Ever since being founded in 2012, it has always been about more than cups.
They believe no one should be held back by their body. They believe period products should not contain harmful chemicals nor absorb natural bodily secretions, resulting in infections. Periods should not be the cause of major pollution. And they should never, ever be a source of shame.
Those four sentences have been, and continue to be, their guiding principles. Their #NewPeriod manifesto is the measuring stick we turn to in every decision we make:
Making products for, and with, the people who use them, putting sustainability at the centre, committing to transparent communication and donating cups to those in need, all in an effort to destigmatize periods.