Rober Saade
Tung Nien
TIAS School for Business and Society
Mirjam Minderman
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“Yoni is a Sanskrit word that means abode, source, womb, or vagina. In Hinduism, it is the symbol of the goddess Shakti, the feminine generative power and, as a goddess, the consort of Shiva.” (Britannica, 2023).
Established in 2014, Yoni is a Dutch-based B corporation that provides sustainable menstrual health products. As the first eco-cotton company in the Dutch market, Yoni is trying to create more openness and awareness about intimate products and their components. The number one goal of Yoni is to create chemical-free, harm-free products for women’s intimate care and to address period poverty. To leave a positive impact on the environment, their products are organic cotton-based and sustainable. Yoni contributes to the following four Sustainable Development Goals: SDG 1 No Poverty; SDG 3 Good Health and Well-Being; SDG 12 Responsible Consumption and Production; and SDG 14 Life Under Water.
Yoni’s products are a statement when it comes to openness and awareness toward women’s intimate products. They are based on the belief that every woman deserves to know what goes into the production of these products. Yoni stresses the importance of having organic cotton products on the shelves next to the synthetic ones. “Since we couldn’t see a brand that could carry itself in a mainstream setting, we decided to set up a brand ourselves,” said Mariah Mansvelt Beck, the co-founder of Yoni.
“We didn’t have to develop the product. The product was actually existing and what’s innovative about us is our communication strategy,” Beck explained. Yoni cares about promoting sustainability and conscious consumption with its products. Its unique design and range of products are trying to break the taboo around menstrual products being conceived as boring.
Beck was enthusiastic about a new product because of its convenience to a lot of customers and ease of use. “We also have added period-proof underwear, which is a product that I’m really excited about because I think it’s a game changer." When it comes to menstrual products, Beck noted the importance of practical and quick use and how Yoni is trying to be innovative with the design of the product itself.
For its next chapter, Yoni is aiming to break taboos and explicitly address issues and concerns around pregnancy, sexuality, gender, and hormones. They aim to show how understanding and collectively being aware of choices will make an impact. “How wonderful would it be, for example, if young people with a vulva no longer had to whisper about their periods? If we could talk openly with our employers about our IVF journey, or a miscarriage?” Beck continued. Yoni’s innovation is beyond products. For Yoni, sustainability is pictured in relationship building, communication within the company, and promoting a sustainable ecosystem in the company itself from the coffee they drink to the lifestyle and relationship of the employees.
The power of storytelling can change and impact our lives. Beck noted that the inspiration behind Yoni started with a cervical cancer check-up. “I didn’t grow up thinking that I want a tampon company but when I was 30, in the Netherlands it’s the time when you get a call to do a health check-up, I did that check-up and found out that I was developing cervical cancer.” Following her doctor’s advice, Beck was instructed to find a product that would lessen vaginal irritation. She found it was difficult to find organic-cotton-based products. Further, what was more shocking, was the lack of clearness and transparency when it comes to the ingredients of menstrual products. Along with her partner Wendelien Hebly, Beck decided to start a company herself in 2014.
Yoni Care, a B corporation with a score of 98.9 (overall B impact), has made a significant impact on both the business and society by introducing eco-friendly and sustainable menstrual products to the market, where such products were not a primary trend previously. Yoni is dedicated to upholding high standards for social and environmental performance, accountability, and transparency. “We’re aiming to change consumer behavior and consumer awareness mainstream,” Beck added. Yoni has successfully created a new and growing market segment within the health and personal care industry in six European countries, including the Netherlands, UK, Belgium, Germany, France, and Spain, and is expected to continue expanding its reach. Looking to the future, Beck said “I see Yoni hopefully moving from sharing experiences, like my personal story, to an organization that might be able to share also more knowledge and solutions.”
She firmly believes that “If you’re going to make a product, you should choose the best possible material for the planet and people,” which is why Yoni Care focuses on promoting chemical-free, organic, and transparent products. By emphasizing eco-friendly and sustainable materials like 100% certified organic cotton, natural herbs, and biodegradable packaging, Yoni aims to encourage dialogue about vaginal health and body confidence. Furthermore, Yoni is committed to “ensure that women are empowered and have equal rights,” as demonstrated by their 2% sales revenue donation to combat period poverty, a significant issue affecting one in 10 Dutch women over their lifetime.
Yoni has received numerous awards and recognitions for its innovative approach to addressing the issue of period poverty and promoting sustainable menstrual products. In 2016, Yoni won first place in the Dutch SMEs Innovation Top 100. By offering products that are better for the environment and women's health, Yoni has been able to position itself as a leading player in the market with its competitive advantage in providing eco-friendly tampons, pads, menstrual cups, and underwear, even with its higher prices. Additionally, Yoni has been able to leverage creative and effective communication strategies to build a strong following on social media, with 16.9K followers on Instagram alone.
Yoni's core mission is to tackle period poverty and promote sustainable menstrual products, which serve as the foundation of its business model. Though Yoni was not formed with the intention of serving the SDGs, its consistent dedication to making a good social and environmental effect is shown in its contributions to SDGs 1, 3, 12, and 14.
SDG 1 No Poverty:
Yoni’s focus is on addressing period poverty, and it does so by not only donating a portion of its revenue but also by partnering with Armoede Fonds (Poverty Fund), a foundation established in 2013 which aims to combat and alleviate period poverty in the Netherlands. Through this fund, Yoni provides a specific quantity of menstrual products free of charge, making them accessible to all women. “Armoede Fonds in the past three years has been growing from having zero to over 1,400 locations where you can pick up menstrual products for free if you need them at school.”
SDG 3 Good Health and Well-Being:
Yoni's provision of eco-friendly and sustainable menstrual products helps women avoid perfume, super absorbent pearls, plastic, and other synthetic materials in menstrual products. It can reduce the risk of irritation. In addition, Yoni actively encourages open and honest conversations about menstrual health and self-care, which aids in breaking down stigmas surrounding menstruation and promoting a positive and inclusive attitude towards women's mental and emotional health.
SDG 12 Responsible Consumption and Production and SDG 14 Life Below Water:
A United Nations Environment Programme report reveals that menstrual products create over 45 billion pieces of single-use plastic waste annually worldwide. These products take hundreds of years to decompose, resulting in their accumulation in landfills or oceans, where they pose a threat to marine life and ecosystems. Yoni is playing an active role in addressing this problem by promoting sustainable menstrual products, which can significantly reduce the adverse effects of menstrual product waste on the environment.
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Mariah Mansvelt Beck, Co-Founder
Yoni is a Dutch-based B corporation that provides sustainable menstrual health products. As the first eco-cotton company in the Dutch market, Yoni is trying to create more openness and awareness about intimate products and their components.
"Disclaimer: This essay is based on an interview with Mariah Mansvelt Beck. The interpretation of the brand’s objectives and story is based on the author’s point of view and may not represent 100% of what the interviewee has said or mentioned."