What Awkward Essentials does

Awkward Essentials is a direct-to-consumer consumer packaged goods company founded in 2019 by Frances Tang and headquartered in Costa Mesa, California, with a shipping warehouse in Austin, Texas. The company built its brand around the Dripstick, the world's first after-sex cleanup sponge, made from medical-grade polyurethane with a polypropylene handle, designed to absorb roughly 2ml of fluid in seconds. Founder Tang created the product after personal frustration with the lack of consumer solutions for post-coital fluid leakage, and the company has since expanded into a portfolio of intimate-wellness products including the Mainstream disposable pee funnel, Clean AF wipes, the Muff Masque post-shave sheet mask, After Play Spray, Poof Drops, and accessories, bundled into kits such as the First Timer's Kit and Bathroom Bundle. Products are sold through the company's Shopify-powered website with international shipping to roughly 25+ countries, through the Faire wholesale marketplace, and via nationwide CVS retail placement, with a Subscribe-and-Save subscription option offering a 5% discount on 30/60/90-day cadences. The brand has cultivated strong social virality on TikTok and Instagram, earned coverage in Cosmopolitan, Vice, Well+Good, Bustle, Glamour, and Shondaland, and received a Fast Company World Changing Ideas finalist recognition in 2021. The company is founder-owned, received a $2.3M seed round from Unorthodox Ventures in March 2021, and operates with a small team of 11-50 employees.

Name

Awkward Essentials

Legal name

Awkward Essentials, inc.

Website

https://awkwardessentials.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Awkward Essentials is a D2C intimate-wellness CPG company founded in 2019 that sells the Dripstick after-sex cleanup sponge plus a portfolio of adjacent hygiene products (pee funnels, wipes, sprays, masks) to individual women consumers through its Shopify site, CVS retail, wholesale, and international shipping.

Ownership category

akta.pro rank

Product category

Intimate Wellness Products

NAICS

Toilet Preparation Manufacturing (32562), Toilet Preparation Manufacturing (325620)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Feminine Care Wipes & On-the-Go Hygiene (CRABAIAN)

akta.pro secondary industries

Intimate Washes & Feminine Cleansers (CRABAIAH), Intimate & Personal Hygiene Washes (CRABAEAF)

Keywords

• Intimate wellness products
• Personal hygiene products
• Consumer health goods
• Feminine care products
• Post-sex cleanup

Headquarters

HQ city

Costa Mesa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: One-time purchase model for individual products and bundles through the company's Shopify-powered website. Products include Dripstick, Mainstream, wipes, sprays, and various accessories and bundles.
2. Subscription (Subscribe + Save): Recurring subscription model for Dripstick products with 5% discount. Subscribers can choose 30, 60, or 90-day delivery cadences. Includes exclusive subscriber perks such as warehouse sales, product add-ons, and giveaways.
3. Wholesale Distribution: Wholesale partnership through Faire marketplace for retail distribution. Products also available at CVS retail locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Awkward Essentials is a direct-to-consumer intimate wellness brand that designs, sells, and ships its own line of personal hygiene products for women. The flagship product, the Dripstick, is the world's first after-sex cleanup sponge made of medical-grade polyurethane with a polypropylene handle. The catalog also includes a disposable cardboard pee funnel (Mainstream), intimate wipes, a post-wax intimate sheet mask, toilet odor drops, a post-play room spray, accessories, and curated bundles, sold one-time or by subscription through the company's Shopify website, with additional distribution through CVS retail and the Faire wholesale marketplace.

Product overview

Awkward Essentials is a direct-to-consumer intimate wellness company offering a portfolio of personal care products. The flagship offering is Dripstick (the world's first after-sex cleanup sponge made of medical-grade polyurethane), which pairs with Mainstream (a disposable cardboard pee funnel). The product line includes wipes (Clean AF), post-care treatments (The Muff Masque sheet mask), odor management (Poof Drops, After Play Spray), and bundles (First Timer's Kit, Essential Essentials, Bathroom Bundle, Festival Essentials). The company also resells partner products through its 'Friends of Awk' collection including genital examination mirrors and pimple patches. Core products are available as one-time purchases or via subscription (5% savings, 30/60/90-day cadence).

