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Menstruation is often a taboo topic. From the potential confusion surrounding your first period to embarrassment while purchasing feminine hygiene products, there\\u2019s a negative stigma many people associate with menstruation. And that\\u2019s assuming you are not one of the\\xa063 percent of women who have difficulty affording these necessary products.

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However, CEO Vilmante Markeviciene, is bringing power and positivity to the feminine hygiene market. She is the founder of the U.S. brand Genial Day and the European brand Gentle Day, sustainable feminine care products aimed at minimizing rashes, skin irritation, and unpleasant period smells and spills.

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Pivoting from a career in business administration and interior design, Markeviciene found herself at a crossroads in 2008. During the recession, she realized how expensive pads, tampons, period underwear, and related products were in the United States \\u2014 and seized the opportunity to expand her business from the EU to the U.S.

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Listen to Markeviciene describe her entrepreneurial journey, and how your purchases can support displaced Ukrainian people who menstruate, on this episode of SheVentures.

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2:33 Markeviciene describes growing up in Lithuania.

7:22 Markeviciene\\u2019s promise to donate one product to Ukrainians for each product bought\\xa0

8:40 What were Markeviciene\\u2019s early career pivots?\\xa0

10:38 How did Genial Day start?

17:10 What is the product approval process?\\xa0\\xa0

26:20 Markeviciene discusses the complications of going global. Hint: How did she end up with two names for one company? Listen to her tips so it doesn\\u2019t happen to you.

29:00 What role do women play in the feminine hygiene market?\\xa0

36:00 Education is the base of Genial Day\\u2019s mission.\\xa0

43:30 Markeviciene breaks down sustainability with Genial Day products.\\xa0

49:42 Tips for young entrepreneurs starting out\\xa0

51:10 Where to find Genial Day products\\xa0