Chelsea Women has become the first football club to adapt training regimens to players’ menstrual cycles. With people interested in optimising their health and fitness routines, the opportunity is ripe for brands to tailor health and tracker products to a growing number of female sport enthusiasts.

Colour authority Pantone has released a shade of paint called ‘Period Red’ that looks to normalise and celebrate menstruation for people of all genders. Aiming for a message of empowerment, the brand is hoping this shade will push conversations around periods to be more open and inclusive.

As the green wave in shopping continues, people are reevaluating their everyday basics and looking to make eco-minded switches. This includes menstrual products, with the brand Daye offering ethical alternatives that prioritise transparency and sustainability for people who menstruate.

Moody Month is an app and online community that helps women track and understand their hormones and moods. Going beyond ‘femtech’ and conversations around period-tracking and fertility, it offers a more holistic approach, taking into consideration factors like the weather and the moon.