Ovulove: Fighting the pink tax
Ovulove is a mission-driven brand dedicated to advancing menstrual equity by eliminating the pink tax and expanding access to affordable, sustainable period care. Through an e-commerce platform and a free educational app, the brand combines products, cycle tracking, and advocacy to empower people with the knowledge and resources to take control of their menstrual health. The project was recognized with CSCA's Best in Category for Greater Good for its meaningful social impact.
The term "pink tax" refers to the phenomenon where products and services marketed specifically to women are more expensive than comparable ones marketed to men. This can apply to a wide range of items, including personal care products (like razors, shampoo, and lotion), clothing, and even dry cleaning. In some states, it’s not an actual tax, but rather a pricing disparity. Over $10,000 is taxed over the course of a woman’s lifetime.
Menstrual products remain unnecessarily expensive due to the "pink tax," creating financial barriers for millions of people. At the same time, menstrual education is often fragmented, stigmatized, or inaccessible, leaving users without reliable resources to understand their own health. Existing period care brands frequently focus on products alone rather than providing a holistic support system that includes education, cycle tracking, and advocacy.
Ovulove needed a cohesive brand identity and digital experience that could communicate its mission while making menstrual health approachable, empowering, and inclusive.
Ovulove is your no-judgment, no-stress, one-hundred-percent free guide to understanding your body and taking charge of your feminine health.
THE PROBLEM
I created a comprehensive brand ecosystem that positioned Ovulove as more than a period care company—it became a trusted resource for menstrual health education, advocacy, and everyday wellness.
The solution included:
A modern visual identity centered on empowerment, inclusivity, and accessibility.
A responsive e-commerce platform offering affordable, sustainable period care products, including pads, tampons, menstrual cups, body care essentials, and self-care products.
A Build Your Own Monthly Period Care Box subscription, allowing users to customize products based on their individual needs.
A companion mobile app featuring free cycle tracking, educational resources, and personalized health insights.
Together, these touchpoints created a seamless experience that combined products, education, and advocacy to make menstrual health more accessible and empowering.
THE solution
LESS CHAOS. MORE CLARITY
Research, strategy, branding, and UX came together to create a cohesive menstrual health ecosystem.
01
Brand Strategy and design
02
EXPERIENCE and environmental DESIGN
03
Product design
01
Brand Strategy and design
Ovulove was designed to challenge the stigma and inequality surrounding period care by creating a brand that feels accessible, empowering, and community-driven. The direction focused on transforming menstrual care from a transactional necessity into a supportive, personalized experience through thoughtful branding, sustainable products, and education.
The approach combined a warm, inclusive visual identity with a direct-to-consumer experience that makes period care easier to access and understand. By offering customizable period care boxes, sustainable products, body care essentials, and an educational app, Ovulove creates a holistic ecosystem that supports users beyond their monthly cycle.
02
EXPERIENCE and environmental DESIGN
Ovulove’s digital experience connects menstrual care, education, and personalization into one accessible platform. The e-commerce website allows users to explore sustainable period products, build custom monthly care boxes, and discover body care essentials tailored to their needs.
The companion app extends the experience beyond shopping by providing cycle tracking, educational resources, and a supportive community focused on menstrual health. Together, the website and app create a seamless ecosystem that empowers users with the tools, knowledge, and products they need throughout every stage of their cycle.
03
Product Design
Ovulove’s product experience is designed to make period care more personal, sustainable, and accessible. The collection combines everyday essentials—such as organic pads, tampons, reusable menstrual cups, body care, and wellness products—with customizable Build Your Own Period Care Boxes that allow users to choose what works best for their cycle.
Each product is thoughtfully designed to challenge the pink tax, reduce waste, and transform period care into a more empowering experience. Through sustainable materials, inclusive packaging, and intentional product choices, Ovulove makes self-care feel simple, affordable, and built around the individual.
