Being a woman is hard. I mean, really hard. 

The rollercoaster of supercharged hormones, monthly menstruation, and, for some, the unwelcome onset of PMS. Personally, I constantly feel the need to propel myself forward into a whirlwind of work, socialising, fitness, cooking, reading, and dating – all with a beaming smile. It’s a relentless balancing act, and I’m no gymnast. 

In the recent Barbie film, America Ferrera’s character poignantly articulates the essence of this struggle. 

“You have to never get old, never be rude, never show off, never be selfish, never fall down, never fail, never show fear, never get out of line. It’s too hard!” 

No monologue has ever hit home quite as profoundly as that cinematic moment of genius. 

The truth is, women face numerous stigmas in our society, often ones that stick to us with the powerful suction of a Dyson Hoover. It’s high time for brands to work to actively dismantle these stigmas. Here, I present five personal favourites that are making a significant impact. 

(Image source: Hertility)

The company empowers women to take ownership and be in charge of their fertility.

Hertility, in a word, is incredible. 

As they boldly declare, “For too long, women have been dismissed by the healthcare system. Their bodies are ‘too complicated’ to understand and their health conditions remain ‘elusive’.” They couldn’t be more accurate at describing the shared frustrations of women towards the healthcare system, where concerns are often overlooked or misdiagnosed. 

How many friends do you know who’ve been told that persistent stomach pain is ‘just IBS’, only to later discover it is severe endometriosis? I can think of a handful. This isn’t me taking a stab at our NHS, but an acknowledgment of the reality that many female health conditions are misdiagnosed or never diagnosed in the first place due to a lack of research on the female body – a reflection of a society shaped by patriarchal norms. (As a side note, if you haven’t already listened to the podcast “Visible Women” by Caroline Criado Perez on COVID-19 mask sizes, it provides valuable context to this point). 

At the helm of the Hertility ship are co-founders Dr Natalie Getreu, an ovarian biologist, Dr Helen O’Neill, a lecturer in Reproductive Science and Molecular Genetics, and Deirdre O’Neill, a venture capital lawyer. Suffice it to say, with this formidable team, Fertility brings a wealth of expertise to women’s health, particularly fertility. 

What does Hertility sell, though? Their groundbreaking achievement comes in the form of an at-home hormone and fertility test kit, developed over three years, that can diagnose nine of the most common gynecological conditions in just ten days. Yes, you heard that right. Not to mention fast-tracked access to your own in-house gynecologist, experts, vetted partner clinics, and more. In a world where women’s health has too often taken a backseat, Hertility stands out as the brand we all need in our lives. 

Dandruff is becoming a thing of the past, thanks to Vichy.

You’ll be glad to know that dandruff, once an enduring woe, is swiftly becoming a relic of the past, all thanks to Vichy’s groundbreaking efforts. 

What sets Vichy apart, beyond its French allure and L’Oreal connections, is its brand commitment to dismantling stigmas associated with hair care for women and men of all ages. At the forefront of this mission is its Dercos hair care range, a testament to the brand’s dedication to solving real-life issues. Crafted by leading professionals, the primary goal of this range is to get rid of those pesky flakes in seven days. 

What distinguishes Vichy is its collaborative approach to product development. The Dercos range isn’t merely a cosmetic fix but a scientifically formulated solution. With the help of their suite of dermatologists and scalp experts researching and creating the most cutting-edge formulas, the product not only soothes the itchiest of scalps but also instills confidence by promoting healthy, flake-free hair. Personally experiencing its effectiveness during the harsh winter months, when my scalp tends to get driest, I can vouch for the transformative impact of this product. 

For those looking to embrace the Vichy revolution in hair, Dercos ranges are available at Boots, Sephora, or LookFantastic. This isn’t just a hair care product, it’s a lifestyle upgrade. 

The Invisible Period campaign by Knix, the brand dedicated to perimenopausal education

Toronto-based underwear brand Knix is no stranger to breaking taboos. Renowned for dismantling societal norms, Knix has tackled a myriad of topics, from its illuminating 12-part fertility podcast to writing its own children’s book about menstruation or its 2021 campaign delving into postpartum experiences. Now, in 2023, it has set its sights on perimenopause. 

Launched this November, The Invisible Period campaign centers around the launch of their new product, the Zones+ Ultra Leak Proof underwear. Why, you might wonder? Well, because, ladies, perimenopause can actually make your period heavier. You can practically hear the collective sigh of women everywhere. The campaign includes a powerful video that highlights the lack of awareness surrounding perimenopause, revealing that a staggering 90% of women feel unprepared for this stage in their lives. 

Founder Joanna Griffiths remains steadfast in her commitment to shattering taboos around the female body. Since Knix’s launch in 2013, they’ve stayed true to that promise, pushing boundaries and sparking crucial conversations. As we anticipate what’s in store for 2024, it’s evident that Knix will persist in channeling the status quo and fostering important dialogue around women’s health. 

(Image source: Monpure)

The brand aims to unveil the root of confidence by bringing hair loss conversations into the light.

Did you know that according to a study in April 2022 by hair brand Phillip Kingsley, a staggering 75% of women are worried about hair loss? Given that statistic, the distressing impact of hair thinning and loss on self-esteem can not be understated here. 

Enter Monpure London, a brand devoted to scalp health and preventing hair thinning or loss. In response to the above-mentioned statistic, Monpure London is revolutionizing the hair care landscape by delving deep into the intricate hair growth cycle. 

At the heart of Monpure London’s mission is a commitment to understanding this growth cycle. The brand’s team of experts wants to extend the growth phase while minimizing the shedding phase in the natural cycle of hair growth. This means formulating specific triple-layered products designed to target the scalp, hair follicles, and hair itself. 

Such innovative formulas go beyond traditional hair care. By addressing those three specific areas, their products offer comprehensive care that interconnects into a natural growth cycle. It’s a three-tiered approach that sets Monpure London apart. In a world where concerns about hair loss are ubiquitous, Monpure London emerges as a hairy beacon of hope. 

Image source: Modibodi (picture of founder Kristy Chong)

The company empowers women at every step

In the realm of femtech and femcare, Australian brand Modibodi has been a trailblazer since late 2013. However, it wasn’t until two years later that they unveiled their game-changing leak-proof underwear line, redefining how women, especially, manage their pelvic floor health. 

Founded by Kirsty Chong, Modibodi emerged from a deeply personal experience. After running a marathon in 2011, Chong encountered the challenges of incontinence firsthand. Recognizing the limitations of disposable hygiene products—being inaccessible, expensive, and wasteful—she set out on a mission to create a revolutionary product that would address these gaps in the market. The result? A life-changing brand that prioritizes sustainable, absorbent apparel. 

Their leak-proof underwear offers a solution for those managing pelvic floor concerns, providing comfort and confidence like never before. Beyond merely meeting a need, Modibodi stands out by challenging traditional norms and fostering an inclusive approach to intimate health. 

In 2022, the company achieved another milestone by launching the world’s first pair of biodegradable underwear, showing how mindful they are of their ecological impact. In a candid interview I had with founder Kirsty a few years ago, she mentioned, “It’s wonderful to hear so many women, men and young girls tell us we have made a difference to their lives, whether for periods, incontinence, or sweat concerns.” Modibodi’s success lies not only in providing innovative solutions but also in creating a community where individuals feel seen, heard, and supported. What’s even more amazing is that more and more brands like Modibodi are being shouted about.

Take Mimi Ledo’s B-Corp-certified new-period underwear brand, for example. With Reddy, Mimi focuses on eliminating stigmas around menstruation, ensuring that menstrual education is at the forefront of brand messaging. 

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