When most founders talk about growth strategies, they mention product-market fit, channels, or conversion rates. For Polina Sergeeva, co-founder and CEO of Menstruflow, growth starts with something far less conventional: breaking taboos. On Behind the Click, hosted by Janine Vanessa Heinrich, Sergeeva shared her journey from failed startup founder to building a femtech venture that directly challenges the stigma surrounding periods.
Polina Sergeeva didn’t come to femtech through market research. She came through pain – literally. For years, she suffered from debilitating period cramps, often planning vacations and daily life around her cycle. Doctors repeatedly told her it was “normal.”
Then, in early 2023, a conversation with her fiancé became a turning point. “We have cars that are almost flying,” he told her, “but nothing for something as normal as this?”. That frustration sparked research into alternatives – leading her to discover TENS technology (transcutaneous electrical nerve stimulation), long used in physical therapy but never marketed for menstrual pain.
The first time she tried the device, she cried tears of joy: she was pain-free for the first time. That was the catalyst. If it worked for her, she believed it could transform the lives of millions of other women. Menstruflow was born.
Education before sales
What sounds simple on paper, a proven technology applied to a massive problem, turned out to be anything but. Launching in late 2023, Polina and her co-founders quickly learned that taboo and skepticism were bigger hurdles than competitors.
“Most people don’t know this technology exists,” she explained. “And periods are still a sensitive, almost shameful topic. That makes education the first job before selling.”
Menstruflow leaned heavily on social media, street interviews, and bold guerrilla tactics (Sergeeva is known for carrying a large sign to events that openly declares their mission). But while the message attracted attention, it also brought backlash – often from women over 40 who felt uncomfortable seeing periods talked about so openly.
For Sergeeva, that backlash became fuel. “If people react, even negatively, it means we’ve started a conversation. And every reaction can be turned into content.”
The tough lessons of e-commerce
Menstruflow’s launch coincided with the lucrative Q4 e-commerce season. Sales came fast. But then came January – and the crash. “We thought periods aren’t seasonal, right? They happen every month. But Q1 in e-commerce is brutal,” she admitted.
The team experimented with Google Ads, influencer campaigns, and agencies promising overnight success. Most failed. Influencer marketing in particular flopped, because many creators weren’t willing to talk openly about periods. Education required persistence and multiple touchpoints, making traditional “one-shot” campaigns ineffective.
Customer acquisition turned out to be slow and expensive, requiring seven to ten interactions before most buyers committed. “If I had known how hard it is to educate the market, maybe I would have thought twice,” she reflected candidly.
Bootstrapping and bold choices
Unlike many startups in the femtech space, Menstruflow is entirely bootstrapped. With five co-founders pooling resources, the company avoided early investor pressure. That doesn’t mean it’s been easy. Growth has been slower than hoped, and Sergeeva admits she has moments of doubt about whether to raise capital.
“But I believe in this product so much,” she said. “I know it will work out. It just takes patience. I don’t want external investors asking me every month why revenue isn’t where they expect it to be.”
Her previous failed startup (an online piercing shop) also taught her the importance of co-founder alignment. At Menstruflow, she and her team spent an entire weekend openly discussing work styles, weaknesses, and triggers before committing. It’s paid off: the core team shares values, if not always the same pace of work.
Shameless marketing and breaking barriers
If there’s one quality Sergeeva says is essential for building a brand around taboo topics, it’s shamelessness.
From wearing her product at all times to parading signs through corporate events filled with men in suits, she embraces discomfort. “I’m a shameless person,” she laughed. “That’s what it takes. You can’t break taboos by whispering.”
Her advice to other entrepreneurs? Talk about your idea early. Get feedback. Stop worrying about someone stealing it. Too many founders hide their concepts out of fear, but Sergeeva insists transparency and feedback are what accelerate growth.
What you’ll take away
This Behind the Click episode goes far beyond femtech. It’s about building a business around conversations the world avoids and the grit it takes to keep going when people push back.
To hear Polina’s story in full, in her own voice and with all the nuance that can’t fit on a page, watch the complete episode of Behind the Click:
You can also listen to the episode on the Spotify or Apple Podcasts.
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