By: Women’s Fitness Asia
It was in the middle of the pandemic—a time of confusion and disruption—that Alexandra Jocom found herself on the cusp of an extraordinary idea. It wasn’t born in a research lab or an entrepreneurial workshop, but in a deeply personal and universally relatable moment: her own experience with menstruation.
As the world began to shift its focus toward sustainability, Jocom recognized the significant environmental damage caused by traditional menstrual products. Single-use plastics and non-biodegradable materials in most pads went against the pressing need for eco-friendly alternatives. This realization, coupled with her college research on regenerative textiles, ignited a revolutionary vision: biodegradable menstrual products that seamlessly blend sustainability, practicality, and comfort. This vision became Halia, a brand rooted in innovation, environmental consciousness, and breaking cultural taboos.
A Spark of Innovation in Uncertain Times
During her years as a Marketing student in Los Angeles, Jocom cultivated a passion for sustainability, particularly within the fashion industry. Her studies exposed her to regenerative materials like bamboo fibers and pineapple leather, which presented environmentally friendly alternatives to conventional fabrics. However, it wasn’t until she returned to Manila during the pandemic that her academic interest transformed into a meaningful mission.
“I remember asking myself, ‘Why aren’t menstrual pads made from regenerative textiles, like those used in sustainable fashion?’” she reflects. That question became the seed of Halia. Further research revealed a global movement in sustainable menstrual care, with countries like India leading the way by incorporating bamboo and banana fibers into period products. For Jocom, the potential to bring these innovations to the Philippines was clear.
Turning an Idea Into Reality
The journey from idea to product, however, was anything but easy. Lacking a background in manufacturing, Jocom faced a steep learning curve. She immersed herself in research, reaching out to scientists and manufacturers across the globe. “Google was my best friend,” she admits. Cold calls and emails became her daily routine as she sought partnerships with local universities and R&D experts to adapt regenerative materials for menstrual pads.
Persistence became her most valuable tool. Despite setbacks, she forged connections with researchers who believed in her vision. With the support of her entrepreneurial parents, who had decades of experience in distribution, Jocom turned her dream into reality. Her mother, Kim Bigornia, now serves as Halia’s COO, overseeing innovative product development, including bladder liners for incontinence.
Breaking Cultural Barriers
Having grown up in Manila and attended an all-girls school, Jocom was no stranger to the cultural stigma surrounding menstruation. Many young women like her had learned to conceal pads in their pockets or school uniforms, reinforcing the idea that periods were something to hide.
Halia aims to shatter this stigma. Through sustainable products and open dialogue, Jocom envisions a world where menstruation is embraced as a natural part of life. Pitching the concept to her family, particularly her father, required courage, but it also symbolized the beginning of a broader cultural shift.
Halia: A Tribute to Heritage and Sustainability
The name Halia, inspired by the moonlight goddess from Bicolano mythology, pays homage to Jocom’s Filipino roots and the connection between lunar cycles and menstruation. From the outset, Halia distinguished itself through its commitment to sustainability. Utilizing renewable materials like bamboo, the brand achieved 86% biodegradability—a milestone Jocom is determined to push further.
Unlike traditional pads, which can take centuries to break down, Halia’s products are industrially compostable and meet rigorous European standards for biodegradability. The bamboo used in their pads is responsibly sourced from EcoCert and Forest Stewardship Council-certified forests, ensuring adherence to ethical and environmental practices.
Empowering Women, Protecting the Planet
Halia’s mission extends beyond creating sustainable products. By collaborating with NGOs and women’s health organizations like Kindred, the brand fosters conversations about menstrual health and environmental consciousness. As a member of 1% for the Planet, Halia dedicates a portion of its sales to global environmental initiatives.
Jocom dreams of expanding Halia’s product line, incorporating more Philippine-sourced materials and making sustainable living accessible to all women. While competitors have emerged, she welcomes the challenge, viewing it as validation of a growing demand for eco-friendly solutions. “If others are doing the same thing, it means you’re on the right track,” she says.
A Movement for Change
Alexandra Jocom’s journey is a shining example of purpose-driven entrepreneurship. Halia is more than a product; it’s a movement challenging societal norms, advocating for the planet, and empowering women.
As Halia grows, it carries with it Jocom’s vision of a sustainable and inclusive future. From an ordinary moment, one single question gives her the ability to build a revolutionary brand and prove to the world that even small ideas can lead to large-scale change. For Jocom, the story of Halia has just started to unfold and impact the wider world.
