After rolling out its new venture, the team behind the brand has had time to evaluate initial sales. The new online store sells organic menstrual products and targets consumers directly.
The company states that the start has been successful and the products have quickly reached customers through various sales channels.
Challenging Old Brands and Stigma
The menstrual product market largely consists of players who have been around for a long time. Hanna Lauste explains that they want to change how consumers view these products and break the taboo often associated with them. She points out that they strive for more modern packaging and different content than traditionally offered.
The reception has been incredibly positive. We really feel that Blair fills a clear gap in the market where demand for organic menstrual products is already high, and is only getting bigger and bigger, while the entire category is lagging behind, says Hanna Lauste.
In addition to sales through its own online store, the company has also established other sales channels early in the process.
Besides our own e-commerce platform, Blair is already available at several online retailers and in grocery stores.
However, competition on the shelves and online is noticeable. When asked how they plan to compete against the older brands, she points to the need for innovative thinking in an otherwise static industry.
By doing something the category hasn't done in a very long time. The major menstrual product brands we see today are often the same brands that have dominated the market for decades. We believe that there is a need for new thinking both about what menstrual products actually contain and how to build a brand around them, says Hanna, and continues:
Menstrual products are used by about half of the world's population, yet the category is still characterized by stigma and many people hide them at the bottom of their bags. We want to change that by making menstrual products a modern lifestyle product, with better ingredients, stronger design and a brand that not only sells menstrual products but also helps raise the bar for an entire category.
To reach consumers and create a long-term business, the company has chosen to offer different purchasing options. By combining one-time purchases with a recurring delivery model, they hope to meet customers' different routines and habits, while also setting their sights on expanding beyond Sweden's borders from the start.
Subscriptions and Expansion in Europe
Since the company's products are used regularly by consumers, subscriptions constitute a central part of the business model. The idea is that the customer should be able to control how and when purchases are made, without being tied to a single option.
We see great potential in the subscription model because menstrual products are a product that naturally recurs in the consumer's everyday life, month after month, it is an important part of our business model, says Hanna Lauste.
She adds that choice is crucial for building loyalty over time.
We also want to make it easy to shop Blair in a way that suits the individual, whether it's a one-time purchase or a subscription. Our focus is on building a strong product and a brand that people want to come back to.
Initially, the company's main focus is on the domestic market, but the plans extend further than that.
We are initially focusing on the Swedish market, where we already have a good foundation to stand on. At the same time, Blair has had an international ambition from the start, and we see great potential in the European market.
Exactly how the expansion to new countries will look is not yet finalized, but will be shaped continuously.
Which markets and at what pace we expand will emerge as we establish the brand, says Hanna Lauste.
One of the strategic choices for the newly started company has been to bring in two well-known profiles as shareholders. Both Jessica Mithanja Ekström and Emelie Feola have joined the company, and their role extends beyond simply appearing in the marketing of the products.
Profiles Take an Active Role in the Company
The decision to include the two influencer profiles as co-founders is based on a shared vision of how the brand should be shaped. Hanna Lauste describes the duo as people who match the company's culture and goals.
For us, Blair is about more than building a brand for menstrual products – we want to work together to create, set the standard and develop an entire category. Jessica and Emelie are very genuine and authentic people who share many of the values that Blair stands for: daring to take a stand, being yourself and at the same time being warm and transparent.
Their established presence online and direct contact with followers are seen as an asset for the continued development of e-commerce. They will work operationally with the business.
What feels particularly strong is that they are not just profiles linked to Blair, but an active part of the company and the journey ahead, says Hanna Lauste and continues:
Through their social platforms, they have a close relationship with their target groups and a unique ear to the ground regarding what is actually in demand. Together, we complement each other with different perspectives, experiences and skills, but share the same vision for Blair and what we want to build going forward.
With the launch completed, the team is now looking towards the upcoming challenges.
The company, which was registered in 2025, has not yet released any public figures, but the goal for the future is clear. They are preparing for a growth phase where several external parties have already shown interest in the concept.
Aims to Scale Quickly
When Hanna Lauste is asked about the concrete goals for turnover and subscribers during the first year, she chooses to focus on the general response that has been created around the e-commerce platform.
We see enormous potential in building Blair into a brand that challenges an outdated industry, both in Sweden and internationally. We are already seeing a lot of interest, not only from consumers but also from retailers and other players who want to be part of the journey.
Growing as a company is on the agenda, but they want to do it in a structured way where core values are maintained throughout the chain.
We want to build something that lasts over time, and for us, the launch is just the starting point of a much bigger journey, concludes Hanna Lauste.