How Modibodi has revolutionised the femcare industry: we chat to founder Kristy Chong

Modibodi, the award-winning femcare brand has revolutionised the industry by essentially creating its own category of products. What products I hear you ask? Well, Modibodi specialise in leak-proof underwear for periods and incontinence and a lot of their main focus and ethos is centred around sustainability and reducing waste.

I tried to use the Modibodi pants myself during my period, but being on the single hormone pill means that I don’t really get periods, and if I do get one, I might as well call it Donald Trump as it’s super unpredictable and just generally a bloody nightmare. What I’m trying to say in a rather long-winded way, is that I managed to try Modibodi’s underwear myself, but I used them to test sweat rather than my period by taking them for a spin during an exercise class. Not only are they incredibly soft (seriously, it’s like the skin of a newborn) and immensely comfy, but after a pretty intense HIIT class, they were bone dry. I can’t wait to try them again when Aunt Flow decides to turn up.

Luckily I was able to have a quick chat with Kristy Chong, the founder and mastermind behind the Modibodi brand, about the importance of sustainability (notice the recycled packaging below), and how Modibodi continues to break taboos around subjects like incontinence, sweat and menstruation.

What was the main idea behind Modibodi?  

Modibodi® was founded as a need, I was a full-time mum of a two-year-old and five-month-old living in the USA and was training for a marathon and had been experiencing occasional light bladder leaks along with my period returning. The available solutions were ugly, inconvenient, uncomfortable and a hazard to our environment - disposable hygiene. I just felt we deserved something better.   

I wanted to develop a brand that would benefit women and ultimately everybody, offering people freedom, along with the chance to help the environment. Modibodi® was born out of the necessity to reinvent women’s underwear.  

Modibodi® strive to be inclusive of all bodies and all leaks be it periods, pee, perspiration, or pregnancy.  

Were you already working in a similar industry when you started Modibodi? Did you have experience with this kind of product, or was it more of a brainchild that you felt passionate about? 

I had no idea about the industry, I was surrounded by tech start-ups, however I was in Public Relations, working for FMCG brands. I couldn't understand why with all the advancements in technology, underwear and disposable hygiene had not evolved. I knew instantly that I was going to have to create a whole new product category for women.  

I’m really proud that I took that idea and turned it into a product, and now  a range of products that can more conveniently, comfortably and reliably manage menstrual flow, incontinence, sweat and even  breast milk  leaks and reduce the amount of single-use products ending up in landfill and damaging our environment. I just felt we deserved something better and so I decided to create it myself and never looked back. 

What feedback have you received from women about Modibodi products since they launched? 

The feedback has been incredible. Initially it felt like we were fighting taboos, as we were creating a whole new sector for women’s underwear. Most women that experience Modibodi® say they couldn’t see themselves switching back and feel empowered that they are making a sustainable choice that is not only more convenient and comfortable for them, but also better for the planet. 

It’s wonderful to hear so many women, men and young girls tell us we have made a difference to their lives, whether for periods, incontinence or sweat concerns. We were overjoyed with the reaction in the UK, from the public and press when we launched in 2018. Modibodi® has since gone on to be the UK’s number one leak and period-proof underwear brand.  

Do you think that the subject of women’s health, in particular femcare products for periods, is too taboo? And are Modibodi purposefully trying to break that taboo? 

We are constantly trying to break that taboo and we’re excited to see a lot has changed since we launched, and people are more open to having conversations about menstruation.  

Modibodi’s  vision is to break the stigma around women’s health topics and lead discussions online with influencers, publications and the general public, allowing women (and men) to openly discuss the normality of women’s health.  

It’s important for us to break the stigma that periods are ‘gross’ or shameful. Over half the population has them and it is high time we banish the shame that is associated with something that happens regularly and is natural. Our new campaign ‘A New Way to Period’ looks at these stigmas and brings to them light.   

What have been the hardest struggles you have faced starting your own business? 

I underestimated how big a market challenge it was going to be. We were not just selling a new brand of lipstick or gym-wear, we had created a whole new product category.  We couldn’t distribute through large retailers because they found the product too taboo, so we had to go direct to the customer and build this category awareness and education around our offering.   

Do you think there is a further education piece when it comes to products like Modibodi from school age, that women don’t have to necessarily use sanitary products or tampons just because other women do, or because they are advertised to them? 

