The way Looni sees it, a vital next step in addressing these problems is cleaner and safer solutions for menstrual health–designed by period-havers. “Most solutions on the market had been developed by people who haven’t had periods and therefore don’t understand the symptoms that we as women suffer from, such as mood instability and tender breasts,” explains Steel. “We saw a strong need for research-backed solutions and education, alongside a team that wasn’t afraid to tackle outdated taboos.” Developed alongside a team of female practitioners–including Felice Gersh, an integrative gynecologist, and Jaclyn Tolentino, a functional medicine doctor specializing in hormone optimization–from both a conventional and holistic perspective, Looni’s debut product is Balance Beam Mood Complex, a plant-based supplement designed to target the hormonal fluctuations of the menstrual cycle. “When your hormones are balanced, you experience fewer mood swings, cravings, and overall irritability,” says Leyland. All of its ingredients are backed by clinical research, including vitamin B6, which has been shown to treat PMS; L-theanine, a known stress-reliever; and 5-HTP, made from the seeds of the African Griffonia simplicifolia plant, which increases serotonin levels and promotes healthy mood balance. On the horizon is the brand’s Cycle Soothe Breast Balm, which will help ease tender breast pain with tension-relieving arnica and anti-inflammatory terpenes and phytocannabinoids. “After more than 70 years of the same old blanket pharmaceutical solutions, women deserve better, more thoughtful solutions,” says Steel of the mission at the heart of Looni’s debut offering and what’s coming down the pipeline. “It’s time for the products and research being done within the category to be led by those actually experiencing the issue,” adds Leyland.
Marrying radical candor, integrative expertise, and cutting-edge science, Looni is already making good on its aim to fight society’s long-held stigmas and “push the needle forward” for menstrual health. “Most women are operating from a knowledge deficit about their bodies,” says Steel. “We hope to provide access to every woman looking to achieve complete body literacy and unlock [their] full potential. It’s a hefty task, but one that we wake up excited to fight for every day.”