How do you help put an end to period stigma? Dedicate a store to it on one of the busiest stretches of New York City’s 5th Avenue.

The world’s first pop-up Period Shop took one girl’s social post and made it a reality, with contributions from over 50 female makers, influencers, and entertainers. In just three days, more than 6,000 visitors experienced the shop, engaging with products, stories, and activism in a completely new way.

The initiative drove U by Kotex to its highest volume of brand sentiment, generated 40,000 sample requests, and earned 560 million media impressions. The best part? All proceeds from the shop were donated to support local women in need.