When we pressed the "Launch" button for #bloodnormal, we were nervous but hopeful. We knew we were releasing something no other FemCare brand had ever shown before, something that would "turn heads - and for some stomachs".

And it did. We triggered some strong, visceral, hateful reactions.

But nothing compared to the positivity, with major global media titles praising us for our bravery and women thanking us for finally understanding periods: Something normal, that shouldn't be shrouded in shame.

How did a challenger brand that was, a few years ago, still struggling to cut through, manage to punch above its weight and start making a difference for women?

"Huffington Post, "The patriarchal stigma of periods and how bloodnormal is changing that", Oct 2017

Rewind A Few Years