French entrepreneur Céline Ventalon founded Émer in 2021 with a clear mission: to change the way women approach period care by eschewing disposable solutions for functional yet elegant underwear. Two years later, she stepped onto the Shark Tank Vietnam stage, putting the Vietnam-based brand in the spotlight.
She has since sparked even more conversations about menstrual health across Southeast Asia and today, Émer’s reusable, leak-proof products are stocked in 39 Guardian stores across Singapore. Of course, Céline’s work does not stop there. Through partnerships with NGOs, she continues to lead educational workshops and expand access to reusable period care in underserved communities.
In this interview with wildchild, Céline reflects on her entrepreneurial journey, her vision for Émer, and how she’s creating a more sustainable future with women’s needs at the heart of her brand.
On how she entered the intimate apparel industry
Since my father supplied some of France’s biggest lingerie brands for over 45 years, I grew up between factory floors and lingerie trade fairs in Paris. Lingerie was not a fantasy but a language I spoke. I saw how powerful it was when done right—how much confidence, sensuality, and strength could come from the tiniest piece of fabric.
On what inspired her to start Émer
During a trip to France in 2018, my father and best friend introduced me to the concept of menstrual underwear. At first, I said no because I didn’t understand how it worked. But once I tried the underwear, the experience changed my life, and that moment stayed with me.
I was surprised to realize that this innovative product wasn’t widely available in Southeast Asia despite its potential to positively impact so many women’s lives. This sparked a deep sense of purpose within me. I wanted to expand access to practical and empowering solutions for menstrual care because every woman deserves dignity, comfort, and freedom while managing her periods.
On what sets Émer apart from other brands
While many brands focus on absorbency or utility, I envisioned Émer as something more. I wanted to create menstrual underwear that is high performing yet elegant, underwear that offers women the confidence to face even the hardest of days.
Our products are also designed for women dealing with health issues that often go unspoken, such as urinary incontinence, postpartum recovery, and endometriosis. Both the Lily pads and Stella Night underwear use Equatech™, a multi-layered technology with waterproof barriers that lock in liquid, prevent leaks, and minimize odor. The result is protection that’s discreet, comfortable, and reliable.
On Émer’s affordability and potential impact on sustainability
A single woman can generate up to 5kg of menstrual waste each year, which collectively adds up to over 200 million kilograms globally. At Émer, we’re working to change that. Our products can help reduce up to 700 disposable menstrual products annually, offering a tangible solution to combat this growing environmental issue.
The financial impact is just as important. In Singapore, the average woman spends S$5,544 on disposable menstrual products over her lifetime. With Émer, this drops to just S$1,350. By providing a smarter, more economical alternative, we’re empowering women to make choices that benefit both the planet and their wallets.
On some of the biggest challenges you faced in the early days of the brand
Where do I even begin? Discussing menstruation openly was particularly challenging, especially when many of the investors I pitched to were men. Rejections were common, and radio silence from stakeholders became an all-too-familiar response.
In many parts of Asia, period care is taboo. This meant I wasn’t just introducing an unfamiliar product; I was also confronting deep-rooted cultural stigmas. Education quickly emerged as our biggest hurdle. How do you persuade someone to try a completely new approach—without coming across as pushy or preachy—when it’s about something as personal as their period?
Research and Development (R&D) was another mountain to climb. We went through multiple iterations to find the right absorbency, fabrics, and fit because I wasn’t willing to settle for anything that was only “good enough.” I wanted to create something women would genuinely want to wear because they loved how it felt.
On how the brand balances style, comfort, and functionality
Well, our team obsessively refines our designs to ensure they meet women’s needs, concerns, and preferences. Take our best-selling Stella line. Every product is completely seamless—no visible panty lines, no stitching—and hugs the body effortlessly like a second skin. Pairing elegance with performance, it looks like lingerie but works like a fortress, providing up to 8 hours of reliable absorption. Stella is as versatile as it is discreet, making it the perfect choice for wearing under yoga leggings, at work, or even out for dinner.
We’ve also integrated lace detailing into some designs because I know from experience that during your period, it’s easy to feel low or not quite yourself. Feeling elegant in those moments matters more than people realize; a small touch of beauty can make a surprising difference.
On some of the most common misconceptions about Émer’s products
The biggest misconception is that women need to use pads or tampons with our period underwear. They do not need to. Our underwear replaces those outdated and often harmful products. And yes, they last three to five years!
Another huge misconception? That periods and reusable menstrual products are messy, inconvenient, or unhygienic. It is a natural biological process, not something shameful. Many women say, “I don’t have time to wash the menstrual underwear after going out every day.” And I get it. Life can get busy! But once you try it and feel how comfortable and effective it is, those concerns fade because the benefits far outweigh the effort.
Shark Tank Vietnam was a major turning point for us because it gave Émer visibility on a national scale. Walking onto that stage was nerve-wracking, but it gave me a sense of validation. Not because someone wrote us a check, but because I had the opportunity to present a solution to a very real, often overlooked problem and say, “This matters.” Because it does. Period dignity matters.
—on being on Shark Tank Vietnam
On regaining full ownership of Émer in October 2022
Taking back full control of Émer was one of the hardest things I’ve ever done—emotionally, financially, and legally—but it was necessary. Émer needed to be fully aligned with my vision, which centered around impact, empowerment, and independence.
At one point in your life, especially when you become a mother, you start asking yourself, “What impact do I want to leave behind?” For me, Émer became more than a business. It was my way of bringing something meaningful to the table.
Now that I’ve regained full ownership, I’m ready for the next chapter: scaling up. I’m focused on finding the right strategic partner. It could be Kimberly-Clark, P&G, Mead Johnson, or even a fashion house that wants a bold and sustainable women’s health brand in its portfolio. So, if you’re reading this, consider this your invitation. Call me. No, seriously. Let’s talk!
On what’s next for Émer
I’m reimagining how period dignity can be supported in spaces where it’s often overlooked, such as on flights, in hotels, and in the workplace. On trips, for instance, women may forget to pack period care or be caught off guard. Why not make menstrual underwear a thoughtful amenity for passengers, or even part of the uniform for flight attendants who spend long hours on their feet?
In factories, where long shifts and limited access to proper facilities can make managing periods especially challenging, Émer’s reusable lingerie provides comfort and peace of mind that lasts through the day. By bringing solutions into everyday environments, Émer is weaving care, dignity, and sustainability into the fabric of women’s lives.
Of course, there is still so much I want to accomplish with Émer beyond selling products. We’re launching our podcast, “Her Minute”, to spark honest conversations about women’s health. Plus, we educate women every single day by running pro bono workshops at international schools, universities, factories, and even medical centres.
We’ve worked with Six Senses in Côn Đảo to distribute pads to rural communities and also provided menstrual underwear to orphanages in Saigon.
But this is only the beginning. I hope to collaborate with more NGOs across Southeast Asia to make reusable period care accessible to even more women and girls.
Seeing how these products improve lives? That is what drives me. While progress does not happen overnight, every conversation plants a seed for change. Looking ahead, we hope to expand into the Middle East as our next step. Because periods are universal, dignity should be too. At the end of the day, I am just one woman working to create something better—for our bodies, our daughters, and the planet we all share.
Images by Émer; cover collage by Sherryl Cheong
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