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What We Promise

Women deserve a life of fulfilment and we’re here to support everyone
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What We Promise

You Embrace Life, We Cheer You On

We believe that women are incredible. And we are here to help you unleash your full potential.

You are special and can achieve every little thing that you dream. So, while you stride forward, depend on ALWAYS, your biggest cheerleader.

Powered by Innovation

Women deserve nothing but the best.

We don’t believe in compromises. We focus on innovations that keep up with the changing times, so you can stay unstoppable. Every sanitary pad, tampon, and pantyliner is created to give you the perfect fit and deliver optimal comfort. Each time you use an ALWAYS pad or panty liner, you barely feel that you are wearing one. 

ALWAYS is also proud of holding the record of inventing the first pad with wings and the world’s first foam pad. We believe in innovative cheerleading so that you can change the world.

Time for Change, Time for ‘The New Brave’

We are staying at the forefront of promoting feminine grit and courage and helping women around the world become unstoppable. And we are now spreading our vision through our latest campaign.

Titled “The New Brave”, our aim is to celebrate the courage of resilient women and promote the idea of their unstoppable spirit. “The New Brave’ campaign reflects our resounding decades-long effort to recognize the courage of femininity even when the times get rough.

We commemorate the contribution of women during the coronavirus (Covid-19) pandemic. The unprecedented global healthcare crisis brought with it a wave of new undesirable changes. These changes took a toll on the life of women around the world. Living under lockdowns, managing remote work and household chores together, and nurturing children and staying isolated at home, women have effectively adapted to the evolving times. They have truly set a new definition of bravery.

This isn’t the first time that ALWAYS has strived to harness the courage and empower the “New Woman”. Staying true to our stated philosophy of the “force for good”, “The New Brave” campaign is just the beginning.

Procter & Gamble has continuously partnered with various leading charities and governments to contribute to the social good focusing on women’s issues. We, as a global brand, have also set up a Covid-19 relief mission. The mission works towards donating essentials and helping the needy, mainly because 75% of frontline workers are women.

Always promise

#TheNewBrave is our way of celebrating the power of women and their accomplishments.