- Give us the elevator pitch. Tell us about your brand.
Sustainable care brand AllMatters – previously known as OrganiCup – has a mission to offer sustainable products that enables everyone to make small changes in their daily routines to live a more conscious lifestyle that has a positive impact on our planet.
Led by CEO and co-founder Gitte Dalberg-Larsen, AllMatters is entering an exciting new era. As well as manufacturing the game-changing and reusable menstrual cup, the award-winning brand is expanding its product line by bringing to market innovative powder-based/water-less and reusable personal care products that encourage people to live more sustainable lives.
AllMatters has sold 2 million menstrual cups in over 40 different countries and 7,000 stores, whilst also working with more than 60 NGOs worldwide and providing donations to fight period poverty.
- What inspired you to set up your company
The origins of OrganiCup begins in 2012 when co-founder William Ravn read a Danish news article about the benefits of women using a menstrual cup. After noticing that there had been very little innovation in this industry for over 50 years, William used his background in product design and sustainable packaging to develop what is now our award-winning menstrual cup product.
Three years later, I had just left my Commercial Director position with L’Oréal after a 15-year career. With ambitions to start a completely new and innovative venture, I soon found my way to what would become AllMatters in 2021.
At this time, women across the globe didn’t have a thorough understanding of menstrual cup products as they were considered niche, hard to find and only available in select places. As AllMatters initially had a small customer base and only generated sales from an e-commerce platform or very few outlets, I utilised my commercial experience to get OrganiCup out to the public, to consumers and into the retail marketplace.
We were determined to make our menstrual cups available across the globe, with a goal of them becoming the third natural choice, together with pads and tampons. As of today, we sell our menstrual cups globally in drugstores, health & zero waste stores, supermarkets, pharmacies, beauty stores, and lifestyle boutiques.
We wanted to make a change on a personal, cultural and social level with AllMatters menstrual cups. It enables people to change to a more sustainable, reusable alternative and make an important contribution towards building a greener planet.
- What was your biggest challenge in year one?
In the first years, not many knew about the menstrual cup and all the benefits. It was considered a niche product. Also, people were not used to speaking openly about their period, so there were a lot of barriers to break down.
Our main priority was to inform and convince people about the benefits and usage of the cup. We worked with digital mkt., influencers, and had a presence at events and fairs.
It was also a big challenge to get through to retail partners at that time because they didn’t know much about the cup nor was their demand from consumers. Therefore, I had to knock on a lot of doors until I managed to convince buyers of the potential of the cup.
Although the AllMatters team may be small, we take pride in being a dedicated and ambitious group. But punching above our weight took time.
With a small workforce, there were challenges in keeping operational processes in-house without comprising the growth of the start-up. To hire employees with the relevant skillset, who could source, design and develop our products, which are then launched to market, was at times difficult especially when demand for our products began to skyrocket.
However, the cohesive working partnership myself and William formed enabled us to navigate around these obstacles.
- What would you say has been your biggest marketing success?
AllMatters was among the very first brands to reintroduce a more innovative version of the menstrual cup. Not only that, but our cup was also one of the first alternatives to disposable pads and tampons to hit the market for almost 50 years.
Since our inception, we have been able to market how AllMatters menstrual cups makes a huge difference to women around the world. They can become healthier, greener and sustainable. AllMatters also has the biggest global community among the cup brands by building a trusting, honest and transparent relationship with our consumers.
Now, AllMatters menstrual cups have entered the broader retail marketplace, making them more accessible and mainstream than ever before. We have for year been the menstrual cup brand world wide with the largest community of followers on social media channel – engaged and very loyal users.
- Tell us about your plans for the future
The future is very exciting for AllMatters. As part of the rebranding process, we are transitioning from a cup manufacturing company to a sustainable care brand. We are already underway with this transitional period by releasing a broader product range, starting with the recently launched powder-to-foam, waterless personal care products. As we enter the new year, we are also launching a range of reusable period underwear.
