Meet the founders behind RedLocker

RedLocker is a Swedish startup founded by Liza Eriksson and Clara Lidman, focused on improving access to menstrual products in public spaces through the development and deployment of purpose-built dispensers.  

Driven by their own experiences and a shared determination to effect tangible change, they designed a solution that aimed to make period products as readily available as toilet paper.  

Where it all began 

The idea for RedLocker began during the founder’s high school years in Sweden. Both Clara and Liza were enrolled in an entrepreneurship class, where students created a mock business and were guided through the process of developing a business model and creating a budget. 

Although Clara and Liza had never met before, they were paired together for the project. From there, they began discussing potential business ideas. It didn’t take long for them to settle on a common challenge they had both experienced: the lack of access to period products in public places, particularly in schools. 

Their initial goal was to create a solution for their high school, ensuring future students wouldn’t experience the same difficulties. However, as they explored the idea further, their vision expanded. 

The pair began looking for existing solutions in the market, but after extensive research, they found nothing in Europe. So, they decided to develop it themselves. 

They felt the timing was right, given the progress in both the period movement and the wider gender equality movement. “We saw that the market was ready for this,” Clara said. “It wasn’t just about the product – it was about making a meaningful difference in people’s everyday lives.” 

The duo worked on designs for a product dispenser and approached students from their school’s technical programme to help bring their vision to life. With access to 3D printers and workshop facilities, the students created RedLocker’s first prototype.  

After finishing school, they reached out to manufacturers and continued developing their product. Just a year after graduation, RedLocker was officially launched with pilot customers. 

And so began their entrepreneurial journey. 

A perfect match

The unique circumstances of RedLocker’s founding have played an important role in shaping the company’s direction. Working together without a pre-existing friendship allowed them to approach the project with a more professional mindset. 

Clara noted that their relationship was not clouded by personal loyalties or social dynamics: “Our collaboration as business partners became different than if we would have been best friends.” 

Their youth was also a factor that gave them freedom and flexibility. Without commitments like loans or dependents, they saw it as the ideal time to take a risk. While their peers were travelling or starting university, the founders saw entrepreneurship as an equally valid – and potentially impactful – path. 

“I think our brand, our mission, and what we stand for as a company benefited from us being young,” Clara said. “We could draw on our own experience and our own willingness to make a change. If we had been two 50-year-old women, maybe we wouldn’t have had the same traction to make people believe we genuinely wanted to change things.” 

“I’ve always known I wanted to create change. I’ve always been driven by a need to challenge norms, lead movements, and make a real impact. RedLocker became my way of doing that,” said Liza. 

However, from a business perspective, youth – and gender – presented certain obstacles, especially in the early stages. The pair recalled being met with scepticism not only from potential investors, but also from larger companies RedLocker approached for collaboration. Many questioned their reliability and credibility as a supplier, particularly before they had a track record or existing customer base.  

To overcome this, the team made a concerted effort to secure references across various industries, allowing them to build the credibility needed to scale. Their mission-driven approach also played a role in navigating early doubts.  

“We’ve always held strong to our mission,” Clara said. “That’s helped us in situations where people have questioned our products or business model.” 

Swimming with the sharks 

When it came to funding, RedLocker’s journey differed from many early-stage startups. In 2020, as they began exploring investment options, they were invited to appear on the Swedish version of Shark Tank (Draknästet). As a result, RedLocker avoided some of the more arduous fundraising paths that many startups face. 

The show had originally aired in Sweden during the late 2000s but was taken off air for several years. It was relaunched in 2021 with a new format, a new network, and a fresh panel of investors. RedLocker featured in the first season of this reboot. 

At the time, the company was still in its early stages, and Clara admitted they were nervous about participating. Their hesitation wasn’t only due to nerves – outside parties were pressuring them to change the amount of capital they were seeking and the equity they were willing to part with. Clara and Liza ultimately chose to stand firm.  

Their decision paid off. RedLocker secured investment offers from all five of the programme’s investors – an achievement unique to their episode that season.  

Two years later, the show’s producers invited them back for a follow-up segment, highlighting what had happened since their original pitch. The exposure from both appearances had a lasting impact. “We still get people today reaching out for the first time saying, ‘Oh, I saw you on Shark Tank a few years ago,’” Clara noted. The experience served as a major stepping stone, helping to build awareness and credibility for RedLocker within the wider industry. 

Lessons learned

Reflecting on the journey of building RedLocker, Clara and Liza identified some of the most important lessons they have learned along the way.  

Liza described the last six years as nothing short of transformative. “Honestly, it’s been like attending the most intense school you can imagine,” she said. Throughout the journey, she gained a working knowledge across a wide range of areas – many of which she had no prior interest in – simply out of necessity.  

But of all the lessons learned, one stood out above the rest: patience. “Patience is an entrepreneur’s most important skill,” Liza said. Naturally driven and eager to progress, she admitted that learning to accept the pace of progress had been both difficult and essential. “Great things take time. And learning to let things take the time they need has been one of the hardest, but most valuable, lessons for me.” 

For Clara, one recurring challenge has been decision-making – particularly when it came to choosing the company’s next strategic steps.  

“When we talk about the next phase – what projects to prioritise or which direction to take – it’s easy to get stuck,” she said. “The risk is that if you can’t decide, you end up doing nothing.” One of her key takeaways was to avoid paralysis by indecision. Instead, she learned to simply choose a direction and move forward, even if the path wasn’t perfectly mapped out. “It’s better to try something new, especially if what you’ve done before hasn’t worked. In the startup world, you have to keep taking steps forward.” 

Both also highlighted the value of learning by doing. Neither Clara nor Liza had a university degree when they launched the company. As a result, nearly everything they encountered was a first, navigated through trial, error, and persistence. “Every challenge we’ve faced, we’ve overcome, and we’ve learned from. The problems we had last year or three years ago don’t even feel like problems anymore,” noted Clara. 

Forbes 30 Under 30 

When Clara and Liza were named in the Forbes 30 Under 30 list for their work in social impact, it marked a significant milestone – both personally and professionally.  

Clara explained that the accolade had long been on their radar. “It’s always been sort of a bucket list thing,” she said. “At some point, we hoped to be mentioned. It would be a really cool accomplishment, but also a meaningful recognition of our work and its impact.” 

“It felt surreal! We started RedLocker as teenagers, driven by frustration over an issue that felt invisible. To now be recognised on a list like Forbes 30 Under 30 – for something that began as a very personal fight for equality, means a lot,” said Liza. “Personally, it gave me a moment to feel proud of how far we’ve come. It’s opened doors and expanded our international network. But most importantly, it reminded me that social impact matters and that what we’re doing matters.” 

The accolade offered external validation of their mission, their progress, and their credibility in the wider business and social impact landscape. 

Onwards and upwards 

RedLocker is in the midst of a global expansion, with its current focus on Europe and, more specifically, the Nordic countries. After several years of development, the company has established a reliable business model and a high-quality, functional product that can be deployed across a variety of settings.  

They have all the right conditions to scale up, but it’s something that takes time. 

Unlike a digital service that can be rolled out quickly, RedLocker’s offering requires careful consideration of market readiness. The company’s dispensers are not just a functional solution – they represent a broader commitment to gender equality and inclusion. “We can’t just expand to any market in the world,” Clara explained. “It depends on whether the market is ready for this kind of product.” 

RedLocker continues to be involved in broader advocacy work. The company runs educational projects, participates in sponsorships, and supports various events that align with its mission. 

This article originally appeared in the September/October 2025 issue of Startups Magazine. Click here to subscribe