Breaking Taboos, Empowering Women, and Leading a Sustainable Movement: Adaye

In a world where wellness and sustainability are becoming increasingly intertwined, Adaye is making its mark as a pioneering brand in feminine care. More than just a company selling chemical-free period products, Adaye is on a mission to reshape menstrual health, challenge societal taboos, and empower women through education and awareness.

Founded on both personal experience and professional insight, Adaye emerged from a deeply personal health journey. Shereen Abdulla’s struggles with PCOS, fibroids, and hormonal imbalances revealed the alarming amount of toxins in everyday household items, sparking a need for safer, more sustainable alternatives. “It became a necessity to replace my personal and home care products with alternatives that were free of harmful chemicals, endocrine disruptors, and plastic-heavy materials,” Shereen explains. With a commitment to eco-friendly, chemical-free products, Adaye is revolutionizing the femcare industry one pad at a time.

Interview/Cynthia Jreige

Photography/Courtesy of Adaye

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The Inspiration Behind Adaye: A Personal Journey to Change

The idea for Adaye was not just born from a business opportunity, but from a personal need. After struggling with menstrual health and realizing the hidden dangers of mainstream period products, Shereen knew change was necessary. “The inspiration for Adaye came from my own struggles with menstrual health and the realization that so many women are unknowingly using products filled with harmful chemicals,” she shares. “Once I learned how much mainstream period care could impact our bodies and the environment, I knew I had to create a better alternative.”

Bringing Adaye to life in a region where menstruation is still a taboo was both a challenge and an opportunity. Instead of avoiding the topic, Shereen leaned into it, normalizing period conversations through education, digital content, and community-building. “Adaye isn’t just about selling pads; it’s about breaking the silence and fostering a movement of period positivity,” she emphasizes.

Overcoming Challenges in a Conventional Market

While chemical-free and eco-friendly products are trending globally, shifting consumer perception has not been easy. “Many women have used the same conventional brands for years without questioning the ingredients,” Abdulla explains. To break this cycle, Adaye focused on education. “Our first job was to help people understand why they should care about what’s in their period products.” From a product development standpoint, the challenge was ensuring that Adaye pads were not only safe and sustainable but also comfortable and functional. “We needed to meet the highest standards of safety while making sure our products matched or exceeded the quality of conventional options.”

Creating a Sustainable, High-Quality Product

Adaye takes a strict approach to product formulation. “Our period wear is made from 100% certified organic materials, through to the core. That means no synthetic fibers, no plastic-based backings, and no harsh chemicals,” Shereen says. In addition to prioritizing hormone safety, the brand ensures that its products are free from fragrances, dyes, and toxins that could disrupt hormonal balance.

Sustainability is another core pillar of Adaye’s mission. “Our packaging is plastic-free and recyclable, and GOTS certifies that the cotton we source has been ethically grown. Every step of the process is designed to minimize our environmental footprint while maximizing comfort and protection,” she adds.

Changing the Narrative in a Competitive Industry

Historically, the feminine hygiene industry has been dominated by large, conventional brands. Adaye’s approach to standing out has been bold and community-driven. “We don’t just push products—we engage in conversations. Our brand messaging is bold, body-positive, and unfiltered,” Shereen Abdulla says. “We talk about periods in a way that’s real and relatable, breaking the cycle of shame.”

On the business side, Adaye employs a multi-channel approach, combining direct-to-consumer subscriptions, B2B partnerships with gyms, workplaces, and health-conscious retailers, and wholesale distribution to expand accessibility. “This model ensures that we meet women where they are—whether at home, at work, or in their communities,” Shereen Abdulla explains.

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More on adaye.co

This interview is an excerpt of an article pubiished in our latest print, Continue reading in JDEED Issue 11, out now.

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