Kristy Chong, founder and CEO of Modibodi

I am Kristy Chong, Founder and CEO of Modibodi, the global absorbent apparel brand that combines empathy and proprietary innovation, designing conscious apparel for periods, pee and bodily leaks; and championing education, open conversations and initiatives that challenge the shame and stigma that surrounds these topics.

There’s always a lightbulb moment before the beginning of a new venture. What was that moment for you?

Modibodi was born out of the necessity to develop a better solution to life’s leaks. I was a full-time mum of a two-year-old and five-month-old living in the USA and training for a marathon, my periods not long returned, when I started to experience occasional light bladder leaks. The available disposable hygiene solutions were ugly, inconvenient, uncomfortable and a hazard to our environment. I just felt we deserved something better.

Once I realised how problematic the issue was, I couldn't understand why with all the advancements in technology, underwear and disposable hygiene had not evolved. I knew instantly that I was going to have to create an entirely new product.

What inspired you to launch your business and what is the end goal?

My customers inspire me daily! I’m so proud to see people raising their voices and joining the fight to normalise the conversation around menstruation. The brand has fierce support and collectively we are helping to drive the conversation and break down the taboo that periods and leaks are ‘gross’ or shameful.

How do you set yourself apart from other businesses in your industry?

What sets Modibodi apart is our commitment to creating the most comfortable and effective products to manage bodily leaks in the most sustainable way. We are committed to using our voice and brand to celebrate diversity and inclusivity, promote self-acceptance and open conversations around our bodies and bodily leaks, and at times challenge unjust cultural or social norms in the name of equality.

How do you think you’ve innovated your sector and why?

At Modibodi, we’re proud to be leading a revolution with our range of absorbent underwear, activewear, maternity wear, swimwear and reusable nappies, that’s changing the lives of our customers, and life on our planet, every day. We use proprietary innovation, such as our Modifier Technology which took over 1000 scientific tests and 18 months to get right, to lead the category.  

Our innovative Life-changing apparel is about redefining what comfort means for our customers in terms of the physical, ethical and emotional comfort they experience. It means being able to get our product in the hands of the differently abled and those who can’t afford it. It’s about celebrating what our bodies can do, instead of what they look like. It's about our genuine commitment to life on our planet. 

What plans do you have for Modibodi over the next two years?

We recently unveiled a new brand identity offering life-changing apparel. Life-changing is the number one phrase heard from Modibodi customers. It’s a language woven into our brand’s DNA and sits firmly at the heart of what we do. Since its inception, the brand has received thousands of reviews from people telling them that because of Modibodi, they can live more comfortably within themselves, and without limitations. The next two years will see the brand continue to grow and build on this cornerstone premise for our customers. 

Any new product launches we should know about?

3 in 5 teens skip sport due to fear of leaking or revealing their period which is why this year we were thrilled to launch a collection with PUMA and together normalize menstruation and tackle the stigma that women can't be active on their periods or when experiencing any of life’s leaks. Our data also shows that 1 in 2 experience discomfort from disposable menstrual products like pads and tampons when participating in sport or physical exercise- so by releasing this range of leak-proof underwear we are hoping to make playing sport on your period more comfortable, more protected, and more possible than ever.

We also recently introduced an Ultra range which is designed to help people with incontinence, both men and women. We know the solutions for managing continence issues are often ugly, and uncomfortable, especially for men and are proud to be able to offer consumers something that will help.

How important is company culture and what is your top tip to get it right?

Company culture is very important, looking after your employees leads to a happy work culture. At Modibodi, we believe in putting the employee first, which is why we introduced a Menstruation, Menopause and Miscarriage Leave policy, giving our staff the option to take an additional 10 paid leave days for either menstruation, menopause or miscarriage.

I would suggest having an open discussion with your workforce to shape what your company policies might look like and how they would work in reality.

I think many companies fear this sort of policy could be abused by staff. But if you have the mindset that we do at Modibodi that people want to be healthy, they want to do a good job at work, and I absolutely believe you get more out of your staff by offering them the support, instead of making them suffer in silence. By allowing people to speak up about their health concerns, we do a lot to improve the mental health outcomes of our staff in the long term, so you get a more productive workforce. 

Does your company help the community that you’re located in?

At Modibodi we are committed to using our voice to push for positive social change – equality, inclusion, celebration of diversity, self-acceptance, and opening conversations around normal and/or common issues that people face that have been silenced out of shame and fear. We want to do our part to help empower women and put an end to period poverty. That’s why we created our Give a Pair program to help women in need who can’t afford period products. The Give a Pair program encourages support from our customers to donate via our website, which then facilitates Modibodi underwear donations to vulnerable and disadvantaged women across the globe. 

What impact would you like to have on women around the world through your business?

We want to continue to support and grow educational programs for women which promote real, honest, open conversations about health issues, including periods and incontinence to help reduce body shame and stigma. Some of the education initiatives we support by supplying sample reusable underwear for school education programs to highlight the importance of planet-friendly alternatives to disposable pads and tampons. 

What would be your top marketing tip, to grow a business that is niche?  

Break down taboos and get people talking. Word of mouth is crucial in a business, and you will find the people that love your brand will then be your best markettiers. To grow a niche business, you need to not be afraid to speak up and go against the grain, be controversial and talk about things that people are afraid to, this will allow you to build a community and build trust.