Inoya is a proudly Australian-owned, woman-founded brand with a strong social mission. Inoya is passionate about creating innovative, non-toxic, and sustainable period care products that prioritise women’s health and protect our planet.
The brand’s founder, Helena, was fed up with the slow pace of innovation in the period care industry—settling for substandard products, accepting harmful chemicals too often found in traditional period care, and allowing the taboo around menstruation to persist.
That’s why Inoya was created: because we believe no woman should have to compromise her health by unknowingly exposing herself to unsafe products each month.
As a woman, mother, and public health practitioner, Helena understands how crucial this is for women’s health. To bring her vision to life, Helena pitched Inoya’s mission and, with the support of the UQ Ventures Accelerator program, successfully launched the Inoya Period Cup in July this year.
Why do you think that there’s still so much left to learn about women’s health?
Women’s health has historically been overlooked, and menstrual health, in particular, is shrouded in stigma and under-researched. I believe that the lack of transparency and innovation in menstrual care is a symptom of this broader issue. There’s still so much left to learn because for far too long, women’s bodies have not been at the centre of scientific research, policy, or innovation.
As a women-led brand, we strive to be the change we want to see by putting women’s health first in everything we do—from choosing safe, high-quality, sustainable materials to designing products that prioritise women’s health and comfort. At Inoya, every product is made to the highest medical device standards and undergoes rigorous laboratory testing to ensure it meets strict safety and quality criteria.
How would you encourage women of all ages to have a healthy relationship with their periods?
Women deserve to view their periods as a natural and integral part of their health journey—something to embrace, not hide or feel ashamed of. For far too long, societal taboos and lack of education have made periods a source of discomfort and embarrassment for many women. Changing this narrative begins with education and open dialogue, creating spaces where women feel empowered to learn about their cycles and how they impact their physical and emotional well-being.
I believe that understanding their cycles also allows women to take better care of their menstrual health, from managing symptoms to recognising when something might be wrong. It also fosters confidence and helps them have a healthy relationship with their periods.
What do you think organisations and schools can do more to acknowledge and support our cycles?
Organisations and schools need to foster an environment where periods are normalised and openly discussed. This begins with education—providing accurate, easy-to-understand information about menstrual health to all students, not just girls.
Additionally, workplaces and schools should offer practical support, like providing free access to period products, menstrual leave policies, and initiatives to ensure no girl or woman has to resort to using toilet paper because they lack access to these basic necessities. Organisations like Share the Dignity are doing a fantastic job and making a real difference on the ground, but there is still so much work to do to address period poverty in Australia.
As a business, I’m passionate about being part of the solution, and we are working to build partnerships with organisations and schools to ensure vulnerable girls and women have the support they need to manage their cycles with dignity. For example, during the Black Friday sale period, we partnered with Share the Dignity to run a campaign where every purchase gave back through our Buy One, Give One for Dignity initiative.
What were some of the challenges you’ve faced as a startup founder and how did you overcome them?
One of the biggest challenges has been accessing R&D and a science-backed approach for product development, especially in the reusable period care product space. I realised that product safety isn’t often at the core of many manufacturers’ priorities, with profit being prioritised over safety, which can have a negative impact on women’s health in the long term.
We’ve overcome these challenges by staying true to our mission, continuously engaging with our community, and being transparent about our processes. For example, our Inoya period cup is made in partnership with another women-led startup company in South Korea. We take a lean approach, launching any new products in the smallest quantities possible, gathering feedback from our customers, and iterating from there.
What’s your vision for Inoya in the next 5 years?
In the next five years, we aim to lead the industry in transparency, innovation, and sustainability—setting a new standard for menstrual care. We’re committed to pushing the boundaries of product design and sustainability, using cutting-edge technology and eco-friendly materials to create exceptional menstrual care.
As a purpose-driven brand, social impact is central to our mission. We are currently working towards becoming a certified social enterprise by the first half of 2025. Beyond products, we aim to spark meaningful conversations, challenge taboos, and invest in technology to advance women’s menstrual health through our offerings and services.
Inoya’s journey has only just begun. We are a small team, and our path has not been without challenges, but it’s our passion and purpose that keep us moving forward. We’d love for you to join us on this journey and help us shape the future of Inoya, together!
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