Julie Revolutionizes Spring Break with Bold Merch Drop to Destigmatize Morning-After Pill

This time of year, social media is flooded with spring fashion tips and shopping guides. On March 26, Julie, a healthcare company known for its emergency contraceptive pill, launched a spring break-themed capsule collection featuring bedazzled trucker hats, cropped tees, and pool floats. This isn't your typical fashion drop!

Julie is expanding its offerings with a limited-edition merch range coinciding with the spring break period (March to early April) in the U.S., partnering with Ciara Miller, star of reality show Summer House. All proceeds from the collection will be donated to student-run sexual health organizations at the University of Texas at Austin, Auburn University, and the University of Florida.

The campaign is timely, as emergency contraceptive sales typically spike during spring break, which is Julie's busiest retail period. Studies show that demand for emergency contraception tends to surge after holidays like New Year’s.

Julie's unusual marketing approach aims to destigmatize healthcare issues among Gen Z and Millennial women. Co-founder Amanda E/J Morrison describes Julie as a “content-first pharmaceutical company.”

Julie's first product, a morning-after pill, is now available in over 18,000 U.S. retail locations, including Target, Walmart, and CVS, and the brand has recently expanded into a cold sore medication.

The playful marketing of Julie, co-founded by Julie Schott and Brian Bordainick, reflects a shift in how healthcare brands approach societal issues, brushing off the shame long associated with their categories. Last year, Julie launched hot pink mini purses designed to hold both its contraceptive pill and cold sore treatment. The brand's partner, Right By You, even distributed free morning-after pills at Olivia Rodrigo concerts.

Julie's marketing often intersects with social issues. After the 2024 U.S. election, when searches for abortion and contraception surged, Julie ran an advocacy campaign on social media sharing reproductive health information, emphasizing their mission to improve access and resources for women’s sexual and reproductive health across the country.