By: Sarah Morton
Mindy Lin’s Damsel in Defense is more than a personal safety brand; it provides practical and accessible tools designed to help individuals feel secure in their daily lives. Inspired by a gap in the market, the founder recognized the need for safety solutions that are user-friendly and align with personal style. Reflecting on the issue, she observed, “Many people find traditional safety tools intimidating or inconvenient. Our goal is to make them approachable and effective.”
This insight led to a mission to create products that prioritize accessibility, affordability, and thoughtful design.
Drawing on her experience in direct sales, Lin started selling her products in the homes of friends and family. She understood that women needed more than just the products; they needed the confidence to use them. “We started selling the products out of living rooms and then progressed to larger events,” Lin explains. These small gatherings allowed women to explore self-defence in a comfortable, supportive environment. The feedback was overwhelmingly positive. “Every event I attended, there was always at least one woman that would approach and share her story and thank us,” she says. This personal connection inspired Lin to grow her business, including approximately 30,000 women who actively promote Damsel in Defense in their communities.
Photo Courtesy: Damsel in Defense / JOPR
What sets Damsel in Defense apart is its commitment to combining functionality with style. Lin explains that they pay close attention to trends, ensuring their products are effective and fashionable. “We start first with what are effective and necessary safety features,” she says, then add design elements to make them appealing. Lin personally tests each new stun device, and her husband participates in testing their pepper sprays, underscoring their commitment to safety and quality. Damsel in Defense provides a warranty for its products and offers an incident replacement policy to support customers in specific situations, ensuring a reliable service experience.
Damsel in Defense’s dedication to education is a cornerstone of its mission. “Our mission is to Equip, Empower, and EDUCATE,” Lin emphasizes. Beyond providing products, the company offers monthly training on personal safety topics, from sexual assault prevention to campus safety, equipping women with the knowledge they need to protect themselves. This commitment to education extends to their product line, with features like Shield Technology. This technology allows users to alert pre-set contacts in an emergency, providing an added layer of security.
Photo Courtesy: Mindy Lin / JOPR
Lin’s commitment to empowerment doesn’t end with personal safety. Her company also supports two international rescue homes dedicated to helping young girls who have escaped sex trafficking. “Damsel in Defense funds two rescue homes where young girls are being rescued out of sex trafficking and brought into the safety of these homes,” Lin explains. These homes offer comprehensive support, from counselling to vocational training, helping survivors rebuild their lives. “To this day, over 1,500 girls have been rescued and given hope,” Lin proudly shares.
With Damsel in Defense, Lin envisions creating a trusted brand that prioritizes safety and confidence. The company seeks to resonate with parents looking for practical safety solutions for their daughters as they embark on new chapters, such as attending college or starting their careers. “My lifelong goal is to leave this world safer than I found it,” she says. With her products and mission, Lin is not just selling self-defence tools—she wants to create a safer world, one empowered woman at a time.
Published by: Josh Tatunay
