What The Flex Co. does

The Flex Co., founded in 2015 by Lauren Schulte Wang and headquartered in Venice, California, manufactures and sells sustainable menstrual care products built around menstrual disc and cup technology. The company's core portfolio includes the disposable Flex Disc (from $16.49 for a 12-pack), the Flex Reusable Disc ($34.99) made of 100% medical-grade silicone with a patented insertion notch, the Flex Cup ($29.99, up to 10-year lifespan) with a patented pull-tab for tampon-like removal, and the Flex Plant+ Disc, positioned as the first plant-based menstrual disc. Supporting products include bamboo-based ultra-thin pads and liners, a foaming cleanser, intimate wipes, mess-free removal pouches, and wellness supplements (PMS Eraser and Chill Pill gummies). The product line has expanded through acquisitions of Softcup (2016, rebranded Softdisc), Keela (2018), and Allbodies (2023), and through in-house R&D such as the 2021 Flex Reusable Disc and 2022 Plant+ Disc launches.

Flex generates revenue through a hybrid model combining direct-to-consumer e-commerce on flexfits.com and softdisc.com (with subscription auto-replenishment every 23 days for disposable discs) and wholesale distribution across nearly 30,000 retail doors including Target, Walmart (full-chain since 2022), CVS, Walgreens, HEB, and Amazon. International sales occur through Shoppers Drug Mart in Canada (since 2022) and via Passport Global Inc in the EU. Pricing spans a $9.97 entry-level 6-pack of disposable discs launched in April 2026, through $24.99-$44.99 supplement bundles, to $34.99 reusable products. The company also runs a wholesale program for non-profits and resellers and generates ancillary revenue from branded apparel and merchandise.

The company is private, venture-backed with approximately $7.72M disclosed across 2016-2020 rounds led by Y Combinator, Bow Capital, and Amplify.LA, and has 11-50 employees. It was the first digitally-native period care brand to achieve omnichannel distribution at scale, surpassed DivaCup as the #1 sustainable period care brand in 2020, and has won three Red Dot Awards (2022) and an EY Entrepreneur of the Year Greater Los Angeles Award for the founder (2023). All products are third-party lab tested and confirmed free of PFAS, lead, arsenic, cadmium, and mercury, addressing consumer concerns about chemical safety in period products.

Name

The Flex Co.

Legal name

The Flex Company

Website

https://flexfits.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

The Flex Co. is a venture-backed consumer brand that designs, manufactures, and sells sustainable menstrual discs, cups, pads, and accessories through DTC e-commerce and nearly 30,000 retail doors across the U.S., Canada, and the EU, serving menstruators seeking tampon alternatives and eco-friendly period care.

Ownership category

akta.pro rank

Product category

Menstrual Care and Feminine Hygiene

NAICS

Sanitary Paper Product Manufacturing (322291)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Menstrual Pads (Disposable) (CRABAIAA)

Keywords

• Sustainable period care
• Menstrual disc products
• Reusable menstrual cups
• Feminine hygiene products
• Menstrual health accessories

Headquarters

HQ city

Venice

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Disposable Menstrual Discs: One-time purchase model for disposable Flex Disc and Flex Plant+ Disc products. Available in various pack sizes including 6-pack, 12-pack, 24-pack, and annual supply options. New 6-pack format introduced to lower barrier to entry for first-time users.
2. Reusable Products: One-time purchase of reusable menstrual cups and discs with multi-year lifespan (up to 10 years for cups). Products include Flex Cup ($29.99), Flex Reusable Disc ($34.99), and accompanying accessories.
3. Subscription/Auto-Replenishment: Recurring subscription model for disposable products with automatic delivery every 23 days. Includes trial offers for new customers and option to cancel or modify after seven-day delivery period.
4. Accessories and Complementary Products: Foaming Cleanser ($9.99), Flex Wipes ($7.99), Mess-Free Removal Pouches ($5.99), Daily Liners ($7.99), Pads ($9.99), PMS Eraser gummies ($24.99), Chill Pill gummies ($24.99), and branded merchandise including apparel and bags.
5. Wholesale: Discounted wholesale pricing to eligible non-profits and resellers. Minimum orders of one case. Products available through major retail partners including Target, Walmart, CVS, Walgreens, and HEB.

