For Mia Klitsas, the spark for Moxie came from an everyday frustration, a crushed tampon in the bottom of her handbag. What followed wasn't just a product idea, but the beginning of a brand that would redefine period care through design, education, and purpose.
At just 21, Mia launched Moxie, the first brand in Australia to sell tampons in tins. Two decades later, it's grown into a globally recognised name in period care - stocked in supermarkets, loved on TikTok, and deeply trusted by is active community.
In the latest episode of Beyond the Fold, StudioHawk's GM Lawrence Hitches sits down with Mia to unpack the Moxie journey - from bold early moves and industry disruption to building a brand rooted in values, education, and real talk.
Get to know Mia and Moxie in our latest Beyond The Fold deep-dive:
- The moment that sparked Moxie
- How tin packaging helped the brand break through
- Going up against multination with next to no budget
- Why Moxie posts up to 10 TikToks a day - all organic
- The evolution of Moxie as a brand
- Final Word
The Moment That Sparked Moxie
Mia's journey into entrepreneurship wasn't part of some master plan. It started during a university internship - and a moment of frustration with a tampon rolling around the bottom of her bag.
"I remember saying to myself, 'Why are these products so clinical? Why are they in bright yellow boxes? Why do they feel like something you have to hide?'"
That moment sparked an idea: period care that felt modern, elevated, and personal. She teamed up with a friend, developed the first-ever tampon tin, and took it to Woolworths. The retailer said yes, and Moxie was born.
Breaking Through with a Tin
Moxie's signature tin wasn't just cute - it was disruptive.
In an aisle that hadn't changed in decades, Moxie's design and tone stood out on the shelves. It made period care feel aspirational instead of clinical. And it helped the brand earn shelf space and customer attention without a big budget.
"We didn't have a lot of money. You know, we didn't come out of the gates with heaps of cash to spend on marketing. We had to make things work."
That early packing decision became one of Moxie's greatest marketing assets. 
Beating Big Brands Without Big Budgets
Mia launched Moxie into a space dominated by multinational giants with multimillion-dollar marketing budgets. So how did she compete?
By staying small, fast, and relentlessly customer - focused.
"I always say you can only move fast when you're small, and that's how we stayed alive as a business."
Instead of trying to outspend the competition, Mia listened to her audience, adapted quickly, and built a brand with depth..
Education as a Growth Strategy
Moxie's marketing has always been about more than product promotion; it's about education. That focus has become the foundation of its content strategy, especially on TikTok, where the brand has built an audience of over 1.3 million followers, entirely organically.
The team uses the platform to answer real questions from real people, posting up to ten videos a day and responding directly to comments. There's no glossy production or ad spend, just raw, practical, and human content that demystifies periods and encourages conversation.
"That's why it works," says Mia. "Because people are like oh, wow, someone from the brand actually saw my comment and they're replying with a video..."
By focusing on this educational and conversational brand voice on TikTok, Moxie has built one of the most trusted voices in its category. The brand's success proves that authenticity and accessibility can drive growth, not just clicks.
Natural Evolution of the Moxie Brand
Two decades on, Moxie continues to evolve with the people it serves. Its most recent rebrand marks a major shift, one that reflects how the conversation around periods has changed.
Gone are the soft pastels and cursive logos of early 2000s femininity. In their place: bold typography, strong colour, and unapologetic design. The update is more than aesthetic; it's symbolic of modern femininity, confident, diverse, and unfiltered.
Moxie also made an industry-first move by featuring real product photos on the front of its packaging. It's bold statement in a category that has long felt clinical and discreet, one that signals transparency, honestly, and empowerment.
"For so long, period care packaging was something people wanted to hide," Mia explains. "I wanted ours to be something they're proud to show."
From packaging design to TikTok content, Moxie's evolution proves that when you combine purpose, education, and authenticity, you don't just build a brand - you build cultural relevance.
Final Word
Mia's advice to founders and marketers? Don't start with the product. Start with the person.
Whether it's a design tweak, a TikTok post, or a national campaign, every decision starts with understanding your customer deeply, and listening to what they need.
"We've built this really rich database of feedback and that informs product development, marketing content, everything really."
Listen to the full episode with Mia Klitsas on Spotify, Apple Podcasts, YouTube, or right here on the StudioHawk website.
