It’s not every day that a financier launches a feminine hygiene brand, but Bahraini entrepreneur Shereen Abdulla is on a mission to transform the period experience. She aims to take a monthly menstruation cycle from ‘merely bearable’ to ‘absolutely fabulous’, one organic period product at a time. 

Adaye, a Khaleeji-owned and run FemTech company, launched online in September after Shereen left a 15-year corporate career in finance in favour of a more balanced lifestyle. “I was drawn to the world of the consumer, and I wanted to be in the health and wellness space because those are my values,” she explains. 

“I then had an ‘aha’ moment in February. I realised that, when it comes to my period – an experience I have every month – I don’t love my tampon company the way I love my Tarte concealer or the blush I use,” she says. “I knew then that period care deserved to have a makeover from a brand point of view, because what you put in your body matters, and periods deserve better.”

Having spent years dealing with bad periods, PCOS and polyps, Abdulla read more and more about what causes oestrogen imbalances in women, becoming a self-proclaimed ‘label-reading ninja’. “I learned that a key driver of oestrogen imbalances are external, environmental toxins. These are found in all kinds of things, from the carbon on your grocery store receipt to your menstrual health products.” 

Having already banished any ‘baddies’ in her house, switching everything to clean, organic and toxin-free, it was only natural that her gynae health would follow, seeing it as a necessity rather than a choice. 

Becoming well-versed in what a period product could – and should – be, Abdulla’s vision with Adaye is to create the very best 100 percent certified organic cotton, sustainable, toxin-free and endocrine-safe gynae health products on the market. In tandem, Adaye is about embracing period positivity by bringing some humour, femininity and fabulousness to what is often an awkward and taboo topic. 

“I want to provide period care that feels less like a pharmacy product and create something women actually want to buy – and are enthusiastic about buying. Like they would line up at Sephora for a product launch,” Abdulla smiles. 

Adaye’s packaging helps – colourful, biodegradable boxes in pink, turquoise and grey, scribbled with motivational witticisms like “Every hero needs her armour” and “Leave the surprises for your birthday”. No more hiding tampons at the supermarket checkout – here, it’s all about loud and proud period purchases. 

Education plays a huge role in Adaye’s long-term mission. “It’s one thing to go to a consumer who knows they need to buy organic for their gynae health. It’s another to go down that ‘raising awareness’ route to help people understand that this is something that actually impacts the long term,” she says. “So, I believe introducing the benefits of organic and making girls aware of chemicals and the negative side effects of toxins touching your body, in general, is so important because these habits develop early.”

So far, the product range consists of Barely-There tampons, Rest-Assured pads and Just-In-Case liners with different absorbencies, all totally free of metals, chemicals and plastics. And, starting out on Abdulla’s path to make Adaye a full ‘period experience brand’, there’s also a Cuddle Buddy Wrap to soothe period aches and an Extra Zen candle to boost relaxation. 

Beyond the products, Adaye’s key differentiators are “what the brand means and how it turns up for the consumer,” Abdulla says. There’s a Flow & Tell podcast featuring comic and candid chats to help normalise conversations around periods, a loyalty programme, an ambassador programme, a subscription service you can sync with your menstrual schedule, and a dispenser proposition for businesses. The end goal is to take Adaye into communities and schools to raise awareness and foster an inclusive environment. 

While clean period care may be front and centre, the intention is really to lift each other up, break taboos and redefine what menstruation can be. “Ultimately, we want to start a movement and create a sisterhood,” Abdulla says. “I want Adaye to be your friend when you’re on your period. To help you realise you’re not alone.” The best kind of female empowerment. Period. 

adaye.co