Cotton is not bleached in the traditional sense; it goes through a process known as totally chlorine-free (TCF) bleaching, or oxygen bleaching. This process, which is completely safe for people as well as the environment, cleanses and whitens the raw cotton. Raw, unbleached cotton contains a much higher microbiological count; is nonabsorbent; It can be unsafe for human use, and thus isn’t used in medical and feminine hygiene applications.

In contrast, purified or bleached cotton has a much lower microbiological count; is far safer; absorbs well; and appears white in color, giving that look of purity that consumers expect in cotton. And this look is not deceiving: It is far purer and cleaner than unbleached cotton.