59. PEEQUAL: the female urinal that’s fighting for pee parity

DEI Award Nominee

For the business that demonstrates committed diversity, equity, and inclusion initiative and how it has been embedded in the company.

Startups 100: DEI Award

Founders: Amber Probyn and Hazel McShane
Year founded: 2020
Website: peequal.com 

Long lines for the toilet can instantly kill the vibe at music festivals. While men simply whizz in and out for a wazz, the line for the ladies feels like it’s mile-long. 

This is exactly the frustration that founders Amber Probyn and Hazel McShane experienced when they came up with PEEQUAL – an un-peelievable solution to women’s WC woes.

PEEQUAL provides women’s urinals, designed to speed up the wait time and make the loos more accessible at busy events like festivals and sports games. Its “squat and go” facilities are touch-free, sustainable, and three times quicker to use than regular portable toilets.

The concept behind PEEQUAL and its mission for pee-quality quickly gained traction after its launch, first securing funding from Monzo’s CEO, Tom Blomfield. Major event organisers have jumped onto the bandwagon too, most notably Glastonbury Festival, London Marathon, Wilderness, and WOMAD.

Meanwhile, its sustainability practices – such as transporting 56 urinals on a single lorry – help to cut down on carbon emissions and keep things greener at big events.

The judges immediately recognised PEEQUAL’s advocacy for gender equality, making it a well-deserved nominee for the Startups 100 DEI Award.

As for the next chapter, PEEQUAL aims to work with more event distributors across the UK and Europe, reaching new markets so more women can enjoy, faster, cleaner, and more accessible bathroom experiences at large events.

PEEQUAL has a clear place in our Startups 100 Index, and we see it leading the charge to more accessible bathroom facilities and pee parity for women everywhere in 2025.