Fems H.E.R. Foundation empowers women and girls across Sri Lanka

Fems, a leading feminine hygiene care brand by Hemas Consumer Brands, has always encouraged and supported women to achieve their dreams in their chosen fields. Recognising the importance empowered women and girls play in building better futures for themselves and society, Fems is taking the lead in accelerating progress for women through introducing the ‘H.E.R Foundation’ (Help. Empower. Rise.)

In a media release, Shiyan Jayaweera, Director Marketing of Hemas Consumer Brands, said, “Fems, as a flagship feminine hygiene care brand, has consistently championed the rise of women and girls by empowering them to dream beyond societal constraints. The H.E.R. Foundation is a natural extension of our commitment in supporting women’s health and hygiene needs, providing solutions and resources that will help raise awareness, educate communities, and further encourage women and girls in the country to overcome various hurdles.”

The H.E.R Foundation is dedicated to addressing the challenges Sri Lankan women and girls face, through initiatives ranging from education on hygiene practices to improving access to sanitary napkins. The initiative, based on three core pillars: Help, Empower and Rise, seeks to advance an environment of inclusivity and empowerment for women from all walks of life.

The Help pillar focuses on affordability and accessibility. Insufficient education and affordability have led 70% of women within the country to irregular access to napkins. So Fems introduced ‘AYA’ in 2022, a pioneering economical sanitary napkin brand with exceptional product standards. The Foundation ensures that ‘AYA’ sanitary napkins are within reach for every woman, supporting them to face their period with dignity and ease. To date ‘Aya’ has been made accessible to over 270,000 households island wide.

The Empower pillar champions open discussions and unhindered access to sanitary products. By introducing sanitary napkins in schools and workplaces, Fems seeks to empower girls and women to embrace their journey without any difficulty. Fems has trained and educated over 125,000 women and girls on good menstrual hygiene practices through its school and corporate education programs.

The Rise pillar challenges gender norms and inspires future generations while recognising and celebrating the achievements of women from diverse backgrounds.