Although eCommerce platforms have been a game-changer for innovative ventures to create businesses like never before, losing the in-person touch of customer relationships means that entrepreneurs must find new ways to get in front of their customers and gain their real-life trust. Take Marlow for example — a company built by four friends and co-founders while at Ivey Business School in London, ON. Nadia Ladak, Simone Godbout, Kiara Botha, and Harit Sohal, created the first ever lubricated tampon for smoother and more comfortable insertion. Marlow’s product is an instant problem-solver, becoming a helpful solution for folks who are new to using tampons, struggle with dryness from birth control or post-pregnancy, going through hormonal changes, or have varying medical conditions. Their products were also created with sustainability in mind, offering a 100% organic cotton-based tampon, plant-based applicator, and compostable and recyclable packaging. Marlow is a brand that was built almost entirely online by starting the company solely through eCommerce and building the brand through intuitive digital marketing, community building, and the hard work of Marlow’s four Founders. Today, the Marlow brand has grown into so much more. Prioritizing the relationship between Founders and customers is an underrated advantage, and that connection has helped propel Marlow beyond that of a typical feminine hygiene brand. With most other tampon brands living within the portfolios of large multinational corporations, Marlow is an anomaly; there are faces to the name, faces you can trust, just like you can trust a big sister or best friend. This is an advantage and unique position not to be underestimated that helped Marlow to receive $400,000 in grants and $1 million from investors to date.

“I saw you on TikTok”

“Our goal is to normalize menstrual wellness and reduce the stigma around periods,” says Ladak, Co-Founder and CEO at Marlow, “We want to make the education easily digestible, breaking down taboo topics using our blogs, workshops, TikTok channels, and online community.” Leveraging these genuine connections to grow their audience organically from scratch, Marlow now has an online community of 75,000 with over 11 million likes. These aren’t arbitrary reach and engagement metrics designed to wow readers; they represent tangible leads – consider that most of Marlow’s sales can be attributed to TikTok and Amazon. Getting back to the core of what fueled their passion to start Marlow, they started the TMI club, which is yes, exactly what it sounds like. “We sit down with experts to do interview series on reproductive health, we host community events, and we have forums for people to connect with one another and share their experiences”, explains Ladak. “It’s like talking to an older sister or best friend about all the questions you’re nervous to ask when it comes to sexual health.”

Going beyond the screen

Forming integral partnerships with like-minded businesses over the last two years, Marlow products hit the shelves (literal and digital) of some big-name partners, including Sweat + Tonic gym, The Well, Well.ca, Nature’s Emporium, and Healthy Planet. As of 2024, Marlow has launched in 80 independent retail stockists — including expansions to the US and the UK – marking their successful rapid retail expansion goals. One standout way Marlow’s passionate founders have utilized funding opportunities to further their off-screen connections is through pop-up markets and activations across Toronto. With booths at the infamous CNE, stackt Toronto Market, and Yorkville Mall, their community has been able to reach even more girls and women, bonding over shared stories and struggles of menstruation and women’s sexual and reproductive health. “Showing our products in-person and sharing our brand and our own stories helped us connect with our customers in such incredible ways”, reflects Ladak. The in-person setting allowed for further conversation about reducing the stigma around periods, as well as the ability to provide a hands-on showcase of their product, educating folks who previously didn’t understand its purpose or impact. Overall, it’s a smart move for the business too; in 2023 their pop-up markets led to their highest sales months of the year.

Community is part of the business model

Having community members and followers recognize their products on shelves or at pop-ups, share their stories, and chat about the impact that Marlow’s digital community has had on them, makes it worth it.

Reflecting on Marlow’s journey over the past few years, including milestones like securing a deal on Dragons’ Den, expanding into new international markets, earning a spot on the Forbes 30 Under 30 list, and placing in the top 10 at the Entrepreneurship World Cup in Riyadh, Saudi Arabia, where they won $70K in non-dilutive funding, it’s clear that the business, brand, product, and community are thriving across digital and physical spaces. With a new product set to be available in 2024, Marlow is poised for further growth and remains a proud industry disruptor in the menstrual product space.

To learn more about Marlow, access educational and community resources, or purchase their products, visit wearemarlow.com.