Dutch fem care brand Yoni was founded by two long-time friends in 2014. Their mission? Changing the way we think and talk about menstruation and normalise the subject – instead of medicalising it. With years of nearly no innovation in the fem care industry, Yoni’s biodegradable tampons, pads and liners are made from 100% organic cotton. Free from chemicals, plastics and shame.
A radically clear communications strategy and the power of simple packaging design put Yoni on the mainstream retail shelves in Holland. But the ambition is to become the one go-to for women worldwide. In this episode, we talk to Mariah Mansvelt Beck, co-founder and CEO of Yoni, about creating a community brand that challenges taboos as well as her personal transition from founder to CEO.
