanesBrands, while consumer products moved through Energizer and Edgewell.
1973
Plastic applicator and Gentle Glide launchProduct launchBackground
Playtex was expanding from apparel into a highly competitive tampon market dominated by Tampax.
Action taken
The company patented a plastic tampon applicator and introduced Gentle Glide.
Aftermath
The product family became one of Playtex’s principal feminine-care offerings.
Sources1 sources
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