CTech Ecommerce Chen Tamir

"Women are looking for more comfortable, ecological, and affordable solutions"

Chen Tamir, Founder and Co-CEO of ModiBodi Israel, spoke to CTech about efforts to normalize women’s bodies through tech

Chen Tamir
(Credit: Sinai David)

“I think of it not as selling underwear but as selling the normalization of menstruation and of women's bodies,” said ModiBodi Israel Co-CEO Chen Tamir to CTech at Calcalist’s e-commerce event. “That's been kind of North Star for us in terms of our marketing. All of our models are real, very diverse women who are never photoshopped.
“The trajectory that we've had has been amazing. The company was founded in Australia in 2013 and I founded ModiBodi Israel in 2018. Since then we have grown in leaps and bounds. I think the conversation around how we've marketed as well as what we've done in e-commerce has really changed the conversation in the market in Israel in general. I think that it's an amazing story because we are a small business.
“It’s a pretty unique and amazing, life-changing product. I think women are looking for more comfortable, ecological, and affordable solutions.” Tamir and her husband, Itamar Nevo, founded the Israeli branch of the Australian period underwear company only five years ago. “It was the first line of period underwear in Israel and we effectively opened up a new market here for the product. Today, there are dozens of competitors and knockoffs. We're sold across the Superpharm franchise - the biggest retail chain in Israel,” says Tamir.
“The business couldn't have started in the kind of ecosystem that existed here 10 or 20 years ago. E-commerce tools, especially digital marketing, Facebook and Instagram, are much more affordable for us as a small business. I built my own website with my own two hands.”
Tamir says that ModiBodi is launching many new products including a men's line, bathing suits, adaptive clothing for women with disabilities, products for babies, breastfeeding, and more.
You can watch the full interview in the video above.