Fashion News

Hurya., The alternative protection that breaks the taboo of menstrual insecurity

Written by FDM

Hurya. is the name of the new Moroccan brand of menstrual lingerie. These alternative protections were developed by Lamia Lahlou of Fibreti Group using innovative techniques.

Presenting itself as an alternative to traditional hygienic protections, menstrual underwear is designed to absorb urinary leaks and menstrual flow over several hours. Healthy, ecological, comfortable, and elegant, Hurya. Is available in 10 models and 21 variations, the brand is the result of a year of work and research. “Hurya’s ambition. lies in its very name. We want to normalize feminine hygiene and also alleviate the Moroccan woman’s pressure of periods that can be unpleasant and restrictive so that she releases all her potential. Hurya. is also a tribute to the Berber woman. An ambivalent and balanced woman: a sign of courage, tenacity but also a woman of character, a guardian of traditions and values ”, explains Lamia Lahlou, the DGA of Fibreti Group and founder of the Hurya brand. “Hurya’s ambition is to democratize access to alternative and healthy protections while promoting products Made in Morocco”, she adds.

Hurya. is committed to helping break the taboos of sanitation insecurity in Morocco and Africa. So that access to protection is no longer a privilege, that menstruation no longer leads to dropping out of school or work, that personal hygiene is no longer an obstacle to the emancipation of women! Indeed, the choice of the name of the brand is, in itself, quite a symbol. It is a nod to the liberation of Moroccan women from these periods which can be unpleasant and restrictive.

“Hurya. is the first menstrual lingerie brand in Morocco which offers a suitable model for pregnant women, post-partum & women with reduced mobility. We are going to continue to diversify our range because we want all women to feel included in this process”, the founder of the brand specified.

The ecological aspect is also highlighted by Lamia Lahlou. In fact, around 11,000 hygienic protections are thrown away by a woman in her lifetime or 45 billion pieces of waste generated per year. The cost of these protections is also not negligible, because a woman spends 25,000 DH on average for her hygienic protections. Hurya. on the other hand costs less than 200 DH and lasts, if it is well maintained, between 3 and 5 years.

Note that Hurya. It is also strongly committed to associations and movements that work to raise awareness on the subject of waste and menstrual insecurity.