The Brand is Female The Canadian innovation that changed period care forever, with Diva Cup's Carinne Chambers-Saini
Aug 20, 2025
Carinne Chambers-Saini, Founder and CEO of DIVA, revolutionized menstrual care by introducing the DIVA Cup, offering a sustainable alternative to traditional products. She shares the ups and downs of their entrepreneurial journey, from basement beginnings to national retail success. Carinne emphasizes the importance of normalizing period conversations, expanding product lines, and addressing women's varying lifecycle needs. Her insights into mentorship and advocating for women entrepreneurs shed light on funding biases and the support essential for building a lasting brand.
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Origin Story Born From A Mother's Frustration
- Carinne Chambers-Saini recounts how her mother dreamed of a better period product from age 14 and discovered early menstrual cups decades later.
- They began using cups themselves and decided to modernize and bring the product to market together in 2001–2002.
Relentless Rejection Before Breakthrough
- Carinne describes repeated rejections from manufacturers and retailers before finding partners who believed in the product.
- Early adopters at trade shows converted skeptics and seeded word-of-mouth that grew the movement.
Product That Changed The Conversation
- The Diva Cup sparked public conversations about menstruation and helped normalize discussing periods.
- That cultural shift amplified product adoption beyond traditional advertising or funding.