Gen Z responds to brands that have meaningful, clear messages. Now Blume, a subscription-based self-care brand, is changing the conversation around menstruation by delivering both stress-free products and valuable information about periods to teens and young women, many of whom have questions about their bodies.

PSFK spoke with Blume’s CEO and co-founder Taran Ghatrora about her brand’s commitment to its audience, de-stigmatizing menstruation and building trust among its subscribers.