Why this SG startup wants to normalize periods in Southeast Asia

Blood founders Peck Ying Tan (left) and Caleb Leow / Photo credit: Blood

Blood is probably not the most common name for startups. For husband and wife Caleb Leow and Peck Ying Tan, the word perfectly fits their mission.

“[Our name is] a bit confrontational. But we think that is really a great starting point to start conversations around the space and then bring us closer to normalizing periods,” co-founder Leow tells Tech in Asia in a recent interview.

The duo founded Blood in 2014 out of Tan’s personal need to find a natural, drug-free solution for her period pain. This led to the creation of the company’s first product: a drug-free cramp relief patch called MenstruHeat.

Since then, the startup has expanded to making and selling other types of period care products, such as menstrual cups and pads.

“There are a lot of innovations in the female space happening in the US and Europe – but really not so much over here,” Tan says. “We feel we can really be the forerunner in breaking the taboo.”

Blood has recently raised S$2 million (US$1.5 million) in its series A round led by DSG Consumer Partners, with participation from returning investor AngelCentral.

Funding details

• Funding amount: US$1,500,000
• Lead investor: DSG Consumer Partners
• Other investors: AngelCentral
• Stage: Series A
• Source

Last year, the firm launched its corn-based menstrual pads, which the founders say are much safer for different skin types, including allergy-prone skin.

As a direct-to-consumer brand, Blood sells its products on its website as well as offline retail stores in Singapore, Malaysia, and Indonesia.

To date, the firm said it has sold over 7 to 8 million products across these markets, with more than half of the total sales coming from offline stores.

Blood also intends to break the stigma around the period cycle in Southeast Asia. The firm posts educational materials about the matter across its social media channels and advocates for period-positive workplaces.

The new funds will be used for marketing, product development, and expansion of Blood’s team and retail presence.