US – Stocked with tampons, a natural deodorant and blemish treatment, the subscription box provides girls with some essentials they will need throughout puberty.
Blume co-founders Taran and Bunny Ghatrora initially set up Ellebox in 2016 to provide an organic tampon subscription service for women. But after receiving various requests - from pre-teen girls and their mothers– for more products, the sisters transformed the original subscription box into a dedicated service for teens.
‘There was really no brand out there that was the go-to [for puberty],’ says Taran. ‘The whole experience was fragmented from when you got your period to going shopping for your first products.’ Alongside the products, the brand will be launching launched Blume University, a YouTube series of educational videos.
While Blume is currently centred around puberty, in coming years the duo plan to expand to other products in further life stages. It comes at a time when we see beauty brands offer new products and services that are aligned with natural human cycles.