When Helena Uhm first began digging into the realities of mainstream period care, what she found was staggering: the hidden chemicals in everyday pads and tampons and outdated product standards, in an industry that had barely shifted in decade.
And most most concerning of all? Almost no accessible information to help women make informed decisions about their own health.
In that silence: in the frustration, the opacity, and the lack of agency, her groundbreaking startup Inoya was born.
Today, Helena is the founder of one of Australia’s most thoughtful, science-led period care brands. Inoya isn’t just a result of clever marketing or trend forecasting; it’s the product of lived experience, rigorous research, and a relentless drive to build something better for women. We love profiling high-agency women here at Missing Perspectives, and Helena is exactly that.
And the recognition is already rolling in. This year, Helena received the prestigious UQ Ventures Female Entrepreneurship Award, while the Inoya Period Cup took home Silver in the 2025 Clean + Conscious Awards: a nod to the company’s ethical production, clean ingredients, and uncompromising quality.
“Women’s health has historically been overlooked, and menstrual health, in particular, is shrouded in stigma and under-researched. I believe that the lack of transparency and innovation in menstrual care is a symptom of this broader issue,” Helena previously told the Women of Colour Founders Network. “There’s still so much left to learn because for far too long, women’s bodies have not been at the centre of scientific research, policy, or innovation.”
In the same interview, she said that greater education and open dialogue was essential in tackling societal stigmas and taboos surrounding menstruation, and debunking common myths as well. It’s through this, that she believes women can feel “empowered to learn about their cycles and how they impact their physical and emotional well-being”.
Based in Brisbane, Helena balances motherhood with a career anchored in public health. But Inoya didn’t begin with a pitch deck, it began with questions that consistently bugged Helena. Why are women still reacting to products designed to support them? Why are harmful ingredients still permitted? Why are our choices so limited, and so lacking in transparency?
Helena spent years pursuing answers. She researched safer alternatives, tested prototypes, and worked alongside medical experts to understand how anatomy, materials, and design intersect. The result is Inoya’s flagship product: the Inoya Period Cup – a device made to feel genuinely designed for women’s bodies, not merely marketed to them.
With its patented bell-shaped silhouette that accommodates a range of pelvic anatomies, ultra-soft medical-grade silicone for all-day comfort (especially for women who’ve struggled with cups before – iykyk), and a signature loop for intuitive, low-stress removal, it’s clear why the product is resonating.
Every cup undergoes independent laboratory testing to meet strict medical device standards. Every decision is grounded in science, not assumption. Because for Helena and Inoya, “women’s health first” isn’t a slogan, it’s the foundation and the company’s north star.
And this year, while many brands lean on discounts and high-volume sales, Inoya is choosing a different path.
From November 28 to December 7, for every product purchased, Inoya will donate one to everyone’s favourite non-profit Share the Dignity – a national charity supporting women and girls in crisis, and one we deeply admire at Missing Perspectives. We love to see two amazing organisations joining forces to drive change, and impact – and also to spark a conversation.
Inoya may still be young, but its mission is ambitious: to reimagine period care through safety, science, sustainability, and social impact. To give women better options. To honour our bodies and our planet. To set a new standard in transparency and integrity.
And honestly – what’s not to love?
To purchase a product and make a difference through Inoya’s ‘Buy One, Give One for Dignity’ Campaign this Black Friday (through to December 7), simply click here.
Disclaimer: We hope you love the products we recommend — our team choose them independently. We may receive commission or revenue when you click the links or purchase a product.
Top photo: Pictured – Inoya Founder Helena Uhm. Source: Supplied/Inoya