Redesigning Period Care for People and the Planet

Dr Olivia Ahn

 

“Why can’t we flush pads like toilet paper?” 

A question posed during early user research became a call to action that set Dr Olivia Ahn on a journey to invent the world's first flushable, microplastic-free sanitary pad. 

Every year, 200,000 tonnes of period product waste ends up in landfills, where it takes centuries to break down. It’s a staggering figure, but as Ahn points out, sustainability solutions only work when they fit into people’s lives. 

“Sustainability only works when it’s intuitive for the user," she says." People usually change their products on the toilet, so why not design disposability to fit naturally into that behaviour?” 

Flushtec®, the technology behind Planera’s pad, does exactly that. The pads dissolve safely in water, biodegrading within 30 days – a practical, guilt-free solution for both women and the environment. 

 

The Disconnect with Investors 

Getting to this point, however, was far from easy. Like many innovators in women’s health, Ahn, who was previously an NHS doctor, faced a knowledge gap where it mattered most: the investment community. 

“When I started fundraising in 2019, investors would correct me and say, ‘Do you mean FinTech?’ I’d have to clarify, ‘No, this is femtech – female technologies,’” Ahn recalls. 

Despite the scale of the market – serving half the global population – period care was repeatedly dismissed as niche. The conversations highlighted a stark disconnect: a solution with global implications was struggling to find recognition from the predominantly male decision-makers holding the funds. 

Her persistence paid off. By 2021, Planera raised £7.5 million, tripling their original target and proving that products designed to solve real problems, for real people, deserve their place on the innovation map. 

 

The Risks of Innovation 

Investment was just the beginning. Bringing a product like Flushtec® to market – one designed for intimate, safety-critical use – posed significant risks. 

Planera manufactures its own products, manages material conversion, and operates in a market where safety and trust are paramount. Insurance quickly emerged as another major priority. 

“We require insurance for a really wide range of protection – product liability, factory maintenance, employee management, and customer safety," Ahn explains. "Because we’re producing something used in such an intimate area, it’s absolutely paramount.”  

For a company breaking new ground, Tokio Marine Kiln’s IntelliMed offered tailored insurance designed for femhealth firms, providing essential cover such as product liability and support for clinical testing – critical to a product like Planera's that prioritises safety and reliability.” 

This bespoke support gave Ahn and her team the confidence to focus on delivering a product that was both safe and innovative. 

 

Balancing Simplicity and Sustainability 

Flushtec® pads solve two problems at once. For women, they provide a simple, practical way to dispose of period products without inconvenience or guilt. For the planet, they eliminate plastic waste, setting a new standard for sustainability. 

But the innovation doesn’t stop there. Flushtec® is a platform technology with far-reaching potential, opening doors to other single-use products like baby diapers, adult incontinence care, and facial tissues – industries facing similar environmental challenges. 

“We’ve already been approached to explore other areas. It’s clear that people want disposable products that are better for the planet,” Ahn says. 

 

A Blueprint for What’s Possible 

Ahn’s journey with Planera is a study in innovation and determination. She has overcome investor scepticism, navigated complex challenges, and reimagined an overlooked product to serve both women and the planet. Supported by Tokio Marine Kiln’s tailored expertise, she demonstrates how the right financial and practical backing can empower femhealth companies to thrive in an underserved market. 

“Sustainability isn’t a premium feature – it should be the norm,” Ahn adds. 

With Planera, she’s proving that thoughtful design can change habits, reshape industries, and pave the way for a cleaner, more sustainable future – one flush at a time.