Here We Flo | Building a £10M Period Care Challenger Brand

Jul 7, 2026

Susan Allen, co-founder focused on social justice and impact, and Tara Chandra, co-founder driving brand and commercial strategy, share their Here We Flo journey. They discuss using bold packaging as a shelf billboard. They explain launching via independents into major retailers. They explore making period and bladder care unashamed, sustainable, and shelf-visible.

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ANECDOTE

Feminist Mafia Originated From LSE Bathroom Chat

They coined the idea of a 'feminist mafia' after noticing classic business case studies were male-dominated.
That LSE conversation seeded the mission to create women-led brands solving category gaps in intimate products.

ANECDOTE

Started In Hackney Off Licences For Fast Feedback

They launched by selling cases to Hackney off-licences and small family-run shops to build product-market fit.
The founders carried Ikea bags full of product and got direct feedback while growing from ~1 case every few months to dozens of stores.

ADVICE

Put Education On Shelf To Drive Purchase

Do educate on shelf: Boots let them add on-shelf education so shoppers could learn about flow, not just promotions.
That in-store learning was a deliberate tactic to normalise conversation and aid purchase decisions.

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Tampons in an Ice Cream Tub

In this episode of Brand Growth Heroes, I’m joined by Tara Chandra and Susan Allen, co-founders of Here We Flo, the organic, sustainable period care brand turning one of the most shame-coded categories in consumer brands into something loud, funny, feminist and brilliantly visible on shelf. We talk about how two friends from LSE spotted a gap in women’s intimate products, started with a period care idea in a Hackney flatshare, and built a challenger brand now stocked across major retailers including Boots, Tesco, Sainsbury’s, Asda, Superdrug and Holland & Barrett.

Here We Flo shows us the power of brand strategy to create value when the category ITSELF is broken. Tara and Susan didn’t just create organic cotton tampons, pads and liners; they questioned why period care was hidden, clinical and functional when other parts of consumer life had already moved towards better materials, better design and better conversations. We cover packaging as a growth lever, why their ice cream tub became a “trolley magnet”, how they think about rate of sale rather than just chasing distribution, and why their mission now stretches across cycle care, bladder care and sexual wellness.

What You’ll Learn

Why Here We Flo used packaging as their first “billboard” before they could afford media.
How starting in independent Hackney stores helped them build product market fit.
Why brand tone of voice matters so much in categories shaped by shame and stigma.
How they think about growing rate of sale with existing retail partners.
Why product reliability is non-negotiable in period care and bladder care.

Key Topics Discussed

Building a feminist challenger brand
Organic and sustainable period care
Packaging as a shelf strategy
Launching in independent retailers
Breaking into WHSmith Travel, Boots and Tesco
Making taboo categories emotionally accessible
Period care, bladder care and sexual wellness
Growing through rate of sale, not just distribution
Education on shelf and in-store communication
Sports partnerships, stigma and period confidence
Building a team of 31 women
Scaling towards 50–100% growth ambitions

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CREDITS

Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and all the rest of the Brand Growth Heroes team.