When we first dreamt up Hey Zomi, we didn’t realise how much of our momentum would come from right here in the Hunter, or how far it would take us.
We’re a proudly Australian-owned, female-founded period care brand - run by sisters, myself Mika Koelma (based in Newcastle) and Zoe Fehlberg (based in the Northern Rivers).
In 2023, we launched Australia’s first, reusable menstrual disc. In our first year, Hey Zomi generated over $1 million in revenue - something that, as a startup, felt completely beyond what we imagined. That figure wasn’t just a number; it was proof that people were ready for a better option in period care, and that our wild idea was resonating. This July, we’ll take another major leap: launching into Woolworths stores across Australia.
But long before supermarket shelves, revenue milestones or national press, we were two women navigating product development, testing, and manufacturing - remote from each other and, often, from support. That all changed when we were accepted into the University of Newcastle’s I2N Accelerator in 2022. The 12-week program brought us into the heart of Newcastle’s startup ecosystem and gave us a springboard to sharpen our offering, connect with others, and ultimately bring our product to market faster, and smarter.
In many ways, our journey with I2N reconnected me with Newcastle—not just as a place to live, but as a place to build something big.
The Power of Local Support
Through the accelerator, we were surrounded by like-minded founders, mentors and advisors who didn’t just give feedback, they gave us belief. We filled the knowledge gaps that every early-stage founder has: value proposition, business modelling, go-to-market strategy, financials, growth planning. We met weekly as a cohort and had access to expert guidance across branding, investment, logistics and scaling.
What stood out was how personalised the support was. It wasn’t a cookie-cutter program—it met us where we were, with our unique challenges and goals. And it gave us something we didn’t know we were missing: community.
When you’re designing a product like a menstrual disc- a category many still haven’t heard of- you need a strong foundation of customer insight, market education, and bold, creative marketing. Newcastle’s startup scene gave us that foundation. The city’s size means you’re never too far from someone who wants to help, connect, or collaborate. We tapped into networks that shared our vision for innovation and backed us every step of the way.
We were proud to be recognised as a 2023 winner in the Hunter Manufacturing Awards for our approach to marketing at Hey Zomi and manufacturing partnerships. Being acknowledged in our home region gave us even more confidence to go bigger.
Hey Zomi: The Better Option. Period.
Our mission at Hey Zomi is simple and powerful: to give access to life-changing, reusable period care to anyone with a period.
Hey Zomi is the better option. Period.
Our flagship product, the Hey Zomi menstrual disc, is comfortable, sustainable, and life-changing for so many. It’s designed by real people with real lives, and backed by extensive R&D to meet the needs that tampons and pads have long ignored.
From day one, we wanted to challenge the idea that pads and tampons are the only “normal” options. They’re not. And we believe it’s time for reusable period care to step forward as the new standard, not a niche alternative.
We’re excited that people across Australia are discovering discs through Hey Zomi. But our vision stretches even further. We’re Hunter made, with our sights set on global expansion. With international sales already underway, we're exploring growth into the US, UK and Asia-Pacific. Our product speaks to a universal need—and we’re building a brand that can carry it across cultures, languages and borders.
Agility, Customer Insight and Bold Marketing
Part of our success comes from staying laser-focused on our community. From the beginning, we’ve listened to our customers and tested rapidly- from messaging and packaging to partnerships and pricing. Being a direct-to-consumer brand means we’re in constant conversation with the people who use our products.
That feedback loop has helped us create strong word-of-mouth, grassroots traction and a distinct brand voice, equal parts cheeky, empowering and educational.
We’ve also embraced agility in how we market. Whether it’s influencer partnerships, TikTok content, bold in-person activations or PR moments, we know how to adapt, move fast and stay ahead of the curve. Our upcoming national campaign is set to take our reach even further, capturing attention and shifting how people think about period care.
What’s Next?
We’re just getting started.
Alongside our menstrual discs, we have launched our ‘Cleaning Tablets’ certified to use for sanitising silicone menstrual products, clearing away stains and making period cups and discs safe and ready to use. This year, we launched our water-based lubricant and we’re preparing to launch a suite of additional products that complement our mission, including reusable period underwear. So exciting!
All created with our core values in mind: access, comfort, sustainability and radical transparency.
We’re proud of what we’ve built so far. But more than that, we’re proud that we’ve done it from Newcastle, with the support of programs like I2N, the recognition of the Hunter Manufacturing Awards, and a local business ecosystem that champions innovation from the ground up.
We often say that Zomi is more than a product, it’s a movement!
A movement toward a world where everyone with a period has access to care that works. A movement that puts people first, challenges outdated norms, and sparks conversation.
So, if you haven’t heard of a menstrual disc before, now you have.
And if you’ve ever wondered what’s possible when local founders are backed early and backed well, we’re here to show you.
You can learn more about Hey Zomi at www.heyzomi.com
