Behind Mooncup’s launch into Asda

By Kirsty Doolan

- Last updated on GMT

Lettice shared that in 20 years' time she expects the period care landscape to look dramatically different to that of today
Lettice shared that in 20 years' time she expects the period care landscape to look dramatically different to that of today

Related tags period care Indie beauty Innovation Cosmetics Personal care products

We spoke to sustainable period care brand Mooncup about its new retail partnership with Asda, disrupting the period care market, and whether women will still use tampons and pads in 20 years time…

As more personal care brands strive towards creating more sustainable products, Mooncup was a visionary in the sanitary care sector when it launched 20 years ago. The brand has just partnered with UK supermarket chain Asda to make its products more accessible. We spoke to Mooncup’s ‘chief of periods’ Lucy Lettice to find out more and what’s coming next…

Cosmetics Design-Europe (CDE): Why has Mooncup decided to partner with Asda now? 

Lucy Lettice (LL): Asda is one of the leading supermarkets in the UK, so this partnership created the perfect opportunity to reach and transform more lives, offer a sustainable choice for every period and contribute to a cleaner, greener planet. There’s never been a more important time for everyone to have easier access to sustainable products.

CDE: You've just launched a Teen Mooncup. Why did you decide to launch this product now?

LL: Environmental awareness is at an all-time high and the demand for sustainable choices is growing across all age groups. The Teen Mooncup launch is a direct response to this growing awareness and activism among the younger generations regarding climate change, sustainability, and their own health.

Today’s teenagers aren’t just future leaders; they’re informed and passionate advocates for the planet who demand products and practices that reflect their values. This generation knows that by choosing reusable period care from a younger age, they can significantly reduce their personal environmental impact over their lifetime. 

Designed specifically for younger users, the Teen Mooncup offers a safe, comfortable, and sustainable alternative to traditional single-use period care. It empowers them to take control of their menstrual health in a way that aligns with their values, and to join a community of like-minded individuals who are passionate about making a positive impact on the world.

CDE: How do you think Mooncup has disrupted the period products market? 

LL: Mooncup has been disrupting the status quo of period care since it launched over 20 years ago. Back then the world's first medical-grade silicone menstrual cup was a seriously niche concept and there were no sustainable products in the period care aisle.

Our innovative product not only pioneered plastic-free period care but also challenged the longstanding dominance of single-use pads and tampons. Fast-forward two decades and we’re the UK’s number one menstrual cup and are offering a range of plastic-free and irritant-free organic cotton pads, tampons and liners. But Mooncup is so much more than just a product, we’re challenging taboos, fostering more open conversations about menstrual health and empowering people to make informed decisions about their period care.

Our mission is to end the waste, expense and discomfort of single-use plastic products and set a worldwide standard for the sustainable period care movement. We haven’t just disrupted the period care market, we’ve spearheaded a movement towards a more sustainable and health-conscious future.

CDE: What kinds of challenges has the business faced when educating potential customers on this product?  

LL: Introducing new customers to Mooncup is always exciting and offers unique opportunities to engage with and educate individuals about our revolutionary approach to period care. This journey has brought several enlightening challenges, each providing a chance to further our mission of providing a safe and sustainable form of period care to everyone. 

Whether its societal taboos, silence around menstrual health or general lack of awareness, our approach to these challenges is rooted in positivity, education and support. We're here to enrich the user experience and guide everyone to the best form of period care to suit their needs.

CDE: In 20 years’ time, will consumers still use tampons and pads? 

LL: The landscape of period care is likely to be significantly different, shaped by advancements in technology, increased environmental consciousness, and hopefully a deeper understanding of menstrual health. As awareness grows, more individuals will seek out products that align with their values and health needs, leading to a market that is both diverse and responsive to the challenges of sustainability.

With the inevitable enhancements in technology, I hope this brings around changes in legislation on period care and the ingredients that are allowed to be used. Mainstream period products are filled with plastic and irritants that can not only cause irritation and infections but end up in landfill forever. So, tampons and pads may live on but in a way that prioritises your health and the planet. 

I believe it's essential to recognise the importance of choice when it comes to period care and your body. Everyone is unique and what works for one person may not be suitable for another. This is exactly why we also offer our range of &SISTERS by Mooncup organic cotton range of pads, tampons and liners. Containing zero plastic and zero irritants, they actually biodegrade faster than a banana, so there’s a sustainable choice no matter which form of period care is right for you.

The future of period care must be inclusive, sustainable and driven by choice, ensuring that everyone has access to products that work for their body and the environment.

CDE: What's coming next for Mooncup?

LL: We’ve just launched our latest product: the Mooncup Cleaning Pot​. We’ve always prided ourselves on listening to our community of Mooncuppers, and the Mooncup Cleaning Pot is a direct result of that dialogue. This isn’t just a new product; it’s a testament to our commitment to innovation, sustainability, and most importantly, to the needs and wellbeing of our customers.

We understand the challenges our customers face when trying to clean their Mooncup, especially while travelling or in situations with limited privacy. Our new Mooncup Cleaning Pot is designed to address these issues directly.

We’re not just creating products; we’re fostering a movement towards a more sustainable and health-conscious future. The enthusiasm and feedback from our customers has been our guiding light, and we’re excited to see how the Mooncup Cleaning Pot enhances their experience.

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