Boss Lady is a series that shares personal insights from creative women in business. This week we talk to CEO and Founder Jonna Piira and Director of Brand Partnerships Lauren Fiske of Kali, an organic feminine care subscription service that focuses on women’s overall health and wellness. “We are spreading awareness of the benefits of using organic feminine hygiene products and building a wellness community… [with] a forum to find information and learn about what’s going on in the world of wellness.”
1. Tell us a bit about yourselves and your careers.
Jonna: As Founder and CEO of Kali, an organic tampon and pad subscription service, I spearhead the company’s business development and strategic planning activities. My background started in finance in the medical diagnostics sector after getting my MBA and continued on into the tool and frozen foods industries. I have a passion for educating individuals about what they put into their bodies and helping people rethink their periods.
Lauren: My background is actually in Fashion Merchandising. I got my degree from Florida State and began working for Ralph Lauren after college. I ended up living in NYC and overseeing visual displays for the country until I left about three years ago after my son was born. This has been a whole new world for me but I have always had a love for beauty/wellness products and strongly believe in organic period care.
2. Jonna, what prompted you to start Kali and provide organic feminine care options to women?
I was going through my own wellness journey and realized that I had no idea what was in my period care. I started to do a lot of research and was shocked by what I found. I started to wonder how many other people out there didn’t know what was in their tampons and pads. Kali was born.
3. Lauren, as Director of Brand Partnerships what does your day usually look like?
A typical day for me includes a lot of time on Instagram lol. In addition to my marketing responsibilities I also manage social media. I will post content on our feed and stories throughout the day. I also find potential brand partnerships through Instagram so I will seek them out or find people based on our comments or likes. I spend a good amount of time corresponding with brands via e-mail or phone calls to organize giveaways, inbox partnerships, or events.
4. What inspires you and fuels your creativity?
We are inspired by educating people about what is in their period care and making better choices. We also love helping people add self-care into their daily lives. Bringing wellness full cycle and adding wellness into every aspect of your daily life is so important. There are so many amazing natural products that we want to share with our community.
5. Describe a challenge you faced in the workplace and how you overcame it.
We started out as very close friends and have been friends for years. Kali was growing and needed to expand. Lauren was a perfect fit to join the team. We transitioned to working together, which can have it’s potential challenges. However, with strong communication skills and building healthy boundaries, we have been able to do both without negatively impacting our long, close relationship.
6. What’s your most successful form of marketing?
Organic brand partnerships. We are able to reach a new audience in an authentic way with like-minded brands and communities.
7. Lauren, how do you find new brands to partner with and what do you look for? It’s such a great idea to put pampering products in the Lux boxes!
I totally agree! This is honestly one of the best parts of my job. I’m definitely a beauty junkie so it is really fun to discover and test out different brands. I use Instagram to find brands that share the same ethos as us. They need to be natural, organic and wellness-oriented. We love supporting female-founded businesses as well! I personally test every item… If we wouldn’t use or recommend it, we won’t suggest it to our community. There’s so much out there so we want to help people discover new brands and get trusted recommendations.
8. Jonna, what advice do you have for those looking to become an entrepreneur?
Don’t wait for the perfect moment to move forward on your idea. You just have to go for it. There are so many ways to start your research and build your idea while you are still working for someone else. Also, sometimes the most important thing to remember during the tough times…is to not give up.
9. What do you see for Kali’s future? Any upcoming projects you can tell us about?
We see Kali continuing to grow and expand to different product categories. We can’t share too much just yet, but we will share soon. Stay tuned.
10. Why is it important to give back to organizations such as I Support the Girls and Girl Up?
It’s important to give back to people in need. Some of the basic things we take for granted may not be available to everyone.
11. Who is a Boss Lady who inspires you and why?
Sara Blakely. She is very inspiring because she built a company from nothing to solve a problem in a very innovative way. She is always pushing herself out of her comfort zone and is continually investing in female-founded companies.
Just for fun!
Favorite breakfast food: Jonna: I start my day with homemade celery juice, eggs, and coffee; Lauren: I know I should, but I don’t eat breakfast. Does coffee count?
Last song you listened to: Jonna: It Must Have Been Love (Roxette); Lauren: Truth Hurts (Lizzo)
Current show you’re watching: Jonna: The Affair; Lauren: Gossip Girl
Next travel destination: Jonna: Finland, my home country, with my family; Lauren: Miami
The perfect Saturday includes: Jonna: an almond milk latte, a book, the gym or yoga, and brunch with friends; Lauren: Nothing (no child, no husband, no chores)