Our history
Norm. was born from the desire of three friends — two sisters, Patrícia and Cristina, and Catarina — to change the way we look at menstruation.
Patrícia is a nutritionist who has always been interested in the body, its cycles, and holistic wellbeing.
Cristina, founder of Puranna, is the expert on production and raw materials. With years of experience in the field, she brings a meticulous attention to detail — from fabrics to stitching.
Catarina is responsible for all of Norm.’s communication and creativity, ensuring that every decision — whether about product, image, or message — aligns with the brand’s values and its genuine commitment to sustainability.
João, Catarina’s husband, joined from the very beginning. He handles the financial management, website design, and the entire operational structure that keeps Norm. running smoothly behind the scenes — with method, clarity, and aesthetic sensitivity.
More than just a brand, Norm. is the reflection of real experiences, shared questions, and the desire to create something better — something that respects the body, simplifies daily care, and treats menstruation for what it truly is: a normal part of life.
We know that menstruation isn’t just a date on the calendar — it’s a fundamental part of what makes us amazing.
That’s why Norm. was born from the belief that every woman deserves to feel sexy, free, and completely comfortable, no matter which phase of her menstrual cycle she’s in.
We wanted to design menstrual underwear that was more than just absorbent lingerie — pieces that celebrate femininity, feel like a gentle hug on the most challenging days, and give a subtle wink to our confidence. And that’s exactly what we’ve been doing for the past two and a half years.
We designed, shaped, tested, reshaped, washed, adjusted, and tested again until… we got it right. Every piece has been meticulously crafted to ensure safety and freedom of movement, while preserving femininity and confidence.
The most challenging part? Doing all of this while choosing the most beautiful and comfortable fabrics with the smallest possible environmental footprint. We take pride in using almost exclusively renewable (and organic) and recycled materials.
Join us on this journey to normalize menstruation and celebrate the diversity of the female body — because we believe menstruation shouldn’t be a burden, but a monthly celebration of our strength, beauty, and authenticity.