joni is a Canadian period care company founded in Victoria, British Columbia, in 2020 by Linda Biggs and Jayesh Vekariya. We make period and bladder leak care for individuals and provide commercial period care solutions for workplaces, schools and public spaces. As a Certified B Corporation, our mission is to make period equity possible while proving that business growth and social impact can fuel each other.
If supporting Canadian brands is top of mind, we’d like to reintroduce ourselves.
Today, joni period care can be found in more than 1,700 retail locations across Canada and through major retailers, including Walmart Canada, Whole Foods Market Canada, London Drugs and Save-On-Foods, as well as Costco online, Well.ca and Amazon Canada.
But what we’re building goes beyond period products.
Where is joni period care headquartered?
joni was born in Victoria, BC, and our headquarters are still here today, with a remote team working across Canada and Canadian warehouses supporting our growing retail, e-commerce and commercial business.
Our products are Canadian-designed, and our roots continue to shape how we approach business: build thoughtfully, challenge what isn't working and use our growth to create greater access and equity.
For Canadians who want to know more about the companies behind the products they buy, that's an important part of our story.
But being Canadian isn't the whole story.
Why we started joni
When joni was conceived, the statistic that stopped our co-founders in their tracks was this: one in three Canadian women under 25 struggled to afford period products.
For Jayesh, who grew up in India before coming to Canada, it was particularly shocking. How could something as basic as period care remain inaccessible to so many people in a country like Canada?
Linda and Jayesh saw an opportunity to build something different: a company created to help address menstrual injustice while proving that purpose and profitability aren't mutually exclusive.
In fact, joni was built on the idea that they can—and should—fuel one another.
More growth means reaching more people. More customers means greater capacity to give back. Greater scale means more opportunities to challenge the systems that have treated period care as optional.
That idea still guides us today.
Period care designed for real life
Periods aren't one-size-fits-all, and neither is period care.
joni's consumer range includes pads, tampons, liners, reusable leakproof period underwear and bladder leak pads, giving people more ways to choose the products that work for their bodies, their flow and their lives.
From the beginning, we've also believed you have a right to know what's in the products you use next to your body. That's why we chose to disclose the materials in our pads even before we were required to. For us, transparency is part of bodily agency: you should have the information you need to make your own choices.
That same thinking guides how we select materials. We don't choose something simply because it's natural, organic or compostable. We look for the balance between comfort, performance and lower environmental impact—and consider what each material actually needs to do.
That can mean using more sustainable materials where they perform well, alongside materials that serve an important functional purpose. Superabsorbent polymer (SAP), for example, isn't compostable, but it helps pull in and lock away fluid so a pad can stay drier and provide reliable leak protection. Other components, such as our bio-based backsheet and wrapper, allow us to reduce environmental impact without compromising the performance people rely on.
We conscientiously select materials with that whole experience in mind. Our period care is unscented and made without added dyes or elemental chlorine bleaching, and our products undergo third-party testing.
Our pads, for example, are made with viscose from certified organic bamboo and are approximately 92% biodegradable within 12 months. Our non-applicator tampons have an organic cotton absorbent core and come individually wrapped in compostable cellulose film.
Because better period care shouldn't require choosing between performance, comfort and impact.
Learn why Organic Period Care Isn’t Enough
From a Canadian startup to 1,700+ retail locations
Access has always been central to joni's mission. After all, even the best period product can't create change if people can't find it when they need it.
Today, joni is available in more than 1,700 retail locations across Canada, including Walmart Canada, Whole Foods Market, London Drugs and Save-On-Foods, as well as through Costco online and Amazon Canada.
Our national launch at Walmart Canada in 2026 marked an especially important milestone. It put joni on shelves in communities across the country and brought Canadian-designed period care into one of the places Canadians already shop for everyday essentials.
For us, that's what accessibility looks like: period care available where people actually are.
Period care belongs in the washroom
Buying period products at a store is only one piece of period equity.
We believe period care should also be available in the places people spend their lives: workplaces, schools, universities, airports, public facilities and other shared spaces.
That's why commercial period care has become a major part of joni's work. We help organizations provide free period products through bulk period care and commercial dispensers designed for washrooms of every size.
And we're bringing technology into the equation.
The joni Model V is a smart period care dispenser with connected inventory monitoring. Facilities teams can remotely track product levels and receive refill information instead of manually checking every dispenser.
It's a simple idea with a much bigger purpose: make it easier to provide and manage period care so more organizations can make it a permanent part of their washroom infrastructure.
Organizations including CIBC, Deloitte, McGill University, Simon Fraser University and Victoria International Airport use joni commercial period care solutions.
Because period equity isn't only about the products we choose for ourselves. It's also about the systems we build for everyone. It's part of a larger Canadian business ecosystem, and when we support each other, it strengthens everyone. Read more on this in Why Supporting Canadian Suppliers Strengthens Your Business.
Growing a business by growing its impact
In 2025, joni ranked #19 out of 400 companies on The Globe and Mail's list of Canada's Top Growing Companies.
