{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Brand Growth Heroes","title":"Here We Flo | Building a £10M Period Care Challenger Brand","html":"","width":"100%","height":180,"duration":2372,"description":"Tampons in an Ice Cream Tub\nIn 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.\nHere 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.\nWhat 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...","thumbnail_url":"https://img.transistorcdn.com/0ozOtqRzcBWmBZEqvRDok1E7iKs6EmkwTVPod03PH6o/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS82YzI2/ODgyOTczYWUxZTg4/YmUxMzI3MzUxMGM5/NmExOC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}