Fems: Revolutionising women’s protection and breaking taboos

By Tania de Silva

Founded in 1948, Hemas has become a major force in Sri Lanka’s business world, dedicated to improving family health and well-being. With a workforce of over 4,500, Hemas leads the charge across the Consumer, Healthcare, and Mobility sectors, driving innovation and progress.

One of its standout successes is Fems, a brand that has redefined women’s hygiene with its blend of quality and affordability.

Redefining affordable, safe menstrual products

Since launching in 2004, Fems has been a game-changer in tackling menstrual stigma while providing budget-friendly sanitary napkins. 

The brand’s innovative features, such as advanced leak control lines and Fit-to-Body Technology, ensure reliable protection and maximum comfort. Every Fems product undergoes rigorous dermatological testing by Mascot Spincontrol India, guaranteeing all-day comfort and skin safety – a vital necessity in a country where menstrual health remains a delicate topic.

Hemas Consumer Brands’ Product Development Senior Manager Asela Suraweera sheds light on the brand’s success: “Fems has carved out its place as a top brand by honing in on consumer needs and demonstrating a deep understanding of the Sri Lankan market. With a diverse product range catering to heavy, medium, and regular flow, Fems ensures that there’s something for everyone – whether you prefer the Cotton Feel, Drytex, or Ultra-Thin options, and all at a price point that’s accessible to every budget.”

Taking on period poverty: The ‘Fems AYA’ initiative

In the last few years, Fems has ramped up its mission to combat period poverty in Sri Lanka with initiatives like ‘Fems AYA.’ 

Period poverty – the lack of access to menstrual products and education – remains a significant issue in Sri Lanka, impacting thousands of women and girls. The World Bank reports that nearly half of schoolgirls in low-income countries skip school during their periods due to a lack of sanitary products and proper menstrual hygiene management. 

Fems responded by launching the ‘Fems AYA’ initiative, distributing free sanitary products to underserved communities while also educating women and girls about menstrual health. This program has reached thousands, helping break down stigma and spread awareness about menstrual hygiene.

Building on this progress, Fems is expanding its reach with the ‘H.E.R Foundation,’ a program designed to elevate menstrual health education even further. The foundation aims to arm women with the knowledge and resources to make informed decisions about their menstrual health and to challenge outdated, restrictive norms.

Setting new standards in sanitary napkin manufacturing

Fems is setting the pace in the sanitary napkin industry with its commitment to innovation and high standards. 

The brand’s products not only meet but exceed global quality benchmarks, earning approvals from the US FDA, NMRA, SLS, and ISO. The manufacturing process behind these products is a well-oiled machine, adhering to stringent standards like SLS 1732 for sanitary napkins, ISO 9001:2015 for Quality Management, ISO 14001:2015 for Environmental Management, ISO 45001:2018 for Occupational Health and Safety, and ISO 22716 for Good Manufacturing Practices (GMP).

Hemas Consumer Brands’ Quality Assurance Head Upul Jayawardena puts it bluntly: “Our manufacturing plant is a powerhouse of efficiency and quality control, leaving no stone unturned. It’s all about meeting the toughest standards and ensuring that our products are top-notch, affordable, and safe.”

Product range: Tailored for every need

Fems offers a broad spectrum of products, designed to cater to various menstrual needs. 

The Fems Core range includes options like Fems Cotton Feel, which boasts an extra-soft top sheet for ultimate comfort, and Fems Drytex, designed to keep things extra dry by minimising liquid resurfacing.

For those dealing with heavier flow, the Fems Superior range is a go-to, offering the Fems Heavy Flow for extended protection and Fems Ultra Thin, which is 2.5 times thinner than regular napkins, providing a discreet, lightweight option for those who prioritise comfort without the bulk.

Fems Aya, which includes Fems Aya Cotton and Fems Aya Drytex, is all about value without skimping on quality. Both are SLS certified, with the Cotton variant offering supreme comfort and the Drytex variant ensuring that dry feeling all day long.

Safety and hygiene first

Fems’ manufacturing plant is laser-focused on both safety and hygiene. The plant is kitted out with all the bells and whistles, from emergency stop switches and safety interlock systems on automated lines to weekly safety audits and a near-miss reporting system. Plus, every internal meeting kicks off with a safety briefing, underscoring the brand’s commitment to keeping things safe.

On top of that, the plant adheres to strict hygiene standards, backed by its GMP 22716 certification. Regular micro-testing, along with weekly and random audits, ensures that every Fems product that rolls off the line meets the highest standards of quality.

Fems is such a movement that’s smashing barriers and improving the lives of women across Sri Lanka. With a relentless focus on affordability, quality, and education, Fems is making menstrual hygiene accessible to all, ensuring that no woman or girl is held back by period poverty. As the brand continues to innovate and expand, it’s paving the way for a more inclusive society, where women are empowered to take control of their health and challenge the status quo.