Founded by Stefanie Mitrevski, the 28-year-old pharmacist, Australian premenstrual syndrome (PMS) support brand Bemoody started its operations in July this year with its flagship product, a PMS Support Cycle supplement. Mitrevski is determined to transform a market sector currently dominated by quick-fix solutions, indifferent counsel, and femininely packaged remedies.
Bemoody reports that while PMS affects between 70% and 90% of menstruating individuals, it is often disregarded in healthcare discussions. According to Mitrevski, this issue isn’t niche or insignificant. On the contrary, it affects half the population for a significant portion of their lives. She pointed out that many individuals feel underserved and unheard or are unaware that they don’t have to simply endure their symptoms.
Bemoody’s goal is to revolutionize the industry by appealing directly to Generation Z and Millennial consumers, thereby addressing a significant health issue that has been largely overlooked up to this point.
Mitrevski’s professional experience in hospitals was the catalyst for her initiative. She noticed the tendency to dismiss or downplay individuals’ menstrual symptoms, offering them only superficial remedies. In Mitrevski’s view, the lack of effort devoted to innovating in women’s health is due to a reliance on painkillers, which are easier to market, fall within well-established pharmaceutical categories, and have proven revenue models.
However, she believes that there is a growing demand for science-backed holistic supplements, as evidenced in the US market. Mitrevski recognized that American consumers are more receptive to direct consumer innovation with supplements, creating a larger, more open market for the products.
Mitrevski also mentioned two successful direct-to-consumer supplement brands, O Positiv and Lemmy, as examples of effective marketing and targeted messaging. She noted that Australian consumers, similar to their American counterparts, are incredibly health-conscious and appreciate clean, scientifically supported products.
This preference among consumers presents an opportunity for Bemoody to succeed in Australia, mirroring the success of major femtech startups in the US. Notably, Bemoody has achieved its current position without any financial backing, entirely bootstrapped by Mitrevski.
The development and preparation of Bemoody’s PMS Support Cycle supplement was a two-year process. Mitrevski was deeply concerned about the lack of effective PMS support and saw the impact on her close friends, her sisters, and others in her community.
She was determined to create a brand that accurately reflected the realities of people’s menstrual cycles, focusing on the aspects that are often dismissed by conventional brands. In addition to developing a clinically backed formula and collaborating with Australian manufacturers, naturopaths, and the Therapeutic Goods Administration (TGA), Mitrevski aimed to create a brand that stood for something significant.
Mitrevski emphasizes that Bemoody is not only about product and branding; it’s equally about education. The company uses its e-commerce and social media platforms to educate customers, adopting a stigma-breaking approach in how it communicates. Mitrevski believes this educational component is as important as having a viable product.
With the successful launch of Bemoody, plans to expand its range of supplements and strategies to break into major retail markets are already in progress.
How does Bemoody differentiate from other brands in the market?
Bemoody is unique in its focus on education and breaking stigmas around PMS, using its platforms to inform customers about these often overlooked aspects of health.
What inspired the creation of Bemoody?
Stefanie Mitrevski, the founder of Bemoody, was inspired to create the brand after witnessing the dismissive treatment and superficial solutions offered to individuals experiencing menstrual symptoms during her professional experience in hospitals.
What are the future plans for Bemoody?
Bemoody plans to expand its range of supplements and has a strategy in place to enter major retail markets.
