Meet Founder of DAME, Celia Pool

4 min read

Meet Founder of DAME, Celia Pool


Making periods positive, now that's a mission we can all get behind.

A brand focusing on accessibility, sustainability and acceptability, Dame is changing the industry of period products for the better. We had the pleasure to interview co-founder Celia Pool about starting the brand, balancing work and parenting, and of course dabbling into tips for that time of the month.

Now let's chat periods, the topic that needs to be less taboo to talk about -  period.

  1. Where did the idea of DAME come from? 

DAME started out as a period product subscription company, selling mainstream brands, but we quickly became horrified at the vast volume of plastic period waste.

Each year in the UK, 200,000 tonnes of menstrual waste ends up in landfill and it’s just not necessary. So we set about inventing the world’s first reusable tampon applicator, we just launched some kick-ass reusable period pads and we’re launching period pants in the autumn. Reusables are the future!

  1. We praise the sustainable efforts you guys have been promoting and base the company on. Can you chat a little on the importance of this for you?

Sustainability has become very overused recently, with corporates greenwashing left, right and centre. But for us, it’s always been at the core of DAME. We’re proud to be an early B Corp and we’re the first ever Carbon Neutral+ brand so our ethos to use business for good runs through every part of our company.

We also help other brands on their journey to becoming more sustainable because firstly, it’s not always easy, and secondly, we all need to pull together and share resources if we’re going to turn the tide on the climate crisis. 

  1. How long did it take to feel as though you were really making an impact? Because you certainly are! 

Making an impact is a very subjective thing. Sometimes when a friend tells me they’ve converted from Always period pads to DAME reusable pads, my heart sings. They’ve swapped because it’s just a nicer experience having soft cloth instead of scratchy plastic in their pants. And I know every month we’ve saved more packs of plastic pads entering landfill.

On a bigger scale, we recently realised that our reusable applicator has saved more than six million single-use plastic applicators from entering landfill or the oceans. That was a pretty cool moment.

But other times, it feels we’ve barely made the tiniest dent and we have so much further to go. So I guess it depends on my mood!

  1. As a mum how do you find juggling work, kids and trying to keep fitness a strong part of your life?

Being a working parent is full-on, for mums and for dads. For me fitness is a non-negotiable part of my life; it’s how I stay sane! I’ll forego lots of other things before I sacrifice my exercise.

I run a few times a week and take regular pilates classes. Sometimes my daughter joins me on a run at the weekend, which is a new and fun way to hang out together.

  1. What’s your favourite way to move your body?

I have run at least once a week for the past six years because it’s a tonic for my soul and mind. Pilates keeps my core strong and I am longing for a time when I can go hiking with my girlfriends. 

  1. Let’s chat periods and exercise. We find we hear a lot women struggle to exercise during that time of the month. Do you know why?

A lot of women want to hunker down and rest during their period, while other women want to pound the pavements to let off some steam. The most important thing I can say is that both are completely normal.

Women aren’t supposed to rest or exercise on their period. I hate hearing the word “should”. What women can do is listen to their bodies during that time, trust their instincts and do whatever feels right during their period. Everyone is different.

  1. Do you have any advice for girls to help in that department?

Do what feels right for you before, during and after your period. If you see someone on Instagram running the marathon on their period, don’t beat yourself up about it or push your body to do the same. Especially if all you want to do is curl up on the sofa and eat pickled onion Monster Munch. Both are normal. But if you fancy going to a yoga or spin class then go for it. Our bodies are so much wiser than we give them credit for. Tune in to what your body is telling you.

  1. Inside Pocket - We like to ask what’s inside your Pocket, whether it be your bag, pants etc. So what’s inside yours?

I carry a backpack with me as I walk everywhere. Inside it you’ll find my beloved wallet from sustainable brand Elvis & Kresse, my keys, phone, laptop, plus about 50 random objects from children’s toys to ageing Haribo, plus loose DAME tampons galore.


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