Conversations about menstruation just don’t flow the same way that other health-related topics do. That’s why Marlow, a new medical device startup out of London is on a mission to demystify and destigmatize periods with an innovative menstrual product.

Led by a founding team of emerging entrepreneurs awake to society’s sensitivities about the topic, Marlow aims to deliver customer-focused products and inclusive education targeted towards a wide demographic of menstruators.

We were all unsatisfied with our experiences in the menstrual products space, Marlow will transform the way people experience and talk about periods, starting with developing and launching the first-ever lubricated tampon.

Co-Founder and CEO, Simone Godbout

The tampon itself is an innovation in the industry, focused on creating an easier experience, alleviating discomfort, and addressing pain out in the open. Godbout sees this venture as an opportunity for a modern brand to step into a space shrouded in overtly feminine packaging and products that too-often create confusion and perpetuate shame for users that are underserved.

“When we first started researching tampons, as consumers we didn’t even realize they were classified as medical devices,” notes Kiara Botha, Co-Founder and Creative Lead. Research conducted with friends and fellow students alerted them to the complacency that accompanied these discussions, hence the surprise at discovering that tampons are considered class II medical devices, regulated under similar standards as contact lenses and surgical gloves.

The founders say that with this in mind, their venture’s purpose, originally born out of a capstone project as Ivey Business School students, evolves beyond tampons alone. “It comes down to health. There are ripple effects from not normalizing something that over 50% of our population experiences,” says Godbout. Menstruation is a regular concern for a huge portion of the population, with little real innovation to serve them. Marlow’s focus on continuously improving their product and curating a responsive community is vital to the impactful innovation they’re aiming for.

“People who menstruate often drop out of sports because they’re being underserved. Many lose confidence on the days they’re uncomfortable. Imagine the number of people who even experience pain at work, yet don’t feel comfortable telling their colleagues. Some are even hesitant to discuss it with their doctors,” she notes

Marlow recently concluded their crowd-funding campaign with over $12,000, providing market validation by backers who stand by the product and mission. Now, the team is in the process of raising a pre-seed round, while finalizing contracts with tampon and lubricant manufacturers. According to Botha, the team aims to have the product, along with a refreshed website, out in early 2021.

In the meantime, they continue to welcome all menstruators and allies into their community, while bolstering their online presence with educational blog content, media features, and developing an IGTV series.We need diverse voices to spur innovation that makes an impact. Want to take your venture to the next level? Talk to a Venture Growth & Corporate Innovation advisor for strategic guidance, access to capital and to get connected in Southwestern Ontario’s innovation economy.