Words by Elise Maxwell
Ova Woman is ending the days of silent suffering. We want all women to have access to intimate products that increase their confidence and comfort. 
The self-doubt that runs through my mind on a regular basis is destructive.
- I don’t have the right skills.
- I am not hip enough.
- My idea is dumb.
Many of the products Ova Woman carries are developed by driven, compassionate, and resourceful women. These women are leading innovation in women’s health products. I truly believe that they will bring greater comfort and confidence to the women and people across all gender identities who use their products.
Meet three of the ladies that motivate me to think bigger and have confidence.
Dear Kate creates performance underwear and yoga apparel. For all of the vulva-free people reading this, women’s crotches are often wet (and not in the sexual way). Discharge, urine, blood, and sweat are frequent realities and most underwear fail to keep us dry. Julie Sygiel started Dear Kate as a way to help women save their undies from period stains. And over time, this company has grown into something much more than a period panty company. Dear Kate is a leader in body positivity. Their undies and apparel are modeled by professional women who are kicking ass in a variety of sectors. These models have beautiful bodies of all shapes and sizes. Each product line is named after a powerhouse woman from history.
AN INTERVIEW WITH JULIE:
Elise: What stories or conversations with women stand out to you as key motivators for starting Dear Kate?
Julie: My early co-founder went to Mexico for spring break with her friends and they all got their periods and were washing their underwear in the sink. They had this moment where they were like—“you have to clean the period stains from your underwear too?” We started discussing this issue with our friends, and while most were comfortable talking to us about period stains, others weren’t. We did a survey and 88% of women were interested in trying our underwear.
Elise: Would you be willing to share a formative experience that prepared you to launch your own company?
Julie: Selling Girl Scout cookies was hugely important to my entrepreneurial journey. Although, I didn’t have to raise money or manufacture a product, I did get experience with customer service and sales. I had to learn to be reliable. I had to build relationships and be persistent. This gave me confidence and taught me that if I put the time and effort in, I can meet my goal. It was good to know that hard work pays off. The experience of selling Girl Scout cookies was a supportive and nurturing experience in my early years that I’ve carried with me since then.
Heli Kurjanen has taught me about the importance of quality design in women’s health. The default for so many years has been to put a pink flower on a box and call it a day. Heli tossed this notion out the window and produces simple, modern looking products.
Lunette is a company based out of Finland that creates well-designed menstrual cups. For many women, the Lunette cup is the goldilocks of menstrual cups, finding this to be one of the most reliable and comfortable menstrual cups on the market.
AN INTERVIEW WITH HELI:
Elise: Would you be willing to share a formative experience that prepared you to launch your own company?
Heli: I launched my company in small steps. Before Lunette I was already a work-at-home mom and I had my own company making cloth diapers that I sold online. I started small and this gave me business knowledge to start Lunette. When Lunette started to grow, I had to let go of the cloth diaper business and start seeing myself as a real entrepreneur. I learned how to run a business properly and how to understand bookkeeping. I have always tried to surround myself with people who know things better than I do. I know where I’m strong, and where I need help.
Elise: Why do you think design is important when it comes to women’s personal care products?
Heli: There are only a few other women’s personal care products that I’m happy with, design-wise. For some reason lots of companies think that all women want to have only pink and “girly” stuff. That’s not true! Design is important for everyone and I love that we have options. For me personally, colors are really important and that’s one of the reasons we offer the cup in a variety of colors. Although our cups are worn inside, I still love to use my yellow cup because it makes me happy every time I empty it.
Jen Swendseid and her sister Lara Severson are revolutionizing post-surgical intimate apparel for women. One of the next products Ova Woman will carry is a post-surgical bra for women who have large breasts. Women with large busts can face increased discomfort after chest surgery (heart, lung, and breast surgery). The additional weight of large breasts can pull on healing incisions. heart&core is drastically improving the post-surgical intimate apparel options for women. Jen and Lara started heart&core after watching their mother struggle to find a supportive bra after breast cancer surgery. heart&core brings greater comfort to many women who have silently suffered from inadequate product offerings.
AN INTERVIEW WITH JEN:
Elise: What stories or conversations with women stand out to you as key motivators for starting heart&core?
Jen: After we moved into the post-surgical market, I was at a fitting shop and met a woman who had recently had a double mastectomy, had tissue expanders put in to prepare for reconstructive surgery, was receiving radiation, and had also been through chemo. She was very uncomfortable. When she put on our post-surgical bra she was so excited to “look normal” and not need to hold her sides. The formed cups properly supported her and gave her the comfort she needed. It made me cry to see the relief and her smile. I knew at that moment, for all the mistakes we had made, we were doing something good for women.
Elise: Why do you think there has been so little innovation in post-surgical bras?
Jen: I think the industry has been dominated by companies that have post-surgical bras as a small part of their much larger offerings. They focus on selling to distributors and haven’t taken the time to connect to the women who are use the products and get their feedback, offer support, and be a resource. This is why heart&core has made women in recovery their focus—creating better products, offering support, and being a resource for them.
These entrepreneurs are pioneering ways to provide women more comfort and confidence. Ova Woman makes finding these products easier and more straightforward. We are your lady friend and are here to support you. Together with the greater Ova Woman community, we discover and share the best items designed to meet the intimate health needs of women. No more patching together subpar solutions.
We are your lady friend and are here to support you with all of your intimate health needs.
What products have supported you with menstruation, pregnancy, intercourse, breastfeeding, and/or menopause? We want to carry these products and make sure other women know about them. Will you share your story of maneuvering these life changes with us?
We want to be a community that empowers and embraces women. Ova Woman will support you in trying the menstrual cup. Visit ovawoman.com to simplify your period.
Ova Woman Upcoming Public Events—We would love for you to join us!
- Launch Party: August 13, 6:00–8:00 p.m. at Public Functionary
- Pop-up Store for YWCA Women’s Triathlon: August 16, 10:00 a.m.–1:00 p.m. at Lake Nokomis
- Info Booth for Blooma’s Bellyrama: September 12, 9:00 a.m.–12:00 p.m. at Lake Harriet Bandshell
This is part three of a three-part essay on Elise’s entrepreneurial journey. This story is presented in partnership with the Sands Fellowship at University of Minnesota’s Carlson School of Management.