Even though it’s Jewishly-founded, the period startup HelloFlo first marketed itself as “Santa for your vagina,” earning praise for its funny, no-frills approach to menstruation. But four years after the release of the company’s viral video “The Camp Gyno” (filmed at Jewish sleep-away camp Surprise Lake), it’s even harder to tell the difference between the advertising and the advocacy. Instead of selling its monthly care packages, HelloFlo’s website now offers content designed to “educate, inspire, and entertain.” The bright colors and uplifting headlines are corporate feminism at its finest, with only a Kotex sponsorship to give it away.

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