Period Product Brand Faces Scrutiny Over “Greenwashing” Claims
A sustainable period care brand is facing scrutiny over its marketing. The brand, Here We Flo, will remove certain eco-friendly terms from its packaging. This move follows complaints from a rival company questioning the validity of its environmental claims in a growing market.
Claims Under Fire
Here We Flo, which entered the market in 2017, initially promoted its pads and liners as “plant powered” and “plastic-free.” However, the company will no longer use terms like “biodegradable” and “eco-friendly.” This change comes after an ongoing dispute with a competitor, Mooncup.
Mooncup, the parent company of &Sisters, sent a legal letter alleging Here We Flo falsely used terms like “natural” and “plastic-free.” This claim is based on a lab report that cited both synthetic and semi-synthetic materials in the brand’s pads.
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— User Name (@username) Date
“Here We Flo report was ‘fundamentally flawed and lacks rudimentary detail.”
—Person Name, Title
The UK market for period products is a multi-million-pound industry. A recent study shows that the global market for feminine hygiene products is estimated at $44.9 billion in 2023. (Source).
Market Dynamics and Brand Strategies
While traditional brands like Tampax and Always dominate, demand for sustainable alternatives grows. Environmental concerns regarding plastic waste from disposable products drive this trend. An estimated 200,000 tons of menstrual waste end up in UK landfills annually.
Here We Flo is the current market leader in this sector, selling through major retailers. Mooncup is best known for its reusable menstrual cup.
Here We Flo founders, Tara Chandra and Susan Allen, co-founded the brand. The company, recognized for its frank conversations about periods, secured B Corp status two years ago. In response to the allegations, Here We Flo called the legal action an attempt to damage its leadership position.
