FREEDOM HAS NO AGE LIMIT
Higifral crafts high-performance adult incontinence underwear for the Brazilian market with LYCRA HyFit® fiber
五月 04, 2026
A partnership between the LYCRA® brand and Brazilian manufacturer Eurofral is redefining what adult incontinence underwear can be, delivering a product that combines advanced fiber technology with a bold message: freedom has no age.
Eurofral, one of Brazil's leading disposable underwear manufacturers, offers a product line under its Higifral brand enhanced with LYCRA HyFit® fiber for comfort, fit, and just-right stretch. Backed by a R$30 million investment in high-performance machinery, the Higifral Pants line with LYCRA HyFit® fiber signals a significant leap forward for adult incontinence underwear in a country on the cusp of a major demographic shift.
The timing is no coincidence. According to Brazil's latest national census (IBGE), the country now has more than 33 million people aged 60 and over, with projections pointing to Brazil becoming the world's fifth-oldest population by 2030. Eurofral is positioning itself at the forefront of this shift.
"We believe longevity deserves solutions that respect each individual’s body and rhythm. LYCRA HyFit® fiber was specifically designed to deliver comfort, anatomical fit, and security in products like disposable underwear, which demand both performance and precision. Our partnership with Eurofral marks an important step toward expanding access to this technology in Brazil, bringing innovation to the local market along with quality and care during such a meaningful stage of life."
Clarice Ginetti
Commercial director, personal care — South America
The LYCRA Company
A NEW ERA FOR HYGIENE PRODUCTS: THE LYCRA® BRAND DIFFERENCE
The LYCRA® brand has long been synonymous with comfort, stretch, and performance in the apparel world, and LYCRA HyFit® fiber brings those same qualities to the personal care segment. Eurofral's manufacturing technology enables the application of over 60 fibers per unit, delivering superior fit, freedom of movement, and lasting comfort — qualities that are especially meaningful for an increasingly active and independent consumer base.
The integration of LYCRA HyFit® fiber represents more than a technical upgrade. For Eurofral and its retail partners, the LYCRA® brand name itself carries weight — communicating quality, innovation, and a premium standard that resonates with consumers who know and trust it from their wardrobes.
The results are already visible: In the first half of 2025, the Higifral Pants line grew 55% compared to the same period in 2024. With the new LYCRA® fiber-enhanced line, Eurofral projects the product will account for 8% of company revenue by December — representing a 70% increase over 2024.
This collaboration reflects a broader vision shared by both companies: that consumers in the longevity market deserve products engineered with the same care, performance, and dignity as any premium apparel. With LYCRA HyFit® fiber now embedded in the personal care category, the opportunity to expand that standard — both within Brazil and internationally — has never been greater.
HIGIFRAL PANTS AD CAMPAIGN
BREAKING THE TABOO
Alongside the product launch, Eurofral unveiled its "Freedom Has No Age" advertising campaign — a wide-reaching initiative spanning TV, radio, digital channels, and other media. The campaign stars Edson Celulari, a celebrated Brazilian actor with a 40-year career and strong appeal among the 50+ demographic.
Notably, the campaign deliberately avoids the word "diaper," instead framing Higifral Pants as "disposable intimate underwear" — a conscious step toward normalizing conversations around urinary incontinence and reducing the stigma many users experience.
We’re proud to partner with a forward-thinking brand to support a consumer base that deserves thoughtful, well-designed products. We’re ALL IN!