Female Founder Features: Flo Goest

Female Founder Name: Flo Goest

Business Name: Flo Collection

Website: www.flocollection.com

Tell us about your business. What products or services do you offer?: Flo Collection is proudly Australian made, designed and owned. We make period underwear that looks and feels great, without compromising on ethics, sustainability and function.
Thanks to our patented design, our underwear folds into a self contained bundle.
Our colourful gusset lets you see what’s "flowing on" and our underwear is constructed with the smallest amount of seams possible, making them both comfortable and good looking.
We also make the Soothe Pack, a cold or hot pack that fits perfectly into our patented pocket.
Oh, and our flagship style (the Lilly) holds more than 3 tampons worth of period blood.

What inspired you to start your business?: I have endometriosis and my periods aren't my favourite time of the month, to put it mildly. I was inspired by the fact that I could not find any period underwear that was Australian made, functions well and also looks good. I also used to commute to work and hated having to carry an extra bag to put my used undies into. My rain jacket can fold into itself, why can't my period undies do the same?

How long have you been running your business?: Our very first collection is on pre-sale now and we officially open our doors to everyone on 02/05/2025.

What is the biggest challenge you’ve faced as a woman in business, and how did you overcome it?: The stigma that still surrounds periods. Even other menstruators are sometimes embarrassed or taken aback when I openly talk about my period and my product.

What has been your proudest moment as a business owner?: Signing off on the perfect sample, after many, many revisions and sleepless nights we were able to nail the fit that also functions! Yay!

What strategies have helped you grow your business?: My number one strategy is to just keep going. Showing up for my business can look different depending on my day and the phase of my menstrual cycle, but if I just keep going, I will get there eventually.

What tools or resources have been game-changers for your business?: The Spark community has been so great, I have loved drawing inspiration from the Spark TV interviews. Whenever I have a lower motivation day (looking at you, luteal phase!) I listen to a fellow founder and it feels less daunting.

Can you share one key lesson you’ve learned about managing finances as a business owner?: Make sure you spend your money where it's worth it. I got my home office furniture second hand, it works well and was a fraction of the cost.
I would never skimp on the materials I use for my products though, a well made item is made from quality materials and saving in the short term will cost you in the longterm.

How do you balance the demands of your business with your personal life?: I have a two year old that demands my presence, so while I am terrible at managing this myself he reminds me that he's only little once and needs me too.

What leadership qualities do you believe are essential for running a successful business?: Empathy, determination and flexibility.

How do you motivate and manage your team?: I don't have a team yet.

What role does mentorship or networking play in your business journey?: It needs to play a bigger role!
I use our instagram (@theflowdownlow) to share funny content related to periods, but want to expand on this to share knowledge and insights also, like working with your cycle (make sure you are in your follicular phase when you try and land that big client!) and stories from different perspectives.

What trends do you think will shape your industry in the coming years?: Sustainability! I hope doing the right thing will become the standard across clothing brands.

How do you stay ahead of the competition in your industry?: I have a patent for the foldability of my garment, so I am legally ahead already. I think competition is a good thing, my product isn't for everyone but there is a sustainable product out there to fit their needs I am sure.

Who or what inspires you in your business journey?: My little boy! I want to be able to provide for him while also preserving this planet for him as well as I can. By removing single use period products and replacing them with my well made period underwear, I feel like I am making a real difference.

What’s one thing you wish more people knew about your business?: All of our underwear and materials are designed and tested by menstruators!

Reflecting on your time in business, what is one piece of advice you would give to another woman to help her on her business journey?: Do not compare yourself to others, but do what brings you joy.

How can people connect with you or learn more about your business? (e.g., website, social media, etc.): www.flocollection.com
insta: @theflowdownlow