Welch, who launched The Period Company in 2020 with Sasha Markov, spoke to PEOPLE about why her brand is so much more than just period underwear.
"It was disastrous for me as the mom," she tells PEOPLE. While she hated the amount of waste she was creating with period products as a young woman, she hated even more that her child had to navigate menstruation at such a young age when it's still a topic that is taboo to some people.
"My 10-year-old could barely get to school on time, and then for them to have to think, 'Oh, I might also have to change my pad at school,' It was just kind of heartbreaking," she shares. "For a little kid to deal with pads and tampons is a lot. So I thought, 'You know what would be really easy? A really great pair of underwear that absorbs enough to last them through the day.'"
Welch was well-aware, though, that period underwear were already on the market and had been for years. It was something that she considered using herself years ago but couldn't stomach spending upwards of $40 a pair knowing she would need multiple pairs to get through one menstrual cycle.
"I decided I was going to make one that is something that everybody can access because it's going to be affordable, and I'm going to completely change the landscape of a sustainable period," she says of her idea for The Period Company.
Welch, who counts celebs like Olivia Wilde and Tracee Ellis Ross as clients, used her knowledge of clothes and the retail industry and teamed up with marketing pro Sasha Markov to launch the brand in 2020, smack in the middle of the pandemic, which she says she used to her advantage.