LAUNE x Ladibug
Ladibug was built by two friends who arrived in New York in 2023 with very different career paths but a shared passion for women’s health. Vibha comes from a backend engineering background, where she loved creating tools that genuinely made people’s lives easier. Brooke, originally from Australia, spent her career in finance while nurturing a deep interest in wellness and women’s health. Together, they’re reimagining what the feminine care experience can look like—one that’s modern, informed, and actually enjoyable. Below, they share what brought them to Ladibug, what drives their work, and the mindset behind the brand.
1. Tell me about yourselves and your backgrounds.
Vibha: I moved to New York in 2023 after growing up and going to school on the West Coast and wanted to try something totally different. I am a backend engineer who I used to work on an online school platform as a Backend Engineer and have always and it was so cool working directly with teachers and students to see how our product could make their lives easier.
Brooke: I moved to NYC from Australia in 2023 with my job in finance. My background has always been in institutional banking, corporate finance and strategy. NYC had been my dream since I was 14 years old and as cliche as it is, it was a pinch me moment when I arrived. I have always been obsessed with health, weird wellness trends and women's health. I was always that housemate that made strange snacks (i.e. chickpea cookies) and bone broth. The Australian lifestyle prioritizes health, good quality food and exercise, so it's fun to now bring that passion into Ladibug.
2. What inspired you to start Ladibug?
Brooke: I was so sick of walking down the feminine hygiene aisle in CVS, where it felt shameful to buy tampons or yeast infection treatments. I was also underwhelmed by the selection of boring, legacy consumer brands such as Tampax and U by Kotex, stocked next to Clear Blue pregnancy tests. Cool new Gen Z brands that I had seen on TikTok, who offer better quality products, never get shelf real estate. I was equally frustrated by having to buy tampons from CVS, research a good quality, science-backed iron supplement online and order period underwear from a brand's website. Women's health needs consolidation, and it was time the aisle got an upgrade to give a Sephora-like buying experience! One that offers options, education, community, perks and variety.
3. What is the LAUNE (mood) of Ladibug?
Fun & modern
4. What inspires or motivates you?
We’re both motivated by the opportunity to be creative and take risks. Working on a company from scratch pushes you to do both pretty much every day. Being in charge of decisions made to create Ladibug is daunting but also super rewarding. Seeing how far we've come is the best motivator to keep going!
5. The Ladibug website mentions: "We're like your best friend who's done the medical deep dive for you." Can you talk about how you built that "medical deep dive" into your ethos and operations?
It seems like every day there's a new wellness trend that is the "best thing for your health". It's so hard to determine what actually works, what to buy, who to listen to, and taking a gamble with your health is the last thing anyone wants to do. We work with our medical advisory board and medical professionals to learn from them and condense that learning for the average consumer. All our products are vetted for safety and tested across criteria developed to make sure it actually works. Products aside, that's why the Ladibug Lounge exists! To make it easier for you to learn, buy, and understand what you need for your specific health needs from experts themselves!
6. How has being based in New York City influenced your work and opportunities?
Vibha: Community, getting direct feedback, learning who our customers are, and getting to meet so many people from different industries working on their own companies.
Brooke: NYC is truly the city of endless opportunities. Having moved from Australia, I can say that I have NEVER experienced anything quite like it and I could not have started Ladibug at home. For a start, I met Vibha via a friend of a friend of a friend. It's a place that encourages experimentation, networking, random conversations and risk. It is also densely populated with our target market, making it easy to connect with our customers. There are brand pop-ups, walk and run clubs and events on every single night. It is the most energizing and risk-free place to start a business.
7. Looking ahead, what's next for Ladibug—both in terms of product innovation and community building?
Right now, we’re focused on our NYC community called the 'Ladibug Lounge'. There is so much appetite for a women's health community in NYC, where girls can come to events, listen to experts and learn about the latest innovation in female health. We are also upgrading our website (coming soon!!) to tie everything we've worked on together and make it easier for women to find what they need the most. We are so excited!
Rapid Fire:
1. Favorite self-care ritual?
Brooke: Having a bath, with a glass of red wine and watching YouTube videos (I often enter super random, deep rabbit holes)
2. One product you can't live without?
Vibha: Stila Stay All Day Liquid Eyeliner
3. A small habit that makes a big difference?
Brooke: Working out every morning before work. It means I consistently wake up at the same time (which is apparently good for your 'sleep hygiene') and makes me feel energized throughout the day.
4. Describe your style in three words.
Vibha: Whether I actually achieve this is up for debate but: Comfortable, Effortless, Chic
5. AM or PM skincare?
Brooke: Both!! So hard to pick
6. Favorite place?
Vibha: My fire escape
7. Dream collab?
Brooke: Rhode.
8. Favorite movie?
Vibha: Sisterhood of the Travelling Pants
9. Favorite drinks spot in NYC?
Brooke: So basic but Bar Pisellino. They have the best spritzes in the city.
10. Favorite restaurant in NYC?
Vibha: Thursday Kitchen in the East Village
11. Best piece of advice you've received?
Brooke: Listen more than you speak. There is nothing worse than when one person takes up the oxygen in a social or professional setting and doesn't listen to a single thing anyone else has to say. You learn more if you just take a step back, listen, and then engage.
12. Professional role model or figure you look up to?
Vibha: My Dad, he's taken so many risks in his professional career and is so knowledgeable about the work he does as an engineer. He's been incredibly supportive of the decisions I make & always seems to know the right thing to say when I need career advice.
13. Favorite brand?
Brooke: Sir the Label. It is an Aussie clothing brand who creates the most unique and beautiful summer pieces.
