‘People were revolted’: how Mooncup bust period taboos and built a big success

Not just a story about the power of ethical business, but also word-of-mouth marketing in a sector. Two decades ago the makers of Mooncup - the reusable silicone menstrual cup - were received with disgust and suspicion. Now with a 5-year sales increase of 98% and stockists like ASOS, they have copycat producers to worry about. Writing in the Guardian, Jenny Stevens hears from the women behind the company.