Linda Biggs: Founder of Joni

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[MENSTRUAL EQUITY] [SUSTAINABILITY] [SOCIAL IMPACT]

[#49] In this episode of The Fearless Entrepreneurs Podcast, host Cindy Chang sits down with Linda Biggs, CEO and co-founder of Joni, a Canadian period care brand transforming menstrual products through sustainability, accessibility, innovation, and social impact.

Linda shares how her personal experiences, diverse corporate background, and partnership with her co-founder sparked the idea for Joni. What began as a shared vision to create better period care became a mission to challenge stigma, improve access, and address the systemic gaps surrounding menstruation.

Launching during the pandemic brought unexpected challenges, but Linda and her team continued building with purpose. From crowdfunding and direct-to-consumer sales to becoming Canada’s first disposable period care brand on major retail shelves, Joni’s growth reflects the power of persistence, strategic thinking, and a clear social mission.

In this episode, Linda opens up about the history of menstrual products, the outdated language and stigma that still shape the industry, and why better products alone are not enough.

True menstrual equity also requires better infrastructure, public access, education, advocacy, and policy change.

She also shares what she has learned about scaling a product-based company, building a strong leadership team, creating an inclusive workplace culture, and expanding into retailers such as Costco and Walmart without losing sight of Joni’s values.

From motherhood and community-building to legislative progress and the future of sustainable period care, Linda’s journey is a powerful example of how entrepreneurs can use business to challenge industry norms and create meaningful change.

This episode is for product founders, social-impact entrepreneurs, advocates, parents, business leaders, and anyone interested in building a company that balances growth with purpose.

If you have ever wondered what it takes to transform a deeply traditional industry, Linda’s story is a reminder that innovation starts by asking better questions, listening to lived experiences, and refusing to accept outdated systems as permanent.

👉 Tune in and learn how Linda Biggs and Joni are normalizing menstruation, advancing menstrual equity, and building a more accessible and sustainable future for period care.

Connect with Linda Biggs & Joni:

Website: Joni
LinkedIn: Linda Biggs
Twitter/X: Linda Biggs
Company Website: Joni