TOM Organic I Brooke Franklin


Conversation with Brooke Franklin

Female founded brand The TOM CO was launched in 2009. You’ve probably spotted their sleek packaging or witty marketing campaigns around. They’ve grown dramatically over a short time and their current TOM Organics range covers personal care products for periods, pregnancy and birth. Plus they have Tooshies by TOM, a baby care range, which includes eco nappies and wipes. They aim to continue to offer the highest quality, natural and chemical free products for the entire woman’s lifecycle. We chatted to General Manager, Brooke Franklin in our Byron Bay studio.

Australia uses a staggering 5.6 million nappies every day (x10 the number of wipes). and this was a grocery aisle that screamed for due attention.
— Aimee Marks, Founder The TOM CO

Brooke Franklin, General Manager of The TOM CO , began the chat by filling us in on their recent activation for TOM Organics at Byron Bay Splendour In The Grass Festival - they are definitely doing things differently! Years ago a tampon and pad activation would have been cut from the festival circuit sponsor list, today it was highly successful activation that was embraced by the Splendor sponsorship team and festival goers.

They’re a company that is striving to create change. They’re all about instilling confidence in young girls by banishing the stigma around female personal care products. Aimee Marks founded the company with that very goal in mind - ‘to solve the problem of tampons falling out of a handbag and creating embarrassment.’

It’s crazy to think that such a completely natural event in a young woman’s life has any type of stigma or embarrassment attached to it but thankfully it’s slowly changing with more open dialogue in schools and in the marketing campaigns, like TOMs, that we see today.

The brand began its journey from humble beginnings, where Founder, Aimee Marks, was originally gifted 10K to get her high school initiative off the ground. Today, the company continues to support female founders by running a program called ‘Pitch For Purpose’. They create a platform for a 5 or so female-led businesses who are striving to create a safer, healthier world. Then one is selected and TOMs provides funding and support, just as they had been given in the early days.

We hope you enjoy this chat with Brooke as she takes us through The TOM CO company, the initiatives and employee structure they have created to properly support women in the workforce.

Mentioned in conversation…

  • The changing perceptions of reproductive health and how TOM’s is creating a difference.

  • The TOM story and their commitment to supporting female founded business initiatives.

  • How they’re trying to improve baby care with the launch of Tooshies by TOM.

  • Brooke, being a mum of two, understands how important flexibility in the workplace is and explains how the company strives to make it a reality for all their employees.

  • Brooke’s also shares her personal leadership experience and what she’s learned over her journey with brands such as Lululemon and Cotton On.

Follow The TOM CO here:

The TOM CO Website

TOM Organic Instagram

TOM Organic Facebook

TOM Organic Twitter

Tooshies by TOM Instagram

Tooshies by TOM Facebook

Tooshies by TOM Twitter