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- Tween-ready. Plenty of brands have tried to innovate in the corporate-dominated menstrual products space, from 2010s direct-to-consumer darling Lola to spiral tampons Sequel to public spaces-focused Aunt Flow. Another one is Pinkie, a brand trying to become the go-to menstrual product for girls getting their periods for the first time.
Like other founders in the space, Fiona Simmonds (an ex-finance exec) and Sana Clegg (founder of a children's sleepwear brand) were shocked that the category hadn't seen much innovation in decades. They settled on a white space: fixing the problems they remember from getting their periods as girls, especially moments that felt embarrassing at the time. With five daughters between them, they saw that those problems hadn't gone away.
