Olivia Cotes-James wants us to talk about menstrual health. Properly. No more euphemisms, no more opaque marketing, no more superstitions, and no glossing over cramps, bleeding, or pain: Reframing current attitudes is vital for women's empowerment and health, as well as the environment, says the 29-year-old founder of LUÜNA naturals, which hails itself as Asia's first period care company with an all-female leadership team.