Sisters-in-Law Create Non-Toxic, All-Natural Solution To Period Discomfort For All Bodies, at All Ages

The Regimen February 06, 2022

Sisters-in-Law Create Non-Toxic, All-Natural Solution To Period Discomfort For All Bodies, at All Ages

Hummingway’s mission is clear- they want to eliminate the strain, pain and discomfort that accompanies 80% of those experiencing less than ideal periods. With an unwavering focus on inclusivity, education and bodily awareness, Hummingway holds space for all bodies at all stages, and hopes to provide relief for anyone experiencing period-related discomfort. An all-natural alternative to the NSAIDS that can, with over use, cause organ damage, digestive conditions and ulcers, Hummingway provides a non-toxic, non-harmful solution to period-related symptoms.

Brand name: Hummingway

Founders: Ashley Greene Khoury and Olivia Khoury (sister-in-laws)

Date founded: 2020, Launched to the public in October, 2021

What was the first product you developed, and why did you create it?

The Cycle Soother is our debut product, designed as a non-toxic way to help soothe cycle-related cramps, including period pain and ovulation pain- made with all-natural ingredients as an alternative to NSAIDs.

What was the inspiration for your line?

Our own upbringings and experiences trying numerous methods in an attempt to feel like ourselves during those challenging times in our cycle.

What is your brand’s philosophy?

Rewriting the script on how we care for our bodies with Whole Cycle Wellness, where every cycle, phase and stage is accounted for, addressing the root issues for an informed and illuminating approach to addressing our bodies.

What is your best-selling product, and why do you think that is?

The Cycle Soother - because at any given moment, 800 million people with periods are bleeding, and 80% of those are experiencing monthly discomfort, among even more serious symptoms. It’s so easy to use- you can apply the patches anytime, anywhere. It also makes you cognizant of what stage of your cycle you’re at, so you can really be in tune with your body.

What makes your brand unique?

We’ve created something that’s non-toxic in a space where that’s uncommon, and we’ve made it inclusive. We’re not just selling product - we’ve created a whole education platform called The Regular, where we encourage everyone to read and learn more about cycle health. We’re for all people with periods, even those who don’t menstruate. Everyone should be a part of the conversation.

What's one surprising thing people might not know about your brand?

That it’s co-founded by two sisters-in-law, Ashley and Olivia, who met when Ashley started dating Olivia’s brother, Paul. The two then formed a close friendship, and through sharing their experiences were led to Hummingway.

What do you want people to think of when they think of your brand?

Effective, inclusive solutions that are easy-to-use and insanely powerful. Understanding your body and how it works is fascinating, and we would love all our Regulars (what we call our customers) to get in tune with their bodies for a better life.

What was one of the biggest challenges you faced when you launched?

Production is time-consuming and costly when creating something exactly how you want it, for maximum efficacy.

How did you know you'd made it as a brand?

When we started to receive DMs in the months after our launch of people telling us their positive experiences with our products. That, to us, means everything. It’s the best thing to receive, even better than seeing press coverage (although that’s fun too!).

What is your proudest moment as a founder?

Seeing comments from followers and customers and knowing that what we are doing encourages people to ask the difficult questions and look inward at their bodies and reproductive health.

What can we expect from the brand in the future? Any exciting news you can share?

More products for every stage of your cycle, from menarche to menopause and everything in-between.

Why did you decide to launch this brand?

Our personal experiences led us to challenge and ask more of our traditional healthcare, and that took a lot of research and effort. Once we landed on something that worked for us, we knew we had to share it with the wider community. 

What made you want to be in the beauty industry?

It was less a case of wanting to be in the industry, and more a case of wanting to create positive change in an impactful way. We landed on a way to make something look beautiful, but, even more importantly, have beautiful effects, to make you feel good in yourself, no matter what time of the month.

What has been your biggest struggle as a founder?

Fundraising and all its challenges enable us to grow the brand in the way we want to, with the team we want to. Getting investors to recognize that this isn’t a woman’s problem, it’s a societal problem - and that the gender data gap is real, and is affecting so many other aspects of our lives and communities.


More Like This