TikTok Shop Thinks Period's Should Be Censored

Nadya Okamoto, founder of inclusive, Gen Z menstrual care brand, August, sits down with Hypebae to discuss sexual wellness censorship on TikTok.

If you follow Okamoto on TikTok, you know she's the face of menstrual care for Gen Z. From wearing a literal menstrual pad on the red carpet to partnering to provide trans-inclusive period care, her love of menstrual care is clear -- and why she's so successful at just 26 years old.

For Gen Z brands, TikTok is essential to business growth. "TikTok has been such a big part of our journey since we launched in 2021," she told us. "I wasn’t even on TikTok personally before we launched, but immediately got onto the platform as a way to raise brand awareness. Fast forward three years, and now the brand and I have almost 4.5 million followers together. I’m always eager to learn about new tools and opportunities for small businesses on the platform... which made me immediately interested in TikTok Shop when it was announced."

And she wasn't the only one. When TikTok Shop launched in the U.S., all anyone could think was: "Oh wow this is genius." The platform that fuels the revolving door of microtrends, was now selling everything you needed to tap into them. Not only was it convenient, but it gave small business owners like Okamoto a chance to expand their reach and grow their customer base. Not only that, but period care on TikTok Shop would make products more accessible, a mission close to the brand.

Within two weeks, the platform caught on. "The products that were banned were our organic pads and tampons," Okamoto continued. "They were available on the platform for a very short time before TikTok Shop restricted them. Now they sometimes come back up, but technically it's still against policy to put period products on the platform."

"By banning products like ours, platforms inadvertently reinforce the stigma that menstruation is something shameful or inappropriate. This impacts the self-esteem and health of women with vulvas and limits their access to essential, sustainable period care products."

So why did the founder think there would be space for August on the platform? Well, "There are so many skin care products" on the platform, Okamoto shared, many of which "have active ingredients." There are even "some 'personal massagers' which are vibrators in disguise."

Where some might think "TikTok said it's not allowed," it's important to look at the wider implications of censoring the very products that help people maintain good health.

Keep reading for Okamoto's take on what these implications mean for women and their wellness journeys.

What are the broader implications of this for women with vulvas?

"The implications are quite concerning. By restricting/banning products like ours, platforms inadvertently reinforce the stigma that menstruation is something shameful or inappropriate. This impacts the self-esteem and health of women with vulvas and limits their access to essential, sustainable period care products. We want to open up more conversations about period products so people feel informed and empowered to make decisions about their period care, and that mission is stifled when we run into barriers like this."

"There’s also a stigma around periods not being an appropriate subject for 'kids' -- but the official age to get onto TikTok is 12 -- and that is actually older than the average age most girls are when they get their first period."

Why do you think sexual wellness products aren’t allowed – despite being a medical product?

"I think the prohibition of sexual wellness products stems from societal taboos and an outdated mindset that shies away from discussing sexual and reproductive health openly. Despite being a medical product, there seems to be a discomfort or misunderstanding about these products that results in their exclusion. There’s also a stigma around periods not being an appropriate subject for 'kids' -- but the official age to get onto TikTok is 12 -- and that is actually older than the average age most girls are when they get their first period."

What are some common struggles you’ve noticed as a provider of menstrual care products?

"As a provider of menstrual care products, one of the common struggles we face is the societal stigma around menstruation, which can manifest in various ways such as the ban on our products. Additionally, there is a lack of education about menstrual health and a need for more affordable and accessible period care products. Sadly, We are not surprised that period products aren’t currently available on TikTok Shop because restrictions like this are something we have grown to be quite used to."

This interview has been condensed for clarity.

In other news, August's Nadya Okamoto debunks the most common period care myths.

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