As co-founder and CEO of Riley – a certified B-Corp company, Fiona Parfrey has directed the company to address critical gaps in period education, tackle period poverty, and provide sustainable alternatives in a historically underserved market. She leads Riley’s mission to transform the industry with products that are sustainable, safe, and accessible, reshaping the period care landscape in the process. In this interview with Women’s Tabloid, Ms. Parfrey talks about Riley’s growing popularity in the market, the brand’s mission, marketing strategies, key partnerships, and impact, amongst other insightful subjects.
Women’s Tabloid: Can you tell us about Riley Period Care’s mission to ‘change the way period care has always been consumed’?
Fiona Parfrey: We fundamentally believe that access to period care is a basic human right, for what is a normal bodily function – periods. Period care should be treated like toilet paper, and available in every bathroom you walk into. That’s why we’re working with workplaces, hospitality groups, sports clubs, universities (you name it!) to stock period care in their bathrooms. Period products that are clean and healthy, using 100% certified organic cotton paired with biodegradable packaging.
WT: As an entrepreneur with a background in marketing, could you tell us about some marketing strategies you applied in the company’s initial days, and how these have evolved since?
FP: In the early days, our marketing was really simple – we told our story. We spoke about the “why” behind starting the business, we showcased the behind-the-scenes of starting a business on social media – the ups and the downs. And people were interested! We were lucky to get some great press coverage in the early days and we built up an engaged online community from the get-go. From there, we built a subscription model to make period care easier, and we focused on educating people about what’s actually in traditional products. As our business grew and pivoted to focus on expanding in workplaces, our marketing evolved to incorporate lead generation campaigns and a full sales cycle approach.
WT: Is the pricing of your products impacted by the 100% organic model, and if so, how do you navigate this in a competitive market with mainstream brands offering different prices?
FP: Absolutely, our commitment to 100% organic cotton does influence our pricing. Organic materials and ethical manufacturing processes come at a higher cost. However, we believe that investing in our health and the planet is invaluable. Our subscription model offers convenience, ensuring customers receive products when needed, and our B-Corp certification underscores our dedication to social and environmental responsibility. We aim to make period care as accessible and normalised as toilet paper, challenging the status quo with products that are better for both people and the planet.
WT: Riley recently made news with some key partnerships. Could you tell us more about these?
FP: Recently, we’ve been teaming up with some brilliant partners to make period care more visible and accessible. In hotels, we’ve introduced organic period kits in rooms, so people don’t have to scramble at 11pm for a pharmacy run. We’ve also partnered with Shelbourne FC to provide players and supporters with products and open up honest conversations about menstruation in sport. And with companies like Salesforce, Accenture and Stripe, we’re supplying staff with free, sustainable period products to make workplaces more inclusive. For us, it’s all about normalising periods, removing stigma, and making sure people have what they need, when they need it.
WT: Can you tell us about some of the challenges you and your co-founder faced while launching Riley? How did you overcome these challenges?
FP: Launching Riley wasn’t without its challenges. We started in the middle of a pandemic, so managing cash flow and scaling operations were tricky, we even had to secure pre-seed funding within our first six months to keep things moving. At first, deliveries were all manual out of Ireland, which was exhausting, so we set up fulfillment centres in Northern Ireland and Europe to make things smoother. On a personal level, leaving my previous business to fully commit to Riley was a big leap, but necessary. Overall, we learned quickly that nothing ever goes to plan, but determination, adaptability, and a good dose of grit make all the difference.
WT: Can you tell us about what the next big steps are for Riley Period Care- in terms of product innovation as well as social impact and sustainability focus?
FP: We’re excited about the future, and are working on lots of things in the background – watch this space. Sustainability remains at our core; we’re committed to continuing to progress our eco-friendly practices. And ultimately we strive to make period care as accessible as toilet paper.
