There was blood. 🩸
There was sweat. 💦
And there was real impact. 💥
2025 showed us what’s possible when we stop whispering about periods and start building real change instead.
This was a year of action. Of momentum. Of proving that menstrual justice isn’t a “nice to have.” It’s infrastructure. It’s access. It’s dignity. And it’s long overdue.
Here’s what blood, sweat, and impact looked like in real terms.
Access That Showed Up
Period care belongs everywhere, not just in conversations, but in bathrooms, locker rooms, campuses, workplaces and communities.
This year, we reached a milestone we don’t take lightly:
1,000,000+ period care products donated since 2020. That's impact in action.
Each one represents someone who didn’t have to go without, improvise or leave early. Someone who could stay present and comfortable.
Shelbourne Community Kitchen, Victoria, BC.
We also expanded free access to period care across 173 workplaces, campuses, and public washrooms, making dignity part of daily infrastructure — not an afterthought.
And we showed up for athletes, on and off the pitch, through our sponsorship of Canada's new professional women's soccer league, the Northern Super League. Go Vancouver Rise and Calgary Wild! We also showed up for the 2025 Canada Games in Halifax. Because performance, confidence, and opportunity shouldn’t be limited by access to period care.
Vancouver Rise owner and Canadian Sports Hall of Fame inductee Christine Sinclair, and joni's Growth Manager Monica Whiteley.
Access, Everywhere People Already Are
If period care is hard to find, it’s not truly accessible.
In 2025, we increased access by breaking into 850+ new retail doors across Canada, alongside launches on Amazon and Save-On-Foods. The goal wasn’t visibility for visibility’s sake — it was meeting people where they already shop, live, and move through their days.
Linda Biggs stands outside Save-On-Foods with joni products in hand.
Because period care should be easy to get. Full stop.
Impact That Lasts
Menstrual justice doesn’t stop at access. It extends to sustainability, choice, and the long-term impact we leave behind.
This year, we diverted 109,000 pounds of plastic from landfills through plant-based period care, smarter systems, and reusable options — because caring for bodies and caring for the planet are deeply connected.
We also launched joni Period Underwear, expanding choice for people who want lower-waste, high-performance options without compromising comfort or dignity.
joni Period Underwear boyshorts launched in November 2025 as our first reusable product to hit the market.
Systems That Actually Change Things
Real change isn’t performative. It’s structural.
joni co-founder Jayesh Vekariya celebrates the launch of our Model V pad and tampon free-vend dispenser with smart inventory tracking.
In 2025, we launched MODEL V — a smarter, more scalable way to deliver free period care in public spaces. Built for real-world use. Built to last. Built to remove friction for facilities and for menstruators alike.
We also launched BLEED — our coffee table book of period stories written to be shared.
A space for stories over silence. Truth over taboo. And lived experience over shame.
joni CEO Linda Biggs reads from BLEED at an event at TOAST as part of the coffee table book's launch series
BLEED exists because periods don’t need to be softened, sanitized, or hidden to be respected. They need to be seen, supported, and normalized.
Proof That It’s Working
Impact doesn’t always show up in headlines — but sometimes, it does.
This year, we were named #19 out of 400 on the list of Canada’s fastest-growing companies by the Globe and Mail.
Growth like this matters — not because of the ranking, but because it proves something important:
You don’t have to abandon your values to scale.
You can grow because of them.
None of This Happened Alone
The stigma is cracking because you helped break it.
You stocked shelves.
You installed dispensers.
You shared stories.
You chose better care.
And every one of those actions helped move periods out of the shadows and into systems that support real lives.
joni retail manager Krista Iris and joni CEO and co-founder Linda Biggs slinging sustainable plant-based period care at the Canadian Health Food Association (CHFA) show.
We’re Just Getting Started
We’re still bleeding.
Still building.
Still breaking stigma.
Linda Biggs, joni CEO, going with the flow.
2025 was blood, sweat, and impact —
and it laid the groundwork for what comes next.
Thank you for being part of it. 🩸✨