Here We Flo Raises £3M and Signs Chelsea FC Women as Partner to Mainstream Period and Sexual Wellness
August 28, 2025
Here We Flo, the London-based period care, sensitive bladder, and sexual wellness brand, raised £3 million in funding in August 2025, alongside an announcement of a ‘back of shirt’ sponsorship partnership with Chelsea FC Women — one of the highest-profile slots in women’s football and a landmark placement for a femcare brand. The funding was raised from angel investors. The capital will support a major national television campaign, new product development, and the international expansion of a brand that has built a significant UK retail presence across Tesco, Boots, Superdrug, and independent retailers, alongside growing international sales.
The femcare market has long been dominated by large consumer goods conglomerates selling products built around synthetic fibres, petroleum plastics, and chemical additives that millions of consumers use daily without scrutiny or alternative. Here We Flo was founded in 2017 by Susan Allen-Augustin and Tara Chandra, who met while studying at the London School of Economics and were frustrated by the difficulty of finding organic, sustainable period care products on the UK high street. Their starting point — an organic cotton tampon in a distinctive, unapologetically bright ice cream tub — was designed to signal that period products need not be discreet, medicinal, or associated with shame. From this founding insight, the brand has expanded into three product ranges: FLO for period care, glo for sensitive bladder care (a category serving the 1 in 3 women who experience bladder leaks), and XO! for sexual wellness, including carbon-neutral condoms made from sustainably sourced rubber.
The Chelsea FC Women partnership reflects a deliberate strategic move by Here We Flo to use women’s sport as a platform for the normalisation of menstrual health. The club’s players are among the most visible role models for the proposition that physical performance doesn’t pause for periods — a message that resonates with the millions of active women and girls who use sport as the primary context in which they experience the tension between physical activity and menstrual management. Chelsea FC Women framed the partnership as aligned with a shared goal: to destigmatise periods, normalise playing sport while menstruating, and challenge how women are represented in media and advertising.
The funding and partnership come at a point of commercial momentum for Here We Flo. The brand received the Sky Zero Footprint Fund’s full $400,000 in advertising spend in recognition of its sustainability credentials, signalling a pathway to significant mass-market reach. Co-founders Allen-Augustin and Tara Chandra have positioned Here We Flo explicitly beyond the ‘vegan/eco’ niche toward a broader mainstream consumer base: people who want personal care products that are natural, effective, and transparently made — and who are increasingly unwilling to accept the synthetic and plastic-heavy alternatives that mainstream brands have normalised for decades.
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