NovvaCup

The global population of menstruating individuals is 2.8 billion people. With the average monthly period lasting 5 days over the course of 38 years, these consumers spend over 6 years of their lives menstruating, costing individuals over $9,000 in disposable pads and tampons with a carbon footprint of 456 lbs. 

With such high costs, period poverty is high-- 500 million people lack access to menstrual products and hygiene facilities. 16.9 million menstruating individuals in the US alone live in poverty, and 14.2% of college menstruating individuals have experienced period poverty in the past year. In 2021, the period product market continues to change as consumers look for ways to avoid the recurring costs of disposable period products and their associated “pink tampon tax.” Additionally, an increasing need for solutions to pollution and climate change further fuel demand for more sustainable products. 

Growing demands from menstruating individuals require products to be cost-effective, eco-friendly, and easy-to-use. The menstrual cup is an ideal solution and is the most popular reusable period product on the market. The average cup costs approximately $40, cutting lifetime costs from thousands to hundreds of dollars. The reusable cup also has a carbon footprint that is 10% of disposable period products. However, currently available models are not easy to use due to their static and rigid designs. Cup users report an unhygienic and challenging product experience with 20% having difficulties with insertion and 9% reporting difficulties with removal, resulting in an overall discontinuation rate of 11%.

To address the 1 in 10 discontinuation rate in menstrual cup users due to difficulties with product usage, the NovvaCup team has developed a novel menstrual cup design that systematically addresses current issues in menstrual cup insertion and removal. Rather than producing a static, rigid silicone cup, NovvaCup has a dynamic, multi-stable design, making cup insertion and removal quick, easy, and mess-free.

The first stable configuration of the NovvaCup allows it to collapse, giving it a narrower diameter so that it can be loaded into the NovvaCup companion applicator. The use of an applicator allows for easier and more hygienic insertion compared to other cups. Once inserted into the vagina, the NovvaCup springs open into a second configuration, sealing the vagina for leak-proof menses collection for up to 12 hours. Finally, upon removal, tension on the stem causes the NovvaCup to enter its final configuration in which the edges of the cup collapse and seal the inner chamber, giving the user a mess-free removal with easy clean-up. 

This innovative design makes the NovvaCup an ideal device for those who have been hesitant about menstrual cups in the past because of difficulty using them. NovvaCup would not onlyprimarily appeal to current and discontinued menstrual cup users, but also menstruating individuals who have previously used other insertable feminine hygiene products such as tampons and discs given the almost tampon-like design of NovvaCup. Finally, we have interviewed menstruating individuals to determine how to make our cup as intuitive and unintimidating as possible even to those who have never used a menstrual cup before.

Our menstrual cup product will be directly serving menstruating individuals to address affordability, usability, and sustainability needs. Although there are menstrual cups that are currently in the market, our product makes the sustainable and cost-effective menstrual cup intuitive to use for someone who has never used it before and takes on a comfort-first approach for the individual. We recognize that periods look and feel different for everyone, and we have created a customizable solution so that it is easy-to-use, comfortable and leak-free. NovvaCup also recognizes the need for de-stigmatization surrounding period conversations and products, and serves the LGBTQ+ and low income communities where access to period products can be financially difficult. 

Our product is for menstruating individuals– anyone who experiences periods regardless of gender identity/expression. We strive to remove gender bias that arises from patriarchal hierarchy by implementing gender-inclusive language on our products and during workshops. Gender inclusivity can also take place in the classrooms, where formal discussions about menstruation have seldom been open to all. We believe that everyone deserves the right to learn about what more than 300 million individuals experience on a given day, the resources that these menstruating individuals may or may not have readily, and how everyone can support them. From our discussions with people’s period experiences, we have learned that many individuals have experienced pain and shame from lack of education, awareness, and/or empathetic conversations about this natural phenomenon. Periods are different for everyone, and we strive to create a community where individuals are aware of and have access to menstrual products that work best for them. 

