Emergency contraception has long been a topic shrouded in stigma, awkwardness, and misinformation. Enter Julie, a bold new healthcare brand that’s flipping the script on the morning-after pill.
Launched in September 2022, Julie is making waves by transforming how we think about, buy, and talk about emergency contraception.
With its vibrant packaging, cheeky marketing, and mission to empower young people, Julie is rebranding contraception for a new generation. In this in-depth listicle, we’ll explore what makes Julie stand out, dive into its pros and cons, and share insights from reviews across the web. Let’s get started!
1. A Fresh Take on Emergency Contraception
Julie isn’t just another morning-after pill—it’s a movement. Founded by Julie Schott, Amanda E/J Morrison, and Brian Bordainick (the brains behind the acne-positive brand Starface), Julie aims to make emergency contraception accessible, shame-free, and even a little fun. The brand’s core product is a Levonorgestrel 1.5mg pill, an FDA-approved progestin-only emergency contraceptive that prevents pregnancy by delaying or stopping ovulation. It’s the same active ingredient as Plan B, but Julie’s approach is anything but traditional.
The brand’s mission? To destigmatize the “walk of shame” associated with buying emergency contraception. “We’re trying to give you a little confidence in that walk,” says Morrison. “Let’s give you a box that’s as beautiful as the other personal care products you’re gonna pick up.” With bright blue and pink packaging and a name that feels like your cool older sister, Julie is designed to blend seamlessly into your self-care routine.
Why It Matters: In a post-Roe v. Wade world, where nearly half of all pregnancies in the U.S. are unintended, Julie’s focus on education and accessibility is a game-changer. The brand launched just months after the 2022 Dobbs decision, when confusion about reproductive rights was at an all-time high. Julie steps in to clarify that emergency contraception is not an abortion pill and is legal in all 50 states.
2. Breaking the Stigma with Humor and Heart
One of Julie’s biggest strengths is its tone. Instead of the clinical, fear-based messaging often associated with contraception, Julie leans into humor and relatability. Think TikTok campaigns, witty billboards, and ads that feel like a chat with your best friend. One viral ad, written by comedian Esther Povitsky, shows two women jokingly arguing over the last box of Julie in a drugstore aisle. It’s funny, it’s real, and it’s racked up nearly 15 million views on social media.
The brand’s “Your Friends with Benefits” commercial, which introduced its groundbreaking two-pack, is another hit. It tackles the taboo of buying emergency contraception head-on, using lighthearted banter to explain how the pill works. “We’re always trying to strike this balance of culturally relevant and medically accurate,” Morrison says. By making the conversation fun, Julie invites Gen Z and millennials to engage without embarrassment.
What Reviewers Say: Customers love Julie’s approachable vibe. On Reddit, one user shared, “I saw the packaging and it didn’t feel like I was buying something ‘serious.’ It was just… normal.” Another reviewer on CVS’s website praised the QR code on the box, which links to FAQs on Julie’s site, saying, “It made me feel informed without having to Google sketchy forums.”
3. Accessibility: Everywhere You Need It
Julie’s commitment to accessibility is unmatched. Available in over 13,000 stores across all 50 states—including Walmart, CVS, and Target—Julie is a lifeline for the 19 million women living in “contraceptive deserts” (areas with limited access to reproductive healthcare). The brand’s retail expansion has been rapid: from 4,500 Walmart stores at launch to 5,600 CVS and 1,500 Target locations by April 2023.
But Julie doesn’t stop at physical stores. You can order it online at walmart.com, juliecare.co, and even Amazon for around $42 for a single pill or $70 for the two-pack. The brand also works to free its product from plastic lockboxes in stores, ensuring you don’t need to ask a pharmacist to unlock it. “You do not need a prescription, ID, or to be of a certain age to purchase Julie,” says co-founder Amanda Johnson.
The Game-Changing Two-Pack: In April 2023, Julie introduced a two-count pack, a first in the industry. Priced at $70, it encourages women to keep an extra pill at home, just like you’d stock up on Band-Aids or condoms. “We want to make it easier for women to be prepared,” Morrison says. The two-pack has seen 25% month-over-month growth since its launch, proving it’s resonating with consumers.
What Reviewers Say: Shoppers appreciate the convenience. A Walmart reviewer noted, “I found it right on the shelf, no awkward pharmacist interaction needed.” However, some Reddit users mentioned stock issues in smaller towns, with one saying, “My local CVS was out, so I had to order online, which took a day.”
4. Giving Back with Julie for All
Julie’s one-for-one donation program, Julie for All, is a cornerstone of its mission. For every pill sold, the brand donates one to communities in need, focusing on marginalized groups like BIPOC, LGBTQ+, and uninsured individuals. By January 2023, Julie had donated 200,000 units to over 20 organizations, including community health clinics and domestic violence shelters. As of 2024, that number has grown to 500,000 packs distributed through 70 nonprofits.
This isn’t just a feel-good gimmick. Julie’s donations target “contraceptive deserts,” where access to reproductive healthcare is scarce. “We’re getting emergency contraception into the hands of people who otherwise wouldn’t have it,” says Morrison.
