The Short Cut:
A quick-fire chat about working life with Susan Allen Augustin
The Short Cut is designed to bring you a snapshot of our members’ working lives. Today, we’re speaking to Susan Allen Augustin, Cofounder of Here We Flo.
At the heart of the Nurture Network is the power of sharing experiences.
From breakthrough career moments to best-ever advice, how to deal with stress and the women that inspire them.
Tell us about your breakthrough career moment
Before Flo, I worked in the nonprofit and social justice world in the U.S. I grew up in Boston, but I say I’m from Little Montserrat because that’s where my family’s from and that’s how I was raised. I moved to New York in 2010 to work at the Open Society Foundation and spent a decade there.
Eventually, I moved into the President’s Office, which gave me a bird’s eye view of everything, from operations to strategy and capacity building. That’s what led me to do a Master’s in Management at the London School of Economics. And on my very first day at LSE, I met my cofounder and now best friend, Tara. A week and a half later, we were chatting in the bathroom, and I said, “Forget the PayPal Mafia, we should start the feminist mafia.”
That conversation turned into Here We Flo. Tara had trouble finding organic tampons and I, honestly, didn’t even know what they were. She explained the lack of transparency in period care, no ingredients on the box, lots of synthetic fibres, harmful residues, and we saw a huge gap. We wanted to build a brand that was better for your body, better for the planet, and actually felt like your best friend in the bathroom. Funny, feminist, and fierce. That’s been our energy ever since.
What’s the best piece of advice you’ve ever had?
It sounds simple, but:
‘Just start, and keep going’
We had the idea for Here We Flo early on, and Tara did her dissertation on it, but we waited nearly two years before launching. A classmate said, “What are you waiting for? You’re ready.” And that gave us the final push we needed.
Especially as women, and particularly women of colour, we tend to overprepare. We want to tick all ten boxes before we say yes, whereas others will tick three and say, “Sure, I’ve got this.” That insecure overachiever energy can really hold us back.
You’ll never be fully ready. So just start, and iterate as you go.
We’ve built Flo through Covid, through a supply chain crisis, inflation, fundraising crashes, even war and recession. This year, it’s tariffs. But you keep going. Cry in the shower if you have to, scream, row 5,000 meters (I’ve actually done this), then get up the next day and make a plan.
Have you ever felt held back as a women? How did you respond?
Definitely. And interestingly, sometimes the pushback came from other Black women. I think part of it was about age. I’d been at the foundation for ten years, but people still saw me as the 25 year old who started there. It’s hard when you feel like you have to keep proving you’ve grown.
In business, there’s also an assumption that we don’t really know what we’re doing. People say, “What if a big brand releases a green version?”
And I’m like, they have. And we still outsell them because we know our customer. Our community is smart, they can spot inauthenticity. We’re real. We’re for people with periods, made by people with periods. But those kinds of challenges, that doubt, is something women founders deal with constantly.
I just remind my team: Stay gracious. Best revenge is your paper.
Beyoncé said it best.
How do you protect your mental health in moments of pressure?
Therapy. Coaching. And honestly, movement. During Covid I started strength training with the Peloton app for my mental health, and I’ve been doing it fairly consistently ever since. This year I ran the Brighton Marathon, and I’ve signed up for London next. But before that, I was just a really good walker. Like, Olympic level walking.
I also journal, write poetry and stories, and I love music. I grew up singing in choir. My home office (aka my “cloffice”) is my happy place. I’ve got my shoes, my vanity, my record player. It’s chaotic, but it’s me.
And finally, being near water. Whether it’s the canals in London, Hyde Park, or a beach in Portugal with my kids, there’s something about being near water that resets me.
The woman who empowers me the most is…
… I can’t just pick one. Classic dyslexic move, I’ll give you three.
My mom. She’s always believed in me. Like, if I told her I was running for president, she’d be like, “Of course, you’ve got this.” That belief kept me going when I doubted myself.
Tara, my cofounder. She’s brilliant, deeply principled, and wildly compassionate. We have different skill sets, but the same values, and that’s the magic.
My daughter, Simone. She’s four and full of confidence. She’ll say things like, “Mommy, I’m a genius.” And honestly, I want her to hold on to that forever. I know the world will try to chip away at it, especially as a Black girl. My job is to make sure she doesn’t let it.
I feel empowered by…
… Honestly?
My team. We’ve got 24 brilliant women who could be earning more elsewhere, but they believe in our vision, mission and values. That means everything. We problem solve together, lift each other up, and figure things out.
They’ve seen me grow too, from shy introvert to keynote speaker, and I think that gives others permission to do the same. The responsibility of helping lead such an incredible team really empowers me.
Where is your favourite place in the world?
Home, with my family. That’s my anchor.
Portugal. We go every year with the kids. Any beach will do.
Copenhagen. I just visited, and it’s stunning. Calm, safe, and beautifully designed.
Boston, always. That’s where I grew up. And my “cloffice”. My closet turned office with my shoes and vinyl collection. It’s my little creative bubble.
Susan Allen Augustin is the cofounder of Here We Flo, a purpose-driven wellness brand on a mission to make period, bladder, and sexual care more sustainable, transparent, and shame-free.
What began as a bathroom conversation among two friends, is now stocked in Tesco, Boots, Whole Foods, and beyond, challenging outdated norms with humour, honesty, and heart.
With roots in social justice, Susan brings bold leadership to a brand that’s as fearless as it is thoughtful. Discover the story behind Flo here.
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