What if building a sustainable business wasn’t about claiming to have all the answers, but about being transparent about what still needs to change?
For Sara Llewellyn, founder of Mighty Eve, that principle sits at the heart of entrepreneurship.
Mighty Eve is building a new generation of reusable period wear designed for people whose periods don’t fit neatly into the “standard” experience. Its products are primarily bamboo-based and designed around comfort, durability, absorbency, protection, and ease of use.
But the company isn’t simply trying to convince people to switch from disposable products to reusable ones.
It is trying to solve a more complicated problem: how do you change a deeply ingrained habit when that habit is tied to stigma, fear, comfort, and trust?
When the Existing Solution Doesn’t Work for Everyone
Sara describes a significant group of people who experience difficult or unpredictable periods, including those dealing with conditions such as endometriosis, fibroids, PCOS and heavy flows.
For these customers, simply telling them to “switch to reusable” isn’t enough.
The product has to work.
That is why Mighty Eve has focused heavily on product development. Its period wear uses a microfiber centre designed to absorb substantially more than traditional disposables, alongside a breathable waterproof layer and a soft bamboo outer layer.
The company has also developed discreet solutions for changing products during the day, including a reusable pad and specially designed clutch bag that transforms into a wash bag.
The philosophy is straightforward: sustainability shouldn’t require people to sacrifice comfort, confidence or practicality.
And that matters because the biggest obstacle to adoption isn’t necessarily a lack of awareness.
It is trust.
The Hardest Part Isn’t Creating the Product. It’s Changing the Habit.
Mighty Eve is only around six months into its journey, but Sara has already identified one of its biggest entrepreneurial challenges: changing behaviour around menstruation.
Period conversations still carry considerable stigma. People can feel uncomfortable talking about their experiences, let alone experimenting with a product that is unfamiliar.
For Sara, the answer has been conversation.
Mighty Eve runs school workshops, attends festivals and goes into communities to discuss menstrual health and the choices available.
The objective isn’t simply to sell.
It is to make the subject easier to talk about.
Once people begin sharing their experiences, Sara says, they often discover that their challenges aren’t as unusual as they thought. That creates an opportunity to learn from one another and discover solutions together.
Communication, she believes, is Mighty Eve’s biggest ally—while fear and habit remain its biggest challenges.
Building a Team Around Strengths
Mighty Eve isn’t a solo-founder operation.
Sara works alongside three other directors, each bringing a different area of expertise to the business.
Sara leads product design and development and oversees the company’s organisational direction. Howell Llewellyn leads technology. Ellie brings extensive marketing experience. Giancarlo contributes decades of industry knowledge across period products, product development, design and manufacturing.
The company also works with specialist contractors when needed, including fashion design, manufacturing and social media support.
For Sara, delegation isn’t about simply handing tasks to someone else.
It’s about understanding what each person does best and building the business around those strengths.
That is an important distinction for early-stage founders.
You don’t necessarily scale by trying to become good at everything.
Sometimes you scale by finding people who are already good at the things the business needs.
The Honest Part of Sustainable Entrepreneurship
Perhaps the most revealing part of Sara’s entrepreneurial philosophy is her refusal to present Mighty Eve as a perfect sustainability story.
The company still uses PUL—a polyurethane laminate—for the breathable waterproof layer required to prevent leaks.
It’s plastic-based.
Sara could have avoided mentioning that.
Instead, she explains it directly.
Mighty Eve wants to move away from plastics and is working toward bio-based alternatives. But right now, the priority is also creating a reusable product that actually works well enough for people to move away from disposable products.
That’s where Sara’s definition of an honest entrepreneur becomes particularly powerful.
Being honest doesn’t mean claiming you’ve solved everything.
It means acknowledging what isn’t perfect, understanding what needs to improve, and being transparent about the direction you’re taking.
“We’re not perfect. We will make mistakes, but stay on the journey with us and we can help improve lives.”
That mindset is especially relevant in sustainability, where businesses can easily fall into the trap of making absolute claims.
For Sara, progress is more credible when it comes with honesty.
Building the Next Version, Not Pretending You’ve Built the Final One
Mighty Eve is continuing to work on product development, awareness, marketing and education.
For Sara, the goal isn’t simply to create another reusable period product.
It is to create something that makes people’s lives easier while moving the industry toward a more sustainable future.
That means listening to customers, understanding their real challenges, improving the product and continuing the journey.
And perhaps that is one of the most useful lessons from Mighty Eve’s early entrepreneurial journey:
You don’t have to wait until your business is perfect to make an impact. But you do have to be honest about where you are—and intentional about where you’re going.
Execution Tip
Don’t sell the vision before you’ve solved the customer’s problem.
If you’re building a purpose-driven product, identify the uncomfortable trade-offs your business is currently making. Be transparent about them, explain why they exist, and show customers what you’re doing to improve them.
Trust isn’t built by claiming perfection.
It’s built by showing progress.
Connect with Sara Llewellyn
Sara Llewellyn is the founder of Mighty Eve, a reusable period wear brand focused on creating more comfortable, practical and sustainable solutions for people with challenging periods.
Learn more about Mighty Eve through its online presence and follow its journey as it continues developing new products and opening conversations around menstrual health and sustainability.
Sara Llewellyn | LinkedIn
