Natracare launches global movement to advance health, dignity and sustainability
The “When We…” initiative aims to break stigmas, expand access to menstrual care products and promote transparency in the personal care industry
Conversations around health, dignity and care have historically been treated as private matters, despite their significant impact on human well-being, social equity and the environment. In this context, Natracare has launched the global movement “When We…”, a year-long initiative designed to help shift this paradigm through a collective and inclusive approach.
The movement is grounded in the belief that when people have access to what they need, they can fully participate in society, and that collective action can drive meaningful change. Led by women’s leadership and lived experiences, the initiative invites individuals, healthcare professionals, educators, institutions and advocates to join efforts to demand greater transparency, break stigmas and improve access to essential care.
With more than three decades of experience, Natracare has been recognized for its commitment to organic, plastic-free menstrual products, positioning itself as a challenger to an industry often criticized for the use of chemicals, plastic pollution and lack of transparency. The “When We…” initiative expands this long-standing mission by framing health, dignity and sustainability as shared responsibilities.
According to Susie Hewson, progress depends on collective action, where open dialogue, equitable access and informed decision-making play a central role in driving real change.
As part of the launch, the company introduced a digital hub featuring real-life stories, expert-backed information, advocacy initiatives and measurable environmental impact data. The platform is designed to inform, empower and encourage active community participation.
Throughout 2026, the movement will unfold across four thematic pillars: breaking taboos through dialogue, turning everyday choices into measurable positive impact, demanding greater accountability and transparency, and empowering individuals to take control through informed decisions.
The program will be supported by media outreach, creator collaborations, educational content, community-based pilot projects and product initiatives. A key component will focus on expanding free access to organic, non-toxic menstrual products in shared public spaces, reinforcing the idea that menstrual care is a basic necessity rather than a luxury.
In this way, “When We…” stands as an open invitation to learn, question, make better choices and act collectively to drive structural change across both industry and society.
