Local sanitary pad business, Enya focuses on convenience and comfort for their female consumers by offering organic cotton sanitary pads, while breaking period stigma. .
Enya chief executive officer and co-founder Elaine Hong talks about the journey of the setting up the sanitary company which was founded alongside two other individuals, Chris Teo, Izara Aishah.
The business started to bloom in 2019, providing affordable pads for all types of skin, from one to five product lines.
"We started selling our organic cotton sanitary pads back in 2019, which was before Covid-19 and since then we have expanded into five different products.
"So, we offer regular flow pads, heavy flow pads, overnight pads, pantiliners and also the latest edition is our heating patches for menstrual cramps relief.
"We always prioritise our fabric which is 100 per cent organic cotton which is our unique selling point when it comes to our brand,” she said.
Throughout the four years in the industry, Enya focused on keeping their target markets in check which are different from both offline and online platforms.
Shared by Elaine, it was all started from online where it mainly aimed to satisfy women who prioritise convenience and always remember to buy pads.
"Whereas our customers, we are mostly looking at mothers and people who like to buy in bulk and people who like their products upfront,” said Elaine.
In the meantime of serving convenience, Elaine further shared their vision in breaking period stigma and working together with the government.
"For the government to take charge of this, I think its education by implementing puberty education first into the school syllabus. I think that's very helpful,” she said.
Nevertheless, what’s important for her in breaking the stigma was to normalise talking about periods and be more transparent about it.