Period underwear making its mark in North Africa

What if someone told you they had an alternative solution to sanitary-pad absorption? No, not menstrual cups, tampons or even a pill, but a more innovative method to absorb period blood during that time of the month. Even more striking is that they look just like the average underwear: sleek black panties with a comfortable feel, protective layers, and a stylish look. It aims to fight the pollution caused by sanitary pad disposal.  This is Shemsi, the company that’s fast becoming a hit across the MENA region.

Nour Hamdouni leads the marketing team at Shemsi and has been an integral part of the company’s journey, one that has had its fair share of challenges and successes.

She notes that explaining and marketing their products is essential, especially as shame and misconceptions still surround periods and the innovative products targeting them.

Marketing is not always so straightforward. Culture and norms need to be factored in.

“It is not always easy, especially with content that presents women’s lingerie,” she says.

Still, it certainly does not hurt this particular company that a good chunk of its leaders and innovators are women.

“At Shemsi, we are women who work every day to improve the lives of our customers; the team, 80 per cent female, manages all tasks related to customers, community, and product design. We all do a bit of everything and make sure to help each other. Our vision of work is based on teamwork,” Hamdouni says.

Operations at Shemsi are largely fuelled by serving the environment.

“That’s how Shemsi came to life and became the first 100 per cent Arabic period underwear brand. We originally started in Morocco and just after a few months, we have decided to not only start selling in Egypt but also move our complete supply chain here! We are now selling in the UAE, Egypt, Morocco, KSA, Lebanon, and more are coming soon!” Hamdouni explains.

According to a 2018 report by the International Journal of Environmental Research and Public Health, over 12 billion menstrual products are disposed of annually, causing more than 6 per cent of the sewage-related debris around beaches and rivers.

Comfort and style are at the forefront, but such startling numbers are why Shemsi prioritises this green initiative.

Health-conscious entrepreneurship

Personal preferences are moving consumers away from menstrual pads, but ecological awareness is taking them even further.

It was a key incentive for the minds at Shemsi and good reason. The impact of menstrual product disposal cannot be overstated. Menstrual Health Alliance India notes that a single sanitary pad could take anywhere between 500 to 800 years to fully decompose.

Not to mention the environmental damage of the added plastic packing that these products typically come in.

“A period panty is only made of natural fabrics: The external part is made of cotton. The interior part to absorb fluids is made of bamboo and of a fine waterproof layer that makes it leak-proof,” Hamdouni says.

Upon hearing about the alternative ingredients some may worry they are sacrificing hygiene for these other benefits. However, Hamdouni emphasizes that this couldn’t be further from the truth.

“The products are 100 per cent natural and the materials too, so you can wash and dry it and keep it as a usual panty. It can be worn up to 12 hours a day or more depending on the flow of each woman.”

Women often worry about menstrual products causing issues such as Toxic Shock Syndrome (TSS) or infections.

Hamdouni works to set the public’s minds at ease. “[Shemsi] is 100 per cent hygienic and causes no risk of allergy, irritation, or harmful bacteria and diseases”

The company currently offers a range of underwear choices tailored to different period types.

“We have three types of absorption for different flows: Strong absorption for normal flows. Strong absorption+ for heavy flows. Ultra absorption for abundant flows,” Hamdouni says.

Personal costs are also a factor that customers might consider a perk. Sure, many wouldn’t mind a fashionable and clean product with maximized comfort. But those who have noticed that a considerable slice of their monthly income goes to menstrual products might want to also think about affordability.

In other words, it’s worth looking at the long-term costs of monthly pad purchases.

According to Pandia Health, if a woman were to use around three to five pads daily over five days, the lifetime costs would likely amount to approximately $4,752.

The price of one Shemsi panty can range from 220-450 Egyptian pounds.

Shemsi’s prices may not be ideal for those living in a period of poverty or struggling to make ends meet. However, it has a real value which lies in combating lifetime costs. It could provide a safe, reliable, and healthy solution to those in the market for long-term alternatives, especially in a global economy that is growing more unpredictable.

According to their website, a Shemsi panty can last anywhere from 5 to 7 years, depending on how adequate it is cared for.

Cultural preferences in the Middle East and North Africa also mean menstrual cups are fairly rare in the region, making the reusability of more innovative alternative products potentially more appealing to customers.

Fighting taboos online

According to the World Bank, discriminatory social norms, cultural taboos, and stigma associated with menstruation can lead girls to follow unsafe practices. And this is why Hamdouni has decided to tackle this as well.

“The hardest part is for people to try it for the first time. Everyone has a lot of preconceived ideas about the product. Still, nearly all of our customers were more than pleasantly surprised with it after trying it,” Hamdouni explains.

Community management and social media monitoring are valued highly by the Shemsi team: “We make sure to listen to our customers’ different opinions; sometimes, some of them express themselves when they don’t like the [models] pictures; we reassure them and try to find a way to understand,” she adds.

Shemsi instead focuses more on improving its existing products and expanding its reach.

Hamdouni explains that feedback from customers is taken into account, but some may hesitate to try out the product, to begin with.

She notes that the negative feedback is getting much rarer. Yet, taboos related to menstruation persist which is why Shemsi has recently started a Facebook group.

According to Hamdouni, the private group is only open to women and gives them the option to communicate in Arabic, English, French, Spanish and even other languages if necessary.

“The goal is to talk about menstruation and any so-called “taboo” topics in a woman’s everyday life. Women can express themselves freely as long as we respect each other and share daily articles written by our team to give maximum advice,” she states.

Everyone on the team is happy to play their part, and most key areas are female-run.

“We have, for example, Passant, who manages all the visuals of Shemsi from social media to advertising and shooting, and Angy, who manages and animates our Facebook group dedicated to exchanging advice between women on periods but also takes care of all of our partnerships,” Hamdouni shares.

Having male allies might also help people see periods as more than a “feminine issue” for women to handle by themselves.

Hamdouni points out that she is glad to also be able to count on the men at Shemsi. She speaks fondly of the men on the team and the roles they play: “[Their] vision is very modern and also [works] to offer the best products for women. We are one team with one goal and ambition to revolutionize the period industry.”

Despite their increasing success in the Middle East, female entrepreneurs do not always have it easy.Taking into account the fact that innovative products are sometimes controversial, it’s no wonder women may feel intimidated.

Hamdouni has a few words of advice for those unsure about taking the plunge: “Be smart, don’t be afraid to dare, and move out of your comfort zone. It will undoubtedly hurt, but the results will be there one day or another; you must not give up as long as there is conviction and work.”

As for Shemsi, Hamdouni and the team are already setting their sights higher with upcoming plans to partner with health professionals and many others in order to organize talks and debates.”