Viv For Your V, the education-first, Gen-Z menstrual care brand, is proudly launching in 500 select Whole Foods stores nationwide as the retailer’s first-ever menstrual disc provider. The collaboration 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.
 
The Gen-Z menstrual care brand 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.

“90% of period product purchases happen in physical stores, so breaking into Whole Foods Market allows us to meet consumers where they are,” says 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.”
Viv’s status as Whole Foods Market’s first-ever menstrual disc provider positions them ahead of legacy brands in the $6.2 billion period care market, underscoring the brand’s commitment to education resonates deeply with this new generation of menstruators.

“Viv offers innovation in the period care category with an approachable design,” says Kayla Jopling, Senior Category Merchant at Whole Foods Market.
“We’re excited to collaborate with a brand focused on more-sustainable practices and education in menstrual care. These are important values in this space, and we believe our customers will appreciate these products.”
Whole Foods Market will carry five of Viv’s popular 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.