Infrastructure is the most powerful form of advocacy.
Our story
They set out to fix access.
The stall showed them how.
In 2018, two cousins left their executive careers to build an organic period care company. What they built first showed them exactly where the system was broken.
The team
Built by women who believed access was the whole point.
In 2018, cousins Thyme Sullivan and Denielle Finkelstein
left their executive careers to build an organic period care company. They launched TOP the organic project, bringing organic period products to consumers through retail and direct channels across North America.
Ellen Cynar and Lindsay Domaas joined the founding team early on in 2021, and together the four of them scaled the brand, the partnerships, and the mission.
The products were right. The reach was real. But the impact they envisioned kept running into the same wall. So the four of them made a bold call: leave retail, and build something the industry had never seen.
How we got here
2018-2021
Retail, DTC, and a growing conviction
TOP the organic project brings is born to bring organic period products to consumers through retail and direct-to-consumer channels. The team built a mission-driven brand, paired purchases with donations, and resonated deeply with people already seeking better options.
But the harder problem remained unsolved: the person caught off guard at work, mid-meeting, in class, at the gym, anywhere; inside a stall with nothing. Retail cannot reach her there.
2022
The insight that changed everything
The team hits a hard truth: traditional channels weren't going to create the access they envisioned. Then came the realization that reframed the whole company.
The pivot
Wherever there is toilet paper,
there will be period products.
The insight that became UNICORN
Nobody leaves the stall for toilet paper. Period products should work the same way. The team leaves retail, rebrands, and builds UNICORN in every stall from the ground up; patented stainless steel dispensers, organic refill cartridges, 30-second peel-and-stick installation, 10-second cartridge refill. Infrastructure, not just a product.
2023-2025
Enterprise adoption takes hold
From the first installation, the response is immediate. Facilities teams have a period care solution that requires no ongoing oversight. HR teams have something concrete to point to. Employees have products right where they need them, inside the stall, every time.
2026
Built to scale, and scaling
UNICORN's in-stall period care program earns WELL Building Standard recognition under C13.1 and W08.1, formally positioning the system as a component of healthy building programs. The distributor network expands. Fortune 500 adoption accelerates.
Meet the founding team
Thyme Sullivan
Co-founder & Co-CEO
Thyme Sullivan is a seasoned sales and operations leader with more than 27 years of experience across corporate leadership, national account management, supply chain, logistics, and ESG strategy. Prior to co-founding UNICORN, she held executive roles at Nestlé, Coca-Cola, and PepsiCo. Thyme brings deep experience building scalable commercial systems and partnerships and has been recognized by Forbes Next 1000, WPO, and WBENC.
Denielle Finkelstein
Co-founder & Co-CEO
Denielle Finkelstein is a brand and growth leader with more than 22 years of experience in strategy, merchandising, marketing, product innovation, and customer experience. She previously held senior leadership roles at Talbots, Kate Spade, Coach, and Ann Taylor. At UNICORN, Denielle leads brand strategy, product development, go-to-market execution, and the company’s broader vision for modernizing restroom essentials.
Ellen Cynar
Co-COO & Head of Partnerships
Ellen Cynar is a public health and policy leader with deep experience turning research and policy into practical systems that work in the real world. Before joining UNICORN, she served as Director of the City of Providence Healthy Communities Office, leading initiatives across public health, community programs, and period product access. Ellen works across operations, partnerships, and implementation, helping organizations move from intention to execution.
Lindsay Domaas
Co-COO & Head of Sales
Lindsay Domaas is a sales and growth leader with a background in analytics, consumer behavior, brand building, and market expansion. She began her career in Analytics & Insights at JOH before moving into sales and helping grow brands including Colavita, Rao’s, and poppi. As part of UNICORN’s founding team, Lindsay leads sales strategy, operations, distributor partnerships, and enterprise growth, helping scale the company across some of the largest organizations in the country.
We’ve been busy. Want a peek?
Behind the Scenes at UNICORN in every stall
