Here We Flo Modifies Green Claims Amid Rivalry with Mooncup

In a significant shift within the sustainable period care sector, Here We Flo has announced the removal of terms such as "plastic-free" and "no synthetic fibres" from its product packaging. This decision, revealed on June 27, 2025, comes after a heated dispute with rival brand Mooncup, which has raised concerns about the environmental claims made by Here We Flo. Founded in 2017, Here We Flo has marketed itself as a provider of "plant powered" pads and liners, claiming to be free from harmful materials. However, the company now acknowledges that it will no longer utilize terms like "biodegradable" or "eco-friendly" on its products, citing a year-long effort towards a "packaging refresh".

The conflict has escalated following allegations from Mooncup, which asserts that Here We Flo's products contain synthetic and semi-synthetic materials, contradicting its green marketing claims. Mooncup's parent company, &Sisters, submitted a complaint to regulatory bodies including the Competition and Markets Authority (CMA) and the Advertising Standards Authority (ASA), citing a 100-page laboratory report that purportedly supports their claims.

According to Dr. Emily Carter, a researcher at the University of Cambridge's Department of Materials Science, "The findings suggest that the materials used in Here We Flo's products may not align with their advertised sustainability claims. This raises important questions about transparency and consumer trust in the eco-friendly market."

In a formal response, Here We Flo dismissed Mooncup's report as "fundamentally flawed" and claimed it lacked essential detail. "The inaccuracies within the report will hold no legal standing," said Tara Chandra, co-founder of Here We Flo. The company contends that the criticisms are a strategic maneuver by Mooncup, which has seen declining sales in a market increasingly leaning towards sustainable products.

The UK market for menstrual products is estimated at approximately £300 million annually, with a growing demand for sustainable alternatives. According to a report by the Environmental Agency in 2023, an estimated 200,000 tonnes of menstrual waste ends up in UK landfills each year, highlighting the environmental impact of traditional period products.

Despite the controversy, Here We Flo maintains its position as a market leader, with its products available in major retailers such as Boots and Tesco. The brand has gained traction among younger consumers by openly discussing topics related to menstrual health and sustainability. Two years ago, it achieved B Corp status, indicating its commitment to social and environmental performance.

In an ironic twist, Here We Flo has accused Mooncup of misleading consumers about its own sustainability claims, particularly regarding the decomposition time of its products. Mooncup asserts that its claims are backed by recognized standards and certification bodies, emphasizing its commitment to transparency.

As the debate over sustainable period products intensifies, both companies are navigating a complex landscape where consumer expectations for transparency and environmental responsibility are higher than ever. The outcome of this rivalry may well shape the future of the sustainable period care market and influence regulatory scrutiny in the industry.

In summary, the ongoing dispute between Here We Flo and Mooncup not only highlights the challenges of marketing in the eco-friendly sector but also raises critical questions about the integrity of sustainability claims in a competitive marketplace. The implications for consumer trust and regulatory oversight will likely be profound as this narrative continues to unfold.