As a gender equality activist who cares deeply for the planet, Em realised that there was an area where her two ideologies converged: periods. She was saddened by the severity of period poverty but annoyed that the solution meant more plastic-filled products making their way to landfills, littering oceans, and clogging up shores. Her dual mission had a single solution: menstrual cups. She launched her own brand of cups to raise awareness about the environmental impact of traditional products and campaign against gender-based barriers. Operating as a social enterprise, intheflow is removing shame, poverty and plastic from periods.