The Curse examines the culture of concealment that surrounds menstruation and the devastating impact such secrecy has on women's physical and psychological health.

But the hush surrounding menstruation makes it "impolite" to challenge such assumptions. Houppert argues that industry ad campaigns have effectively stymied consumer debate, research, and safety monitoring of the sanitary protection industry. By telling girls and women how to think and talk about menstruation, the mostly male-dominated media have set a tone that shapes women's experiences for them, defining what they are allowed to feel about their periods, their bodies, and their sexuality.