Robyn McLean, co-founder and CEO of Hello Period, started her journey in journalism, working for top newspapers like the Sunday Star Times and Dominion Post. After having her first child, she switched to marketing and communications for a better work-life balance. One thing that was never on her agenda, however, was starting a business of her own. After a call to best friend and nurse Mary Bond, the duo decided to start a “small” side hustle selling menstrual cups. In 2017, they started Hello Period, designing and manufacturing their cups and discs in Aotearoa.
Now, based in Hawke’s Bay, Robyn leads a small team, motivated to create better, more sustainable period care choices than the ones they had growing up. Below, we hear from Robyn on how her small side hustle has blossomed into a bright business embraced by women near and far.
In conversation with Robyn McLean of Hello Period
Hello Period has made a significant impact in the menstrual health industry. What inspired you to start this company, and how did you identify the need for these products?
I’ve had heavy periods from the get go. I was put on the pill at a very young age by my doctor in an attempt to make them lighter but it didn’t really help. I was told I likely had endometriosis quite early on but I never really knew what that meant because periods weren’t discussed. Trying a menstrual cup was literally life changing for me. It had a higher capacity and was more comfortable than tampons. There weren’t many brands of menstrual cups on the market and certainly none that were made in New Zealand.
We were originally called Hello Cup because that was the only product we had, but now we have menstrual discs, period underwear and reusable pads too.
We were motivated to create better, more sustainable period care choices than the ones we had growing up. Mary and I both have daughters and we wanted the best for them. We actually weren’t sure whether there would be any demand because when we started most people in Aotearoa had never heard of a menstrual cup. However, it took off from day one and we quickly realised that we needed to quit our day jobs if we were really going to make a change in the period care space. There had been no innovation in period care since tampons and pads were launched. It felt like the industry was one that was shrouded in taboos which is crazy given that half the world’s population have periods. I think people really welcomed the fact our products were designed with care and thought. We believe our products are better and more comfortable than single use products.
Hello Period’s branding is known for its bright and playful colours. What was the thought process behind this design direction?
Period care doesn’t need to be boring. We wanted to turn heads and using fun colours and tone of voice, like taglines such as ‘no strings attached’ and ‘bloody brilliant’, was our way of doing that. We wanted our products to be something customers would be proud to display on their bathroom vanity. For too long periods have been perceived as something to be ashamed of and we wanted to turn that around.
Can you tell us about the role sustainability plays in your business?
It’s at the heart of everything we do. Our products replace the need for single use period products. Tampon users will need around 15,000 – 18,000 tampons in their period lifetime. If they switched to a Hello Disc, for example, they would need eight discs across their period years. To date we have diverted over 500 million single use products from landfills around the world – which is pretty bloody awesome. We have been B Corp certified for over three years and we offset more carbon than we produce. We are always looking for ways we can continue to improve and over the last 12 months we managed to reduce our emissions by 40% which has been a huge effort.
What are some of the biggest myths and misconceptions you’re challenging with Hello Period?
Understandably people can take a while to be convinced to try something new. People often think menstrual cups and discs look big but they are folded before they are inserted and so are actually no bigger than a tampon to insert. They are easy to learn how to use – most people get the hang of it after a few tries. Sometimes people tell us they are worried cups or discs will be messy. That’s not the case at all. You can 100% remove cups and discs without any mess or spillage. Our sales have soared recently following the release of a study from Berkeley University in the US that found metals, including arsenic and lead, in 14 of the main tampon brands. It was interesting because I don’t think many people have ever stopped to think about what might be in their tampons. While further research still needs to be done on whether those metals have an impact on the tampon user and also if they are actually leaching from the tampons, the fact this was the first study to look at what was in tampons is crazy given millions of people use them every month. Menstrual health has been underserved for too long.
How do you find work/life balance in your career? Is there anything you do to de-stress or prioritise your own wellbeing?
I’m the wrong person to answer this question! I am pretty tragic when it comes to work/life balance but I think that is partly because I love what I do so I don’t mind working at all hours. I’m always thinking about work. At the end of the day I do like to watch Netflix in bed but I’ve always got my eye on my inbox at the same time. Terrible, I know.
What does the future look like for Hello Period?
I’m so excited about the future. We are the only sustainable period care brand in the world that has a product for everyone – from period underwear and reusable pads through to menstrual discs and cups as well as specialist cups for different cervix heights. We are currently exploring what markets we will focus on next – most likely somewhere in the EU. Our goal is to be the world’s best period care brand. I think the next generation knows that reusable products are the way forward and so we are in a great position as we are already an industry leader.
Quick-fire questions
The most cherished item in my home is… My dog Womble, a griffon. I think he’s gorgeous but other people claim he’s fugly.
My favourite place to dine… Craggy Range in Hawke’s Bay. Chef Casey MacDonald is a genius. My husband and I happened to have our wedding anniversary lunch there the day after Jacinda Ardern’s wedding and we told Casey that the paua sausage rolls served at the wedding (and reported on in the media) sounded amazing. Next minute he’d whipped us up some to try – and I can confirm they were delicious!
My most recent holiday destination… I’ve just returned from a week in Kenya. It was absolutely mind blowing. We stayed at the Giraffe Manor for one night before heading off on safari in the Samburu and Masi Mara districts.
Best fashion purchase recently… Retro denim jumpsuit from Scotch and Soda. An unexpected purchase, but I’m loving it.
My guilty pleasure TV show or movie is… I’m going to have to be predictable and say Bridgerton. It’s great escapism.
If I had to listen to one musician for the rest of my life it would be… There’s no one I’d want to listen to on repeat for the rest of my days. I think I’d rather listen to the sound of silence!
Three beauty products I can’t live without…
1. Aleph mascara – I love it – it glides on and smells divine.
2. Antipodes Vitamin C Water cream
3. Lemberger Stafsing Sun Defense Face Cream SPF 50