For a period care company founded just five years earlier, that's something we're incredibly proud of.
But growth means something different to us when it's connected to impact.
To date, joni has donated:
🩸1,590,422 period care products
👯Supporting an estimated 139,300 lives
And through our ongoing giveback model, at least 2% of joni's revenue supports period equity initiatives.
Those numbers are part of the same story as our business growth, not separate from it.
The more joni grows, the more impact we can make.
Period equity can take a lot of forms
Sometimes creating equity means putting period products into the hands of someone who can't afford them.
Sometimes it means helping a young scientist test an idea.
Sometimes it means backing an entrepreneur who needs someone to believe in them.
Linda and Jayesh both believe deeply in the power of getting a hand up at the right moment. Community support played an important role in joni's own beginnings, and giving that support back—particularly to young people and women who have historically faced greater barriers to funding and opportunity—is another way we think about equity.
That has included:
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$6,000 in idea-stage startup support through the Innovation Centre, helping early-stage entrepreneurs get their ideas off the ground.
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$6,000 for the UVic business school's entrepreneurial fund, supporting students navigating the earliest stages of building a business.
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A $1,500 VicFounder student bursary, providing direct financial support without grade or application barriers.
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Funding a microscope for a young student developing a new type of menstrual pad, helping her continue menstrual health research at home.
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$5,000 for Project AIM to purchase a 40-foot shipping container and expand its capacity to store supplies for community outreach.
There's a full-circle element to some of this work. The entrepreneurial community that joni now supports was there for Linda and Jayesh when joni itself was just an idea—offering financial support, mentorship and seemingly endless business advice.
Now, we're in a position to help someone else's idea move forward.
Yes, joni tampons have been to space
Our definition of period equity has even taken us beyond Earth.
In 2026, joni supported Space MENs (Menstrual Experimentation in Novice Spaces), a team of nine engineering and computer science students from the University of British Columbia Okanagan investigating how menstrual materials behave in microgravity.
The team conducted the first tampon experiment in microgravity aboard the National Research Council's Falcon 20 aircraft, testing how a joni tampon absorbed a blood simulant in zero gravity.
joni provided products and financial support, including funding GoPro cameras that allowed the researchers to capture the experiment.
Why does something like that matter?
Because gaps in menstrual research reflect a much bigger gap in whose bodies and experiences have historically been considered worthy of study.
Whether we're talking about a washroom on Earth or human exploration beyond it, menstrual health belongs in the conversation.
Using our voice, too
Products can improve access. But menstrual injustice isn't only a product problem.
It's also shaped by stigma, silence, education, policy and the way we talk—or don't talk—about periods.
That's why joni's work has expanded into advocacy, research and storytelling.
Our Cost of Silence research explores how access, stigma and inadequate facilities continue to affect people's experiences with periods. And BLEED, our book and wider storytelling initiative, creates space for people to speak more openly about menstruation and menstrual justice.
The goal is the same one we've had since the beginning: make periods easier to navigate and harder to ignore.
Recognized for growth, innovation and impact
Along the way, joni and our founders have received recognition for both the business we're building and the change we're working to create.
🚀 joni ranked #19 on The Globe and Mail's 2025 list of Canada's Top Growing Companies, recognizing the company's rapid growth.
🚀 Our Model V smart dispenser received the 2025 BOMA BC Pinnacle Award for Innovation, recognizing innovation in the commercial real estate industry.
🚀 Co-founder Linda Biggs was named one of Canada's Top 25 Women of Influence in 2023 for her work as a social entrepreneur and advocate for period equity.
🚀 And joni was a winner of TELUS #StandWithOwners, which provided funding, technology and support that helped the company continue to grow.
We're proud of the awards. But what matters most is what they're recognizing: a business model built on the belief that impact and economic success can grow together.
Why supporting Canadian period care matters
Choosing Canadian can mean many things.
It can mean supporting Canadian jobs and businesses. It can mean keeping more economic activity within our communities. It can mean knowing more about the people and values behind the products we bring into our homes and workplaces.
For us, being a Canadian company also means showing up for our communities.
Every joni purchase helps us build a stronger Canadian company, expand period care access, support menstrual equity initiatives and invest back into people and ideas that can create change of their own.
So yes, we're proud to be Canadian—and proud to use our growth to create greater access and equity in the communities around us.
Read more: Why Buy Canadian Matters in Period Care
Where can you buy joni in Canada?
joni period care is available online and at more than 1,700 retail locations across Canada, including Walmart Canada, Whole Foods Market, London Drugs and Save-On-Foods. Select products are also available through Costco online and Amazon Canada.
Use our store locator to find joni near you.
Meet joni
We're a Canadian period care company.
We're a Certified B Corporation.
We're a consumer brand and a commercial period care provider.
We're product designers, advocates, entrepreneurs and occasionally, apparently, people who send tampons into microgravity.
But underneath all of it is one idea:
Period care should be accessible to everyone, everywhere.
That's what we started building in Victoria in 2020.
And we're just getting started.
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