At joni, our mission has always been about making better period care more accessible.
Over the years, that mission has taken shape in many ways—from our 2% giveback commitment and menstrual equity partnerships to helping bring free period care into workplaces, schools, and public washrooms so people can access products exactly when they need them most. But accessibility also means showing up in the places where Canadians are already shopping every day.
That’s why we’ve been so focused on getting joni onto store shelves across the country.
And it’s why we’re incredibly proud to share that we’ve reached a major retail milestone: joni is now available in Walmart locations across Canada.
Now more than ever, Canadians have access to reasonably priced, plant-based period products in the same spaces where they’re already buying groceries, household essentials, and everyday necessities.
Launching in Walmart marks a new level of accessibility, visibility, and reach for period care in Canada. More people than ever now have access to joni—and that matters deeply to us.
It also reflects the importance of supporting Canadian, women-led brands helping shape a more sustainable future for consumer products. As a Certified B Corp, we’re incredibly proud of this milestone, but even more excited about what it represents beyond our brand.
Because this isn’t just about retail growth.
It’s about helping make better period care more accessible to more people, in more communities, across the country.
A Bigger Step Toward Accessible Period Care in Canada
Accessibility isn’t abstract. It happens in physical spaces.
It happens when someone can grab period care during their regular grocery run. It happens when better materials and more transparent products are available outside of boutique wellness aisles. It happens when people in smaller communities have access to the same options as those in major urban centres.
For too long, the period care category has been dominated by a small number of legacy multinational brands. Meanwhile, Canadians have increasingly been looking for products that align with their values, whether that means ingredient transparency, sustainability, comfort or simply wanting more choice.
Bringing joni to Walmart shelves across Canada helps close some of that gap.
It means more Canadians can access plant-based period care in a familiar, everyday setting—without needing to search specialty retailers or shop exclusively online.
A Growing Journey in Retail Accessibility
Accessibility has always been something we’ve built step by step.
We officially entered retail in 2022, beginning to expand access to joni beyond direct-to-consumer channels and into more everyday shopping environments across Canada.
Since then, we’ve continued growing our retail presence across the country—moving into more stores, more communities, and more spaces where people are already making everyday purchasing decisions.
Along the way, we’ve also reached meaningful category firsts. Notably, joni became the first Canadian disposable period care brand to be carried at Whole Foods Market Canada, marking an important early step in bringing plant-based period care into mainstream retail environments.
Each of these milestones represents something different, but they all point in the same direction: increasing access. Today, joni is in more than 1500 retail locations (see our map locator).
But retail has never just been about distribution. It’s about proximity. Visibility. And making sure better period care is available where people already are.
Each step has been about the same thing: making better period care easier to access in real life, not just online.
Accessibility Is More Than Donations
At joni, we believe accessibility has to go beyond awareness campaigns and one-time product donations.
Donations matter. Community partnerships matter. Supporting organizations doing critical menstrual equity work matters deeply to us. But accessibility is also structural. It’s about whether products are consistently available, geographically reachable, visible and normalized in the places people already shop.
When period care is difficult to find, financially inaccessible, or treated as an afterthought in retail environments, people feel the impact directly.
Accessibility includes:
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affordability
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reliable availability
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retail visibility
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geographic reach
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reduced stigma
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the ability to choose products that feel right for your body
Launching nationally at Walmart helps move that accessibility forward in a tangible way.
Because people shouldn’t have to:
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wait for shipping
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travel long distances
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navigate specialty wellness stores
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or compromise on the products they want to use
just to access period care.
Why Retail Placement Matters for Menstrual Equity
Retail shelves shape what people see as normal, trusted and available to them.
When better period care options become easier to find in mainstream spaces, it shifts the entire conversation around menstrual health. It signals that periods are not niche. Menstrual care is not optional. And people deserve accessible, thoughtful products wherever they live.
Visibility matters, too.
For teens buying period products for the first time. For parents and guardians shopping for their families. For people trying to make more sustainable or body-conscious choices. For communities where access to wellness-focused retailers may be limited.
The more integrated period care becomes into everyday spaces, the less invisible periods become overall.
That’s part of how cultural change happens: through infrastructure.
Building a Canadian Future for Period Care
We also believe Canadian consumers deserve Canadian leadership in this category.
Canada has no shortage of innovation or community-driven thinking. Yet historically, the disposable period care aisle hasn’t reflected much Canadian representation. Walmart is changing this on shelves across the country.
It shows there is growing demand for:
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more transparency
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more sustainable disposable options
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values-led wellness brands
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and period care designed with people and communities in mind
We’re proud to be part of helping move that future forward.
What This Means for Canadians
At its core, this launch is about reducing friction.
It’s about making period care easier to access during everyday life.
It’s about helping someone add pads or tampons to their cart during a regular household shop instead of making a separate trip. It’s about increasing access in communities where options may be limited. It’s about creating more visibility for better period care choices across Canada.
And it’s about continuing to challenge the idea that people should have to work hard just to access essential care products.
Periods are already enough to navigate. Accessing period care shouldn’t be another burden layered on top.
Accessibility Is Ongoing Work
Building a more accessible future for period care requires ongoing work across affordability, education, retail access, public spaces, and stigma reduction. It requires conversations, infrastructure, advocacy, and continued pressure for better systems.
We’re committed to continuing that work alongside our community, partners, and customers.
Because when better period care becomes easier to access, periods become easier to navigate.
And that’s the future we’re working toward—one shelf, one space, and one community at a time.
Questions about the launch, accessibility, or where to find joni? We’ve answered a few below.
FAQ
Where can I buy joni products in Canada?
joni products are now available at Walmart locations across Canada, helping expand access to plant-based period care nationwide. You can also find joni in more than 1700 locations, including Shoppers, London Drugs, Save-On-Foods and many more on our store locator.
What makes joni different from traditional period care brands?
joni offers plant-based, disposable period care free of fragrances and toxins, designed with transparency, accessibility, and sustainability in mind. We give back 2% of every purchase toward period equity initiatives in Canada.
Why does retail accessibility matter for period care?
Accessibility isn’t only about affordability—it’s also about availability. When period care is easy to find in everyday retail spaces, it reduces barriers and helps normalize menstrual health.
Why is joni’s Walmart launch significant?
joni is the first Canadian disposable period care brand to launch nationally on Walmart shelves across Canada, helping increase access to Canadian-led period care innovation.
Is joni still committed to menstrual equity initiatives?
Yes. Expanding retail accessibility is one part of a broader commitment to menstrual equity, including community partnerships and ongoing accessibility advocacy. Read more about our impact.