Natracare announces it is shifting to employee owned model as new CEO joins

Natracare has announced a significant new chapter as it comes an Employee Ownership Trust (EOT), as a new CEO comes on board.

The pioneering brand behind the world’s first organic cotton tampon and compostable pads and panty liners has announced its parent company, Bodywise UK, has transitioned to an EOT as the founders take a step back. This ownership structure strengthens and safeguards the company’s long-term mission to care for people and the planet. Alongside this transition, Natracare says it is pleased to announce the appointment of Nina Davies as its new CEO, who joins with 25 years’ of leadership experience, and in recent years, has focused on the intersection of brand, culture and impact, creating campaigns and communities that inspire shared values and collective action.

Susie Hewson MBE, who founded Natracare in 1989 (pictured right, with Nina), commented: “From the beginning, Natracare was built to show that the personal care industry could be better for our bodies, communities and the planet. Transitioning to an Employee Ownership Trust ensures that these values remain protected and championed by the people who live them every day.”

Nina added: “The transition to employee ownership is particularly meaningful. It signals the shift from founder-led to future-led. A future where responsibility, contribution and reward are more widely shared. It enables us to foster a unique culture built on trust and commitment to care – seeing this come to life to deliver tangible and meaningful value for everyone will be the first signs of success.

“I’m incredibly proud to be stepping into the role of CEO at such an important moment in the company’s journey. This next chapter is about honouring the company’s founding values while building a business that grows responsibly and empowers people, both inside and outside the organisation, to be part of meaningful change. I believe that brands can play a critical role in shaping behaviour change and redefining a better future, and as the original pioneers of the organic period care category, Natracare is a shining example of this. I feel very privileged to be learning from two incredibly visionary founders, and to continue their campaign with such a strong and talented team. I’m thrilled to see the impact we can achieve together.”

As the founders begin to gradually step back from day-to-day leadership, choosing an EOT over private equity was an ethical decision as much as a strategic one. They wanted Natracare’s future to stay true to the values on which it was built, prioritising environmental responsibility, integrity and care for its people. EOT ownership keeps the company’s values in the hands of those who live them every day, rather than potential external investors driven by short-term returns. For Natracare employees, this means employees will collectively share in the company’s long-term value and achievements, while the model strengthens Natracare’s purpose, ensuring decisions are grounded in long-term benefits, not short-term financial gains. Employee ownership strengthens the connection between each person’s work and the brand’s commitment to ethical, sustainable care.