Why do we think more about what goes into our face cream than what goes onto our most intimate skin?
It’s a question worth asking, especially when you consider how much time we spend researching serums, scrutinising ingredient lists, and switching brands if something causes a breakout. Yet when it comes to period care, many women continue using the same mainstream products handed down to them by their mothers, without ever questioning what’s inside. And that’s a problem.
Because for all the progress in beauty, personal care, and even sustainable fashion, feminine hygiene has remained stubbornly stagnant, largely unchanged, unquestioned, and surprisingly unregulated.
Many pads on supermarket shelves today still contain synthetic fibres, chemical additives, and plastic-based layers that can trap heat and moisture. For something that comes into contact with our skin for hours each day, every month, it’s astonishing how little transparency or innovation exists in this space.
But that’s exactly what one new brand is hoping to change.
A Mother’s Concern That Sparked a Movement
When Mabel Wong first noticed her daughter struggling with recurring UTIs around the time of her period, her instincts as a mother – and as a registered nurse – kicked in. Something didn’t sit right. So, she did what many wouldn’t think to do: she investigated the sanitary pads her daughter was using.
“The flare-ups would often coincide with her period,” Mabel shares. “While pads don’t directly cause UTIs, the synthetic materials in conventional ones trap heat and moisture, creating an environment that encourages irritation and bacterial growth.”
Watching her daughter in discomfort and feeling powerless ignited something in her. If she couldn’t trust what was on the shelf for her own child, how could other parents?
“That was the wake-up call,” she says. “I didn’t want to just find a better product. I wanted to create one.”
And so began Peuriste: a feminine care brand founded on empathy, science, and sustainability.
Rethinking the Default
Before launching Peuriste in early 2025, Mabel co-founded and ran a successful HR consulting firm that serviced 80% of Singapore’s public healthcare institutions. Her 15-year journey there, coupled with her nursing background, gave her deep insight into clinical care, regulatory compliance, and what it truly means to build trust.
Still, the leap into period care wasn’t just a business decision; it was a personal one. As she dug deeper, Mabel found what many don’t realise: most pads on the market don’t disclose their full ingredient lists. Some even contain synthetic chemicals like PFAS (also known as “forever chemicals”) and VOCs (volatile organic compounds), which have been linked to hormone disruption and other health risks.
“What shocked me wasn’t just what was in the products,” she says. “It was how normalised it was to not know.”
Backed by months of material testing and an unwavering commitment to safe design, Peuriste pads are made from certified organic bamboo fibre, known for its breathability and antibacterial properties, and are rated “Excellent” by Dermatest® in Germany.
“It’s what I wished I had when I was growing up,” she adds. “And what I want my daughters to have now.”
From Functional to Thoughtful
For Mabel, feminine care is not just about product performance, it’s about the emotional and educational experience that comes with it.
“I want my daughters’ first periods to be something they meet with confidence, not confusion,” she says.
That’s why Peuriste created a Period Guide as part of its Period Pro Kit – a gentle, age-appropriate resource for first-time users, alongside soft, breathable pads designed for sensitive skin. It’s a far cry from the cold, clinical packaging many of us grew up with.
This spirit of empathy extends to how Peuriste builds its product ecosystem, including thoughtful bundle sets (such as the Ultimate Bundle or the Period Pro Kit) and subscription plans that offer flexibility and convenience.
With delivery across Singapore in just three days, and to Malaysia and internationally within five to seven days, Peuriste also offers discounts of up to 25% for subscribers. The brand makes modern period care not only better, but more accessible.
Editor’s Pick: Tried and Truly Comfortable
Having tried Peuriste’s Regular pads firsthand, I can attest to the difference.
They’re incredibly soft – almost pillowy – and stay breathable even after long wear. The organic bamboo fibre feels luxe and does not have the plasticky crinkle we’ve come to associate with pads. I like that they don’t bunch up and the adhesive holds up well through long days out and about, as well as nights of tossing and turning.
Besides being some of the most comfortable pads I’ve used, I also notice how I suffer less irritation and itch; something that I tend to have towards the end of my period, often for several days. Essentially, these are the feminine sanitary products that I wish I was introduced to in my adolescence.
Feminine Care Without the Shame
Perhaps one of the most revolutionary things Peuriste is doing isn’t just product innovation, but social change.
Mabel has her eyes on a much bigger goal: normalising period care in public spaces. “We’re developing customisable dispenser systems for workplaces, schools, and public venues,” she says. “Because access should be a reflection of dignity, not an afterthought.”
She was inspired by real-life situations: like girls in school caught off guard by their periods with nowhere to turn, or women managing postpartum bladder leaks discreetly but without support. The dispensers will be refillable, hygienic, and stocked with Peuriste’s certified skin-safe pads.
“We’re not just placing a product in a wall unit,” she explains. “We’re embedding empathy into the everyday.”
Small Choices, Big Impact
When asked what advice she has for mothers choosing their daughters’ first period products, Mabel offers this:
“Start gentle. Stay practical. Lead with openness.”
She emphasises the importance of skin-friendly materials, simplifying the product selection, and creating space for honest conversations. “It’s not just about giving her a pad. It’s about giving her confidence and clarity.”
Final Thoughts
After speaking with Mabel, what struck me about Peuriste is that it doesn’t aim to preach, it aims to understand so as to build a better experience for women. One that’s science-backed, mother-approved, and above all, human.
If you’ve ever dismissed your monthly discomfort as “normal,” or passed down the same products out of habit, this might be the time to pause and ask: is there something better?
Peuriste is available online with prices starting from S$15 for a box of pantyliners to S$19 for a box of day pads, night pads, or long night pads. Bundle sets and subscriptions are available with tiered discounts. Follow Peuriste on Instagram for more information.
This article is brought to you by Peuriste.
