About Always
Always stands as one of the world's most trusted feminine hygiene brands, providing menstrual and incontinence protection to women across more than 180 countries. As Procter & Gamble's first truly global brand, Always has spent four decades innovating in feminine care, from ultra-thin pads with wings to discreet incontinence solutions. The brand's commitment to keeping women confident and comfortable has made it a household name in bathrooms across the United Kingdom and beyond. The Always story began in the early 1980s when Tom Osborn, a mid-level employee at Procter & Gamble, developed an innovative new sanitary pad. Despite the company nearly dismissing his project twice, Osborn's persistence paid off when Always was first introduced in the United States in 1983 and launched nationally in May 1984. The international rollout happened remarkably quickly - by the end of 1984, Always had reached the United Kingdom, Canada, France, Germany, and markets across the Arab world, Pakistan, and Africa. According to Procter & Gamble's corporate history, "Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble," Always became the company's first truly global brand. Always operates as a division of Procter & Gamble, the American multinational consumer goods corporation founded in 1837 and headquartered in Cincinnati, Ohio. P&G holds a dominant position in the global feminine care sector, commanding over 20% of the worldwide market share. The company maintains manufacturing facilities in 70 nations globally, ensuring consistent product availability. Always products sell under various regional brand names including Whisper in Asia, Lines in Italy, Orkid in Turkey, and Evax and Ausonia in Spain, though the Always name is used throughout the UK market. The Always product range addresses multiple feminine care needs. The core menstrual pad range includes several formats designed for different flow levels and preferences. Ultra pads feature thin profiles with absorbent gel technology that locks away moisture quickly. Maxi pads offer traditional thickness for those preferring classic protection. Night pads provide extended length and enhanced absorbency for overnight security. Most pads include wings that wrap around underwear to prevent shifting and leakage. Always Ultra remains the flagship range for menstrual protection, offering thin pads with superior absorption. The Ultra Normal, Ultra Long, and Ultra Night variants address different coverage needs. SecureGuard technology, introduced in 2008, features contoured edges that keep flow away from pad borders, reducing leakage risk. FlexFoam technology provides flexibility whilst maintaining absorbent capacity. Daily pantyliners serve different purposes from menstrual pads. These thin, flexible liners provide everyday freshness protection, light menstrual flow coverage at the start or end of periods, and backup protection when using tampons. Always Daily liners come in various sizes from small for narrow underwear to long for extra coverage. Scented and unscented options cater to personal preference. Always Discreet represents P&G's extension of the Always brand into bladder protection. Developed for women experiencing light bladder weakness - a common concern affecting millions of women following childbirth, during menopause, or as part of ageing - Always Discreet offers dedicated incontinence products rather than repurposed menstrual pads. The range includes liners for light drips (less than 2.5mm thin for discretion), pads in various absorbencies for moderate to heavy leaks, and underwear providing complete protection with a snug, discreet fit under clothing. All products are dermatologically tested and feature odour-lock technology. Tampax, whilst a separate brand name, operates as a subsidiary of P&G's feminine care division alongside Always. Tampax tampons complement the Always pad range, sold in over 100 countries worldwide. Together, Always and Tampax provide comprehensive menstrual protection options. Always has engaged with social issues affecting women and menstruation. In the UK, Always participated in the End Period Poverty Task-Force in Westminster, addressing concerns about period product affordability. The brand's pricing and product accessibility contribute to debates about ensuring all women have access to necessary hygiene products. Always has also run educational campaigns about puberty and menstruation, supporting young women through significant life transitions. Always products are widely available across UK retailers. Major supermarkets including Tesco, Sainsbury's, Asda, Morrisons, and Waitrose stock comprehensive ranges. Pharmacy chains Boots and Superdrug offer extensive selections alongside expert advice. Discount retailers provide budget-conscious options. Online retailers ensure convenient home delivery for those preferring discreet purchasing. When comparing Always to competitors like Bodyform (owned by Essity) and supermarket own-brands, Always emphasises technology-driven protection and brand trust built over four decades. The SecureGuard and FlexFoam technologies represent genuine innovations rather than marketing claims. Against premium brands like Natracare, Always offers more accessible pricing whilst providing reliable protection. The choice often depends on individual preferences for organic materials, environmental considerations, or specific product features. For UK women seeking trusted feminine hygiene products backed by Procter & Gamble's research capabilities, Always delivers reliable protection across menstrual and bladder care needs. Whether you're managing periods, seeking everyday freshness, or addressing bladder sensitivity, Always offers products designed with women's confidence in mind. Using Grocefully to compare Always prices across UK retailers ensures you find the best deals on these essential products.