In the realm of women’s birth control options, there’s a vast array to choose from, but one option has gained significant traction over the past two decades. Emergency contraceptives, which became available over the counter to women of all ages thanks to an FDA decision in 2013, have become a pivotal component of our sexual health toolkit. Despite their popularity, however, these contraceptives still face challenges, including misinformation and accessibility issues.

Julie Emergency Conceptive: Revolutionizing Accessibility

Enter Julie, a revolutionary emergency contraceptive designed to address these very challenges. Julie’s mission is crystal clear: “At Julie, we’re making sure Emergency Contraception is easy to get. Easy to understand. And VERY easy to talk about.” What sets Julie apart from its competitors is its innovative one-for-one donation program. For every box purchased, another is donated to a woman affected by health inequities.

The Genesis of Julie

Amanda E/J Morrison, co-founder and president of Julie, initiated this project after realizing how little women were educated about emergency contraceptives, leading to rampant misinformation. Morrison firmly believes that Julie is the solution, affirming, “We are clear, thoughtful, and grounded, and we’re with you on your reproductive healthcare journey – that’s what we’re bringing to the market.”

Co-founders Julie Schott and Brian Bordainick, known for their successful venture with Starface pimple patches, emphasize that Julie is all about “acceptance and accessibility,” aiming to break down economic and social barriers that often hinder people from obtaining morning-after pills. Since its debut, Julie is now available in 5,600 CVS stores, 1,500 Target stores, and all Walmart locations.

Decoding Julie: What Exactly Is It?

Morning-after pills like Julie and Plan B contain the synthetic hormone Levonorgestrel, approved by both the World Health Organization and the FDA. These pills are intended for use within 72 hours of unprotected sex or contraceptive failure. According to Planned Parenthood, emergency contraception pills, including Julie, are “safe, don’t cause any long-term side effects, and won’t affect your ability to get pregnant in the future.” Common short-term side effects may include heavy menstrual bleeding, nausea, headache, and fatigue.

The Timely Importance of Emergency Contraceptives

Following the US Supreme Court’s decision to overturn Roe v Wade, abortion is no longer a constitutional right, leading to an inevitable surge in the use of emergency contraceptives.

To meet this growing demand, Julie introduced a two-pack version. Amanda Morrison explained, “With the two-pack, we want to make it easier for women to keep extra emergency contraceptives at home, just like they would with other birth control options like condoms.”


Addressing Accessibility Challenges

A study by the American Society for Emergency Contraception revealed that 36% of women encountered difficulties in obtaining emergency contraceptives. Many felt isolated when buying these products.

Julie’s donation program seeks to reach a wide range of women, including those in rural areas, LGBTQIA+ communities, individuals experiencing homelessness, indigenous populations, and survivors of domestic violence or sexual assault. Amanda Morrison boldly declares, “Every segment of the population that needs contraception.”

Emergency Contraceptive Affordability

While Julie’s marketing campaign champions destigmatizing the purchase and use of emergency contraceptives, the $42 price tag for a single tablet may not be the most affordable option for everyone. Julie’s pricing is attributed to funding its donation program, packaging, and marketing costs. The average price of emergency contraceptives is around $35.25, but there are options as low as $5. This suggests that manufacturing costs are relatively low, and higher prices are largely a result of decisions made by companies and distributors.

Despite these pricing considerations, Julie remains committed to its mission.

The Imperative of Accessible Birth Control

Access to over-the-counter birth control remains a challenge in America today. Producing emergency contraceptives is crucial, particularly during times when women’s bodily autonomy is continuously debated. Julie, with its inclusive and accessible product, is a beacon of hope for all women facing challenges in obtaining emergency contraceptives.

Julie Emergency Conceptive: Empowering Women

Julie is a product made by women for women, fighting against the stigmatization of emergency contraceptives. Whether you choose to purchase it or not, Julie’s commitment to promoting a safe and effective birth control option significantly improves women’s sexual health and empowers them to take control of their reproductive choices.


Baxter, H. (2023, March 1). How Julie is taking back the narrative around emergency contraception. The Zoe Report.

Emergency contraception: ASEC. American Society for. (n.d.).

Julie. (n.d.).

Kavilanz, P. (2023, April 3). Morning after Pill brand speeds up retail access, doubles supply per pack | CNN business. CNN.

Levonorgestrel – StatPearls – NCBI Bookshelf. (n.d.).

Parenthood, P. (n.d.). Morning-after pill: Emergency contraception: Cost & info. Planned Parenthood.

Use of emergency contraception in the United States. Guttmacher Institute. (2022, August 24).