What Reviewers Say: The donation program earns high praise. A Fast Company review called it “a direct reflection of Julie’s mission to make sexual health the standard, not the exception.” Some X posts echoed this, with one user tweeting, “Buying Julie feels like voting with my wallet. Love that they give back.”
5. Education Through “Edu-tainment”
Misinformation about emergency contraception is rampant—60% of Americans once believed it was the same as an abortion pill. Julie fights this with clear, digestible education. Its website features FAQs, a medical board of female doctors answers questions, and social media campaigns blend fun with facts. TikTok videos, like one featuring creator Nick Trawick dressed as Dora the Explorer hunting for Julie at CVS, make learning about the pill engaging.
The brand’s medical board also sets it apart. “You’d be surprised how little information other brands provide in an easy-to-digest way,” says Schott. Julie’s QR code on the packaging links to a site designed for in-store customers, answering questions like “What does it do?” and “When should I take it?” in real time.
What Reviewers Say: Users rave about the clarity. A Well+Good review highlighted Julie’s “palatable, shareable” content, saying, “It’s not just education—it’s edu-tainment.” On Reddit, a user shared, “The website explained everything so I didn’t feel panicked.” However, some noted the need for more in-store education, as one Walmart reviewer said, “The box is cute, but I still had to look up how it works.”
6. The Pros of Julie
- Stigma-Free Experience: Bright, approachable packaging and humorous marketing make buying Julie feel like picking up skincare, not a medical necessity.
- Wide Availability: Sold in 13,000 stores and online, Julie is easy to find in most areas.
- Two-Pack Innovation: Encourages preparedness by offering a second pill for later use.
- Impactful Donations: The Julie for All program has donated over 500,000 pills to underserved communities.
- Clear Education: From TikTok to its website, Julie makes learning about emergency contraception simple and shame-free.
- No Barriers: No prescription, ID, or age limit required, making it accessible to all.
7. The Cons of Julie
- Price Point: At $42 for a single pill and $70 for the two-pack, Julie is pricier than generic options, which can cost as low as $6. Critics like Kelly Cleland from the American Society for Emergency Contraception argue this makes it less accessible to young or low-income users.
- Side Effects: Some users report nausea, cramping, and cycle disruptions. A Walmart reviewer said, “It worked, but I was super nauseous and my period came two weeks early.”
- Stock Issues: In some rural areas, Julie can be hard to find in stores, forcing users to order online.
- Weight Limit Confusion: While Julie’s website claims it works for all weights, some Reddit users argue the Levonorgestrel weight limit (effective up to 164 pounds) applies, causing confusion.
- Expired Products: A few reviewers reported receiving expired pills, though refunds were issued.
8. What the Web Says: A Mixed Bag of Love and Critique
Julie has earned glowing reviews for its branding and mission but faces criticism for its price and side effects. On Walmart.com, customers gave it a 4.5/5 rating, with one saying, “Works just as great as the $50 one!” but another complained, “It’s too expensive for the same ingredient as cheaper brands.” On CVS.com, users praised the packaging and QR code but noted side effects like fatigue and nausea.
Reddit threads show a mix of experiences. One user at 200 pounds said, “Julie worked for me every time,” while another warned, “It’s the same as Plan B, so don’t believe the ‘all weights’ claim.” Media outlets like Fast Company and Adweek laud Julie’s innovation, with Fast Company naming it one of 2024’s Most Innovative Companies in Wellness for its stigma-busting approach. However, The Cut pointed out that Julie’s $42 price tag “feels inconsistent” with its accessibility mission.
X Insights: Posts on X highlight Julie’s donation program and fun ads, but some users gripe about the cost, with one tweeting, “Love the vibe, but $70 for two pills? Ouch.”
9. Why Julie Matters for the Future
Julie is more than a product—it’s a cultural shift. By making emergency contraception approachable, accessible, and stigma-free, it’s empowering a new generation to take control of their reproductive health. The brand’s focus on education, humor, and social impact sets a new standard for healthcare companies. In a world where reproductive rights are under threat, Julie’s message of clarity and confidence is a beacon of hope.
But there’s room for improvement. Lowering the price and addressing stock issues in rural areas could make Julie truly inclusive. As one reviewer put it, “Julie feels like it’s for me, but I wish it was cheaper so my friends could afford it too.”
10. Should You Try Julie?
If you’re looking for an emergency contraceptive that feels modern, empowering, and easy to understand, Julie is a fantastic choice. Its vibrant packaging, witty marketing, and commitment to education make it stand out in a crowded market. Plus, knowing your purchase supports donations to underserved communities feels good. However, if budget is a concern or you’re sensitive to side effects, you might want to compare it with cheaper generics.
Ultimately, Julie is redefining what it means to “own your morning after.” As Morrison says, “We’re here to give women their voice back.” Whether you’re grabbing it off the shelf or stocking up online, Julie makes the experience feel less like a chore and more like self-care.
Join the Movement: Curious about Julie? Check it out at juliecare.co or your local Walmart, CVS, or Target. And if you’re all about staying in the loop on innovative wellness brands, subscribe to our mailing list for exclusive deals and editors’ picks!