East Buy Holding Ltd, a Chinese livestreaming e-commerce firm backed by New Oriental Education, launched its first feminine care product on Monday, marking the company's entry into a new consumer health segment.

The company said that it will roll out two pads sizes 240 mm and 290 mm — priced below 1 yuan ($0.14) per piece for members.

Within 10 minutes since its launch on Monday, over 4,000 orders were placed, briefly depleting stock and prompting emergency restocking. By midday, cumulative sales surpassed 300,000 packs, the company said.

Looking ahead, East Buy plans to release more hygiene-related products, including a light, fast-absorbing pad slated for late July and nighttime sanitary pants to follow in mid-August.

East Buy, known for its clean-label food offerings, said the new product reflects growing demand among users for safety and transparency in personal care.

According to a 2025 market report on disposable hygiene goods in China, consumers prioritize material safety and comfort in sanitary products.

The launch came after two years of internal development. The pad features a cotton top layer and complies with national, green product and infant-use safety standards. Development included more than 20 rounds of adjustments, visits to top-tier suppliers, and extensive user feedback, the company added.