We must also address period poverty as it not only affects the physiological health of the individual, but their psychological health as well. Menstruating without having the proper sanitary products can be disruptive to their daily routines, especially for young individuals during school. NovvaCup is seeking partnership with Wings, a local nonprofit organization that provides menstrual hygiene products to the underserved communities within Baltimore, and hosts educational workshops and offers sustainable products. We are also currently collaborating with Pakistani communities as Pakistan has one of the highest period poverty rates in the world. Previous studies have shown that 49% of young women have little to no information about menstruation before their first period and that only 20% of school-going girls learn about menstruation at their school. By collaborating with the local governments and the UN, we would address the need for period education in a classroom setting for all students, awareness about and access to the different period products available, and implementation of bathroom infrastructure that is sanitary and accessible. 

Our team is composed of doctoral students in different biomedical fields at Johns Hopkins University, and we’re the only menstrual cup company founded by biomedical scientists. Our backgrounds and ability to collaborate easily with OB-GYNs ensure that we design an innovative and safe menstrual cup.  Our research backgrounds also aid us in designing studies to better understand the needs of menstruating individuals, both at Johns Hopkins/in Baltimore and abroad in Pakistan. 

 The proximity to training health professionals and public health students allows for our company to collaborate on educational and outreach initiatives. For example, we have worked with the Johns Hopkins Science Policy and Diplomacy Group at the Swiss Embassy Social Design Competition to design and raise funds for a menstrual education initiative. Team members have volunteered with and have connections to a local Baltimore elementary school for menstrual education. We are also connected to the Planetary Health organization, which gives us a worldwide network of environmental activists, educators, and changemakers. Finally, we’re hoping to partner with Wings, a nonprofit organization in Baltimore that provides free menstrual hygiene products to underprivileged members of the community, hosts educational workshops, and offers sustainable products like menstrual cups. Our location in Baltimore City allows for the opportunity to work with the community and support those who experience period poverty.

Our company is also currently working on a period poverty project in Pakistan, which involves community outreach and implementation of infrastructure in schools. One of our team members is from Pakistan and is familiar with the varying cultural and societal perspectives within the country. There is an existing collaboration between Rashida Amir, an experienced UN/WFP member, who is dedicated to implementing humanitarian response and development programs in Pakistan. By engaging with the Gilgit government and local community members, we hope to first develop a fuller understanding of period poverty implications and then take action to address the underlying causes. Our plan involves research on the differences of menstrual hygiene practices between higher and lower income regions as well as differences between regional norms. 

We have developed many prototypes over the years with the feedback from interviewing menstruating individuals, but we now have developed our alpha prototype with Harbor Designs in Baltimore that we're planning to test with to reach FDA clearance. We have already met with the FDA and determined the biocompatibility and bench tests we must perform with our silicone menstrual cup alpha prototype-- we're hoping to complete these tests in the fall once we have enough funding. Following testing of these cups, we hope to small-scale manufacture a beta prototype that we want to give out to menstruating individuals.

Our solution currently does not serve any people yet. However, wWe are targeting a market of 132-644 million menstrual cup users with continued difficulty or discontinued use of menstrual cups. This number can expand to serve a total addressable market of 2.8 billion people, which incorporates all women who experience menstruation (ages 12-51). 

The diversity of our team has helped us to have a strong science background while reaching Pakistan and Switzerland, but the connections we gain from MIT Solve will help us to further our social impact. In addition, given that our team does not yet have someone with a business or financial background, we are seeking partners and support with financials and public relations. We need to work on a capitalization table. In addition, as we move beyond the prototype stage, we will also need to ramp up marketing and social media strategies. 

A foldable menstrual cup could revolutionize menstrual hygiene management with its innovative approach to address the challenges of traditional menstrual cups. Its potential innovations include improved portability, accessibility, hygiene, ease of use, and sustainability.

One of the key advantages of NovvaCup is its compact and portable design, which would allow menstruators to discreetly carry it in their pocket or bag, making it convenient for travel or on-the-go use. This could offer greater flexibility and convenience to those who are always on the move.

Additionally, NovvaCup could potentially be made from affordable and widely available materials, making it more accessible to a broader range of people, including those in low-income communities or developing countries where access to menstrual hygiene products may be limited. This could help bridge the gap in menstrual hygiene management and promote menstrual equity.

