Periods are a fact of life for around half the world’s population but yet there is still a pervasive lack of variety and quality in feminine hygiene products across the globe. In 2017, Tara Priya Chandra and Susan Allen, two British entrepreneurs decided to do something about this with the launch of a unique feminine care brand, Flo. For women, by women, Flo isn’t just another tampon brand.
While most feminine care brands on the market make use of synthetic materials and harsh chemicals to manufacture their feminine care products, the Flo founders set out to create a product that wasn’t just better for the body and the environment, but that also honoured and empowered women. Smart, socially conscious, environmentally aware and upbeat, Flo ticks all the boxes for the savvy female consumer looking for better, more body and planet positive product choices. Now, Flo is making its way to South Africa to shake up your monthly visit from ‘Aunty Flo’ in a bold new way.
Certifed vegan and cruelty-free by PETA, Flo tampons are made in the EU from 100% certified organic cotton and come in non-applicator and applicator styles. The cotton tampons are biodegradable, hypoallergenic, sanitised naturally and free from ‘nasties’ like chlorine bleach, dyes and fragrances.
What’s more, the start-up’s goal, in addition to making hygiene care healthier and more eco-friendly, is to fight period poverty and support women without the means for or access to feminine products, through donating 5% of profits and products to charities, schools and homeless shelters. This is an issue that’s especially pertinent in Africa, where according to statistical research by the United Nations, 1 in 10 girls miss school during menstruation.
Flo says it is unlike anything you’ve seen on the supermarket shelves before. Because while the company is fully committed to combatting serious social and sustainability issues, the Flo team also wanted to create a brand that celebrated women and exuded positivity. Cue the playful, irreverent branding and clever ice-cream tub packaging (inspired by menstrual cravings). “I wanted to make women smile,” Chandra explains. ‘Periods aren’t fun, but period products can be!”
Looking to the future, the Flo founders hint at exciting new lines to come. “Flo is a lifelong brand for women’s bodies,” they explain. With new launches in the pipeline, the team is hoping to create fun, natural products to partner every phase of the journey of womanhood.