The invention discloses a direction adjusting structure for hygiene product production equipment. The direction adjusting structure comprises a rotating component, a turning component and a guiding component. The turning component comprises a crank, a connecting rod and a guiding part, wherein the crank is connected with a pivot of the rotating component and connected with the connecting rod in series, and the guiding part is arranged at the end, away from the end connected with the crank, of the connecting rod. A cam guider of the guiding component is connected with the connecting rod of the turning component. During working, the cam guider is guided by a turning cam groove and drives the guiding part to do linear reciprocating motion so that the connecting rod can drive the crank to achieve rotation of the rotating component. The problems that a traditional roller oscillating follower cylindrical cam with a space curved face character is complex in design and difficult to manufacture are avoided, the scheme that a roller straight moving follower cylindrical cam is connected with a slider-crank mechanism in series is adopted, on one hand, the machining difficulty of a cam is greatly lowered, the manufacturing cost is low, the structural stability is high, and the service life is long; and on the other hand, a good mechanical property is achieved, and the requirements for high-speed production can be met.