AllMatters was founded in 2012, as OrganiCup, with an ambition to grow the category of reusable period products. The starting point was to make a simple and sustainable cup brand and make it accessible through a democratic price point and wide distribution. Since then, more than 2 million cups have been sold and the cup is found on the shelves of 7000+ shops worldwide.
The cup taught us that small changes in our daily routines can have a significant impact. In 2021 it was time for a new period as we extended the product range with our take on reusable, water-less personal care products and that is also why we changed our name from OrganiCup to AllMatters. In 2022 we also introduced reusable period underwear to our product range.