BY MISTY MILIOTO
Driven by her deep concern for both the planet and women’s health, Susie Hewson is a woman ahead of her time. When she founded Natracare in 1989, it was the first organic and plastic-free period product company in the world. Today, Hewson has expanded her offerings and continues to advocate for environmental responsibility and women’s health.
At the time she started the company, Hewson was already concerned about toxic residuals from the pulp production industry, its devastating impact on nature, and its presence in disposables, such as period products, baby diapers, coffee filters, and toilet paper. However, her concern turned to dedication one evening after watching a television show called World in Action.
“[The show] exposed the sources of (and the impact of a lack of regulatory controls on the use of) chlorine bleaching chemicals and global exposure to carcinogenic dioxin residuals,” she says. “Anger was my immediate response. At 1 a.m., I had already decided that I would design and manufacture period products free of chlorine processes and synthetics in order to show it was possible to make functional products more consciously, and safer for nature and human health. Natracare was created, and the campaign of attrition began.”
Initially, Hewson began by selling three maxi pads and one mini panty liner. Once she received FDA 510K clearance in March 1991, she was able to launch Natracare 100% cotton non-applicator tampons. Then, in 1993, she launched a 100% cotton tampon with a cardboard applicator to better suit the U.S. market. The pads have always been made using Totally Chlorine Free (TCF) cellulose from wood pulp, and in the mid-90s, the company started using nonwoven 100% organic cotton. Around the same time, Natracare’s 100% cotton tampons were also certified organic.
“Meanwhile, my campaign of education and calling for better regulations was ongoing,” she says. “It wasn’t until early 1996 that I was able to design a website as soon as the internet was accessible. Over the [past] three decades, I have designed ultra thin pads and wrapped options, all using plant-based, sustainably sourced raw materials.”
In fact, Hewson spent many years researching the very best raw materials that would protect women’s health without compromising quality. She wanted to use only materials that are ethical, environmentally conscious, kind to sensitive skin, and free from chemicals of concern, pesticide residues, and allergens.
“I have been an environmentalist my entire adult life, and the reason [I created] Natracare was to address the common use of toxic chemicals of concern, synthetics, micro plastics, and single plastic films,” she says. “I continue to campaign for transparency in labeling and truth for consumers making choices based on facts.”
One critical factor for Hewson was to produce Totally Chlorine Free products. “TCF processes use only hydrogen peroxide, a benign chemical that breaks down into hydrogen and water,” Hewson says. “Products that claim [to be] chlorine-free (ECF) are still using chlorine dioxide. As a process, it only reduces the toxic dioxin emissions by 40% when compared to chlorine gas used up to a decade ago for bleaching.”
By avoiding raw materials and processes that involve chemicals of concern, PFAs, fluorines, and toxic heavy metals, Natracare is protecting women’s bodies from unwanted and untested byproducts. “We carry out precautionary testing to make sure Natracare products are verified for the claims we make on our packs,” Hewson says. “Organic cotton is a tried and tested fiber known for having the lowest impact on the skin. We do not use fragrances, super absorbents, synthetics, or dyes.” As a result of her research, Natracare tampons are made from 100% organic cotton that is certified to the Global Organics Textile Standard (the gold standard in organic processing).
Meanwhile, Natracare pads and liners are uniquely certified compostable to EN13432 and ASTM D6400 standards. “[They are] made with certified organic 100% cotton that is closest to the skin, totally chlorine-free, absorbent pulp (from sustainably managed
softwood forestry grown in Scandinavia), and a barrier film that is made from plant starches and biodegradable polymers,” Hewson says. “For our organic cotton wipes, naturally we use only certified organic, 100% cotton for the cloth and COSMOS certified organic lotions. The moist tissues are made with paper and COSMOS organic lotion.” (COSMOS is an organic and natural certification for cosmetics). In total, Natracare
currently offers 31 products, including safe-to-flush moist tissues, organic baby and intimate wipes, COSMOS organic cleansing makeup wipes, and maternity and light-stress incontinence pads.
“The issues of chemical overload, plastics, and comfort affects all stages of women’s lives when it comes to absorbent disposables,” Hewson says. “Not only the
[impact on the] skin, but the [impact on the environment] after use. Our products are certified compostable, designed for a circular economy.” Even with all of this success, Hewson is always looking for problems to solve — especially when an issue impacts ecological systems and women’s health. In the past few months, she connected with Eco Femme, a female-led enterprise based in Tamil Nadu, South India, to work with village women to stitch GOTS certified organic cotton cloth pads.
The project aims to aid the organization’s fundraising, and the sales help fund culturally sensitive menstrual health education and cloth pad distribution for girls and women in India. The pads will soon be available at shop.natracare.com.
Additionally, Hewson is thinking about introducing period starter kits for parents who want to make sure they are informed and prepared for their daughter’s first period.
“In my past life, I was a high school teacher, and I always carried a period kit for those stressful moments in class when someone was caught unaware,” she says. “I am bringing that experience to my brand in the next few months.” Hewson also has always supported environmental and women’s organizations. For example, as a member of 1% for the Planet, Natracare donates one percent of its turnover. “Since being members, we have now reached donations amounting to over $1 million,” she says.
She also supports organizations such as 5 Gyres, Plastic Oceans International, Women’s Voices for the Earth, Stop Ecocide International, Just a Drop, and Friends of the Earth.
Also through Natracare, Hewson raises awareness about the importance of sanitation facilities, access to menstrual products, healthy practices, and period education.
“We have been channeling that work through organizations such as Women Engage for a Common Future with our funding and support for the planning of menstrual education for girls and villagers in Kyrgyzstan, together with the installation of eco- toilets to make it healthier and safer for young girls to keep attending school during their menses,” Hewson says. “This is an example of the many ways we have helped to initiate and sustain [philanthropic efforts], as well as where young girls experience period poverty. Support with free products, funding, and educational programs has been something we have always done.”
Today, Natracare products are available in 60 countries worldwide. “Where we see the potential to improve the lives of young girls and women, as well as to support sustainability and the recovery of nature, Natracare consumers help us achieve what we can with every pack they buy,” Hewson says. In addition to driving the organic and natural period products category for almost four decades, Hewson is now campaigning to keep the organic and natural period care category honest through labelling regulation and control of deceptive claims. She is also promoting positiveness and kindness through the Natracare Project #BeKind. Take the pledge and commit to at least 30 days of practicing kindness to your body and the planet at natracare.com/be-kind.
