TOTM targets retail expansion with landmark Waitrose partnership

Organic period-care brand TOTM has secured a landmark retail partnership with Waitrose. The move marks a pivotal milestone for the UK-based brand, proving that transparency, sustainability, and wellness are no longer considered niche but essential.

This retail partnership brings TOTM’s full range of 100% certified organic cotton products to a new demographic of conscious consumers across the UK.

Ruby Parmar, Chair at TOTM, said: "Access to better period-care should be non-negotiable. We are incredibly proud to be launching into Waitrose, bringing our market-leading range to a discerning new demographic.

"At TOTM we offer period-care solutions with the promise of quality and comfort without compromise, building customer relationships on trust and transparency. Being part of the Waitrose portfolio feels like a natural next step; one that will expand TOTM’s reach exponentially and elevate our proposition among conscientious shoppers."

Co-founded by St-John Pearce-Burke and Kate Herbert in 2012, TOTM is on a mission to change the industry for good, offering a range of 100% organic cotton period-care products that are ethically made in Europe and designed to reduce plastic waste.

For every TOTM cardboard applicator tampon sold, the British brand recovers the equivalent weight of plastic from the ocean. It also champions menstrual comfort, wellbeing and dignity while it's on its mission to make sustainable period-care products more accessible and affordable for everyone.

TOTM’s debut in Waitrose reflects growing consumer appetite for products that not only deliver on performance but also align with ethical and environmental values.

Rachel Gill, Sanitary Care Buyer at Waitrose, added: "Our customers are increasingly looking for high-quality and ethical options across our products, and period-care is no different. We’re delighted to make sustainable choices easier than ever with the launch of TOTM."

Shoppers can find TOTM products in selected Waitrose stores across the UK, with prices ranging from £3 to £3.75. To celebrate the launch, customers will benefit from an exclusive introductory offer of 25% off all TOTM products for the first month.