Although I’ve never met her in person, I feel like I’ve known Claire Coder for years. In 2013, I read an article in my hometown newspaper, the Toledo Blade, about a local high school student who had started her own company. That young woman was Claire.
A self-described lifelong entrepreneur, Claire says she started her first business - a lemonade stand - at seven years old. It was a few years later, as a teenager, that Claire launched her first official company - the one I read about in the newspaper. “There’s A Badge For That” created custom buttons and badges for any group or occasion. I admit, I ordered quite a few fun buttons, badges, and purse-size mirrors as gifts!
Then, Claire went on to launch “Aunt Flow,” a social enterprise based in Columbus, Ohio, whose mission is to ensure that everyone has access to menstrual products. She explains “I got my period at an event (and didn’t have) the supplies I needed. I thought to myself, ‘toilet paper is offered for free, why aren’t tampons and pads?’. At that moment, bloody underwear and all, I knew that I wanted to be on a mission to ensure everyone has access to quality menstrual products.” Claire dropped out of college the next day and the rest, as they say, is history.
Today, as the Founder and CEO of Aunt Flow, Claire’s goal is “to be able to inspire others to take their own action in order to enact positive change.” Leading by example, Aunt Flow “took the action to remove (the words) ‘feminine hygiene’ from all its branding and replaced them with ‘menstrual products’ in order to be more inclusive ... The only way to make real radical change is to include everyone in the conversation,” Claire says. In addition, Aunt Flow has taken action to source 100% organic cotton and create biodegradable packaging.
On Aunt Flow
Claire says Aunt Flow is a leader in the menstrual product industry because, “We are known not only for our dedication to providing quality products to menstruators in need, but also for consistently striving to start the conversation around menstruation.” She explains that “The more awareness and access that society has to quality menstrual products and education, the less shame (about getting one’s period in public) there will be. Education ... is crucial, (so) we strive to educate everyone on periods and the importance of having products readily available.”
Aunt Flow again took action in March of this year when - in response to the COVID-19 pandemic - the company shifted its resources to include the manufacture and supply of FDA-approved face masks and other PPE (personal protective equipment), as well as hand sanitizer and cleaning products; thus launching the Work Flow arm of the business.
On Leadership
Claire looks to one of Aunt Flow’s first clients as a model leader. “Charles Hudson of Precursor Ventures has been an incredible example of leadership (with his) unique way of encouraging CEOs to solve problems. He asks questions before giving feedback and he really leans into the problem before giving advice. This is a profound form of leadership because he empowers people (like me) to come up with their own solutions.”
As to her own leadership philosophy, Claire quotes writer Josh Braun: “Don't take the shot, coach the player.” More specifically, she believes that “In the business world, leadership is the ability to motivate, teach, and support members of your team in a way that allows you - as the CEO - to be able to take a step back.” And Claire walks the talk, according to her Executive Assistant, Josie. “Claire has been phenomenal about giving me the space to lean into my role. Instead of micromanaging, she demonstrates trust and patience when it comes to assigning tasks, and in the event of a mistake, offers encouragement and guidance instead of blowing a gasket or taking the task on herself. She really takes the time to nurture and teach.”
In order to inspire others, Claire believes that “You have to have a lot of faith in the people you surround yourself with, and building that level of trust requires taking a step back from time to time.” She says one of the hardest things for her has been “identifying the skills that I am lacking and feeling comfortable hiring (someone to fill) that role.” One of her biggest successes, she says, is having built a team that allowed her to take a seven-day vacation just three years into the business. “I am thankful to be able to walk away for a week and know that the business will flow forward.”
On a Personal Note
Claire has been featured in TeenVogue and Forbes magazines, and starred in TLC’s Girl Starter Season 1. Her resume also includes a long list of awards, including: Forbes 30Under30, Thiel Fellow, Tory Burch Fellow, Top 40 TECH.Co StartUps to watch at SXSW, and more. She has designed a bag for Vera Bradley that sold out in 24 hours and has her own line of GIFs. When not working, Claire says she spends time “jamming out to Macklemore and pretending I know how to run Google ads.”
Photos by Nick Fancher.