In the US, the Carefree brand was formerly marketed by McNeil-PPC and currently being marketed by Edgewell Personal Care (along with other US feminine hygiene brands from Johnson & Johnson).

[2] "Carefree" panty liner was introduced in 1976[3] (trademark registered on May 27, 1976[4]) and by the end of the 70s captured more than half of the market.

[8] In 2008, Carefree introduced its Ultra Protection line[9] which was discontinued sometime in 2012.

In 2012, the brand aired a controversial TV ad for Carefree Acti-Fresh pantyliners in New Zealand and Australia, mentioning the word "vagina".

As soon as the ad appeared, the Advertising Standards Bureau received nine complaints.