In its first year, millennial-led brand Enya and its co-founders are changing how we look at and shop for personal care products, and why that matters for women today.
For years, Elaine Hong’s sensitive skin put her at odds with many off-the-shelf personal care items found in stores.
There wasn't a scarcity of sanitary pads made for women with skin issues like these, but the only available options were often expensive, not widely available, and generally under the radar.
“I decided to start Enya with my partner, Chris,” Elaine shares. “We felt it was time to introduce a fabric in sanitary pads that would be suitable for all skin types.”
“We kept asking ourselves questions like, ‘Will people actually want this product? What exactly do people want?”
Today, Elaine and her team of co-founders still ask that question as earnestly as they did a year ago prior to Enya’s conception. Only this time, the response reverts in waves from Enya’s 10,000 (and counting) Instagram followers.
“The proudest moment for me and the team has been hearing genuine feedback from our customers that our product has changed their lives − that they didn’t have to go through skin irritations just to find the right pad.”
“We have many customers who loved the products so much that they became ambassadors on their own. We absolutely love the bold and fun content that our customers share about Enya on their social media.
“I’ve always believed that peer-to-peer recommendation alone is enormously powerful, which is why Enya prioritises direct-to-consumer relationships digitally.”