Artificial intelligence that tracks your periods and sends you products as and when you’ll need them? Pads and tampons made out of biodegradable organic cotton? The future of periods has arrived, and boy, does it look pretty in (millennial) pink.

Freda is an eco-friendly period care subscription service that aims to reboot the entire femcare space while destigmatising menstruation – and looking at its environmental , health and socially conscious credentials, we’re pretty sure it’ll succeed.

The products themselves – pads and tampons – are made out of 100% certified organic and hypoallergenic cotton, free from the chemicals and synthetic fibres often found in the big brands you see on the shelves, and wrapped in eco-friendly bio film, making them a great alternative to menstruation cups that, let’s face it, aren’t quite everyone's cup of, well, blood.

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The tampons are made from naturally absorbent, breathable cotton, designed to give you the best performance possible, while the pads are made with eco-friendly material including chlorine-free, renewable and sustainable wood pulp, giving them a superior ability to absorb and retain liquids. Proof that you don’t need dyes, fragrances, deodorants and polymer-based absorbents that are found in many of the well-known brands, despite the fact that they’re bad for both you and the environment.

"We want to embrace how we experience periods and start recognising them as a sign of a healthy woman"

Freda uses artificial intelligence (yep, really) to predict your start date as well as the level absorbency you’ll need. The super-smart algorithm gets to know your cycle over time, too, making even irregular periods more predictable, and making sure the subscription service will keep getting better.

A portion of every Freda subscription goes towards worldwide initiatives tackling period poverty, like A Bloody Good Cause, which provides pads to refugees and the homeless, and Killi Pads, a micro enterprise in Tanzania producing reusable cloth pads with locally sourced materials for local school girls.

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From transparency to responsibility to access, Freda is the a key step towards changing periods and the way we think about them – and that’s just how founder Affi Parvizi-Wayne intended it. “We want to talk openly about the subject without patronising women or telling them how to live their periods. We want to embrace how we experience periods and start recognising them as a sign of a healthy woman."

That’s why the brand doesn’t mention ‘sanitary care’ – which implies that periods themselves are unsanitary. This comes in the wake of campaigns to end period shaming, like when London Marathon runner Kiran Ghandi was labelled disgusting when she decided to compete without wearing any protection.

Take into account that the average woman in the UK uses a whopping 12,000 tampons in her lifetime, spending more than £18,000 on them in the process and you realise that making a considered choice when it comes to your period care is actually a really powerful one. So thanks, Freda, for helping us do exactly that – and about bloody time, too.

Find out more about Freda's work at Myfreda.com