At DSG Consumer Partners, we are driven by a passion for supporting brands that are not just commercially successful but also deeply connected with their consumers to make a real difference in their lives. Blood embodies this perfectly. When we first joined hands with Peck and Caleb in March 2023, we knew they were onto something big—transforming the period care experience for Southeast Asian women. And guess what? They've blown us away! (Check out our initial partnership story here)

Today, we proudly announce our continued partnership with Blood, leading Blood's Series B round. The new injection of capital will fuel Blood's next chapter of growth, empowering millions of Southeast Asian women with a better period experience.

Blood's journey has been nothing short of extraordinary. They have nailed what modern women want from the Femcare market: products that actually work and feel good to use. What sets Blood apart is that its pads deliver on their functional promise of being rash-free, ultra-thin, ultra dry, and more comfortable than its competitors. Their corn-made pads and drug-free menstrual pain relief patches are functionally superior and better-for-you becoming the trusted, go-to choice for many Singaporean and Malaysian women. But as we always say, the right product is just the beginning...

Brick-by-Brick Omnichannel Excellence: Meeting Customers Everywhere

At DSGCP, we are big believers in the power of omnichannel. Whether you’re shopping online for convenience, scrolling on TikTok, or looking to pick up products at a nearby pharmacy, Blood is everywhere a modern woman would need to find a pad. In the past two years, Blood has sold more than 5 million products and is currently available in 7,000+ retail stores in Singapore, Malaysia, and Indonesia. Their continued commitment to reaching customers across different channels aligns perfectly with our business-building philosophy.

Blood has spent the past 18 months showing us what true omnichannel excellence looks like. From scaling their presence on TikTok to stocking shelves at major retailers, they’ve left no stone unturned. Let’s unpack how they’ve made it happen, and why their journey is a masterclass in connecting with customers across platforms!

Lesson 1 - Dominating the Shelves: Sales Velocity is Your Success Mantra

Blood's strategic focus on offline expansion has been a key driver of their success. In the past year, they have significantly increased their retail footprint, where they have unlocked 150+ new doors in Singapore and 1000+ new doors in Malaysia. The brand's bold red packaging and name stand out on shelves and also reinforces their unapologetic stance on periods.

Singapore: Blood has expanded its presence in modern trade stores, working closely with key retailers like Watsons, Guardian and FairPrice to increase product visibility and drive sales. And here’s the exciting part: the products aren’t just sitting on the shelves; they are moving with high sales velocity. This means that what retailers stock is quickly being bought by customers, a great sign that people love what they are seeing driving trials and generating healthy repeat purchases.

Malaysia: Blood has achieved exceptional growth in Malaysia, securing placements in leading chains like Guardian, Watsons, Lotus's, AEON and Village Grocer. The story here is nearly the same: multiple retail brand activation ideas have been experimented with until Blood figured out the most effective campaign delivering the highest sales velocity. Now we are excited to see shelves in Malaysia being restocked at the same level as Singapore ones, showing the brand's appeal and the effectiveness of their retail strategy beyond just their home market!

If you’re in Singapore or Malaysia, keep an eye out for Blood’s striking red packaging in stores. Grab a sample, and let us know your feedback!

Find us at all major retailers in Singapore and Malaysia!

Lesson 2 - A Strong, Consumer-Centric Brand and Innovative Marketing

In a category traditionally flooded with sugarcoated narratives urging women to “power through” menstruation, Blood stands apart with its name that demands attention and its unapologetic approach to periods. Rejecting the pressure to hide or minimize the reality of menstruation, Blood embraces whatever women need to do to get through it—whether that means curling up, slowing down, or, dare we say, pausing.  

Through its educational, eye-opening content, battle-tested demos versus competing pads, and witty attitude, Blood has masterfully leveraged social media to cultivate a vibrant, highly engaged community. This approach has generated millions of impressions, driving significant brand awareness and sparking meaningful conversations.  

Their investment in live commerce on platforms like TikTok and Shopee has also yielded impressive results, driving online revenue contribution and building a healthy return on ad spend (ROAS). The team is all-in on experimenting with TikTok Live, driving excitement in video commerce, which now accounts for 20% of e-commerce GMV in Southeast Asia, up from less than 5% just a year ago. Their TikTok strategy is paying off: one of their videos hit 1 million views (check it out here). To put that into perspective, Singapore’s has 1.5 million women in their target audience proving Blood’s ability to engage their target customers with their digital strategy.

