Company milestones, our brands, & media inquiries

Our story

After silently suffering from chronic yeast infections for 15 years related to organic tampon use, I felt it was time to change the status-quo--not just for myself, but for menstruators everywhere. I set out to create period products that were truly innovative by solving real period problems, like cramping, bloating, odor and unnecessary waste.

In 2014, I began researching period product alternatives and hosting focus group dinners to discuss periods and period products with consumers. Weekly dinner conversations turned into a movement that we call the Uterati, a community of close to 15,000 humans invested in improving the future of period products.

In 2016, I launched The Flex Company after discovering the menstrual disc technology and innovating to improve its materials, comfort, and efficacy. Flex was created to give those who menstruate period products that prioritize comfort, support an active lifestyle and cut back on unnecessary waste. My ultimate goal is to transform the lives of people with periods.

CEO&Founder photo

Don’t blame your body. For generations, we’ve accepted that our period weeks should be uncomfortable. It’s time to change the status quo.

Lauren Wang Founder & CEO

Company milestones

  • 2016

    Lauren Schulte Wang creates The Flex Co.™

    Lauren joins Y Combinator, the prestigious start-up accelerator for the most promising
    new companies.

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    The Flex Co. acquires Softcup & immediately ramps up production to save the disc from being discontinued.

    Lauren coins the term "menstrual disc" to help describe the different shape and benefits of the product vs. the menstrual cup.

    Flex adopts the tagline mess-free period sex™️ & receives top tier media coverage for Flex Disc™️ featuring this claim.

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    Flex Disc™ ships to customers for the first time.

    Flex launches The Fornix magazine to educate and create discourse around menstruation, reproductive health, and sexual wellness.

  • 2017

    Uterati community is founded on Facebook. Members are closely involved in Flex’s customer-led product innovation strategy.

    Softdisc is available on Amazon US & Amazon Canada.

  • 2018

    The Flex Co. acquires Keela and launches Flex Cup™ alongside its co-founders Jane Adamé & Andy Miller.

    Softcup is rebranded to Softdisc and is now sold at all Target stores in the US.

    Flex becomes the first digitally-native period care brand to go omnichannel, forging the way for new startups to enter
    the category.

  • 2019

    Flex Disc™, Flex Cup™, Softdisc®, & Softcup® are patented in the U.S. & abroad.

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    Flex Cup™ and Flex Disc™ are now sold at select Target stores.

  • 2020

    The Flex Co. expands its retail footprint, selling at CVS and Target stores nationwide.

    The Flex Co. surpasses 20-yr industry leader DivaCup as the #1 sustainable period
    care brand.

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    The Flex Co.’s product portfolio is now sold in over 25,000 retail locations across the U.S.

  • 2021
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    The Flex Co. announces that its newest product innovation, Softcup, is available at select CVS locations & on

    Flex airs the first national TV campaign featuring a menstrual disc.

Environmental Impact

Environmental impact

Sustainability for Flex means doing the best we can for people and the planet, in all areas we can directly control.

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The Flex Co. visual assets

Easy access to winning creative from our two brands.

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