How joni is Transforming Women’s Health

Empowering people who menstruate with access to hygiene products

Menstrual Equity

The term menstrual equity refers to the principle that everyone who menstruates should have access to menstrual hygiene products, education about menstruation, and adequate facilities to manage their periods with dignity. It encompasses various aspects, including affordability, accessibility, and de-stigmatization of menstrual products and menstruation itself. Menstrual equity advocates for policies and initiatives aimed at eliminating barriers to menstrual hygiene, such as lack of access to products, inadequate restroom facilities, discriminatory practices, and societal taboos surrounding menstruation. The goal of menstrual equity is to ensure that menstruation is recognized as a natural and normal bodily function and that all individuals have the resources and support they need to manage their periods safely, hygienically, and with dignity.

  • In the 40 years on average that a person menstruates, they will spend $13.25 a month and $6,000.00 total in those years on menstrual products before tax.
  • 16.9 million people who menstruate in the US are living in poverty.
  • Two-thirds of the 16.9 million low-income women in the US could not afford menstrual products in the past year, with a half of this needing to choose between menstrual products and food.
  • Twenty-six percent of the workplace menstruates. That's about 5 million people in Canada alone – 86% of whom have been caught off guard without period care on hand, with a further 34% leaving work to find the care they need.

The effects of menstrual inequity are numerous and include physical and emotional discomfort, increased risk of infection or illness, decreased access to education and work opportunities due to absenteeism, and perpetuation of gender inequality. Lack of access to menstrual products can also lead to the use of unsafe alternatives, such as cloth, toilet paper, or even socks, which can increase the risk of infection and disease.

Joni’s Solution

joni is a menstrual care brand that’s making organic and sustainable products mainstream in their mission to make period care accessible for everyone. Organizations of all sizes have signed up for their wholesale period care and dispenser solutions. joni is currently the only sustainable disposable brand in Canada in the B2B and Retail channels. 

Effective December 15th, 2023, federally regulated organizations in Canada are required to provide free pads and tampons to their workers. joni’s wholesale period care subscriptions and dispenser solutions benefit employees at work and students at educational institutions. Place-based period care at work and school supports gender equity, equal opportunities, and health and wellness.

How Femovate Helps

joni was awarded sponsorship through Guidea’s Femovate program for ‘23-’24.

As part of the Femovate sponsorship, researchers and designers at Guidea worked closely with joni’s founders, Linda Biggs and Jayesh Vekariya, to define the management and monitoring interface for installed machines, ensuring the machines are always stocked and functional. 

"Working with the team at Guidea was a game changing experience for us at joni. We came into the project with an idea of a strategic direction for one of our channels and through lots of research, discussion and learnings, we now have a very clear path forward. This would not have been possible without the help of Nikki, Karin and the rest of the team at Guidea.”

- Linda Biggs, CEO, joni

For more information about joni, visit ,read the founder’s inspirational story, and follow them on LinkedIn

For more information on Femovate visit and follow us on LinkedIn

For interviews please contact Theresa Neil

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The application period for Femovate 2023-24 is now closed. Follow us on LinkedIn for updates and the selected startups announcement.