Zagar said the company’s main mission is to “break stereotypes, educate and promote confidence” among menstruating people.
“I love to say that INTIMINA teaches you how to connect your body with your inner self because you’re getting to know a bit more about your intimate health. You can really experience getting to know your body from the inside out,” Zagar said.
Zagar and her team have tackled this with stigma-smashing campaigns like #WhileBleeding, which marked the achievements and contributions of amazing women around the world, while also discussing their feelings, struggles and experiences around their periods.
“We wanted to show that women are strong, accomplished and brave, especially while they bleed,” Zagar said.
In 2020, INTMINA also collaborated with the Pantone Colour Institute to create a vibrant shade of red called Period. The “energizing and dynamic” shade of red is designed to encourage period positivity.
As for the femtech community, Zagar says INTIMINA has been involved from the start.
“From day one we have been networking with femtech experts and brands,” Zagar said. “Last year we started partnering with Women of Wearables. It’s a community of very active and inspiring people, so we love networking with them and introducing them to INTIMINA and getting their feedback on our products.”
Read: 5 New(ish) Things That Have Made Having a Vagina Way More Fun
But despite the rise of femtech, increased investment in the space and the significant brand equity INTIMINA holds, Zagar says the company still faces a lot of the barriers that others working in women’s health - especially sexual health - space.
“You won’t believe it but it’s still not easy to find a partner who will talk about intimate topics,” Zagar said. “We get banned from TikTok or Facebook. Ziggy often gets banned from advertising because it’s a menstrual cup for sex.”
Even so, Zagar has seen significant positive change, even in the relatively short time she’s been with the company.
“A few years ago, we saw a woman running a marathon and bleeding at the same time. This was a big thing for breaking the taboo around intimate health and the period,” Zagar said. (The woman was Kiran Gandhi, who completed the London Marathon tampon-free.)
She also talks about the movement around influencer marketing and social media in helping move the conversation forward.
“The role of these channels is huge and we can see positive things when influencers in fashion or makeup are talking more about topics that are really affecting their lives on a daily basis, like their periods,” Zagar said. “Media is more ready to really spark a conversation and break the stigma and help people with some problems they are facing. It’s bigger than products - it’s an empowerment message to people who bleed.”
In 2021, INTIMINA plans to focus on expanding its efforts in celebrating menstruating people, as well as make their brand and products more inclusive.
“We can do so much more to support everyone who menstruates,” Zagar said.
This profile was produced in partnership with The Femmys, the first-ever awards celebrating innovation in femtech. Want to apply for an award? Learn more here. Want to attend the (virtual) event? Get on the list to be the first to know when tickets are released.