Periods with Purpose: How Dear Bella Transformed Sanitary Care in South Africa

Periods with Purpose: How Dear Bella Transformed Sanitary Care in South Africa. In 2018, Matefo M. Morakeng faced a harsh reality, girls in rural and township areas were using socks, sand, or even sleeping with men just to afford menstrual hygiene supplies. Deeply affected, she decided representation and dignity began with affordability. That conviction led to the birth of Dear Bella, a brand committed to changing menstrual health for thousands of South African girls.

Bringing Empathy to Innovation

With a background in social development, Matefo understood the root of the problem: poverty and stigma driven silence. Determined to fill the gap, she partnered with a local manufacturer to create high-quality pads under R10 for a pack of ten, half the price of major brands and named the brand in honor of her mother, Bella, to anchor it in personal purpose.

Actionable insight: Build products that solve real problems with empathy. Name and brand them around stories people can connect with.

Designing for Trust and Health

Rather than producing basic pads, Matefo prioritized comfort, safety, and dignity. Dear Bella pads are unscented, have reliable wings, and use soft materials. Each feature addressed common complaints: pads that leak, chafe, or smell. Their South Africa Bureau of Standards and ISO compliance further boosted consumer trust.

Actionable insight: Prioritize functional design, even in low-cost products. Features built on real feedback foster brand loyalty.

Scaling with Social Purpose

From local markets in Bloemfontein, Matefo secured distribution with Dischem pharmacies and Spar stores across Gauteng, Free State, Limpopo, KZN, and NW. She also launched in Lesotho in late 2020, keeping quality steady even as the brand expanded.

Actionable insight: Use social purpose as a scale lever. It attracts partners and channels that align with your mission.

Turning Feedback into Influence

An innovative program under Dear Bella’s banner turned customers into advocates. The #GuardianAngel campaign encouraged individuals to sponsor R99 monthly to provide sanitary pads to seven girls. The initiative reached over 5,000 girls across 30 schools and earned recognition through SowetanLIVE, Menafn and LinkedIn community features.

Actionable insight: Transform users into active partners. Social giving campaigns amplify reach and reinforce brand integrity.

Navigating Challenges with Transparency

Competing with multinational brands and navigating manufacturing obstacles tested Matefo. Yet she faced them transparently, communicating struggles openly while investing in product testing and supply partnerships until Dear Bella met regulatory standards.

Actionable insight: Be transparent about challenges, your audience respects honesty, and transparency builds credibility.

Milestones That Moved Markets

Since 2018, Dear Bella:

• Built two offices in Bloemfontein and Johannesburg with domestic production lines
• Secured placement in major retailers and government procurement schemes
• Forged partnerships with NGOs like Home of Hope, Sisanda, and EduHope
• Enabled over 5,000 sponsored packs through #GuardianAngel

Each milestone became a marketing story and served to grow scale and reputation.

Actionable insight: Publicise your progress. Every new partner, location, or program is a trust signal and PR opportunity.

Empowerment Through Enterprise

Dear Bella isn’t just commerce, it’s a catalyst. Matefo linked the product to education and income generation. Girls stay in school; mothers become ambassadors. By naming the brand after her mother, she connected personal legacy with collective empowerment.

Actionable insight: Let your product fuel social change. Impact leads to authenticity and long-term consumer connection.

Lessons for Aspiring Brand Builders

• Build empathy-first products grounded in lived realities
• Align features with trust and usability
• Scale with purpose and strategic partnerships
• Activate community-powered giving campaigns
• Be open about challenges to build credibility
• Share every step, your journey is your brand’s story

Final Thought

Dear Bella shows that real impact can emerge from simple empathy brought into design and marketing. Matefo Morakeng turned shame and struggle into dignity and distribution. For entrepreneurs, the lesson is clear: build from the heart, execute with care and stories of hope will follow.