Like every entrepreneurial success story, three-year-old fem-centric subscription start-up HelloFlo grew by recognizing a need and filling it. The company started by providing monthly feminine care kits aimed at young women and new mothers. But now, after three years, it's grown as a media presence, creating smart videos, and delivering inspiring articles and blog posts syndicated through its Facebook page.
As it succinctly states on its website, "We started out with a simple mission — to deliver just what a woman needs when she needs it. We evolved along the way. Today we offer one-of-a-kind care packages to help women and girls through transitional times in their life. As well, we have content that will educate, inspire and entertain you."
Adding to that statement on her website, founder Naama Bloom writes that the company seeks to "normalize the conversation around women's bodies so that we can live healthier lives."
And it's started to do just that, opening up important dialogues.
One of their major breakthroughs came with its video "First Moon Party," in which a girl lies about her period to her dubious mother and finds herself epically mortified by a "period party" involving, among other things, a "vagician."
It's a fantastic antidote to the active-in-a-swimming-pool and demonstrate-absorbency models of tampon and pad/liner advertising, and stays funny without ever becoming snarky, vulgar, or mean. In an interview with The Daily Dot, director Jamie McClelland expressed that sensitivity. "We imagined it's hard for a mom to deal with a daughter who's starting to push away and thinks she knows everything," she said.