Pricing tiers

Go-to-market motion2 records

Distribution channels11 records

Marketing channels8 records

Core offering

The Flex Co. designs, manufactures, and sells sustainable menstrual care products, including disposable and reusable menstrual discs, menstrual cups, plant-based discs, bamboo pads and liners, and intimate care accessories such as cleansers, wipes, and disposal pouches. The company sells directly to consumers through its own e-commerce sites (flexfits.com, softdisc.com) and via subscription auto-replenishment, while also distributing through nearly 30,000 U.S. retail doors and expanding into Canada.

Product overview

The Flex Co. offers a comprehensive portfolio of sustainable period care products centered around its core menstrual disc and cup technology. The main product lines include: (1) Flex Disc - a disposable menstrual disc (from $16.49); (2) Flex Reusable Disc - a 100% medical-grade silicone reusable disc ($34.99) featuring a patented notch for easy insertion; (3) Flex Cup - a reusable menstrual cup ($29.99) with a patented pull-tab for easy removal; (4) Flex Plant+ Disc - the first plant-based menstrual disc. Supporting products include bamboo-based pads and liners, foaming cleansers, intimate wipes, and mess-free removal pouches. The company also offers wellness supplements (PMS Eraser and Chill Pill gummies) and acquired Softdisc (formerly Softcup) and Allbodies (sexual health education platform). Products are sold through direct-to-consumer e-commerce (flexfits.com) and major retailers including Target, Walmart, CVS, Walgreens, and Amazon. The company pioneered the term "menstrual disc" and holds multiple patents for its products.

Differentiator

Problem solved

Functional benefit

Brands

• The Fornix: A blog/magazine operated by Flex to educate and create discourse around menstruation, reproductive health, and sexual wellness.
• Uterati

Products and services

• Flex Disc Disposable menstrual disc providing up to 12 hours of leak protection for all flow levels including heavy flow and overnight wear. Made from medical-grade polymer blend with mineral oil, ISO 10993-tested for biocompatibility. Serves as a tampon alternative for menstruators.
• Flex Reusable Disc Reusable menstrual disc made from 100% medical-grade silicone providing up to 12 hours of leak protection. Features a patented notch for easy insertion and is designed to last for years of use. HSA/FSA eligible.
• Flex Cup Reusable menstrual cup made from body-safe, medical-grade silicone with an adjustable patented pull-tab for tampon-like removal. Available in two sizes (Size 1: 43mm x 46mm, 22mL capacity; Size 2: 46mm x 53mm, 30mL capacity). Lasts up to 10 years.
• Flex Plant+ Disc First and only plant-based menstrual disc in the industry. Eco-friendly alternative to traditional disposable discs, designed for sustainable period care.
• Flex Bamboo Ultra Thin Pads Bamboo-based ultra thin pads designed to fight period odor naturally. Part of Flex's sustainable period care accessories line.
• Flex Bamboo Ultra Thin Super Pads Bamboo-based ultra thin super pads with higher absorbency for heavier flow days. Part of the bamboo pad product line.
• Flex Daily Liners Daily panty liners for everyday freshness and light protection outside of period days.
• Foaming Cleanser Plant-based, pH-balanced foaming cleanser designed to clean and maintain reusable menstrual cups and discs between wears. Dermatologist-tested, TSA-approved, HSA/FSA eligible.
• Flex Wipes Intimate hygiene wipes designed for use with menstrual products. Suitable for on-the-go cleansing.
• Mess-Free Removal Pouches Disposal pouches for clean removal and discarding of disposable menstrual discs. Each pack contains 8 pouches. HSA + FSA eligible. Features odor blocking and mess-free disposal.
• PMS Eraser Gummies Dietary supplement gummies designed to support cycle symptoms. Part of Flex's wellness collection aiming to support top cycle symptoms from within.
• Chill Pill Gummies Stress support dietary supplement gummies. Part of Flex's daily supplement collection supporting cycle wellness.
• Flex Disc Annual Supply Annual supply of Flex disposable discs with 16% savings, containing multiple months worth of product.
• Softdisc Originally acquired as Softcup in 2016 and rebranded to Softdisc in 2018. Available at all Target stores and on Amazon. An alternative disposable menstrual disc product in Flex's portfolio.
• Flex Disc 6-Pack New lower-barrier 6-pack format of Flex Disc disposable menstrual disc, priced at $9.97, designed to drive first-time disc adoption among Gen Z consumers.

