ZOY Is Building the Future of Menstrual Care While Driving Awareness Around Cycle Wellness
Beyond Periods: ZOY Is Reimagining Menstrual Care Through Thoughtful Innovation and Holistic Wellbeing
Link to campaign film: https://youtube.com/shorts/afcrAddFD6s?si=CwBEc8TbGkrNq4uU
As conversations around women’s health continue to evolve, a new category is beginning to emerge Cycle Wellness. While menstrual care has traditionally focused on managing periods, cycle wellness encourages women to better understand the different phases of their cycle, hormonal fluctuations, energy levels, emotional wellbeing and overall health throughout the month. ZOY, the feminine and menstrual healthcare brand founded by Maheshwari Moorthy and co-founded by Samantha Ruth Prabhu, is helping lead this shift by building awareness around cycle wellness and encouraging women to move beyond period care towards a more informed understanding of their bodies.
Built on the belief that women’s wellbeing extends far beyond a few days of menstruation, ZOY is creating a new approach to intimate care that combines thoughtful product innovation with education and awareness. Through its range of Antibacterial Sanitary Pads, Herbal Sanitary Pads, Herbal Wellness Liners, Disposable Period Panties, Reusable Menstrual Cups and Reusable Period Panties, the brand is supporting women across different stages and needs of their cycle. By bringing conversations around cycle care, cycle awareness and cycle syncing into the mainstream, ZOY aims to empower women with the knowledge and tools to better navigate the physical, emotional and hormonal changes they experience throughout the month.
At the heart of this vision is a growing portfolio of thoughtfully designed menstrual and intimate care solutions that support women through different stages of their cycle. From pads to wellness liners, ZOY’s products are designed with comfort, safety and wellbeing in mind, while being free from toxins, parabens, phthalates, harmful chemicals, added fragrances and plastics. By combining nature-inspired ingredients with innovation-led design, the brand is reimagining what women should expect from products they use every month.
As part of this vision, ZOY has launched a new belief-led campaign featuring Co-Founder Samantha Ruth Prabhu, designed to encourage a more holistic understanding of women’s health and cycle wellness. Through a series of digital-first films, the campaign invites women to become more attuned to their bodies, better understand the different phases of their cycle, and prioritise wellbeing beyond their period days. Rooted in the belief that menstrual health extends far beyond menstruation, the campaign aims to foster greater body literacy, self-awareness and more informed conversations around women’s health.
The campaign brings ZOY’s cycle wellness philosophy to life by highlighting the importance of listening to and supporting the body throughout the month, rather than focusing solely on period days. Through relatable storytelling and everyday moments, it encourages women to embrace a more informed, proactive approach to their wellbeing- one that recognises the cycle as an integral part of overall health.
Commenting on the brand’s vision, Maheshwari Moorthy, Founder, ZOY, said:
“For decades, period care has focused on one job – absorption. But very little attention has been paid to what these products are made of, despite being worn close to our bodies for hours every month. At ZOY, we wanted to challenge that. We created products that not only protect and absorb but are thoughtfully designed to support women’s overall wellbeing through safer materials, premium organic cotton, herbal extracts, and purposeful innovation. Our vision is to raise the standard of period care and help women make more informed choices about the products they use every day.”
Samantha Ruth Prabhu, Co-Founder, ZOY, added:
“One of the most eye-opening discoveries in my own health journey was learning how little attention we pay to the products we use during our periods. If something comes into contact with our bodies month after month, we should be asking more questions about what it’s made of and how it affects our wellbeing. What drew me to ZOY was its commitment to doing things differently – creating products designed not only to reduce exposure to unnecessary chemicals, but to actively support women’s comfort and wellness. Beyond products, we also want to encourage a larger conversation around cycle wellness. Understanding your menstrual cycle, recognising how it influences your energy, mood and daily life, and learning to work with your body rather than against it is a conversation that deserves far more attention. Through ZOY, we hope to make that knowledge more accessible to women everywhere.”
With a growing portfolio of menstrual and intimate care solutions, a strong focus on ingredient-conscious innovation and a commitment to education-led advocacy, ZOY is working to make cycle wellness a more accessible and mainstream conversation in India. By combining science, nature and consumer insight, the brand aims to empower women with better products, greater awareness and a deeper understanding of their bodies.
As awareness around women’s health continues to grow, ZOY is committed to championing a future where cycle wellness becomes an integral part of everyday wellbeing- helping women move from simply managing their periods to understanding, supporting and thriving through every phase of their cycle.
About ZOY:
ZOY is a women’s intimate and menstrual wellness brand redefining period care through a holistic approach to cycle health. Founded by Maheshwari Moorthy and co-founded by Samantha Ruth Prabhu, ZOY combines science-led innovation, nature-inspired solutions, and education to support women through every phase of their menstrual cycle. With a portfolio spanning Antibacterial Sanitary Pads, Herbal Sanitary Pads, Herbal Wellness Liners, Disposable Period Panties, Reusable Menstrual Cups, and Reusable Period Panties, ZOY aims to move the conversation beyond periods toward complete cycle wellness. Built on the belief that menstrual health is foundational to overall wellbeing, the brand is creating an ecosystem of products, awareness, and support that empowers women to better understand, care for, and celebrate their bodies every day of the month.
For more information log on to https://zoycare.com/
