"We want ENROUSH to become the place where women can find any product they need when it comes to intimate health or menstrual care." With its debut in 2020 on 3 European markets and in 2021 on the Romanian market, Enroush offers 100% organic menstrual care products. In addition to production and distribution, the Enroush team provides a space where transparency and access to information contribute to women's health and well-being.

The entrepreneur wanted to create 100% organic and natural feminine hygiene products, but also to begin honest conversations about a niche where such products must have as little impact on women's health and the environment as possible.

Sustainability in feminine care

"Organic menstrual products came into my life quite late - about 4 years ago, when I discovered that there is no transparency about the ingredients used in many menstrual care products. Specifically, they are completely missing from the labels." This was when Carmen decided she wanted to create a sustainable and safe solution for all women.

In regard to the women's bodies and the planet, Carmen created the ENROUSH brand, for which she worked for 2 years in the development stage. ENROUSH is now the direct manufacturer of a portfolio of chemical-free menstrual care products.

Along with manufacturing partners, production takes place in factories in Germany, Belgium and France, where the team can control the process from A to Z in these ISO 9001 and BRC certified facilities. Also in terms of certifications, ENROUSH also has the GOTS (Global Organic Textile Standard) certification, a guarantee of the purity of ENROUSH, and a seal that everything is made ethically, without bleaches, pesticides, and that it complies with the highest manufacturing standards, but also of growing and harvesting organic cotton.

Carmen graduated the Faculty of Business Administration at the University of Bucharest, and from her constant concern for health and the environment, she created Nuelyfe, the "mother" company and the origin of two brands that she started working on 6 years ago. The first of them is ALLKME, a brand of natural supplements and vitamins, which was recently acquired by a UK company. Now, only ENROUSH remains the project to which both she and the team are 100% dedicated.

Arms wide open from the local market

ENROUSH was launched in 2020, initially in the markets of Germany, Austria and Switzerland. And only last year, after a strategy meeting with the whole team, they decided to try for a home run as well.

"I think I didn't do it earlier because I was slightly afraid that the public in Romania would not respond as well as in Western countries. But we were impressed to discover how open and enthusiastic we were and are received in Romania."

The warm welcome on the local market also came with a new business direction, one where ENROUSH also listed its products in shops, ones from the DM network, by public demand. Until then, the brand sold online, through its own channels, and part of their strategy was offering a monthly subscription, which clients could customize and also had discounts for recurring orders, a premiere on the Romanian market.

"Just a few months after the launch in Romania, we received a huge customer request to be able to list the ENROUSH products in stores as well. This is how the collaboration with DM began. And as a next move, since we got very good results from offline sales, we are working intensively to expand our distribution area, and to be present in as many locations as possible."

In addition to multiplying sales channels, ENROUSH also plans to expand its portfolio with more and more products in this category: "We recently launched an intimate gel created in close collaboration with gynecologists, with 95% natural ingredients, which was a real success, running out of stock in only 10 days after launch," Carmen tells us.

In this line of business, the biggest challenge remains education, that's why the ENROUSH team has made it their mission to convince the public of the importance of the healthy intimate care and wants to make a real change in this sector.

"A woman uses up to 12,000 menstrual products in a lifetime. If we don't use the right products, this can translate into 10 years of continuous exposure to harmful ingredients. In addition, the most popular method of protection during menstruation is the pad - made of 90% plastic, which takes up to 500 years to decompose."

Health care is the pillar of the ENROUSH business, topping up with care for the environment. In this perspective, the founder of the brand truly believes that: "sustainability must be the basis of any current business. We have a responsibility towards the environment but especially towards future generations. And this is fully understood by the general public who chooses, more and more often, those brands that respect its values and principles. Studies and research in the field are constantly evolving, so my advice is simple: stay connected as much as possible to reliable sources of information that objectively present the new directions. Choose the best partners who do not compromise on quality, especially in terms of the ingredients used. There's only one secret: don't give your customers anything you wouldn't use."