Time flies when you’re disrupting the status quo! Five years ago, we launched joni with a mission: to make period care accessible, sustainable, and stigma-free. Since then, we’ve seen incredible momentum in the fight for period equity—but there’s still so much to do. As we celebrate our 5th birthday, we’re taking a moment to reflect on what’s changed, the impact we’ve made, and the work that still lies ahead.
The Shift Towards Period Equity
When we started, period equity was a conversation happening in the margins. Today, it's at the forefront of policy discussions, corporate responsibility, and social change. More schools, workplaces, and public spaces now recognize the importance of free and accessible period care.
We’ve seen wins like government-funded menstrual product programs, corporate partnerships prioritizing menstrual health, and a shift in mainstream awareness that periods are not a luxury—they’re a fact of life.
joni’s Impact: What We’ve Accomplished
At joni, we don’t just talk about change—we make it happen. Over the past five years:
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We’ve donated almost one million products to nonprofit partners across Canada—including Food Banks Canada, Moon Time Connections, The Period Purse, Mamas for Mamas—ensuring that students, Indigenous communities, and people facing financial barriers have access to essential care.
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We introduced wholesale period care solutions for organizations to help bridge the accessibility gap by bringing free period care into public washrooms where it’s needed most. As part of this, we launched Canada’s first smart menstrual care dispenser to make it easy for facility teams to manage menstrual product distribution.
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We helped spark conversations around sustainable period care, offering biodegradable and organic products that align with our commitment to people and the planet and achieved our B Corp Certification in the process—keeping us accountable.
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Through our 5% give-back model, we’ve funded grassroots initiatives that support menstrual health education and advocacy.
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In advocacy work both Federally and provincially, we advocated and petitioned the Canadian Government's successful changes to Canada's Labour Code requiring all washrooms to stock period care products in addition to taking part in the Standing Committee on the Status of Women to report on menstrual equity in our communities.
The Work Ahead: What Still Needs to Change
Despite the progress, period inequity is still a reality for too many.
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Period poverty still exists. One in six people in Canada has missed school because they couldn’t access period products. No one should have to choose between buying food or managing their period. (Source: Government of Canada Menstrual Equity Fund)
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Menstrual health education is inconsistent. Stigma and misinformation continue to thrive, leaving many without the knowledge they need to manage their periods with confidence.
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Sustainability isn’t the norm. While the conversation around plastic waste in period care has grown, the industry still has a long way to go in making sustainable products accessible and affordable.
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Policies need to catch up. While some governments are stepping up, menstrual equity should be a standard, not a privilege. Every school, workplace, and public space should provide free and accessible period care—just like toilet paper.
Looking Forward
As we celebrate this milestone, we’re more committed than ever to pushing for change.
The next five years will be about expanding our impact, innovating new solutions, and continuing to challenge the status quo. Thank you to our community for standing with us—whether you’ve made the switch to joni products, championed period equity in your workplace, or simply helped break the silence around menstruation.
Let’s keep making period equity the norm. Here’s to the next five years of change!
Happy Birthday, joni!