Every year, up to a million pregnancies in the U.S. end in miscarriage. For as many as half of those cases, including stillbirths, there’s no clear explanation why—leaving women not only grieving but searching for answers.
Kayla Rowe knows that journey all too well. “I went from being five months pregnant and excited about baby clothes and the future of motherhood to having it all stripped from me unexpectedly one day,” she recalls. In the aftermath of her miscarriage, Rowe channeled her grief into a search for clarity. She began questioning everything she consumed and used on her body—including the feminine hygiene products she had trusted for years.
“I didn’t want to become paranoid, but I did become more aware. I started looking at what I was eating, what I was using, what I had been trusting without reading the fine print. I opened every cabinet in my house and started flipping bottles over, checking ingredients, and throwing things away.”
That awareness led to a solution. Determined to help other women Rowe began building Her Fantasy Box, a plant-powered feminine hygiene brand. Her mission was to help women of all ages, whether navigating pregnancy loss, menopause, postpartum or everyday concerns like odor and irritation.
In a full-circle moment, she launched the brand in June 2022, just months after giving birth to her first son. The experience of bringing life into the world after previously losing a pregnancy gave her mission deeper meaning. Her Fantasy Box was a reclamation of trust in her body, and a way to help other women do the same.
Her Fantasy Box quickly became a viral success, building a devoted community of customers. The brand that Rowe has bootstrapped has sold over 1.1 million products and grown a social media following of nearly 700,000. Now a top seller on Amazon, its product line includes pH-balancing washes, probiotics, body deodorants, feminine wipes, and more. Its U.S.-based manufacturing team includes pharmacists and chemists who meticulously formulate the products in an FDA-registered lab.
Part of the brand’s success lies in its relatability. Her Fantasy Box speaks directly to its customers by addressing their real concerns in a voice that feels familiar and honest.
“One of the biggest myths I see is that all feminine hygiene products are bad. That you should just avoid everything,” Rowe says. “And I get it. A lot of the stuff we grew up on wasn’t made with our real health in mind. It was heavily fragranced, irritating, and designed to cover things up instead of supporting the body.”
In a category where feminine hygiene can still feel uncomfortable or even taboo to discuss, the brand offers an informative, engaging, and inclusive space for women who are actively searching for answers.
A Lifelong Calling
Inspired by a lifetime of watching women care for others, Rowe was raised by a mother who worked as a certified nursing assistant. From a young age, she would have conversations with her mom about what happened at work—conversations that opened her mind to the importance of service, preventative care, and dignity in wellness.
To carry that legacy of care forward, Rowe knew she had to pursue higher education. She became the first in her family to attend college, earning a Bachelor of Science in Public Health from the University of South Florida, with a minor in infection control.
Since then, she’s remained deeply engaged in public health, including staying up to date on the latest research, industry regulations, and emerging trends in women’s wellness.
Led By Curiosity
“The gap between clinical research and real-life experience is where I find the truth,” Rowe says.
She stays current on the latest science in feminine health by staying curious—reading studies, reviewing ingredients, and maintaining close relationships with her brand’s chemists and manufacturing team. She also regularly leans on her trusted circle of friends, many of whom are nurses, doctors, and women’s health practitioners.
“I’m always asking questions, staying close to our chemists and manufacturers, and keeping tabs on ingredients and regulatory shifts. My background in public health keeps me grounded. I don’t just ask, ‘Is this trending?’ I ask, ‘Is this safe?’ ‘Is it necessary?’ ‘What does this do to our bodies long term?’”
Changing the Standard
“Growth for me isn’t just about putting out new products. It’s about changing the standard,” Rowe says. “A lot of what’s on store shelves today is outdated. So when new research helps us make something safer or educate our community—who we call our ‘Fantasy Baes’—in a way that really clicks, that’s a win.”
That drive to shift the industry standard has led to Her Fantasy Box’s latest innovations, all informed by cutting-edge research.
“Lately, I’ve been really excited about emerging research on the vaginal microbiome and how it connects to gut health, mood, hormones, and even immunity. I think we’re just scratching the surface. The same way probiotics transformed skincare, I believe they’re about to transform feminine care. And it’s not a trend, it’s a need.”
This research inspired the launch of two recent products: Everywhere Deodorant and the Healthy Box Probiotic.
The deodorant is infused with probiotics and includes ingredients like niacinamide and mandelic acid to support the skin barrier, even tone, and help balance odor, without relying on aluminum. The Healthy Box Probiotic is formulated with clinically studied strains like Lactobacillus rhamnosus and Lactobacillus crispatus to support vaginal flora, digestion, and immunity, along with chasteberry to help balance hormones.
Both products embody Rowe’s philosophy that when women have access to the right information and clean, effective products to match, they feel more confident taking care of themselves.
Building Trust w/ Customers
Her Fantasy Box has built a loyal customer base by prioritizing both product quality and customer connection.
“It always starts with the product maintaining a certain standard and never going below it,” Rowe says. “We don’t throw ingredients in just because they sound good. Every single component in our formulas is there for a reason. Our products are built with intention.”
The brand also places customer needs at the center of everything, from product development to packaging to education. To stay connected, Her Fantasy Box recently launched a mobile app that has already grown to over 100,000 subscribers. It offers daily motivation, product education, and real-time updates via push notifications.
But Rowe insists that trust goes both ways. The key isn’t just pushing content, it’s listening. “We listen to our customers. We listen to their pain points, to what they feel is missing. They are our number one driver for product innovation.”
That daily feedback is collected and shared directly with the company’s manufacturing and pharmacy teams to help shape product improvements and spark new ideas for what’s next.
For Rowe, Her Fantasy Box is more than a brand. It’s a form of protection for the women she cares about.