DivaCup Is Surfing the Crimson Wave From Taboo to Trendy

When it comes to periods, most menstruators want a quick, easy and painless method for dealing with their cycles. The less cleanup and waste, the better. Menstrual cups aren't a novel idea, but they've hit a stride as more sustainability-minded consumers attempt to reduce single-use waste. According to a report by market research firm Facts & Factors, international sales for menstrual cups totaled $720.6 million in 2020 and are expected to reach $980.4 million by 2026. The first patented menstrual cup came about in 1867 as an insertable rubber bag. It then reemerged, for the first time as a commercial product, in 1937 when actress Leona Chalmers endorsed a reusable latex rubber cup called the Tass-ette (later rebranded as the Tassette). The DivaCup, part of the umbrella of products owned by Diva International Inc., markets itself as an environmentally friendly alternative to tampons and pads. Boasting "80 million better periods, worldwide" on its Instagram and a devoted following across the internet, DivaCup is recognized as the leader in the space—despite a seemingly infinite number of challengers, along with not being the first such modern product on the market. Mother-daughter team Francine Chambers and Carinne Chambers-Saini identified a gap in the North American market for a silicone-grade cup and launched the product in 2003 after developing it in the basement of their Ontario, Canada, home. (Mooncup had been founded in the U.K. only a year before and follows a similar trajectory.) The way the product works is straightforward enough, and if consumers find it confusing there are endless YouTube videos and blogs to provide guidance. Menstruating people insert the cup during that oh-so-special time of the month, and the cup can remain there for up to 12 hours. Once full, the DivaCup is removed, emptied and sterilized by boiling it between uses. Of course, the idea of inserting anything into one's body doesn't come without its fair share of worry and fear, particularly over toxic shock syndrome. However, the silicone-grade product must meet strict manufacturing standards to ensure it is not prone to TSS like a tampon, which can encourage bacteria to grow if left in for too long. According to Chambers-Saini, DivaCup's CEO, the brand has combatted hesitancy and fear by educating the community via social media posts and guest-written blog articles. The menstrual cup brand also released a documentary, Pandora's Box, which explores menstrual inequity and period poverty. "It's about conversation and continuing to educate and normalize conversations around periods," Chambers-Saini added. But getting that discussion going hasn't always been easy for DivaCup, especially with bans around showing blood in ads or restrictions on wording in ads. As sustainability talk has increased among consumers, however, so too has their interest in menstrual cups. (Consumer reluctance is one of the reasons Tassette was discontinued in 1963, among latex allergy-related concerns.) One of the most common roadblocks the brand has run into, according to Chambers-Saini, is its Instagram ads getting flagged as inappropriate for showing blood, even when it isn't real blood. But that hasn't stopped the brand from beating the drum to dismantle stigma around periods. "It's 2022 now, and we need to be talking about menstruation. And banning advertising related to the realities of periods is continuing the shame and stigma around periods," she said. Sustainable inside and out Since sustainability is a major reason consumers seek out reusable menstrual products like the DivaCup, the company has made efforts to ensure it walks the walk. DivaCup holds a B Corp Certification, meaning it upholds the tenets of social and environmental prioritization, transparency and accountability to stakeholders. Last spring, DivaCup also launched a partnership with New Jersey-based recycler TerraCycle called DivaRecycles, where users can send any Diva International products and packaging. The program also makes a charitable donation for every shipment. DivaCup also has a social impact initiative, DivaCares, which was launched in June 2019 to uphold four pillars, according to Chambers-Saini: "gender equity, empowerment and liberation; menstrual, sexual and reproductive health; accessibility to safe and affordable menstrual products; and environmental stewardship." Its 2021-2022 fiscal year partner is the Centre for Indigenous Environmental Resources. The gradual flow of success Menstrual cup technology was first patented in 1854 as a belt and rubber sack (1) to catch blood. Then, in 1937, actress Leona Chalmers patented the first insertable cup, the Tass-ette, (2) which unfortunately didn’t find much success commercially. The DivaCup first hit markets in 2003, founded by CEO Carinne Chambers-Saini (3) and her mother, Francine Chambers. The cup is inserted into the vagina, where it can remain for up to 12 hours, to catch blood (4). While menstrual cups have finally found a mainstream audience, advertising efforts (5) are still difficult for period products (6) because showing blood can run afoul of content policies and get ads reported.

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DivaCup Is Surfing the Crimson Wave From Taboo to Trendy

The reusable menstrual product is finally mainstream as consumers seek sustainable alternatives

Nicole Ortiz

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Nicole Ortiz