Hygiene is another area where NovvaCup could excel. It could come with a dedicated carrying case or pouch, providing a clean and convenient storage solution, and preventing contamination when not in use. This could be particularly beneficial when using public restrooms or shared spaces, ensuring proper hygiene practices.

Furthermore, a NovvaCup could be designed with user-friendly features such as easy folding mechanisms and intuitive insertion and removal methods. This could make it more user-friendly, especially for those who are new to using menstrual cups, promoting ease of use and increasing its adoption.

Sustainability is also a significant aspect of NovvaCup. It could be designed with environmentally-friendly materials, reducing the environmental impact compared to disposable menstrual products. Additionally, the compact size of a foldable menstrual cup could reduce packaging and transportation requirements, further contributing to its sustainability.

If NovvaCup proves to be successful in addressing these challenges, it could potentially catalyze broader positive impacts in the menstrual hygiene space. It could lead to increased adoption of menstrual cups as a sustainable and effective menstrual hygiene management option, especially in settings where access to menstrual products is limited. Moreover, it could spur further innovation in the menstrual hygiene space, driving competition and promoting more sustainable, user-friendly, and accessible solutions, ultimately changing the market dynamics for menstrual hygiene products.

Impact goals for the next year:

• Education and raising awareness on menstrual health and menstrual products, like menstrual cups.

  • Achieve through educational clips on social media influencer partnerships, as well as educational seminars and workshops.

• Increase outreach and connections that would help us increase access to menstrual cups for women in low-income communities.

  • Further work on partnership with the Pakistan government and communities there as well as the UN and expand partnerships with nonprofits and NGOs. 

Impact goals for the next 5 years: 

• Increase adoption of menstrual cups in the US and globally to benefit the environment. 

  • We will achieve this through social media campaigns, influencer partnerships, expanding distribution to more countries and partnering with organizations to educate about our menstrual cup as an option that is easy-to-use and good for the planet, cost-effective, and healthy.

• Empower menstruating individuals through menstrual health.

  • We can empower menstruating individuals through providing access to information, resources, and a community that is inclusive of women and non-binary individuals. We also hope to further develop our menstrual cup to empower menstruating individuals to better understand their own health.

12 Responsible consumption and production - with menstrual cups we eliminate the large amount of waste that comes along with period pads and tampons

• Target: 12.8

• By 2030, ensure that people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature

  • Indicator: 12.8.1

  • Extent to which (i) global citizenship education and (ii) education for sustainable development are mainstreamed in (a) national education policies; (b) curricula; (c) teacher education; and (d) student assessment

13 Climate action - menstrual cups are environmentally friendly and limit the waste of non-reusable products

• • Target: 13.3

  • Improve education, awareness-raising and human and institutional capacity on climate change mitigation, adaptation, impact reduction and early warning

  • Indicator: 13.3.1

  • Extent to which (i) global citizenship education and (ii) education for sustainable development are mainstreamed in (a) national education policies; (b) curricula; (c) teacher education; and (d) student assessment

4 Quality education - menstruation should not deter menstruating individuals from participating in sports, school, or any activity desirable

• Target

• 4.7

• By 2030, ensure that all learners acquire the knowledge and skills needed to promote sustainable development, including, among others, through education for sustainable development and sustainable lifestyles, human rights, gender equality, promotion of a culture of peace and non-violence, global citizenship and appreciation of cultural diversity and of culture’s contribution to sustainable development

  • Indicator: 4.7.1

  • Extent to which (i) global citizenship education and (ii) education for sustainable development are mainstreamed in (a) national education policies; (b) curricula; (c) teacher education and (d) student assessment

5 Gender equality - the negative stigma towards menstruation should be addressed as it should not be something to be ashamed of instead people should praise menstruating individuals for the potential they have of creating life.

