Freda’s differentiation strategy is to fight period inequity. New Freda research** revealed that half of adults who have ever menstruated admit having experienced a lack of period inclusivity. This result drastically increases amongst trans men and non-binary. The period care industry has always been highly gendered and almost exclusively focused on women, making trans men and non-binary feel shame, fear and question themselves every time they buy period products. With Cycle we wanted to break with the category conventions and launch a product that opposed the assumptions about periods. 1. Reframe the societal narrative around periods - women are not the only gender that needs access to period care 2. Create positive impact on the acceptance and well-being of the transgender and non-binary community. 3. Spark meaningful conversation about the importance of period inclusivity and by extension of period inequity in for all walks of life.