Organic period care brand Yoppie reclaimed Men's day in the name of menstruation

So apparently men have their own International day. If you ask me, most days are men’s day, so I was quite shocked when I found out men indeed had their own “day.” That’s why I was so amazed by the “takeover” of International Men’s Day by the new personalised period care brand Yoppie — celebrating “mens” (which translates to periods in Swedish) on International Men’s Day.

The Swedish company, which is unequivocally pioneering personalised period care, invaded Stockholm’s “anti-burnout” co-working space, Lamb, on November 19. Among the activities was a cook-a-long facilitated by the “Curly Doula,” Opokua Britton, and a dynamic DJ set from Kristin Zetterlund.

Yoppie’s goal with the event was to celebrate, educate and spread awareness about menstrual health. Could they have picked a different day for such festivities? Sure. Could they have chosen a better day? Nope.

The Curly Doula presented a series of delicious dishes that are high in nutrients, which can help women find comfort while meeting their body’s needs during the emotional rollercoaster that is “that time of the month.” Zetterlund curated a playlist that women could laugh, cry or dance to, any time of any month.

Daniella Peri, Founder and CEO of Yoppie, said the company chose the Lamb location because “we are strongly aligned from a values perspective and have huge health, female and technology synergies. “At Yoppie we share a passion for providing a better and more transparent way of doing things,” she continued, “in our case delivering menstrual wellness care products on a more holistic and tailored basis to women than just a generic tampon or pad.”

Peri also noted, as part of the educational component of the programming, that menstrual cycles and periods affect different women in different ways. It’s Yoppie’s goal, she said, “to innovate period and menstrual care to suit the customer, rather than a one-size-fits-all approach, as has been the industry’s ethos for decades. With Yoppie we want to support our community from your first period to your last.”

According to Yoppie, their tampons, pads and liners are all made from 100 percent organic cotton. They’re also biodegradable, hypoallergenic, unscented, breathable and are produced without potentially toxic chemicals. Yoppie’s pads and liners also use waterproof backings that are biodegradable and compostable. As the Eco-beauty expert here at Vogue Scandinavia, it excites me to see this type of innovation in a category of care that’s been overlooked and stigmatized way too long. We’re seeing newcomers challenging the status quo, like fellow Swedish brand SYD and UK-based brand DAYE, providing a new-age approach to feminine care through a modern brand that champions feminism, sustainable and safe products.

Furthermore, as Yoppie points out, non-organic period products generate 7,296 plastic bags of waste per person. The company says it’s on a mission to reduce plastic waste from such offerings, by using 100 percent certified organic cotton products that are eco-friendly, biodegradable and ethically manufactured.

“Non-organic pads also contain harmful chemicals and hazardous ingredients,” the company said, “which can include dioxins and furans, pesticide residues, unknown fragrance chemicals, and also adhesive chemicals such as methyldibromo glutaronitrile. All of which brings risks of cancer, reproductive harm and even allergic reactions.”

“Everyone has someone in their life who gets their period,” Yoppie said in a statement. “Think of workplaces: Far too few provide a menstruation positive environment. Normalised menstruation can make men aware of how to offer a supportive non stigmatising approach towards menstruation and foster general health and hygiene during periods.”

I’m personally tired of sneaking and whispering about my period every month. How come we’ve been taught to believe we have to hide the fact that we’re on our periods? Why do we run to the bathroom with the tampon firmly held inside our fists so that nobody can see it?

If International Men’s Day “celebrates worldwide the positive value men bring to the world, their families and communities,” as the event’s website claims, then here’s the perfect opportunity for men to have a positive impact on the lives of all the women around them.