Most certainly. This is one of the reasons Modibodi® developed a range dedicated to teens and tweens, Modibodi ® RED. We know that education is key if we can get them to adopt alternative products at an earlier age, we can help change the narrative and improve the planet.   

A disposable pad can take 500 - 800 years to break down, having a huge impact on the environment and so switching to a reusable option such as Modibodi® can help to reduce a person’s impact on the planet. It feels good to know that helping to save the planet is as simple as swapping your underwear - or starting out on the right product.  

We need to educate young girls that tampons and pads are not the only option and that there are better options for the planet. We currently work with various school schemes across the UK and globally. We have teamed up with anti-plastic organisation City of Sea and its ‘Rethink Periods’ program to teach school children about alternative period options. 

Though the initial cost of investing in period underwear is clearly more than buying a pack of pads or tampons, it doesn’t take long before you’ve got your money's worth. And this is something that is worth considering when thinking about period poverty too. One pair of Modibodi® will last for years to come, a box of tampons will run out rather quickly.  

Modibodi products aren’t just for women on their periods but also for women with issues with the other 3 P’s; pee, perspiration and pregnancy. Have you seen a trend since launching that more women are opening up about their personal experiences that they otherwise may have found embarrassing before? 

Although I initially launched Modibodi® to deal with periods and bladder leaks for women, I soon found that our patented Modifier Technology worked within several products to help both women and men. It was wonderful to hear so many people open up about their experiences and it was because of them I looked into creating further products in different categories, including Modibodi RED for teens, Activewear, Swimwear, Maternity and a range of briefs and boxers that help men deal with leaks and perspiration. 

What have been the biggest highlights since you launched Modibodi? 

Knowing the positive impact  Modibodi ® is making in people’s lives around the globe is amazing and makes it all worth it!  

Our ‘Give a Pair’ scheme has been a great highlight for me. I wanted to give back and help women and young girls have access to hygienic and dignified menstruation products. On our website customers can purchase a pair for themselves and donate to help someone in need too. In addition, we also dedicate a percentage of our revenue to directly help people in need. To date we have donated over 22,000 pairs to and women and young girls around the world.    

I’m also so proud of how  Modibodi  has expanded our range over the past few years. We’ve listened to our customers and provided them with the best support we can while preventing millions of disposable products ending up in landfill. 

Have you got any advice for other women looking to start their own business? 

Starting a business doesn’t come without 100% persistence, you really have to be self-motivated and learn how to do your own marketing and social media, before you’re able to bring in people to help and mentor you. While it’s stressful and exhausting some days, it can be all worth it.   

Think big and act big from the start, and this should be reflected in your branding and brand values. Secondly, push the boundaries, you are likely to get rejected or fail at something maybe once or twice or possibly a lot more – take a day to recoup and then keep on trying! 

What women inspire you? 

My customers inspire me daily! I’m so proud to see people raising their voices and joining the fight to normalise the conversation around menstruation. The brand has fierce support and collectively we are helping to drive the conversation and break down the taboo that periods are ‘gross’ or shameful.  

 
The recent support for ‘The New Way to Period’ was inspiring to see, Modibodi® was overwhelmed by the supportive comments received from women of all ages, and I’m excited about the change we’re creating together. 

As we know, the Modibodi material is not like normal underwear - what process did you have to go through to trial and test to make sure the products were 100% leak proof? 

It took a long time to get the technology right, I  spoke to  chemical textile engineers,  scientists,  garment developers, and textile mills  and then did the sourcing and scientific testing for over 18 months  to develop our patented Modifier Technology.  

The technology is found in the gusset area (and bra area of our breastfeeding singlets)  and works by wicking moisture away from the body through to an absorbent and  odour -eliminating middle layer, then a waterproof, breathable, hi-tech barrier prevents leakage.   

What is your favourite Modibodi product to date? 

This is a difficult question to answer, as we currently have 48 products across Modibodi®,  Modibodi RED and Modibodi Men, and they are all special to me.  

However, if I had to answer, I’d have to say the Modibodi Active Shorts, as I’m an avid runner. I’m also incredibly proud of the recently launched Maxi-24hrs absorbency, which are proven to hold up to 50ml of liquid – that's about 10 pads or tampons - which makes a huge difference in someone’s day, especially those with a heavy flow. 

What does the future hold for Modibodi? 

For Modibodi®, we'll continue to expand our offering across our ranges, with new leak-proof solutions for all bodies. We also have plans to further our social impact and grow our Give a Pair initiative, offering more support and dignity to people in need.