TOTM Crowdfunding Media Release Feb 2020 | TOTM

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TOTM Media Release – Crowdfunding February 2020

Sustainable period care brand, TOTM, is seeking £500,000 investment via crowd-funding platform,, to increase its global retail presence, expand its product range and build brand awareness.

Since its launch in 2016, TOTM has disrupted the Femcare sector, worth £29 billion globally, with sustainable products including organic cotton tampons and reusable menstrual cups. TOTM now has 40% in the UK organic period care market in the UK*, appealing to growing numbers of consumers concerned with the environmental and health issues associated with single-use plastic. With organic sanitary protection usage in Europe estimated at 10% and growing, TOTM generated sales of £1.3 million in 2019 and has achieved a Compound Annual Growth Rate (CAGR) of 176% over the last three years.

Conventional brands have been slow to address the amount of single-use plastic in their products, despite growing consumer awareness and government pressure. Menstrual products are the fifth most common item found on Europe’s beaches, more widespread than single-use coffee cups, cutlery or straws. Figures from the Marine Conservation Society reveal that, on average, 4.8 pieces of menstrual waste (such as pads, panty liners, backing strips, tampons, and applicators) are found for every 100m of beach cleaned in the UK.

Entrepreneurs St. John Pearce-Burke and Kate Herbert launched TOTM four years ago as a D2C subscription brand offering greater choice in how and when consumers buy menstrual products. It quickly expanded into a multi-channel brand, taking organic and reusable period care into major UK retailers including Superdrug and 800+ Tesco stores.

TOTM has also partnered with forward-thinking organisations looking to provide Femcare products to their employers and customers as an office essential. The business already supplies global corporations including Airbus and VISA Europe through innovative B2B schemes and is planning international roll-out to workplaces worldwide, with B2B sales projected to account for 10% of TOTM’s income over the next three years.

In 2019, TOTM launched in Urban Outfitters in both the US and the UK and it is planning further international expansion by securing listings with leading retailers in the UK, US, and Europe. Just last month, Tesco confirmed it is extending its TOTM portfolio and increasing its distribution to carry the range in all its main estate stores.

St.John Pearce-Burke said: “We’re an agile, purpose-led brand driving the conversation on Femcare sustainability at a time when consumers are petitioning for change.  Our approach resonates with our belief-driven buyers who shop with their values and want brands to address important societal issues. We are loved and trusted by customers who share our concerns on sustainability, tackling stigma and menstrual health.

TOTM Chair and non-executive director Ruby Parmar added: “TOTM’s crowdfunding round provides an exciting opportunity to invest in a growing, ethical challenger brand, primed to build on our track record of disrupting the Femcare industry with our range of sustainable period care products and innovative multichannel growth strategy.”

TOTM’s raise on Crowdcube is now live and open to investors until 13 March 2020. For more details see


Notes to editors

For more information, contact Sarah Richardson on (07967) 723291 or [email protected]

St.John Pearce Burke and Ruby Parmar are available for interviews.

Product images, team headshots, and video content are available down here

Investments of this nature do carry risks to your capital. Please invest aware. Ensure you read the full key risks and terms and conditions on before investing.

* Neilsen Data indicates sales by TOTM and its wholly-owned sister brand Kind Organic represented 40% of the UK organic period care market in 2019.