Emer founder Celine Ventalon on why she wants women to switch to menstrual underwear—for their health and for the planet

In 2021, Ventalon founded Emer, a brand offering a full range of menstrual underwear to suit every stage of the cycle. Designs cater to lighter and heavier flows alike, including thongs for the final days of a period, functional styles for day and night, and pieces crafted with lace, tulle and other premium fabrics for an elegant look. There are seamless period pants too, and high-waisted designs to support any bloating.

“Women are looking for sophistication, and specifically on their period they want to look great, because their mood is already affected, so having a product that is beautiful helps,” says the founder. 

Through Emer, Ventalon seeks to serve multiple life stages too: from a first period—there are also adaptable designs that can be adjusted as teenagers grow, to pregnancy discharge, postpartum bleeding and the heavy flows that sometimes accompany perimenopause or menopause, and even urinary incontinence—where pants can be combined with the reusable pads that are also part of Emer’s product line. 

The collection also features menstrual swim pants, helping to dispel the myth that women cannot swim during their period. Ventalon emphasises that swimming can actually be beneficial in easing menstrual cramps, making this an especially practical solution. 

Ventalon is also passionate about supporting young athletes. In Vietnam, Emer sponsors a women’s football team and runs educational workshops in schools, where she has seen a growing interest in her menstrual swimwear among competitive swimmers. 

“They came to me and said they had trained so hard for a particular day and then they have their period and don’t want to use tampons, so will have to retire from the competition,” she explains. Now, many teen swimmers who are aware of Emer wear the brand’s swim pants underneath their one-piece swimsuits. “It’s not about selling. Obviously, I want to survive, but it’s about giving the opportunity to young women, to young girls, to be able to go on with their day as if it’s a normal day.”

Ventalon’s vision for Emer was not only about practicality and aesthetics—it was also rooted in environmental concerns. 

Every year, 20 billion disposable menstrual products are discarded in the US, and 49 billion in Europe. In Asia, where sanitary pads remain the most popular option, most end up in landfills. Over the course of her life, the average woman will use approximately 11,000 single-use products such as tampons and pads.

Period underwear offers a more sustainable alternative. One pair of Emer underwear typically lasts three to five years, replacing around 1,500 tampons. Designed to be worn for 10 to 12 hours at a time, a single pair can replace up to three regular pads.

While period underwear does carry a higher upfront cost, users usually begin saving money within a few months, compared to continually purchasing disposable products. They also reduce their environmental footprint, though other sustainable options like menstrual cups can offer even longer lifespans. Still, for many—especially in parts of Asia where pads dominate—period underwear offers an accessible and appealing alternative.

Ventalon may be offering a more sustainable and cost-effective menstrual care product, but how do you encourage people to move away from a product they have probably been using since their teenage years? 

“In Asia, I don’t even talk about sustainability, because that’s not [people’s] main focus. But their health is. So, usually, I focus on talking about why menstrual underwear can be better in terms of health. There are so many studies that say we need to stop using pads and tampons.”

Research has found tampons can contain as many as 16 types of metals, including lead and arsenic, along with volatile organic compounds (VOCs) linked to short- and long-term health effects. Sanitary pads—made up of as much as 90 per cent plastic—have also been shown to contain VOCs, phthalates and other endocrine-disrupting chemicals.

Menstrual underwear isn’t a perfect solution for everyone, and certain aspects can deter adoption. One sticking point, particularly in Asia, is the washing process. After wearing, the underwear must be rinsed under cold water until it runs clear before being placed in the washing machine. The same care applies to Emer’s reusable pads.

Still, Ventalon is unwavering in her mission. She appeared on Shark Tank Vietnam in 2023 seeking investment, has collaborated with model and Miss Universe Vietnam runner-up Thao Nhi Le on a limited-edition collection, and continues to promote menstrual underwear in sporting settings and educational environments through workshops. Awareness raising is a key component and Ventalon is keen to share practical advice on all types of period care options, not only menstrual underwear, and their respective pros and cons, empowering women and girls everywhere to make an informed choice. 

Globally, the menstrual underwear market is growing rapidly, particularly in the US where there is a strong emphasis on reusable products. Ventalon believes it’s only a matter of time before major brands bring their own lines to Asian markets—a development she welcomes, as this will only help to raise much-needed awareness, while Emer continues to offer a more premium, beautiful and sustainable option.

Front & Female Changemakers celebrates the extraordinary journeys of inspiring women who have emerged as powerful changemakers in a range of fields, offering a glimpse into their lives and showcasing their courage, vision and relentless pursuit of change and progress. From social entrepreneurs and business leaders to educators, artists, activists and scientists, Front & Female changemakers exemplify the ability to challenge the status quo and demonstrate the power of women to effect change.

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