Robyn McLean, Hello Period's Co-Founder on Redefining Sustainable Menstrual Care

Show Notes: In this podcast episode, Robyn McLean, founder of Hello Cup, discusses the creation and growth of her sustainable period care business. She talks about the importance of educating consumers on the benefits of reusable menstrual cups and the challenges of marketing a new product. The conversation covers the impact of COVID-19 on e-commerce, consumer behavior shifts among younger generations, and the environmental concerns of single-use products. Robyn highlights staying true to the brand's values, expanding the product line, and the significance of mindful consumerism. She concludes with advice for entrepreneurs on resilience and maintaining integrity in business. About Robyn McLean: A former journalist, Robyn McLean says she’s no psychic because becoming the co-founder and CEO of an award-winning sustainable period company definitely wasn’t something she ever predicted. Motivated by the shortcomings of traditional options such as tampons and pads being expensive, wasteful, uncomfortable, and unreliable, Robyn says starting Hello Period has been the most satisfying thing she’s ever done. Based in New Zealand, the company has a cult following and fans all over the world. Hello Period is known for leading the way for innovative, reusable period care that works. They make period cups and discs as well as period panties and reusable pads. Together with her co-founder and childhood best friend, Mary, they have thoughtfully designed Hello Period products to last for years, surpassing industry standards of quality and comfort while also advocating for more open dialogue on periods. Robyn says her most rewarding, aka ‘bloody brilliant’ moment to date has been her daughter telling her she’s a complete convert of reusable period care and will never use a tampon or pad again. Timestamps: The founder's journey (00:00:23) Robin shares the story of how Hello Cup began and the inspiration behind creating a menstrual cup brand. Educating the market (00:02:31) The challenges of educating consumers about sustainable period care and the importance of branding and design in overcoming intimidation. Marketing and branding challenges (00:04:49) Impact of COVID-19 on e-commerce (00:07:23) The discussion explores the impact of COVID-19 on e-commerce and the challenges and opportunities it presented for Hello Cup. Transition from journalism to business (00:09:36) Delegating and outsourcing (00:12:04) The challenges of delegating and outsourcing tasks as the business grows, and the importance of learning from mistakes. Intuition and brand growth (00:16:44) Influencer marketing and referrals (00:21:25) The discussion on influencer marketing, the importance of genuine endorsements, and the value of referrals in growing the business. The transition of consumer behavior (00:23:08) Survival of the fittest in the market (00:23:36) Challenges and impact of single-use products (00:25:36) Insights into the challenges of single-use products, the impact on the environment, and the importance of sustainable alternatives. Competition and brand values (00:26:51) Staying true to the brand mission (00:30:07) The importance of aligning business decisions with the brand's mission, resisting external pressures, and maintaining a focus on sustainability. Expanding product offerings and mainstreaming sustainable period care (00:31:31) Announcement of new product introductions, the focus on mainstreaming sustainable period care, and the role of retailers in promoting sustainable products. Direct-to-consumer vs. retail sales (00:34:39) Insights into the distribution strategy, the balance between direct-to-consumer and retail presence. The journey of entrepreneurship and perseverance (00:36:20) challenges of entrepreneurship, the importance of perseverance This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands https://dilliecreative.com/