HomeFundingLondon-based Here We Flo picks up €1.9 million to bring a cultural...

London-based Here We Flo picks up €1.9 million to bring a cultural shift to period care and sexual health

Period care and sexual health brand Here We Flo has just raised about €1.9 million (£1.7 million) to bring sustainability and body-positivity to women’s health. The London-headquartered startup now plans to expand internationally. 

Period care and sexual health remain market areas that are oftentimes seen with embarrassment and taboo – and that just shouldn’t be the case in 2022. These are vital components of health and have lasting implications. 

In recent years, though, the period conversation has gotten louder and startups are leading the change. Now, London-based Here We Flo, established to challenge the market and status quo, has just secured new funding to expand. Talking about periods and startups, we recently chatted about the fertility and period space with The Lowdown, discussing how communication and community can transform this aspect of health. Here We Flo is an example of a startup helping do that. 

The details:

  • About €1.9 million (£1.7 million) was raised in an angel funding round
  • Supported by Angel Investment Network
  • Last year, Here We Flo won the Grand Prix £1 million prize of the inaugural Sky Zero Footprint Fund 

Funny, feminist and fierce

Founded in 2017, Here We Flo was created by university friends Susan Allen and Tara Chandra, who were frustrated by not being able to easily buy organic tampons and spotted a gap in the market for a challenger brand, taking a more down-to-earth approach. 

Co-founder Tara Chandra: “We are delighted angel investors have backed our business supporting life’s messiest moments! We’re challenging industries that have relied for too long on synthetic fibres, petroleum plastics, pesticide and harsh chemical residues. Our sustainable products are sex positive, period positive and body positive, and we are proud to use cheekiness, humour and education to combat cultural embarrassment around these areas. Our customers seem to agree, and we have seen fantastic growth over the past three years, with many major retailers stocking our products. This investment will help our exciting plans to grow the business in the UK and US.”

The startup, which puts social impact at its core, describes the mission as to provide ‘shamelessly natural care for life’s messiest moments’. The company gives back 5% of profits to people and the planet, aiming to make a wider impact as well as improve period care and sexual health for people. 

The brand intends to challenge, shame and disrupt the period, bladder and sexual wellness markets with organic and vegan products. Every material is sourced with sustainability in mind and free of any dyes, pesticides, petroleum plastics and other contaminants that may impact health. The product list includes FLO Period Care, glo Sensitive Bladder Care and XO! Sexual Wellness.

Here We Flo has seen sales triple in the past year and has already launched in a series of high street retailers including Boots, Ocado and H&B. The USA is a major area of growth for the company, with new launches in Target and Whole Foods. The investment raised will be for team hires in the UK and US, marketing and working capital. 

According to Ed Stephens, Global Head of Brokerage and Partnerships, AIN who led the raise: “Our network of experienced angel investors really bought into Here We Flo’s truly disruptive mission, revolutionising the market with their natural plant-based products. Tara and Susan standout as an exceptional and passionate founding team dedicated to driving forward the business. With some fantastic traction with the backing of some retail giants this business really ticked all the boxes.” 

Patricia Allen
Patricia Allen
is the Head of Content at EU-Startups. With a background in politics, Patricia has a real passion for how shared ideas across communities and cultures can bring new initiatives and innovations for the future. She spends her time bringing you the latest news and updates of startups across Europe, and curating our social media.

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