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Fems, Sri Lanka’s most trusted feminine hygiene brand, achieved a historic milestone at the SLIM Brand Excellence Awards 2025 by securing three major recognitions—Gold for CSR Brand of the Year, Gold for Innovative Brand of the Year, and Bronze for Local Brand of the Year. This remarkable accomplishment also marks the third consecutive year that Fems has been recognised at SLIM Brand Excellence, further solidifying its reputation as a purpose-led brand delivering sustained impact. Notably, Fems becomes the first feminine hygiene brand in Sri Lanka to be awarded Local Brand of the Year, reflecting its deep-rooted connection with Sri Lankan women and its commitment to addressing their real needs.
The brand’s CSR recognition underscores years of dedicated work in combating period poverty, increasing awareness, and breaking long-standing taboos surrounding menstrual health. Through initiatives such as the affordable Fems AYA range, the establishment of the HER Foundation with its pillars of Help, Empower, and Rise, and widespread engagement in schools, universities, factories, plantations, and prisons, Fems has educated over 400,000 women and girls across the island. Monthly donation programmes for female prison inmates and wide-reaching awareness drives further reinforce the brand’s dedication to creating a more equitable and informed society.
Winning Gold for Innovative Brand of the Year highlights Fems’ forward-thinking approach to elevating the feminine care category through technology, product innovation, and progressive cultural impact. The brand introduced Sri Lanka’s first-ever period tracker app, “Fio by Fems,” which recorded over 50,000 downloads within the first three months of launch—giving women a digital and discreet tool to manage their menstrual cycle. The app was developed using insights from the trilingual WhatsApp chatbot, Fio, which received over 30,000 messages within its first year. Fems also spearheaded the installation of sanitary napkin dispensers in public spaces to ensure product accessibility during emergencies, while pioneering campaigns that normalize conversations around menstruation.
With continuous product advancements such as Body fit feature, leak control lines, and an Ultra-Thin variant, Fems remains committed to delivering high-quality, reliable solutions that address diverse consumer needs. Its state-of-the-art manufacturing facility in Dankotuwa, supported by a skilled R&D team that blends global trends with local insights, ensures the production of dermatologically tested sanitary products—making Fems the only brand in the category with such credentials. With an expanding market share, a legacy of purposeful initiatives, and three consecutive years of recognition at SLIM Brand Excellence, Fems continues to set new benchmarks in innovation, social responsibility, and consumer relevance in Sri Lanka.