Thyme Sullivan + Denielle Finkelstein
From Shelf to Every Stall with UNICORN
Thyme Sullivan (tampon) and Denielle Finkelstein (unicorn) are in the stalls tackling period poverty in a very magical way.
Picture this: You’re at an office, a restaurant, maybe even a stadium—and Mother Nature calls. You head to the nearest restroom, confident that what you need is just within reach. No second-guessing, no fumbling for change, no emergency texts to friends. This is the world my cousin Denielle and I are creating with UNICORN. We’re more than fun co-founders with a shared DNA and a knack for shaking things up; we’re mothers with a vision for a future where our daughters–and everyone’s daughters–will find it absurd that once upon a time, period products weren’t as common as toilet paper in every stall.
In 2018 when we launched TOP, the organic project, our purpose was to elevate women, and that will never change. Our pivot to UNICORN is because we didn’t just want to start a business; we wanted to spawn a movement. A movement that says goodbye to period poverty by making sure that organic tampons and pads are right there, in every stall, free and accessible. Just like toilet paper. Yes, it’s that simple and that ground-breaking.
Echoing Phil Knight of Nike, “The cowards never started and the weak died along the way—that leaves us.” That is exactly how we felt 2 years ago when we recognized that our impact would be limited if we continued to simply sell organic period products on shelves and donate to those in need. To enact real, systemic change, we had to focus on access.
Imagine a world where you never have to worry about being caught off guard by your period. It’s a world where the phrase “period poverty” is as foreign as floppy disks and dial-up internet. Access to period products is the game-changer, the knight in shining armor for anyone who’s ever had to fashion a makeshift pad out of toilet paper–we’ve all been there.
Our first step was to create a low cost, low profile acrylic dispenser that installs in seconds. Responding to customer demands for an alternative to the archaic metal dispensers, we delivered. Gone are the days of empty, broken, or coin-operated machines dispensing less-than-ideal products. We listened to the janitorial staff and made it easy to service, we listened to our customers and stock products that are just like what you use at home. A compact plant-based applicator tampon and a thin pad with wings—and we are organic.
We hired 2 badass executives, Ellen Cynar and Lindsay Domaas, whose expertise in public health, policy, consumer product sales, and operations fortified our foundation.
Next, we brought men into the conversation.
We have been customers of JPMorgan Chase since our very first day, and they have been much more than a bank for us. We were invited to an intimate cocktail party when Jamie Dimon’s cross country bus tour stopped in Boston. As CEO of JPMorgan Chase he is the 19th most powerful human in the world.
Everyone was trying to get his attention, asking about everything from the economy to crypto currency, and we asked him if he ever carries toilet paper around with him. The shock factor was enough to get his attention and as a man with a wife, daughters and granddaughters he was open to a brief conversation about providing period products as a benefit for his female employees. He is a vocal advocate for women and he walked the talk that day when he added us to his famous “list” of follow up from the bus tour.
Within 2 weeks, we launched a pilot program providing period products in every stall in every bathroom, in every branch, in New England. We personally did the installs and we were overwhelmed by the emotional reaction from the branch employees. It makes it easier for them to come to work, and stay at work. It removes a mental load and makes them feel seen and heard as female employees. We were witnessing something important happening, women realized we have not had period products where we need them because we never asked.
Since the pilot, we have been featured on their “Women On the Move Podcast,” been interviewed on ChedHER TV, and appeared in an advertising campaign. We were invited to their National Women’s conference, First time CEO group, and Women’s Presidents Organization. We have been to inspiring women’s panels and participated in their community events, all with the focus on advancing women in society. They have opened doors to opportunities we would never have had.
We needed to know if this would resonate with other influential companies so we signed up to be a lead sponsor at The IFMA (International Facility Manager) conference. This conference is exactly what it sounds like, a lot of office supplies and solutions, and a lot of dudes. This is where we saw first hand the power of our new mascot, the UNICORN. We had a line around our booth out of sheer curiosity.
Men didn’t just understand the concept, they embraced it. It was simply a matter of fact, they never thought about the impact of period products within the facilities they managed. The most memorable were 3 men from American Express who realized the potential heroism in implementing our program within their organization.
New York City was our first American Express location to launch. Once again Denielle and I did the installs personally with their team to see the reactions. Within 2 days of launching in New York, a Senior Executive gave the green light for the entire country and asked if we could expand globally.
We are aligning with many other innovative leaders and organizations with a commitment to DEI & B (Diversity, Equity, Inclusion & Belonging), sustainability, supplier diversity, and improving the workplace for women. This isn’t just about ESG (Environmental, Social, and Governance) reporting or ticking boxes—it's about setting a transformative precedent that will redefine corporate responsibility and gender equality.
With UNICORN, Denielle and I aren’t just changing the way period products are distributed, we're challenging each business to take a stand for gender equality. We're not just rewriting our stories, we're editing the societal blueprint, ensuring that restroom equity isn't a policy, but a practice.
We are fueled by the opportunity to create a legacy, to craft a world where our daughters, and yours, will one day tell their children about the ancient times when period products weren’t in every stall, and watch them gasp in disbelief.
If you are a business, a school, a government institution and you want to respect your female employees, customers, constituents, etc., put period products directly in the stall. That is simply the most dignified thing you can do.
If you are a company that is recognized as a great place to work for women. If you want to attract and maintain talent with return to work, make it easy for them to be there, provide free tampons and pads!
If you are a luxury resort and your customers have to go to the front desk to get period products—then you’re not really offering luxury. If you're an arena and make people walk to first aid for period products—then you are not respecting half of your customers. If you are a restaurant owner and want to respect people that work hard for you and the customers who pay you for a great experience—then you should provide period products.
So here’s to change. Here’s to being bold, a little brash, and a lot brave. Because that’s what it takes to lead a revolution from the restroom stall outwards. This isn’t just corporate responsibility; it’s about starting a revolution with forward-thinking leaders and organizations.
Wherever there's toilet paper, there will be period products in EVERY stall.
UNICORN is revolutionizing restroom equity by redefining essential needs. They are making period products as ubiquitous and accessible as toilet paper, positioning them in EVERY stall. This monumental shift is propelled by co-founders Thyme Sullivan and Denielle Finkelstein, seasoned executives with a proven track record in operational and branding excellence with global powerhouses Nestlé, PepsiCo, Coca-Cola, Kate Spade and Coach. They have joined forces with impact-driven giants like JPMorgan Chase, American Express and Fidelity, aligning their mission with these organizations’ commitment to DEI&B goals, sustainability and workplace excellence. This isn’t just about ESG reporting or ticking boxes—it's about setting a transformative precedent that will redefine corporate responsibility and gender equality.
