Starting Cherrystain: A Founder’s Journey Toward Period Dignity
My name is Kirti, and I’m the founder of Cherrystain—a period underwear brand rooted in empathy, education, and real-world practicality. When I started this journey, I wasn’t entirely sure where it would lead. What I did know was that menstruation needed to be spoken about more openly, understood more deeply, and managed more sustainably.
I moved to the UK as an international student to pursue my master’s in fashion and textiles. As someone who has always been drawn to functional fashion and women’s health, I wanted my final dissertation project to reflect those values. That’s when I was introduced to period underwear—not as a mainstream product, but as a topic of ongoing research. The more I learned, the more I realised how many gaps existed in menstrual care, awareness, and access. In India, conversations around periods are often hushed; in the UK, despite more openness, education and inclusivity around menstruation still had a long way to go.
After graduation, I decided to stay back in the UK on a post-study work visa and take a leap of faith—I started Cherrystain in early 2025 with a vision to bridge the gap between menstrual care and body literacy. The brand name itself is a nod to period stains—something all menstruators are familiar with but often feel embarrassed about. I wanted to create a brand that doesn’t just sell period underwear but also addresses the stigma and silence surrounding menstrual experiences.
Building Cherrystain from the ground up has been anything but easy. As an international founder, I had to figure out the legalities of registering a business in the UK, manage accounts, source materials, and design prototypes—all while juggling part-time jobs to fund the process. Financial support was nearly non-existent, and I had to rely heavily on my own savings and resourcefulness. Bringing our concept and vision to life on a limited budget meant every decision had to be purposeful.
Then came the constant self-doubt: Can we really reach the right people? Will customers understand the value of period underwear? Can we build trust in a market filled with established competitors and fast fashion distractions? Launching on e-commerce platforms only highlighted these challenges further—standing out in an already saturated market with limited marketing funds was a steep climb.
But the wins have been worth it.
Milestones and What It Taught Me
Our first major milestone was participating in the Mindful Market in Manchester. That day changed everything for me. It wasn’t just about sales—it was about visibility, community, and validation. Speaking to women face-to-face, understanding their hesitations, hearing about their personal struggles with traditional period products—it reminded me why Cherrystain exists in the first place. Many women knew about period underwear but were afraid to try. Some didn’t want to spend too much without knowing if it would work for them. I encouraged them to start small—wear them at home or between periods. Women with PCOS or irregular cycles found it especially useful as they often didn’t know when their periods would arrive.
That day, we sold out of our seamless briefs and period shorts—our two bestsellers. The feedback was incredible. Our briefs were loved for their ultra-thin gusset and comfort under tight clothing, while the shorts were praised for their heavy flow capacity and full coverage. But beyond the product, what struck me was how many customers stayed to talk—to ask questions, share their stories, and express how they wished they had access to something like this growing up.
That direct interaction taught me something that no marketing campaign ever could: human connection is everything. It gave me confidence that we were not just creating a product but building a community around menstrual dignity, choice, and comfort.
Running a business has also taught me that problems will appear daily—logistical hiccups, marketing struggles, sourcing delays—but staying calm and strategic is the only way forward. I’ve learned that persistence and patience, no matter how cliché it sounds, really are the keys to growing a meaningful brand. I’ve also realised that sustainable menstrual solutions aren’t a luxury—they’re a necessity.
At Cherrystain, we also love supporting organisations that tackle period poverty. We believe that access to hygienic menstrual products and safe sanitation facilities is not a privilege—it’s a basic human right. Our products are one piece of the puzzle, but our message goes beyond sales. We want every menstruator to feel seen, supported, and empowered.
Cherrystain is still young. We’re still learning, evolving, and growing. But every small win, every meaningful conversation, every message from someone who says, “I’m so glad I found your brand,” is a step forward.