Phoebe Snow openly admits she has the memory of a goldfish and an unpredictable menstrual cycle to match.
It was a combination that led to many uncomfortable moments over the years for the now Narangba-based mum of two. Caught out in public with no supplies, she often found herself doing what many women have had to do – fold up toilet paper and hope for the best.
“I did that in high school and it’s just the worst,” she said. “It’s not comfortable, it’s awful and it’s something so many of us have just had to deal with.”
But after moving to Australia, growing into adulthood and becoming a mum to two little girls, Phoebe had the realisation she could actually do something about it. She began carrying a small personal kit in her handbag, complete with a pad, tampon, hair tie and emergency cash. She kept one in her car too. But it wasn’t until after her second child was born that the idea for The Day One Kit truly clicked into place.
“I jumped online to see if something like this already existed,” Phoebe said. “And it didn’t! I thought, why hasn’t anyone done this? My partner told me to go for it, and I thought, ‘Okay, let’s do it’.”
The Day One Kit launched with a bang.
“Everyone told me not to expect a sale on day one, or even in the first month, but I set a goal of 10 kits,” Phoebe said. “I sold nine. So close!”
Rewriting the Experience for the Next Generation
Balancing the business with life as a FIFO worker and mum of two isn’t easy. Phoebe handles social media and customer engagement remotely, while her partner packs orders back home. Despite the chaos, she’s committed to growing the brand. From a full “first period kit” to mini versions and eventually period undies, her vision continues to expand.
For Phoebe, The Day One Kit is more than just a product, it’s about rewriting the experience for the next generation.
“My girls are going to have a completely different experience than I did,” she said. “Back then, we didn’t get taught about cycle tracking, or what to expect. It was always negative, like periods were something to hide or suffer through.”
She sees her target audience as broad – anyone who menstruates – but finds that speaking to other mums helps the message resonate.
“Mums get it and they’re the ones passing this knowledge on to their daughters, nieces and younger girls,” Phoebe said. “This happens to half the population. We deserve better. And if I can be part of improving that, even a little, then I’m doing my job.”
Learn more at The Day One Kit or connect with Phoebe on Instagram.
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