The menstrual disc first enters the market
1994-2011
After 10 years of R&D, the first menstrual disc and what would later become “Instead” is first introduced to the market in 1994 by Audrey Contente at Ultrafem, Inc. In 1998, the product is acquired by Evofem (formerly Instead Healthcare), a privately held company focused on over-the-counter women's reproductive health products. Under Evofem, “Instead” begins to grow a cult following in the US.
The “Softcup” rebrand
2011- 2015
Evofem repackages and rebrands the product to be called “Instead Softcup”. Along with the rebrand, the size of the rim is adjusted to provide a better fit for women. Evofem, Inc increases marketing and publicity efforts to make Instead Softcup a national brand. Instead Softcup is introduced in grocery and drugstores nationwide.
Softcup struggles to remain profitable
2015-2016
After years of facing unsustainable price pressure from retailers, Evofem increases the price of Instead Softcup by 38% for the first time in nearly 20 years to keep up with production and distribution costs. Shortly thereafter, Evofem slows the production of Softcup and decides to concentrate their efforts on sexual and reproductive women’s health.
The Flex Company acquires Instead Softcup
2016
After learning that Instead Softcup would be discontinued, The Flex Company (the only other manufacturer of menstrual discs) decides to acquire the brand and ramp up operations of Softcup to ensure that more women will have access to menstrual discs. The Flex Company introduces new packaging and changes the name of the product from “Instead Softcup” to “Softcup”. The Flex Company also discontinues relationships with unprofitable partners to ensure production of the product can continue.
Launch on Amazon
2017
The Flex Company ramps up production and officially launches Softcup on Amazon US and Amazon Canada to ensure that more customers can have easy access to menstrual discs no matter where they live.
Softcup becomes “Softdisc”
April 2018
As part of an exciting marketing rehaul, The Flex Company renames Softcup to “Softdisc” to help distinguish the menstrual disc from other menstrual products in the market.
Softdisc launches in select Target stores
April 2018
The Flex Company launches Softdisc in 588 Target stores with plans to expand into all Target stores later in the year.
Softcup launches at CVS and Amazon
May 2021
Known for its innovative and sustainable period products, The Flex Company’s newest menstrual cup was designed with ultra-soft 100% medical grade silicone, and a unique wave texture to improve grip and make removal easier. Softcup’s smooth taper shape follows the internal contour of the body for a natural fit.