Quantifiable outcome

• 94% of OB/GYNs surveyed recommend Flex Reusable Disc
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Teal HealthminorStrategic or Co-development Partner · 7 January 2026Joint cervical cancer awareness campaign launched January 2026 with over 30 women-focused health companies including Midi Health, Maven Clinic, Wisp, Kindbody, and Evvy. Promotes FDA-authorized self-collection testing during Cervical Cancer Awareness Month.
• AllbodiescoreStrategic or Co-development Partner · 1 January 2023Acquired Allbodies, a trailblazer in reproductive and sexual health education, in 2023. Game-changing move that amplifies Flex's mission to empower menstruators with comprehensive health solutions.
• Shoppers Drug MartcoreChannel Partner/ Reseller/ Distributor · 1 January 2022Partnership with Canada's national pharmacy chain for market expansion. Health Canada approved award-winning Flex period products launching nationally at Shoppers Drug Mart in 2022.
• KeelacoreOEM/ Whitelabel/ Licensing Partner · 1 January 2018Acquired Keela menstrual cup alongside co-founders Jane Adamé & Andy Miller in 2018. Launched Flex Cup alongside acquisition. Keela founders joined The Flex Co. team.
• Softcup/SoftdisccoreOEM/ Whitelabel/ Licensing Partner · 1 January 2016Acquired Softcup brand in 2016 and immediately ramped up production to save the disc from being discontinued. Rebranded to Softdisc in 2018, now available at all Target stores and on Amazon.
• Passport Global IncminorChannel Partner/ Reseller/ DistributorEU customers purchase products sold first by The Flex Company to Passport Global Inc, then by Passport to the customer. Passport handles import, taxes, and duties for EU market fulfillment.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Thinx: Period underwear and reusable period care brand with strong DTC presence and overlapping sustainable feminine care positioning. Adjacent reusable format competing for the same consumer wallet.
• DivaCup: Long-standing reusable menstrual cup brand that Flex surpassed as the #1 sustainable period care brand in 2020. Most direct competitor in the cup category.
• Cora: Direct-to-consumer sustainable period care brand offering organic tampons, pads, liners, cups, and discs. Comparable in GTM motion, customer base, and product breadth across sustainable feminine care.
• Rael: Clean feminine care brand selling organic pads, tampons, liners, and menstrual cups through DTC and retail. Targets a similar Gen Z / millennial consumer with comparable sustainability and clean-ingredient positioning.
• Saalt: Direct-to-consumer brand focused on reusable menstrual cups, discs, and period underwear. Competes head-on with Flex in the disc/cup category with similar sustainability positioning.

Emerging players

• Lola: Subscription-based feminine care brand focused on organic tampons, pads, and liners. Comparable DTC-first GTM and target consumer with overlapping sustainability narrative.
• August: Subscription period care brand offering organic pads, tampons, and menstrual care products. Emerging player with overlap in DTC, subscription model, and target demographic.
• Knix: Direct-to-consumer leak-proof underwear and period care brand with comparable sustainability positioning and overlapping target demographic in active, lifestyle-oriented menstruators.

Broad incumbents

• Tampax (Procter & Gamble): Mass-market tampon category leader owned by P&G; has launched its own menstrual disc product line. Represents the incumbent competitive threat at scale across Flex's mass retail channels.
• Playtex (Edgewell Personal Care): Established tampon and feminine care brand under Edgewell. Competes for shelf space in mass retail and pharmacy channels where Flex distributes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/groups/theuterati
• Xx.com/flex
• LinkedInlinkedin.com/company/the-flex-company

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds6 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Flex Co.