• • Target: 5.1 

  • End all forms of discrimination against all women and girls everywhere

    • Indicator: 5.1.1

    • Whether or not legal frameworks are in place to promote, enforce and monitor equality and non‑discrimination on the basis of sex

  • Target: 5.c 

  • Adopt and strengthen sound policies and enforceable legislation for the promotion of gender equality and the empowerment of all women and girls at all levels

  • Indicator: 5.c.1

  • Proportion of countries with systems to track and make public allocations for gender equality and women’s empowerment

• 3 Good health and wellbeing - menstrual health should be affordable and accessible to everybody

  • Target: 3.7 

  • By 2030, ensure universal access to sexual and reproductive health-care services, including for family planning, information and education, and the integration of reproductive health into national strategies and programmes

NovvaCup is a type of menstrual cup that is designed to be more portable and convenient for menstruating individuals to use. The theory of change for this solution is as follows:

Activities:

1. Develop and manufacture a foldable menstrual cup that is easy to use and maintain.

2. Educate menstruating individuals on the benefits of using menstrual cups and how to use them effectively.

3. Distribute the foldable menstrual cups to menstruating individuals  in areas where access to menstrual products is limited.

Outputs:

1. Increased availability of menstrual products in areas where they were previously scarce.

2. Increased knowledge among menstruating individuals about the benefits of menstrual cups and how to use them.

3. Increased demand for menstrual cups due to their convenience and effectiveness.

Outcomes:

1. Reduced cost of menstrual products for menstruating individuals , as menstrual cups are reusable and last for several years.

2. Reduced waste from disposable menstrual products, which is better for the environment.

3. Improved health outcomes for menstruating individuals , as menstrual cups are associated with a lower risk of infection and other health issues compared to other menstrual products.

4. Increased economic opportunities for menstruating individuals, as they are able to participate in activities such as school and work without interruption due to menstruation.

The strength of this theory of change is supported by research that has shown the benefits of menstrual cups over other menstrual products. For example, a study published in The Lancet Public Health found that menstrual cups were associated with a lower risk of vaginal infections compared to disposable pads and tampons. In addition, menstrual cups have been found to be more cost-effective than disposable products over time, as they last for several years. Finally, the convenience and effectiveness of menstrual cups could help menstruating individuals to participate more fully in educational and economic activities, improving their quality of life.

In summary, the development, education, and distribution of foldable menstrual cups has the potential to improve access to menstrual products, reduce waste, improve health outcomes, and increase economic opportunities for women. This theory of change is supported by research and has the potential to make a significant impact on the lives of menstruating individuals in areas where access to menstrual products is limited.

The core technology that powers our solution is a patent-pending multi-phasic design. It has 3 stable states or phases. The first phase is called the “star” phase. NovvaCups are designed with grooves to help them fold and be loaded into our companion applicator, giving the cup a narrower diameter and making the insertion process more comfortable and more hygienic. Once NovvaCup is inside, it springs open into what we call the “flower” phase, where the petals are pressing against the walls of the vagina, giving you a leak-free period, and doing all the awesome stuff a menstrual cup is supposed to. Then, when it comes time to remove NovvaCup, it goes into phase 3, the “diamond” phase. Downward force on the stem of NovvaCup is translated through a very simple internal structure into torsional force, which both breaks the seal and closes the petals in on themselves, keeping all the menses inside so you have a hassle-free removal experience similar to that of removing a tampon. There you go. This is NovvaCup. It addresses all the pain points of traditional menstrual cups. 

NovvaCup acknowledges the diverse backgrounds of menstruating individuals and strives to promote menstrual equity across the world. Our mission is to create a safe space for the community and empower individuals to feel comfortable with sharing their period experiences with others to destigmatize the patriarchal stigma. This multifold approach focuses on menstrual education, which includes gender-bias removal and our period poverty initiative. Gender inclusivity will be addressed as the company recognizes that periods are not gender-specific, and there are detrimental effects to excluding the transgender, non-binary, and gender-nonconforming people. The branding of our product and company will not be labeled as a “feminine hygiene product”, but rather as a “period product” to be more inclusive. The removal of gender-bias will also be applied as part of our community outreach by including menstruating and non-menstruating individuals to period conversations. NovvaCup believes that everyone, regardless of gender, has the equal right to learn about periods, its available products, and how the community can work together to promote a safe space. This would also simultaneously help combat the stigmatization and shame that is typically surrounded in period conversations. The company’s period poverty project also includes an education initiative. This project addresses the lack of access to menstrual products, education and awareness, and limited infrastructure in schools in Pakistan, which has one of the highest period poverty rates in the world. NovvaCup is currently conducting research to understand the underlying causes and implications of period poverty in lower income countries and the feasibility of menstrual cups as a sustainable long-term solution. The company plans on collaborating with the government of Gilgit and United Nations member, Rashida Amir, to conduct research and implement restroom infrastructure to create a safe and comfortable environment for students to continue with their educational activities during their menstruation cycle. Overall, NovvaCup’s approach to embrace the diverse community of menstruating individuals is gender-inclusive language and education, as well as conducting research for our period project initiative.

