The FemCare Industry is Moving in a Very Radical Direction
A letter from Sarah Gabel Seifert, CEO and Founder of EveryLife
The feminine care aisle should be simple, right? Pads, tampons, period products—all just practical necessities.
But if you take a closer look at the companies behind many of these products, you’ll quickly discover something surprising, and even shocking: Today’s leading femcare brands aren’t just selling products.
Many of them are promoting a very specific view of womanhood, gender, and reproduction.
And that view is very, very different from ours.
Across the industry, many brands have intentionally moved away from speaking about women at all. Instead, they’ve replaced the language of womanhood with phrases like “people who menstruate” or “anyone with a cycle.”
Lunette has published resources encouraging the replacement of feminine language in period care with terminology intended to include trans men and nonbinary individuals.
August, a newer sustainable brand, describes gender inclusivity as “a core part of our DNA” and avoids gendered packaging and messaging altogether.
Freda launched a product line intentionally designed to remove gender from menstruation entirely, partnering with advocates to promote a broader definition of who menstruates in an effort to be more "inclusive."
Tampax, owned by Procter & Gamble, supports abortion access under the guise of reproductive rights -- and has publicly stated that “not all women have periods and not all people with periods are women.”
Lola frequently promotes abortion access and "bodily autonomy," while marketing its products with gender-neutral language such as “people with periods.”
Cora partners with organizations advocating for reproductive rights and frames its messaging around “freedom to choose.”
Rael uses gender neutral language, advocating for “all people who bleed” and referring to women as “people who menstruate.” Rael champions dignity for “menstruators out in the world.”
They’ve embraced a narrative that simply isn’t true—and now they’re actively promoting it.
In doing so, these brands have moved away from serving the very people the feminine care industry was created for: biological women.
Instead, they are radically redefining what menstruation represents—and even who it belongs to.
And that shift reveals something important:
The femcare industry isn’t neutral. It reflects worldviews.
Where EveryLife Women Stands
At EveryLife, our mission has always been clear: to stand for life at every stage.
From the very beginning of our company, our heart has been to champion the family—to support moms, babies, and the beauty of life itself.
EveryLife Women is simply the next step in that mission.
But our perspective on womanhood is fundamentally different from what many companies promote today.
We believe womanhood is not something to be erased, redefined, or made interchangeable. We believe it is a sacred gift, intentionally designed by God.
When you go all the way back to the beginning of Scripture—to Genesis—you see God’s heart for His people. You see His intentional design for both men and women.
Women were created with dignity, beauty, strength, gentleness, kindness, and purpose. Every detail of who we are was crafted intentionally.
That truth is worth celebrating.
And that belief is the foundation of EveryLife Women.
Products That Honor Women
Because we believe women are intentionally designed, we believe the products created for them should reflect that same level of care and thoughtfulness.
Our femcare line—from tampons and pads to period underwear—was designed to be:
- Clean and thoughtfully made
- High-performing and reliable
- Non-toxic and safe
- Elegant and dignifying
What we put in and on our bodies matters.
Scripture reminds us that our bodies are temples, and caring for them is part of our stewardship.
But creating safe, premium products is only part of the story. EveryLife Women exists to do something deeper: to affirm the beauty and dignity of womanhood itself.
Celebrating Women in Every Season
This new product line is about more than feminine care.
It’s about walking alongside women through every season of life—from the moment they begin their cycle, through motherhood, and beyond.
It’s about reminding women that they are not accidents of biology or categories to be redefined.
They are masterpieces of God’s design. Valued. Cherished. Created with purpose.
That’s the heart behind EveryLife Women.
And it’s why we’re so honored to serve you—not just with products, but with a mission that celebrates what it truly means to be a woman.
