Live sample coverage from TikTok · July 16, 2026
Essity. Watched in real time.
dig delivers a live read on the forces shaping brands across social — from creator sparks and product launches to cultural shifts and emerging narratives.
Trending narrative
Essity rarely trends as a name, but its brands own the period-care conversation: Bodyform and Libresse's "Never Just a Period" honesty about heavy flow, endometriosis and perimenopause, and TENA's push to destigmatize postpartum and incontinence, pull millions of views.
Trending now · pulled from dig
Narrative intelligence
The stories driving the Essity conversation.
Narratives, not hashtags. dig surfaces the meaning behind each clip, ranking the stories by momentum and breaking them down by generation.
Trending now · last 7 days
What people really think about Essity right now.
Pre-crisis radar · for comms
The narratives that haven't hit yet.
Early negative signals that give comms a head start before the story spreads.
Emerging signals · last 14 days
Owned content vs. UGC
Who's actually calling the Essity conversation.
The brands, not the parent, carry the reach: a heavily brand-partnered but genuinely taboo-breaking wave of period and postpartum content.
Owned vs. UGC reach · last 30 days
~20%vs~80%
@lorealparisusa owned share · UGC share of Essity US TikTok reach (30d)
Owned accounts anchor it: @bodyform's "School of Heavy Periods" and brand-partnered creators like @jessicaglowes (2.8M) and @strombergheidi for Libresse.
Top 6 creators · last 7 days
The house codes
"Never Just a Period," the reusable revolution, TENA postpartum, and the heavy-flow education push. Tracked.
Each Essity-brand storyline creators are pushing this quarter, plus the reliability debate the category can't avoid.
Portfolio signal · last 30 days
From signal to next move
The actions your team can take this week.
The creator to engage, the narrative to get ahead of, and the talking point that needs to be ready before the story moves.