Startup for 10: Eleria

For today’s Startup for 10 we have the fantastic team from Eleria, creators of a portable, multi-functional menstrual cup cleaner helping to make adopting the menstrual cup a more streamlined and convenient process thereby reducing the usage of single-use plastic waste.

To tell us more about the work they do, is Co-Founder Kira Goode.

1 – In your own words – what do you do?

Eleria makes sustainable products more convenient, affordable and accessible. We educate and empower people to make more eco-conscious choices without having to compromise on their convenience.

Our portable, multi-functional period cup cleaning case makes switching to the more sustainable and cost-effective period product, the cup, more appealing. Allowing users to clean their cup in public toilets and sterilise it in shared living spaces more quickly and discreetly.

Our cleaning case and range of 5 period cups are expected to launch in the later half of April this year, you can sign up to the waitlist on our website.

2 – What’s the most exciting thing about what you’re doing?

We are excited to be part of a wider community working to create more open discussions around periods and menstrual health, breaking down the taboos in a fun light-hearted way, through social media, pop ups and our fun colourful products.

Too often, conversations about periods are hidden away, leading to stigma and a population of menstruators who don’t fully understand their period health. We’re normalising these discussions and empowering people to make choices that are better for their bodies, their wallets, and the planet—without shame or compromise.

3 – What are you most proud of so far?

What we’re most proud of so far is the impact we’ve already made prior to our official launch, by attending university fairs across the South West we have engaged thousands of students in open, honest discussions about period cups.

By raising awareness and educating people about how this sustainable option, could also benefit them personally, we’ve helped break down misconceptions and empower more students to make informed choices about their period care.

Seeing so many young people become more confident and curious about menstrual health has been incredibly rewarding. It’s not all about promoting a product – it’s about shifting mindsets, normalising conversations, and making sustainable periods care more accessible to everyone.

4 – What have you found most difficult about being a startup?

That everything took a lot more time than we thought it would. Startups can be super fast paced and exciting, and when delays happen, or things are slower than planned it can be very frustrating.

5 – What would you do differently if you started now?

Right now, I wouldn’t have done anything that was within my control differently. However ask me again in a month after we’ve launched and maybe i’ll have changed my mind!

6 – Where do you think you’ll be in 12 months?

In 12 months we would love to be available for purchase in many retail locations, working with universities and businesses across the UK to offer sustainable period care to their students and staff.

But more widely we hope to have shown period cups to be the more obvious choice when it comes to selecting a method of period care, perhaps they’ll even be ‘cool’?

7 – What tools/people/services/organisations from the cluster have helped you most?

The Centre for Innovation/Runway at the University of Bristol, they helped give us the space to research, problem solve and create Eleria, or what was Cup Squared back then, as well as give us that first initial funding boost which was a great vote of confidence and allowed us to create our MVP and file our (now granted!) UK Patent.

The Natwest Accelerator for connecting us to so many amazing businesses, investors and founders, including Fran at Grace and Green, who has been amazing at sharing insight into her business journey in the period health space and what we’ve learnt from her so far has been invaluable.

8 – What’s the best thing about the Bristol & Bath tech cluster?

There are so many different people involved. Start-up, scale-up and exited founders from a variety of businesses and backgrounds means there is always someone you can go to if you have a really specific question, and everyone is so willing to help each other out.