Period care startup Here We Flo has secured £3m in a fresh funding round led by renowned investor Andy Bell, founder of the London investment firm AJ Bell.
Bell invested £2m in the fledgling business alongside a £1m investment from his regular collaborator Fergus Lyons, Sky News reported.
The £3m will be dedicated to marketing and working capital as the low-carbon, vegan and organic tampon and pad company seeks rapid expansion.
“We operate in a $50bn global market traditionally called ‘sanitary protection’ or ‘sanitary hygiene’, and that alone tells you how ripe it is for disruption, both in product innovation and consumer education,” co-founders Susan Allen-Augustin and Tara Chandra told Sky.
The cash injection followed Chelsea FC Women’s announcement of Here We Flo as its ‘back of short’ sponsor.
“Both brands share the same goal: to destigmatise periods, normalise playing sports while women and girls are on their periods, and challenge how they are presented in the media,” stated the football club.
“Women’s football is one of the most powerful platforms for change, and with Chelsea FC Women, we’re using that spotlight to shatter period stigma,” said Allen-Augustin.
“These players are role models on and off the pitch, showing the world that strength and success don’t pause for our cycles. Together, we’re proving that when we talk openly about periods, we empower everyone to play, thrive, and win without shame – blood, sweat and all.”
The company’s Chelsea partnership follows a collaboration with hit Netflix TV show Sex Education to release a range of ‘period-proof undies’.
Here We Flo products are listed in Tesco, Sainsbury’s, Boots, Holland & Barrett and Superdrug, after securing its first big four listing in Tesco in early 2024.
In 2022, the eco-friendly brand secured £1.7m in angel funding, and won £1m worth of ad spend in Sky’s Zero Footprint Fund to boost eco-friendly brands with free advertising.
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