This new start-up uses AI to predict when to send you period products

The company, which launches officially today, is founded by Affi Parvizi-Wayne who started the company after seeing refugees stuck at European border crossings on the news and wondering how they managed their periods. As a result, a portion of every subscription of £6.99 a month to Freda goes towards worldwide initiatives tackling period poverty both in the UK and internationally. This includes, A Bloody Good Cause, a UK initiative to provide pads to refugees and the homeless, Bloody Good Period, which provides asylum seekers with better access to period care, and Killi Pads, a microenterprise in Tanzania which produces reusable cloth pads with locally sourced materials for local school girls, many of whom live in poverty, with little access to running water, hygienic facilities or basic period care. The new start-up is also eco-conscious and introduces its own range of "100% certified organic cotton" tampons and pads that are eco-friendly and biodegradable. It joins a range of subscription-based start-ups in the UK including Friction Free Shaving, Birchbox, and Hello Fresh.