In a customer survey (n = 368) of menstruating individuals, we found the most influential factors for choosing a menstrual product are (1) affordability, (2) sustainability, and (3) usability. Silicone menstrual cups are a safe and reusable option with a carbon footprint at least 16 times smaller than tampons and pads. Despite the advantages, 20% of users have difficulty with manually inserting menstrual cups, and 8% have difficulty with the messy removal, leading to an overall discontinuation rate of about 11%. These usage challenges likely contribute to the disconnect between widespread awareness and limited adoption of healthier, more sustainable and cost-effective period products like menstrual cups. After interviewing approximately 30 menstruating individuals at Johns Hopkins/in Baltimore and hopefully interviewing more menstruating individuals in Pakistan, we found that there is often a lack of menstrual education and menstrual cups can sometimes appear intimidating. Thus, there is a need for our product, the NovvaCup, which uses basic engineering principles to protect the health and wealth of the user and the planet without the stress and mess. Thanks to our patent-pending multiphasic design, NovvaCup can comfortably transform for each stage of use, making it less intimidating than a static cup that appears wider than the vaginal opening. The redesigned cup collapses into a companion applicator for comfortable insertion, and upon removal, it transitions into a “closed” state for mess-free removal.We hope to start out with an online store to sell NovvaCup as well as partner with retailers to sell our menstrual cup in stores. Finally, we hope to expand NovvaCup into a multi-product line for menstrual health.

As a company, NovvaCup is still in the pre-seed stage, having sourced most of our funding from non-dilutive grants and pitch competitions. We are eager to enter our Seed stage where we will generate revenue from product sales and seek out solid partnerships with interested investors.

End of Pre-seed ($75,000)

● Complete registration, review, and testing for 510(k) clearance with the FDA

● Distribute NovvaCup Beta to 100 test users

● Complete ongoing research study – We aim to publish our results after interviewing 30 individuals in great detail about their personal preferences and experiences in the period product market.

● Apply for an SBIR Phase I grant – This funding will support market research in larger populations and regions by providing compensation for research participants testing our investigational products compared to traditional menstrual cups and discs.

Seed Series ($500,000)

● Launch e-sales of NovvaCup Alpha

● Hire a sales and marketing team (2-4)

● Hire a CFO

● Sell 30,000 units, reaching an average monthly revenue of $84,000

Series A ($5,000,000)

● Expand storage and shipping capabilities

● Hire warehouse management and staff (5-8)

● Hire a product engineering team (5-8)

● Hire a regulatory management staff (2-4)

● Sell 250,000 units, reaching an average monthly revenue of $200,000

Series B ($20,000,000)

● Develop partnerships with brick-and-mortar retailers

● Expand product line to include items such as:

○ Multi-pack variations

○ Right-size kits

○ Cleaning kits

○ A la carte items

● Sell 600,000 units, reaching an average monthly revenue of $600,000

We have raised $35,350 in non-dilutive funding thus far– $10,000 from FastFoward U’s (FFU) Thalheimer Graduate Student Award, $5000 as a participant in the FFU Accelerator, $5000 for the audience choice award for FFU Demo Day, $5000 as first place from the Johns Hopkins Healthcare Design Competition for the Global Health Tract, $10,000 for Johns Hopkins Technology Ventures’ Pitch it On! Competition, and $350 from the Swiss Embassy Social Design Competition.