Naama is the CEO of the online subscription service HelloFlo, which provides feminine care products. Naama is changing the conversation surrounding women’s health and periods, moving the conversation from the 1950’s shame-based conversation to the 2010’s open and honest conversation, and the results have been stunning.
Innovating in field of work:
In Naama’s words, “There [were] plenty of reminder apps and a bunch of ways to have boxes of “fem care” products shipped each month. But neither really solves all the problems involved. Wouldn’t it be great, I thought, if I had a reminder service that also delivered the right products at the right time? Why hadn’t anyone created a customized solution like this for women? I stewed on this idea…and HelloFlo was born.”
HelloFlo started out with a simple mission – to deliver just what a woman needs when she needs it, and evolved along the way. Naama started with a monthly subscription to add a convenience factor for getting tampons and pads and quickly added content, newsletters and other community activities. Her launch video went viral overnight, generating more than 7M views on YouTube- extraordinary for a product ad- and generated coverage from Forbes to NPR, plus the ad was called by Huffington Post the “best tampon ad of all time”. AdWeek said the video changed period advertising forever. Now she has tens of thousands of customers and subscribers and is a sought-after voice for women’s empowerment all over the country, and today HelloFlo also offers one-of-a-kind care packages to help women and girls through transitional times (first period, postpartum, camp kit) in their lives.
Naama is very interested in women’s issues and helping women navigate their careers.
Naama is often sought as a speaker on entrepreneurship, women’s empowerment and the changing ways women accept and shape the role in the workplace, society and home. She gets hundreds of email a month from women and girls sharing their stories and connecting with Naama and each other in authentic, empowered ways.
Reinvention / Risk / Momentum:
It is a rare person to step out of the familiar career and launch a startup, especially one devoted to changing the way society thinks about periods. But Naama is definitely rare. She took 10 years of experience as a marketer, three years as a mother and 27 years of having periods to reinvent herself as a leader, entrepreneur and social change agent. After Naama left a high- paying job to pursue her dream of starting her own company about women’s issues, she brought innovation to online subscription services by applying them to menstruation – a bold move for a woman over 40.
“Naama is changing the conversation surrounding women’s health and periods.”