Clara Lidman: “It’s not about selling dispensers. It’s about changing a default.”

Meet the team

This week, we sat down with Clara Lidman, who co-founded RedLocker at 19. As Chief Commercial Officer, she's now leading our expansion across Europe and rethinking what companies consider basic infrastructure.

With nearly 6,000 installations across the Nordics and Europe, and menstrual health now entering global workplace standards, the conversation around basic workplace infrastructure is changing. We asked Clara what it looks like from the inside.

For years, free menstrual products in the workplace were seen as a perk. Now they're increasingly seen as basic infrastructure. What's happening?

ISO is changing everything. It gives HR and work environment teams the formal backing they've often wanted but didn't have. Before, they were championing this internally without a standard to point to. Now that's changing, and it shifts the conversation from 'we'd like to do this' to 'we should be doing this.' That means that HR goes from asking for budget to implementing policy, and that's a completely different position to be in.

You talk to decision-makers across Europe every week. What's the biggest misconception you still run into?

That free menstrual products are optional and not a given. We spend a lot of time reframing it as infrastructure, using the same logic as toilet paper or hand soap. It's a basic but necessary condition for an equal workplace.

What's the moment in a meeting that tells you a company actually gets it?

When someone goes quiet, not because they've lost interest, but because they're doing the math. You can see them thinking: why haven't we done this already? That's the moment I love. The question that then follows is almost always: why hasn't anyone thought of this before?

You've said RedLocker can't just expand anywhere, the market has to be ready. How do you read that?

We look at how companies approach gender equality, how HR is structured, and how cultural norms and legislation shape what is possible. Those conditions often matter more than anything else. The Netherlands is a good example. Many companies are progressive but workplace legislation hasn’t quite caught up so the conversation is still driven more by individual employers than formal expectations.

You and co-founder Liza Eriksson have been named to Forbes 30 Under 30 and won Upcoming Star 2025. What's the achievement that doesn't show up on a list?

When an employee reaches out to say this made a real difference for them, and that they felt seen in a way they hadn’t before. Other times, a school tells us attendance went up. Those are the numbers that stay with you.

RedLocker is clearly growing fast. Before we talk about the future, how do you describe what you’re really building?

At its core, it’s not about selling dispensers. It’s about changing a default. We want free menstrual products to become as obvious as toilet paper, hand soap or any other basic workplace provision.

Clara Lidman

Co-founder & Chief Commercial Officer, RedLocker