Did you know that a woman menstruates for approximately 3,500 days in her lifetime? On average, she uses 12,000 disposable sanitary products during this time, which amounts to a total of 10 years of menstruation. The business of menstrual health – a 3-billion-dollar a year, highly unmonitored, unregulated industry – was long ripe for disruption.

snuggs is a Czech direct-to-consumer startup using hi-tech textiles to deliver a reliable and sustainable alternative to menstrual hygiene products. Period-proof panties are basically your regular panties, but with superpowers – absorbing your period, reliably leak-proof, anti-odour and antibacterial.

In 2019-2021, I worked closely with the founders Linda Sejdova & Tomas Zahradnik on building brand, strategy & communication that blends the control, clarity, and trust of scientific precision with the kindness and warmth of our human nature, explains the innovative product and sets the brand for success with a modern female audience.

After they received seed investment, we started with what was at the time a quick MVP of the website and temporary packaging solution to ship first orders. Through several rounds of iteration, snuggs is now a sophisticated brand that has found its voice and values and earned the trust of customers. As of 2024, snuggs has over $50M revenue, expanded to 7+ countries in Europe, and has tens of thousands of satisfied customers.