Comfortable management of menstruation is a fundamental need for all women of reproductive age, and its absence is a denial of their basic rights. Yet millions of women and girls do not have access to menstrual hygiene facilities. Through archival research and qualitative document analysis of reports from several multilateral organizations, this paper shows that the issue of menstrual health and hygiene (MHH) has been largely absent from the global development agenda, despite its significant impact on women’s health, education, income, and well-being. It argues that three issue attributes—measurability, cultural sensitivity, and background characteristics of the affected population—have hindered the recognition and prioritization of MHH. The paper contributes to the interdisciplinary literature on agenda-setting, global health, and social movements, and to development studies more broadly. It draws attention to an under-researched subject and is the first, to my knowledge, to examine why MHH was not adopted as an issue of significance within global health. By doing so, this paper offers valuable insights for scholars and practitioners interested in advancing women’s reproductive health and rights and gender equality.