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May 21, 2025Australian consumers are rethinking how they manage their periods. While disposable pads and tampons once dominated, there’s now a rapid shift towards sustainable, reusable options.
Recent research by the Burnet Institute found that 37% of young people aged 15 to 29 in Victoria used a reusable menstrual product during their last period – highlighting just how quickly sustainable solutions are gaining ground.
Leading this change is Australian brand my mimi, recently awarded “Best Sustainable Period Care Solution in Australia 2025”. The brand has reported record growth throughout the year, as more people choose eco-friendly and body-friendly solutions for their menstrual health.
The surge in demand reflects a broader shift in consumer values. Australians are increasingly conscious of their environmental footprint, while also seeking products that offer comfort, cost savings and freedom from traditional limitations. For my mimi, these trends have translated into a groundswell of support, new customer acquisition, and growing brand loyalty.
The shift towards sustainable period care
For decades, disposable menstrual products have been the standard choice for period care. While convenient, they have also raised concerns around health, waste, cost, and comfort. The average menstruating person uses thousands of disposable products in their lifetime – most of which end up in landfill within hours of use.
In recent years, awareness of these issues has grown significantly. Consumers, especially younger generations, are questioning the impact of their purchasing choices. This change in mindset has driven a wave of interest in reusable alternatives such as menstrual cups, period underwear, and menstrual discs.
Among these, menstrual discs are emerging as a standout option. Offering flexibility, up to twelve hours of wear, and suitability for activities like swimming and period sex, discs meet the needs of modern users seeking comfort and convenience without compromising on sustainability.
my mimi leads the way with award-winning solutions
Established as a brand focused on education, comfort, and inclusivity, my mimi has quickly become a leader in Australia’s reusable period care space. In 2025, the brand was awarded “Best Sustainable Period Care Solution in Australia for 2025”, further cementing its reputation as a customer-first, innovative provider.
What sets my mimi apart is its comprehensive product range, focus on user experience, and commitment to education, but also its experienced team. The company is guided by a Senior Strategy Manager with over seven years’ experience in the Australian grocery sector, an Operations Manager with more than ten years’ expertise in scaling and managing supply chains, and a Growth Executive with a decade of experience driving successful launches for Australian brands. This deep industry knowledge ensures my mimi delivers both product innovation and reliable support to customers.
Educational resources provided on the website – including detailed guides and FAQs – are not only used by customers but have also been referenced in academic assignments at leading institutions such as Stanford University and the University of Chicago. This highlights the growing international recognition of my mimi.
The brand offers menstrual discs in two sizes to suit all ages. Features like a loop tab for easy removal, a comfortable fit, and a discreet design have resonated with users looking for a better period care option.
For people managing conditions such as PCOS or endometriosis, my mimi provides specialised solutions. The discs are designed to offer leak-proof, reliable protection without exacerbating discomfort – a key factor for those with more complex menstrual health needs.
Record growth driven by changing attitudes
The shift towards sustainable period care is not just anecdotal. my mimi has recorded exceptional growth across several key metrics in 2025. Sales have increased month on month, while website traffic and referral purchases are at all-time highs. Social media engagement has also spiked, with users sharing their experiences and helping to drive awareness through authentic, word-of-mouth recommendations.
In a recent interview, Kate Newbury, founder of my mimi, said the growth reflects a powerful cultural shift.
“Australian menstruators are seeking more from their period care. They want products that not only work, but also align with their values and lifestyle,” she said. “We’re proud that my mimi has become a go-to choice for those looking for comfort, sustainability, and confidence throughout their cycle.”
Global trends align with local demand
Australia’s growing adoption of reusable period products mirrors broader global trends. Research shows the global reusable menstrual product market is on track for significant expansion, with consumers prioritising sustainability, affordability, and wellbeing.
While markets like Europe and North America have led much of the reusable product revolution, Australia is rapidly catching up. In 2025, local retailers, health professionals, and consumers alike are embracing menstrual discs as a smarter solution that meets the demands of contemporary life.
my mimi has been at the forefront of this movement, offering fast local and international shipping, educational content, and a user-friendly online experience. Earlier this year, after announcing on Instagram that my mimi was launching on Amazon UK (also fulfilling Europe), demand soared, with hundreds of orders a day quickly saw all stock sell out within seven days of launch. The brand has also expanded its presence in New Zealand and other international markets, supporting its long-term growth ambitions.
Empowering users with choice and confidence
One of the key drivers behind my mimi’s success has been its focus on user empowerment. The brand has invested heavily in education, helping users understand how to use menstrual discs and what to expect. From detailed online guides to “Period Stories – Real User Experiences with my mimi” – my mimi aims to remove the confusion and stigma that can accompany reusable period products.
Customer stories highlight the difference. Users report feeling more confident during daily activities, enjoying mess-free period sex, and appreciating the convenience of long-wear protection. For many, switching to my mimi has been life-changing.
“It’s not just about sustainability,” said Phoebe from NSW. “It’s about feeling free and comfortable during your period, without the constant worry of leaks or changing products throughout the day.”
Looking ahead: a new era for period care
With record growth behind it and rising consumer demand for reusable options, my mimi is poised to continue its leadership in sustainable period care. The brand plans to expand its product offering, strengthen educational content, and further engage with global markets in the months ahead.
At a time when people are increasingly prioritising conscious consumption, products like the my mimi menstrual disc offer a solution that aligns with modern values. As period care enters a new era, brands that combine comfort, sustainability, and education are well positioned to shape the future.
my mimi is more than a product – it represents a movement towards smarter, kinder, and more empowered period care. And based on the brand’s momentum in 2025, it’s clear that Australians are ready to embrace the change.
