Natracare Transitions to Employee Ownership Under EOT

For some companies, decisions are purely strategic—but for this one, it’s deeply personal. Bodywise (UK) Ltd., the company behind Natracare—the trailblazing brand that helped define the natural and organic period care market—has announced its transition to employee ownership through the creation of the Natracare Employee Ownership Trust (EOT). After 37 years of building a purpose-driven business, founder Susie Hewson has chosen to entrust its future to the very people who have contributed their dedication and passion to it every day.

When Hewson launched Natracare in 1989, she wasn’t responding to a trend—there wasn’t one. Her motivation came from a belief that women deserved safer, more transparent choices. At a time when the personal care industry often prioritized profit over principles, Natracare led the way by introducing certified 100% organic cotton tampons and rejecting plastics, chlorine bleaching, and harmful chemicals that were widely considered acceptable. What was once a bold move has only grown more relevant with time.

Reflecting on the transition, Hewson emphasized the importance of preserving the company’s founding values—commitment to women’s health, environmental care, and transparency. By placing ownership in the hands of employees, she aims to safeguard the company’s mission while empowering those who uphold it daily. This structure ensures that purpose continues to guide every decision.

While Natracare could have pursued a sale to the highest bidder, it intentionally chose a different path. In an era where purpose-led brands are often acquired and reshaped, this move reinforces that Natracare’s values are not just part of its branding—they are central to its identity and future.

Under the EOT model, employees of Bodywise (UK) Ltd. now share responsibility for the company’s direction. Those closest to the work—and most connected to the brand’s purpose—are now its stewards. This approach aligns leadership with lived values, ensuring that integrity, accountability, and environmental responsibility remain at the forefront, with a focus on long-term impact rather than short-term gains.

As the company enters this new phase, Theresa White continues in her role as Senior Executive Officer of Natracare LLC in North America, while the Employee Ownership Trust has appointed Nina Davies as Chief Executive Officer. With over 25 years of experience in brand development and global partnerships, Davies steps into the role at a pivotal time, tasked with guiding the company forward while honoring its legacy. Her appointment signals that this transition is not an endpoint, but the beginning of a new chapter.

For Hewson, this milestone represents the fulfillment of her original vision: building a business rooted in authenticity, purpose, and positive impact. Establishing the Employee Ownership Trust is both a gesture of gratitude to the people who helped shape the company and a commitment to customers, communities, and the planet that Natracare has long served.