Don’t create just to add noise. Focus on products or services that genuinely improve people’s lives.
Jo Barry
Meet Jo Barry, the owner of Scarlet, who’s all about changing the game when it comes to period care. With Scarlet, taking care of your cycle is as easy and inclusive as your skincare routine.
Jo’s got over 20 years in the brand world, having worked with names like CLEO and The Word Collective, but it’s her personal struggle with chronic pelvic pain that really drives her mission. Fed up with the lack of discreet and effective heat therapy for period pain, she decided to create the rae Heat Pad—sleek, sustainable, and a total game-changer.
As the driving force behind Scarlet, she’s not just creating products; she’s crafting solutions born from personal experience and professional expertise. In this chat, Jo shares the highs, lows, and lessons learned while turning Scarlet into a game-changer in the wellness space—one thoughtfully designed product at a time.
The beginning
Jo described acquiring Scarlet as a natural next step in both her personal and professional journey. With extensive experience in brand-building—from her time as a magazine editor to running her own digital agency—she had developed a strong understanding of consumer needs. However, her own health struggles with endometriosis and adenomyosis led her to seek a more purposeful career. “I wanted to create something that wasn’t just about building a business but about making a tangible impact,” she said.
She had long admired Scarlet, not just for its branding and forward-thinking ethos but also for its commitment to empowering people through sustainable period care. What drew her in even more was the potential to expand the conversation around period wellness. The brand’s foundation in period underwear and cups aligned perfectly with her vision of turning it into a full period self-care line. When the chance to acquire Scarlet arose, it felt like the right moment, especially with the upcoming launch of the rae Heat Pad—“a product I’d been developing for years.”
“For me, this venture is deeply personal,” she explained. By merging her brand-building experience with her passion for menstrual health, she hopes to create meaningful, innovative solutions. “I’m excited to grow the conversation and offer products that can truly make a difference.”
From product to purpose
Respecting Scarlet’s legacy was a key priority for Jo. She emphasized that her strategy was one of evolution, not revolution—focusing on enhancing the existing strengths rather than making unnecessary changes. “The brand’s commitment to empowering people through Period Underwear and Cups was strong,” she said. However, Jo saw an opportunity to expand Scarlet’s impact by addressing more aspects of period wellness.
The first major decision she made was pivoting from a focus solely on those products to creating a more holistic period self-care brand. This shift involved expanding the range to include bath and body care products and launching the rae Heat Pad—a product she’s incredibly proud of.
She was determined to stay true to Scarlet’s empowering tone while introducing products that aligned with the evolving needs of the community. “This expansion allowed us to position Scarlet as a brand that understands the multifaceted nature of period care,” she explained. Additionally, Jo and her team focused on building deeper connections with their audience, gathering real feedback through surveys, focus groups, and direct interaction. “We ensure real experiences shape our products to make sure they genuinely resonate with those who use them.”
Empathy at the core of every product
I focus on crafting products and messaging that genuinely resonate by understanding the end user’s needs.
Scarlet stands out because it combines professional expertise with personal passion. Jo explained that her background in brand-building—from her role as an editor at CLEO magazine to leading digital strategies for major beauty and lifestyle brands—has equipped her with a deep understanding of how to connect with consumers. “I focus on crafting products and messaging that genuinely resonate by understanding the end user’s needs,” she said.
What truly sets Jo apart, however, is her lived experience. Having navigated the challenges of endometriosis and chronic pain, she approaches product development with a unique perspective. “Each Scarlet product—whether the rae Heat Pad or Magnesium+ Spray—is rooted in empathy, safety, and quality,” Jo noted. “They’re not just products; they’re solutions born from real, personal struggles.”
The rae Heat Pad, for example, is the culmination of years of research, testing, and refinement. Jo shared that it’s not just another product on the shelf; it’s a solution developed to meet the highest standards in Australia, New Zealand, Europe, and the UK. “Unlike many mass-produced options, Scarlet offers thoughtful, user-centric products,” she said, adding that the brand is driven by empathy and a genuine desire to make a difference in the wellness space.
Quality over quantity, every time
Running an independent brand like Scarlet comes with challenges, but we’ve turned each into an opportunity to set ourselves apart. One of the biggest hurdles has been balancing our ambition with limited resources.
Running an independent brand like Scarlet presents challenges, but Jo believes they’ve turned each one into an opportunity to set themselves apart. “One of the biggest hurdles has been balancing our ambition with limited resources,” she said. Unlike corporate-backed menstrual giants, many of which are now owned by a single overseas player, Scarlet compensates for this with passion, precision, and a commitment to doing things the right way.
Jo pointed to the rae Heat Pad as an example of this commitment. “It took over three years of meticulous testing and design to ensure it met the highest safety standards across Australia, New Zealand, Europe, and the UK,” she explained. This required a significant resource investment, meaning some initiatives had to be temporarily put on hold. Despite this, Jo emphasized that Scarlet’s approach isn’t about offering a quick fix or mass-produced solution. “We’re offering something thoughtfully developed, rigorously tested, and built with safety and efficacy at the forefront.”
Another challenge has been competing with cheaper alternatives in a crowded market. With low-quality, mass-produced products flooding the market—often sourced from platforms like Alibaba—it can be tempting to cut corners. But Jo remains steadfast in focusing on what truly matters: quality, safety, thoughtful design, and a community-first approach. “While we may not have the same financial muscle as larger brands, our agility and dedication to excellence are our greatest assets,” she said. Jo also noted that small steps may seem slow but ultimately lead to meaningful breakthroughs. “Slowly but surely, we’re carving out our space and making a lasting impact.”
Wear every hat, love every challenge
Jo shared some key insights on running an independent business. “Know your why,” she said. “Understand your purpose and make sure it aligns with the brand’s mission.” For Jo, acquiring Scarlet was about creating the products she wished existed and building a community that feels genuinely supported. She also emphasized the importance of staying true to your unique vision. “Don’t compare yourself,” she advised. It’s easy to get distracted by competitors, but staying focused on what sets you apart—such as authenticity and agility—has been crucial for Scarlet.
Jo highlighted that patience is key. “Building something meaningful takes time,” she noted, pointing to the rae Heat Pad as a perfect example. “It required years of testing and refinement to get it just right.” Running an independent business means wearing many hats, something Jo is all too familiar with.
“It’s challenging but deeply rewarding,” she explained, describing her hands-on involvement in everything from product design to customer service. Finally, Jo emphasized the importance of purpose in product development. “Build with purpose,” she said. “Don’t create just to add noise. Focus on products or services that genuinely improve people’s lives.” For Scarlet, this means developing safe, effective, and innovative solutions that make a real difference.
Keep up to date with our stories on LinkedIn, Twitter, Facebook and Instagram.
