Viv For Your V launches in nearly 500 Whole Foods Markets

Viv For Your V, a menstrual care brand, is launching in nearly 500 Whole Foods Market locations across the country as the retailer's exclusive menstrual disc provider. The partnership is the brand’s first national retail expansion, and furthers the brand's mission to expand access to affordable non-toxic, sustainable and comfortable period care.

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The Gen-Z menstrual care brand said it makes sustainable period care more approachable, helping address the 200,000 tons of period care waste produced annually. The curated beginner-guides, found in every box, and free online library of “how to” content helps new menstruators, and menstruators who are new to cups and discs, navigate their periods with confidence and comfort.

“Ninety percent of period product purchases happen in physical stores, so breaking into Whole Foods Market allows us to meet consumers where they are,” said Katie Diasti, founder of Viv. “We know people are hesitant to try out a cup or a disc, because we once were too. Our beginner guides are a result of our own need for guidance, and are now helping millions of menstruators across the country navigate their first period or their first period with a new product.”

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Whole Foods Markets will carry five of Viv’s products, including three sizes of the menstrual cup and two sizes of the menstrual disc. Each cup and disc have been redesigned from dated models with an innovative pull tab for comfortable insertion and removal.