Brands Supporting Menstrual Health Set to Succeed
New brands and products are emerging to support women during their menstrual cycles. The most noteworthy target the pill's unpleasant side effects, offer tailored subscription services, and facilitate supportive, stigma-slaying communities.
US menstrual health start-up Hello.Me launched its Top Up Tonic in July 2018. It comprises a 30-day supply of vitamin capsules to combat pill-related nutrient deficiencies which cause bloating, headaches and poor mental health. Brands are beginning to address the latter in particular (see Moody: Tracking Menstruation & Mood). It's a smart strategy: 25% of US women stopped taking the pill or considered doing so because of its negative side effects (Cosmopolitan, 2018).
Products that challenge lingering taboos regarding periods and mental health are set to succeed, given that around one in 20 British women's premenstrual symptoms are severe enough to stop them living their normal lives (NHS, 2017).
Meanwhile in New Zealand, subscription service Luna offers a monthly delivery of pads, liners and tampons, depending on which stage of life the user is in – from first-timers to menstrual veterans.
Each of Luna's four 'phase' product bundles caters to the changing needs of women throughout their menstrual experience. For example, the New Moon phase – for young women experiencing their first period – contains a selection of products so users can experiment and discover what suits them. Customers can purchase one-off bundles or sync a monthly delivery with their personal cycle.
Launched in February 2018, the service is supplemented by a menstruation FAQ blog, LiveChat and a supportive mailing list community – all aimed at busting myths and offering period-related education.
For more on the services helping us tune into and manage our natural rhythms, see Rhythm of Life: Brands in Tempo. To read about the tech treatments empowering people with mental health issues, see Nurturing Mental Health.