The Story Behind Pixie Cup

After a backpacking trip through Southeast Asia with her husband, Amber English was struck by the harsh reality of “period poverty”—millions of women in developing countries lack access to basic hygiene products. This experience, plus her master’s degree in Health Promotion and Wellness from Missouri State University, inspired her to rethink menstrual care. Back in the U.S., she partnered with her brother Benjamin Moore to create Pixie Cup, a company on a mission to make reusable menstrual products accessible and affordable.

As one might expect, English had to persuade Moore to create a feminine hygiene company, but both took “a huge leap of faith” and left their careers to focus on Pixie Cup full-time. To pay their bills, they waited tables at Dolly Parton’s Stampede in Branson, where they hatched plans between shifts. One of their co-workers even became one of Pixie Cup’s first customers.

Their commitment paid off: After they invested all profits back into the business for two years, Pixie Cup quickly found a customer base on Amazon. In fact, their first sale came the day they shipped thousands of products to an Amazon fulfillment center in March 2016.

Growing Pains

Amazon was a springboard for Pixie Cup, leading to over 100% year-over-year growth by 2019. However, the COVID-19 pandemic brought an unprecedented e-commerce surge, boosting sales and then creating unexpected logistical challenges. Amazon reduced smaller retailers’ storage space, forcing Pixie Cup to find a third-party warehouse. It didn’t take long for lost inventory and shipping mishaps to become the norm.

The brother-sister team took another bold step in 2022, bringing fulfillment in-house by converting a barn on their family’s Walnut Shade ranch into a warehouse. The setup includes an adjacent office, where English and Moore’s younger sister manages customer service and social media. Another key team member, that former Stampede co-worker, is the warehouse manager. “It was the best thing we’ve ever done for our business,” English says. “Through that, we’ve learned the value of building a company locally.”

Sibling Revelry

English’s passion and Moore’s business acumen make a powerful combination. “We complement each other,” she notes. “I’m the creative visionary, and he’s great with the business aspect.” Having a male perspective is also beneficial, especially in product education. “If you don’t talk about this stuff, you can’t expect people to know. We want to empower everyone, not just women.”

Along with education, the “Buy One, Give One” program remains central to the company’s mission, donating a cup, which lasts for 10 years, to a woman in need for every product sold. “Empowerment is one of our core values,” English says. “If our team and customers are succeeding, we’re succeeding.”

This winter, Pixie Cup launched two new products: organic, biodegradable Grace Pads and the My First Period Kit—“everything a girl needs to confidently start her period.” The kit includes a teen-sized cup, pads, a journal, and other essentials designed to help young women and caretakers feel informed and supported.