Hanna Laurs and Linn Rosenqvist originally founded the concept Herbox to supply schools and workplaces with menstrual protection. Following increased demand from private individuals, Blair was created to target the consumer market directly.
Jessica Mithanja Ekström and Emelie Feola have until now primarily worked with influencer marketing and podcasts. In the new company, they will now take a place behind the scenes to help shape the company's products and strategic direction from the ground up.
Aims to Raise the Standard
Blair initially focuses on selling menstrual protection, with requirements for materials, production and transparency. The company's ambition is to broaden the range within women's health in the future.
The vision for the brand is to develop products that customers want to have on display in the bathroom, something that, according to the founders, has been lacking in the menstrual protection market.
We have joined as co-founders of Blair, a company we believe in, products we use ourselves and a category we think deserves so much more. This is just the beginning and we look forward to you joining us on this journey, the duo writes in a post on social media.
The company was registered on May 7, 2025, and the board of directors of Blair AB includes the founders Hanna and Linn (CEO). As the company is newly started, no public figures are yet available.