Sisters Zoe Fehlberg and Mika Koelma are the rad business owners behind Australia’s first-ever sustainable menstrual disc. Through their business, Hey Zomi, Zoe and Mika are on a mission to prioritise comfort, sustainability and period education. We recently caught up with the duo to talk about their biz and the ways they are helping menstruators gain back control of their bodies.

How did Hey Zomi come to be? Zoe: We were both dissatisfied with the period products that we had been using for years, and nothing available on the market seemed to fully support our lifestyles.

Mika: Zoe introduced me to reusable menstrual cups, which sounded like a dream come true. However, I found that the cup was uncomfortable and prone to leakage, and it may have contributed to inflammation of my cervix. This experience motivated me to learn more about my body and to prioritise menstrual health.

Zoe: When we first came across the menstrual disc, we were blown away by how amazing it was, and we were even more shocked to learn how few people were aware of it. We became obsessed and started coming up with ways we could make the disc even better. What if we could make our own high-quality, Australian-made, environmentally-friendly disc?

Menstrual discs have existed since the mid-1990s. Why do you think they’ve taken so long to gain popularity? Mika: The reason menstrual discs never made it to the main stage is because of the entrenched power of period shame and its attached stigmas.

Zoe: When I used to work in corporate finance, I would often have to wear tampons longer than recommended because I was stuck in back-to-back meetings all day. I distinctly remember one occasion when I couldn't get my tampon from my desk to change in between meetings. I ended up soaking through both my tampon and pad!

Mika: If someone bleeds from injury, that blood is met with concern, but we wouldn’t treat it as embarrassing or shameful. Yet many of us talk with disgust or embarrassment when the same blood flows from a vagina. Menstruators are conditioned to ‘get on with it’ when on their period since their teenage years. But not all is lost! We have a new generation who is more informed and more enthusiastic about tackling challenging stigmas in society than ever before.  

How has the menstrual product industry changed since you first started? Mika: People are finally ready for a better option. The tide is turning and menstruators are taking charge of their menstrual health.

Zoe: Despite these great cultural shifts, there are a few things to be wary of in the industry. With the rise of femtech innovations, we are also seeing the rise of copycats in the international market. Knock-off products can be easy and cheap to come by but don't always carry the same high-quality, medical-grade silicone or education for consumers. For something as intimate and internally used as a period product, we encourage people to do their research, and support brands that are empowering the community and not compromising on the quality of their products in any way.

How would you describe the current public perception of periods? Zoe: Despite how far we’ve come, periods are still shrouded in intense stigma. We’ve seen journalists mock period brands as “gross” and the wording of many feminine hygiene products still imply that periods are ‘unclean’.

Mika: As a society, we generally don't know how to speak about periods, especially with our male counterparts, or even our children. The menstruation conversation is evolving. The more informed individuals are, the more empowered they become in the conversation.

Zoe: We could all be more open in sharing our period experiences with partners, friends and family to normalise the conversation. We should check in on friends, see if they need support during their period and start being the change that eliminates the stigmas associated with periods. One thing for certain is that periods should not be shameful and embarrassing and we still have a lot of steps to take to make this a reality. 

What are the benefits of using the disc versus cups, tampons or pads? The disc is designed to fit bodies better than cups or tampons for a more comfortable flow.

Zoe: Menstrual discs have revolutionised this space by taking a deeper look at menstruators’ anatomy and carefully considering where the disc sits in the body – cupping the cervix fully, rather than using suction or friction to stay in place. Because of where they sit in the body, many users are raving about how it has relieved their menstrual cramps while going about their day with the device completely unnoticed. Wearers can even have intercourse with the device in place, mess-free.

What have been the biggest challenges with Hey Zomi? Mika: As a business, our biggest challenge is having a million ideas with limited finances and only the two of us to realise our plans. We are really proud of ourselves for not getting side-tracked. We have delivered an amazing product that we put so much creative energy, innovation, research and heart into and it would not have been possible if we diluted our focus across multiple projects.  

Zoe: My constant struggle is dividing my time between a business, a very young family, sleep, exercise, my sanity, and just life in general! The desire to show up and contribute is really strong for me but the reality is, at this stage of my life, I just can't come to the table in the same way that Mika has. I feel supported and so lucky to have the opportunity to build a business with my sister, all while being a new mum.

We are both really conscious of not letting negative energy creep into the business or dictate our decisions. It can be a real challenge! It's totally human to feel all the emotions, and we are getting better at acknowledging this and identifying when one of us is feeling off or struggling in some way.

What are your biggest goals for Hey Zomi? Mika: We really do believe in our mission to empower menstruators to have periods on their terms. We want to continue to build our educational resources, break down stigmas and normalise the conversation. We already ship Hey Zomi discs to overseas customers, but we can’t wait to grow and have a global distribution network to make Hey Zomi easily accessible to everyone around the world. We are also excited to expand our product range. We are already testing some of our future menstrual products for you all.  

Zoe: Have you ever felt for where your cervix is? The answer is probably not (but fantastic work if you have!). We have never been taught to, or to even know how essential it can be for our menstrual health. We want to lead the way and bring our menstrual health to the forefront of conversations in our individual lives, community, education systems and government.

For more small-business stories like this, visit frankie.com.au/strictly-business, or sign up to our monthly e-newsletter. Have a small-business story you’d like to share? Pitch it to us.