More Than a Period Company: How Lunette is Crushing Taboos

lunette menstrual cups

Ever since Trump was elected, many companies have decidedly turned activists.

Lipslut, Wildfang, Thinx, and more have all popped up in the last 4-5 years, dedicated to giving back to the community.

But long before the name “Trump” was ever on our lips, menstrual cup company Lunette was there, tackling period stigmas from the start.

Founded back in 2004, Lunette built period-positivity into their DNA. Since then, they’ve donated more than 30,000 cups to those in period poverty and launched numerous campaigns addressing the taboos surrounding menstruation.

lunette menstrual cups
Lunette’s “Crushing Taboos” tees

Lunette founder Heli Kurjanen told Femestella,

“Lunette’s mission has been focused on changing attitudes about periods. We feel nobody should feel ashamed of them and nobody should miss a chance because of them.”

Lunette has also been “woke” before it was even a thing and has included menstruating humans of all genders in their marketing materials. Heli explained,

“We were one of the first period brands to show various shapes, sizes and gender identities in our marketing. That idea is certainly more mainstream today, but at the time, it was disruptive especially for a period brand. I’m very proud of that.”

lunette period cups
Lunette’s “Crushing Taboos” tees

Their latest campaign is a line of limited edition tees with taboo crushing phrases like “This Is Our Period.,” “Fresh AF,” and “Bloody Awesome.”

25% of all proceeds go to Project Consent (a Femestella favorite!), Thirst Project, and Planned Parenthood, with each customer deciding which organization their proceeds will go to. (For reference, most brands will only give about 10% of proceeds to charity).

lunette period cups
Lunette’s collab with Monki

Of course, this is not nearly Lunette’s first give-back campaign. Back in 2017, they partnered with fashion brand Monki to create a product line with the motto “Periods are cool. Period.” The collab worked with The Cup Foundation to donate one menstrual cup per cup sold (aka “buy one give one”).

All tees are currently available on Lunette’s website. You can also check out Lunette’s signature cups (which are 100% waste-free), cup cleaners, aromatherapy blends, and more.


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Lena Finkel
Lena Finkel is the Editor and Founder of Femestella. Prior to starting Femestella, she worked at People, InStyle, Tiger Beat, and Sesame Workshop (aka Sesame Street). She loves all things Real Housewives and Vanderpump Rules. When she's not busy binge-watching TV, you can find her hanging out with her tuxedo cat Tom.