Blume is the first cohesive line of self-care products just for girls. Can it make puberty less daunting–for both tweens and moms?
Today’s teens have plenty of access to information, but that hasn’t necessarily mitigated the insecurities and embarrassment that accompanies puberty. They might not need “the talk” anymore, but they still need guidance when it comes to navigating the transition to adulthood. And that includes what to buy.
“There was really no brand out there that was the go-to [for puberty]– the whole experience was fragmented from when you got your period to going shopping for your first products,” says Taran Ghatrora, cofounder and CEO of Blume, a direct-to-consumer collection of self-care products specifically for tween girls.
This isn’t Ghatrora’s first foray in women’s health: In 2016, she cofounded Ellebox, an organic tampon subscription service with her sister Bunny Ghatrora (Blume’s other cofounder and COO).
Through Ellebox, the entrepreneurial sisters heard from thousands of pre-teen girls–and their mothers–who requested more products. Ellebox’s empowering messaging–pushing acceptance and confidence around women’s bodies–appealed to customers who hoped it could tackle other areas of feminine health.
“Not only did the Ellebox product elevate an experience that is usually dreaded, but [customers] found that it opened a conversation between parent and child that they’ve never had before,” says Bunny Ghatrora. “Parents are still really struggling to talk to their daughters and vice versa.”
An Ellebox survey of 1,000 customers found that 60% of teens’ self-esteem “plummeted” around puberty, and that 68% felt unprepared for their first period. The Ghatrora sisters want to minimize the trauma by not only giving girls their own products, but also giving parents the tools and educational materials to approach their anxious daughters.
Blume targets the rather sensitive stage in a young woman’s life with a cohesive line of feminine care and skincare items aimed to normalize the growth spurt experience. “We go with your flow,” reads the tagline.
While independent competitors might sell a period starter kit or acne-busting products, Blume intends to be the ultimate brand for teen concerns. Bigger brands certainly cater to younger demographics, but they’re not hyper-targeted–they’ll often sell condoms alongside tampons.
“We created this brand to really serve girls at the age they first start purchasing these products, when they’re first creating their routine,” says Bunny Ghatrora, noting that 79% of those surveyed simply use the same products as their moms and sisters, out of convenience.
“What we found is that products like a Secret deodorant is not something [girls] want to display proudly on their counter. And there really isn’t a go-to where it’s like, ‘Hey, these are really for you.’”