For many Nigerian women, the story of menstruation began with one brand: Always Ultra. Before period-tracking apps, before menstrual cups and tampons became mainstream, there was Always. It was the pad your mother bought. The one your aunt recommended. The one every supermarket shelf proudly displayed. It was, for years, the gold standard.
The packaging was memorable. The different colors helped you identify the type you needed. The wings actually held on for dear life. The absorbency was reliable enough that many women could wear white trousers without fear. And then there was that iconic “No Check Check” advert that became part of popular culture. Its message was simple: wear Always and stop constantly looking behind you to make sure your period hadn’t betrayed you. And at the time, it felt true.
Today, however, a surprising number of women have a very different relationship with the brand. Search online, scroll through Nigerian social media, or simply ask women in a group chat, and you’ll likely hear a familiar complaint: “Always isn’t what it used to be.” The accusations are strikingly similar. Women complain that the pads no longer stick properly to underwear. Others say the absorbency has dropped significantly. Some report experiencing irritation, rashes, or chafing after use. Many insist that the product has changed dramatically from what they remember years ago.
The question is: what happened?
The Great Always Ultra Decline, According to Women
Few consumer experiences create betrayal quite like a beloved product changing for the worse. One of the most common complaints is that the adhesive is weaker than before. A pad is only as good as its ability to stay in place. The Always of yesteryear featured wings that gripped your underwear with the tenacity of a lifeline. Women report pads shifting around during daily activities, creating discomfort and increasing the risk of leaks. Then there is absorbency. Many users claim they now need to change pads more frequently than they once did, despite buying what appears to be the same product. Has the brand sacrificed quality for profit margins?
Another major complaint involves skin irritation. Across social media platforms, women describe experiencing thigh rashes, itching, or discomfort after wearing certain Always products. Perhaps the most interesting thing is how consistent these complaints are. Women from different countries, age groups, and backgrounds often describe similar experiences. Of course, consumer memory is not perfect. Sometimes products feel better in hindsight because they are associated with nostalgia. But when thousands of people independently report similar issues, the conversation becomes difficult to dismiss entirely.
The Formula Change Theory
The most popular explanation is straightforward: women believe the product formula has changed. Brands regularly modify products. Manufacturers may alter materials, redesign components, change suppliers, or adjust production processes for various reasons. Sometimes these changes improve products. Other times, consumers feel quality has declined.
Always has introduced numerous innovations and redesigns over the years, including changes to absorbent technology, top layers, packaging, and fit. While product evolution is normal, some consumers argue that these modifications may have inadvertently affected performance. The challenge is that most consumers cannot compare old and new versions side by side. Instead, they rely on lived experience .And their lived experience tells them something feels different.
The African Market Theory
Another theory circulating among consumers is more controversial. Many women believe lower-quality versions of Always are specifically distributed to African markets while higher-quality versions are sold in Western ones. The argument usually emerges when people compare products purchased abroad with products bought locally. Women who have travelled or received products from relatives overseas often claim they notice differences in thickness, texture, absorbency, or comfort.
This suspicion taps into a broader frustration that many Africans have experienced with multinational brands. From cosmetics to food products, consumers have long questioned whether companies offer different quality standards depending on the market. However, proving such claims is difficult. Large multinational companies often manufacture products in different facilities around the world. Local regulations, climate conditions, consumer preferences, sourcing requirements, and manufacturing locations can all create variations. Different does not automatically mean worse. Still, perception matters. And right now, many consumers perceive a quality gap.
Could Counterfeits Be Part of the Problem?
Nigeria’s counterfeit goods market is enormous. From skincare products to pharmaceuticals, fake products regularly find their way into stores and open markets. Sanitary products are not immune. Some consumer advocates have suggested that at least part of the dissatisfaction surrounding Always may stem from counterfeit or substandard products masquerading as genuine ones. A fake pad could easily explain complaints about poor adhesion, inadequate absorbency, unusual materials, or skin irritation.
The problem is that many consumers cannot tell the difference between authentic and counterfeit products, especially when packaging looks convincing. This possibility complicates the conversation. If a woman has a terrible experience with what she believes is Always, she may blame the brand even if the product was not genuine.
Why Are Women Getting Rashes Though?
Perhaps the most alarming trend in the decline of Always is the physical toll it’s taking on bodies. In recent years, the term “Always Rash” has become a common complaint in women’s health forums. Menstrual products sit against sensitive skin for hours at a time. Any change in materials, fragrances, adhesives, moisture levels, or airflow can potentially trigger irritation. A study even showed that Always Pad has cancer-causing substances. Might that be one of the reasons for these rashes? It’s quite alarming how so many beauty and women’s health products are carcinogenic.
Still, not every rash is necessarily caused by the pad itself. Factors such as humidity, prolonged wear, friction, sweating, allergies, and pre-existing skin sensitivities can also contribute. That said, women know their bodies. If someone has used a product comfortably for years and suddenly begins experiencing irritation, it is understandable that they would suspect the product has changed.
The growing popularity of alternative brands may partly reflect this search for comfort. Many women who once exclusively purchased Always have started experimenting with competing brands in hopes of finding something that feels more like the product they remember.
The Rise of Period Product Skepticism
The Always debate is part of a larger trend. Consumers today are paying closer attention to products than ever before. Social media has made it easier for people to compare experiences, identify patterns, and publicly challenge brands. Twenty years ago, a woman who felt her pads were performing poorly might have assumed she was alone. Today, she can post a complaint online and receive hundreds of responses from people saying, “I thought it was just me.” Whether every complaint is justified is almost beside the point. The conversation itself reflects changing consumer expectations. Women are no longer willing to silently accept products that do not meet their needs. They expect comfort, reliability, transparency, and accountability. And they are increasingly vocal when those expectations are not met.
Maybe the Real Issue Is Trust
The most interesting thing about the Always conversation is not whether the pads have objectively changed. It is that so many women believe they have. Trust is one of the most valuable assets a brand can possess. For decades, Always earned that trust by becoming synonymous with reliability. Women recommended it to daughters, sisters, cousins, and friends because they genuinely believed it worked. Now, many of those same women are questioning whether the brand still deserves its reputation.
Perhaps the pads have changed. Perhaps counterfeit products are muddying the waters. Perhaps manufacturing variations are creating inconsistent experiences. Perhaps nostalgia is amplifying disappointment. Whatever the explanation, one thing is clear: women are talking. And for a product whose most famous promise was eliminating the need for “check check,” the irony is hard to miss. We don’t want interesting colors, menthol/scented pads, or fancy marketing campaigns. We want pads that stick, cores that absorb, and materials that don’t hurt our bodies. Until Always returns to the quality that made them famous, the “No Check-Check” era remains a distant, nostalgic memory.
Have you switched from Always? What was the breaking point for you? What Sanitary Product do you recommend? Let us know in the comments.
