Meet Shannon Toner | Non-Profit Founder

We had the good fortune of connecting with Shannon Toner and we’ve shared our conversation below.

Hi Shannon, we’d love to hear more about how you thought about starting your own business?
Starting my own business (non-profit) feels like a whirlwind that happened quickly, but in hindsight it was years in the making, 16 to be exact. At 15, I nearly lost my life to menstrual toxic shock syndrome which had a profound ripple effect on every aspect of my life—disrupting my school performance, affecting my career path, and leaving lasting physical impacts on my health, including debilitating periods. This experience ignited a deep desire to make a difference in women’s menstrual health, a passion I initially pursued through my previous career in finance, volunteering, and serving on boards. The work was fulfilling, but it also revealed significant gaps in existing approaches. As a natural problem solver, I’m able to see efficient ways to approach situations, essentially identifying “easier” methods than others might perceive. The solution seemed obvious to me, but it wasn’t being done. This was my “ah-ha” moment. It became clear that my passion was actually my calling, and it inspired me to establish Protect Her Inc.

Please tell us more about your work. We’d love to hear what sets you apart from others, what you are most proud of or excited about. How did you get to where you are today professionally. Was it easy? If not, how did you overcome the challenges? What are the lessons you’ve learned along the way. What do you want the world to know about you or your brand and story?
Protect Her Inc provides comprehensive menstrual education to adolescents aged 7-18, with a focus on practical knowledge that fosters confidence, health literacy, and open dialogue. What sets us apart is who delivers this education. The impact of the curriculum is directly tied to how it’s taught, making it essential that educators create a safe, supportive environment where students feel comfortable engaging with the material. For this reason, our program is led by female certified menstrual coaches and/or doctors specializing in women’s health. Menstruation has been stigmatized for far too long, and presenting this education in a way that reinforces shame can be more harmful than helpful.
I got to where I am today by taking a series of risks, staying authentic and following my passion. Nothing worth having is easy-otherwise, everyone would do it. I’ve left successful careers because my heart wasn’t in it and stayed in others too long due to pride. I’ve questioned my decision to leave a “safe” job, and felt defeated when admitting a role wasn’t for me. But each experience brought me to where I’m meant to be and where I sit today. Challenges are just lessons. Rather than give up when it gets hard, I learned how to pivot. Every experience, negative or positive, is an opportunity to grow, you just have to be willing to find the value in it and use that insight to your advantage.
I’ve also learned that the longest relationship you’ll ever have is the one with yourself, so it’s crucial to live a life that you genuinely enjoy and feel proud of. I’ve never felt as strongly about my work as I do now, and that’s what excites me most. I get to tell my story through my brand for the first time and it’s really liberating. I do it for my 15 year old self who didn’t have anyone fighting for this education-and for the next generation who absolutely deserves it.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I love the beach! I grew up in a coastal town in New England and when I moved to LA my only requirement was living near the beach, so I would absolutely be taking my friend there. We’d start the day walking my dog and getting a coffee down the street at Cow’s End. Explore a museum and hit a yoga class. I’m also a big fan of people watching, so I’d incorporate some walks along Montana and Abbott Kinney. I enjoy cooking, so it would be a combo of nights in-hanging on the couch catching up, and nights out. I’d finish the night with ice cream from Ginger’s.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I’m deeply grateful for the mentors and advisors, past and present, who have shaped my journey. Working across several industries has been transformative, with each experience leaving an invaluable imprint on who I am today.
During my time in finance, I was fortunate to have an incredible business partner who taught me the power of authenticity-a lesson that continues to guide me. Today, I’m supported by amazing nonprofit advisors who keep me focused and grounded, especially during overwhelming moments.
I’m especially thankful for Sarah Viducic, a local acupuncturist and now our Director of Operations, who recently joined Protect Her’s mission. her expertise and dedication have already made a significant impact.

Website: https://www.protectherinc.com

Instagram: protectherinc

Linkedin: https://www.linkedin.com/company/protect-her-inc/