In the Gulf region, nearly 19 per cent of women suffer from Polycystic Ovary Syndrome (PCOS), a condition that affects hormonal balance and can lead to long-term health issues such as infertility, insulin resistance, and increased risks of endometrial cancer. Despite its prevalence, the connection between menstrual care products and hormone disruption is often overlooked.
Adaye, founded by Bahraini entrepreneur Shereen Abdulla, is addressing this gap by creating organic, endocrine-safe menstrual products designed to minimise exposure to harmful chemicals.
Conventional period care products often contain plastics, that may have hormone-disrupting effects due to the synthetic materials used that contain chemicals such as dioxins and phthalates. These chemicals are sometimes used in the bleaching process, fragrances or in the plastic components and are associated with potential health issues including reproductive disorders, early puberty, endometriosis, and an increased risk of certain cancers.
One study detected endocrine-disrupting chemicals in 98 per cent of the menstrual pads and tampons tested, causing alarm because menstrual products are used in close contact with sensitive areas of the body for extended periods of time.
Shereen Abdulla, inspired by her own health struggles with conditions like polycystic ovary syndrome (PCOS) and uterine fibroids, launched Adaye to empower women with toxin-free menstrual care. Adaye’s sustainable product line includes biodegradable, plastic-free pads, tampons, and pantyliners that offer solutions that are both safe for the body and the planet.
The Ethicalist caught up with her….
TE: What inspired you to move from a successful career in finance to founding Adaye?
SA: The shift from finance to wellness was deeply personal. After years of dealing with hormonal imbalances, Polycystic Ovary Syndrome (PCOS), and fibroids, I found myself frustrated by the lack of menstrual products that were both safe and effective for women like me.
I knew I wasn’t alone in facing this issue. In the Gulf, nearly 19 per cent of women struggle with PCOS, and uterine fibroids are widespread, yet there was little focus on how menstrual care impacts these conditions. Adaye was born out of my desire to offer a solution that not only addresses these concerns but empowers women to take control of their health.
TE: Can you share the challenges you’ve faced in addressing women’s health and menstrual taboos in the Middle East?
Being from the Middle East, I knew that addressing menstrual health in the region meant confronting deeply ingrained taboos. From the outset, it became clear that the journey wasn’t just about creating products—it was about changing the conversation.
Menstruation is often a whispered topic, and in many parts of society, it’s associated with shame. This silence can be harmful, particularly when it prevents women from understanding how critical their menstrual health is to their overall well-being.
At Adaye, we are working hard to break down these barriers by creating a community where women can openly discuss these issues without fear or embarrassment. Educating women about safe, organic products is an essential part of our strategy.
TE: How is Adaye tackling the high prevalence of PCOS in the Gulf region?
PCOS is alarmingly prevalent in the Gulf, yet many women are unaware that the menstrual products they use can worsen their symptoms. Hormone disruptors like plastics and parabens, commonly found in conventional pads and tampons, can interfere with hormonal balance – something women with PCOS need to be especially mindful of.
Adaye’s products are free of synthetic materials and harmful chemicals. We use GOTS-certified organic cotton that is gentle on the body, allowing women to manage their menstrual cycles without introducing toxins.
TE: What makes Adaye’s products unique in terms of sustainability and health benefits for women?
Adaye’s products are designed with both women’s health and the planet in mind, addressing the significant environmental impact of the period industry. Conventional menstrual pads, made from materials that can take 500 to 800 years to decompose, break down into harmful microplastics that pollute our ecosystems for centuries. Over a woman’s lifetime, she is estimated to discard 250 to 300 pounds of period products.
At Adaye, we’ve innovated to counter this. Our products are made from 100 per cent certified organic, biodegradable materials that nurture women’s bodies while drastically reducing waste. By eliminating plastics and harmful chemicals, we support women’s health – reducing exposure to endocrine disruptors – and protect the environment by ensuring our products decompose safely. Sustainability isn’t just a bonus for us; it’s at the core of what we do, leading the femtech industry toward a greener, healthier future.
TE: What role does education play in raising awareness of endocrine-disrupting chemicals?
Education is at the heart of Adaye’s mission. Many women don’t realise how harmful certain chemicals in menstrual products can be, especially endocrine disruptors. These chemicals interfere with hormone function and are linked to serious issues like infertility and hormone-driven cancers.
We focus on educating women through our digital platform, sharing blog articles that explain how to choose safer products and why it matters. We want women to feel empowered to make informed choices about what they put in and on their bodies, reducing exposure to harmful substances and taking control of their health.
TE: How do you engage with the community to raise awareness about menstrual health?
Community engagement is a cornerstone of what we do. Beyond offering products, we invite our ‘Friends With (Health) Benefits’ community to events co-hosted by health professionals—from movement classes to women’s health seminars. These events give our community not only the opportunity to learn about gynecological health but also to connect with like-minded women around the topic of menstruation.
We’ve also launched a podcast called ‘Flow & Tell‘, an anonymous, audio-only platform where women can share their period stories. By normalising conversations around menstruation, we hope to demystify it and encourage women to take a holistic approach to their well-being. It’s about building a supportive community where women feel seen, heard, and informed.
To learn more or buy products, visit adaye.co