Breaking the “Cute” Period Myth

This month in February, Blood is cranking things up a notch with Periods Aren’t Cute — a first-of-its-kind, integrated campaign that brings the real, raw, and relatable side of menstruation front and center. For Blood, it’s about normalizing and embracing the various symptoms consumers feel while on their period - Crampy, Spotty, Moody, and Sleepy. These symptoms become the unapologetic stars of Blood’s new hero cast: the Blood Period Squad, led by Paddy, who personifies the brand and leads the charge in making the messy and downright frustrating parts of periods feel completely normal.

The Periods Aren’t Cute campaign isn’t just a statement—it’s a movement. The campaign and its unapologetic Period Squad characters are taking over digital platforms and retail stores, as you read this. More than just a campaign, this is a call to change the conversation and #DropTheCute, ultimately reshaping how women (and even men) in Southeast Asia talk about periods, smashing taboos and creating a future where periods are seen for what they truly are.‍

Lesson 3 - Community is the Key: Building a Community of Empowered Women‍

Blood's story began with Peck's personal need to find a natural, drug-free solution for her debilitating period pain. It's the 21st century, and yet, so many women still feel uncomfortable talking openly about their periods. Recognizing this, the founders made a bold move, renaming the company from the more subtle "PS Love" to "Blood."

"We believe that there is no shame in bleeding, and the brand Blood embodies this belief," they shared.

And this is precisely what sets Blood apart – their unwavering commitment to fostering a community where women feel seen, heard, and supported. They have created a safe space for open conversations about menstruation, breaking down taboos, and championing body positivity.

Sample Giveaways on Free Pads Day: One standout initiative that embodies this mission is Free Pads Day, launched in partnership with over 100 workplaces, including Shopee, Love, Bonito, Foodpanda, and Barclays in Singapore. Blood visited offices with 50 or more female employees and distributed over 57,000 free packs of pads, putting their products directly into the hands of potential users. This innovative sampling initiative encouraged period positivity while getting the product out. By meeting women where they work, Blood was able to provide practical support while sparking meaningful conversations about menstruation in professional spaces – ensuring their superior, rash-free pads are experienced firsthand and building trust and buzz in a way that traditional marketing simply can't.(Sign up for Free Pad Day for your workplace today.

Safe Place in the Digital Era: Blood also stays closely connected to its community through its social media accounts as well as its Telegram channel, where the platform serves as a safe space for women to talk about periods, share experiences, and even participate in polls and discussions. The team uses these conversations to gather real feedback from their consumers, helping them ideate and refine new product ideas, like testing scent preferences for pain relief patches or understanding how women talk about menstruation with their peers.

By listening to their community and acting on real insights, Blood continues to build a brand that women trust, not just for their products, but for their values and advocacy. This deep connection with their audience aligns perfectly with DSGCP’s belief in supporting businesses that create positive social impact.

Lesson 4 - Conquering New Territories: Indonesia and Beyond

Blood's ambition extends beyond Singapore and Malaysia. Indonesia, Southeast Asia's largest market with ~135 million women is next. They have been actively navigating the Indonesian market, building product-market fit and promoting their products through the TikTok Indonesia account, which already boasts 112K followers and 3.5 million likes.

However, breaking into Indonesia hasn’t been without its challenges. Regulatory hurdles initially slowed their entry, but the team has now successfully secured the necessary licenses to import and sell their products. This journey is a perfect reflection of DSGCP’s philosophy that one size does NOT fit all, each market comes with its own unique set of challenges. But with the right determination, drive, and adaptability, those hurdles become stepping stones to growth, showing Blood's potential to become a leading Femcare player in Southeast Asia.

Looking Forward: A Shared Vision for the Future

Our follow-on investment is a testament to Blood's exceptional performance. 2024 witnessed Blood achieving over 70% topline growth in revenue in a sustainable manner. These results are a direct reflection of their strong team, led by Peck Ying and Caleb Leow.

Our decision to double down comes from a place of conviction. Blood has helped prove DSGCP's thesis about how innovative products, strong brand fundamentals, and unwavering commitment to a mission can drive exceptional growth. With this new capital, Blood is poised to accelerate its growth trajectory. We are confident that Blood has the potential to become a defining force in the Femcare revolution, starting with Southeast Asia. They have proven they can execute, adapt, and connect with their audience in ways that matter.

We can’t wait to see them shatter boundaries, challenge norms, and lead the charge in transforming period care.

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