Our story
How it all started
01The question
For years, we've accepted what the world has told us. Real change happens when someone starts questioning the norms everyone else has made peace with.
It's almost a little surreal to think about how I ended up here, deciding to dedicate the next years of my life to this mission. But the deeper I got into it, the more I realised I couldn't unsee what was right in front of me.
For years, I had been working with some of the top finance clients and deep-tech startups, watching incredible technology being built in India for the world. India was moving from being a consumer of technology to becoming a creator of it.
And yet, it was the strangest thing to me: how had we reached a point where we were sending rockets into space, but women's health remained so under-engineered?
02Something ordinary
My journey into this started with something incredibly ordinary.
I got a UTI, and my gynaecologist told me I needed to be careful about how long I wore a tampon. I hadn't really thought about any of this before. But at night, I was back to using pads — even though I hated how they shifted, how often they leaked, and how uncomfortable they felt against my skin.
Tampons weren't a perfect solution either. I often needed panty liners alongside them because of leaks, and using them at the end of my cycle could be uncomfortable when my flow was light.
And the more I thought about it, the more ridiculous it seemed. Why were we still choosing between products that were uncomfortable, inconvenient, or unreliable?
So I started talking to other women.
What struck me wasn't just that everyone had a complaint. It was that almost everyone had made peace with the compromises. Everyone had their own hacks to get through that time of the month. Things they carried, things they avoided, things they planned their days around.
We had normalised an experience that nobody had really bothered to re-engineer.
03Holy shit
A few of my girlfriends started telling me about something called period underwear. I didn't think much of it initially. Like everyone else, I thought I already had my ways of dealing with my period.
Until I tried a pair myself.
And I remember thinking, holy shit, you can actually do this?
A product designed to be worn for hours, with meaningful absorbency and protection, without having to keep changing pads or tampons throughout the day. It was such a simple idea, but it made me wonder why this wasn't already the standard.
Then I discovered reusable period underwear.
I was genuinely surprised by the potential. Unlike disposable products, reusable underwear offered far more room to experiment with fabrics, construction and the way the product actually felt against your skin.
0415 products, 7 countries
So I did what any curious person probably shouldn't do before they've decided whether they're starting a company: I ordered 15 products from seven countries to understand what was happening globally. Who had cracked this? What had the world figured out that we hadn't?
A lot of things were working. But there was clearly a significant engineering problem that hadn't been solved.
Most products seemed to be built as another SKU in the menstrual-care aisle. The primary question was: how do we absorb menstrual blood?
But that wasn't enough.
Somebody had to solve for the woman's entire experience.
For the woman working long hours. For the woman lying down at night. For the woman moving, exercising, travelling, or spending an entire day away from home. For the woman who wanted to feel dry, comfortable, protected and confident — without having to think about her period every few hours.
05The eighth wonder
After spending over seven years in the technology space, I knew there had to be a better way.
Technology has always felt a little like magic to me. You see a problem that everyone assumes is simply the way things are, and then you discover that the solution was possible all along.
I started asking a different question: what has technology already figured out that we could apply here?
And that's when I discovered what felt like the eighth wonder of the world: TECHNOLOGY
I realised that menstrual care didn't have to be limited by the way products had always been designed. There was an opportunity to approach the problem differently, rethink the experience from the ground up, and bring a new level of innovation to something women had been expected to simply put up with.
That changed how I looked at the entire category.
We began thinking about menstrual care not just as a product category, but as an opportunity to rethink how something so fundamental to women's lives could be designed, engineered and experienced.
We wanted to bring a technology-first, evidence-led approach to a category that deserved far more ambition.
06Lingerie, not a compromise
But there was another thing I knew instinctively.
As a woman, I know how much we love our lingerie. We want things that feel beautiful, that express our personalities, that we actually look forward to wearing. I didn't want to build sad, clinical-looking underwear that made women feel like patients.
I wanted to build something that combined serious engineering with beautiful design. Something you could trust on your hardest days and genuinely love having in your wardrobe. Something that felt like lingerie, not a compromise.
Because why should medical-grade thinking and beautiful design be mutually exclusive?
Why should something designed for our health have to feel like a medical product?
And why should something as universal as menstruation continue to be a category defined by discomfort, inconvenience and shame?
07Why we're here
That's the idea behind what we're building.
We're here to rethink menstrual care from the ground up: to bring better engineering, intelligent materials and thoughtful design into a product women have been expected to simply put up with.
We don't believe women should have to make peace with the compromises. We believe those compromises are engineering problems waiting to be solved.
And we're here to solve them.
— DK