Differentiator

Problem solved

Functional benefit

Products and services

• Dripstick - The After-Sex Cleanup Sponge The world's first after-sex cleanup sponge, made of medical-grade polyurethane with a polypropylene handle. Designed to absorb approximately 2ml of excess fluid from the vaginal canal in seconds, eliminating post-sex drips, wet sheets, and ruined underwear for individual women consumers.
• Mainstream - Pee Funnel + TP A disposable, sturdy soggy-proof cardboard pee funnel bundled with toilet paper that allows women to stand and urinate anywhere. Compact, discreet, and hygienic for festivals, camping, road trips, and public restrooms.
• Clean AF Wipes Minimalist intimate wipes made with just two ingredients: 99.9% purified water and aloe essence. Plant-based, biodegradable, sewer-safe flushable, and free of artificial fragrances, toxins, parabens, sulfates, and dyes.
• The Muff Masque A sheet mask infused with plant-based ingredients (aloe, witch hazel, chamomile, coconut oil, olive oil, rose oil, rosemary oil) designed for the intimate area to combat redness, irritation, and ingrown hairs after waxing or shaving.
• After Play Spray A sweet, citrus room and fabric spray designed to eliminate musty odors from bodily fluids on rooms, cars, garments, or linens.
• Poof Drops Toilet bowl drops formulated with water, essential oil, and sorbic acid that eliminate bathroom odors; users drop 3-5 drops onto the water surface before use.
• Awk Towel A 100% cotton terry velour hand towel (15x18 inches) designed for intimate-area drying after cleansing, available as a one-time purchase or subscribe-and-save.
• The 'Essentials' Bag A lined, waterproof neoprene travel bag (4x7x2.25 inches) suitable for storing Dripsticks on the go or for toiletries and cosmetics.
• Slightly NSFW Pens (set of 3) A set of three subtly NSFW ballpoint pens (MIND YOUR JIZZNESS, PEN 15, CREAM TEAM) with black ink and 1.0mm tips.
• Stickers Die-cut stickers on 3x3 inch sheets featuring Peach, Eggplant, and Donut designs; available individually at $2 or as a set of 3 for $5.
• The G.E.M. (Genital Examination Mirror) A hand-held genital examination mirror for self-viewing, health monitoring, and body awareness. Only ships within the United States; fulfilled by partner NAKEY.
• Pimple Patches Hydrocolloid pimple patches that reduce healing time by absorbing dirt and bacteria under the skin; 36 patches per pack. Only ships within the United States; fulfilled by partner Stryx.
• First Timer's Kit A best-selling introductory bundle containing 10 Dripsticks, 10 Clean AF Wipes, an Awk Towel (15x18 inches), the Essentials Bag (4x7x2.25 inches), and 3 Mainstream units.
• The Essential Essentials A starter bundle combining the Dripstick 10-pack and the Mainstream 3-pack so customers can try both core products at a combined price.
• Good Scents Bundle A limited-time bundle pairing Poof (lemon-scent toilet drops) with the After Play Spray (sweet floral room spray) for combined bathroom and room freshness.
• Bathroom Bundle A bathroom care bundle containing Poof toilet drops, the Essentials Bag (lined neoprene waterproof toiletry bag 4x7x2.25 inches), and the Mainstream 10-pack.
• Festival Essentials An on-the-go freshness bundle for festivals combining the Mainstream 3-pack (disposable pee funnel with toilet paper) and a Clean AF Wipes pack.
• Dripstick Subscribe-and-Save (30/60/90-day subscription) A recurring subscription offering for Dripstick products with a 5% Subscribe-and-Save discount, choice of 30, 60, or 90-day delivery cadence, and exclusive subscriber perks including warehouse sales, product add-ons, and giveaways.

Quantifiable outcome

• 2000+ customer reviews with 4.7 star average rating
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• LA LGBTQ CenterminorOthers · 1 June 2021Charitable partnership during Pride Month. Awkward Essentials partnered with and donated to the LA LGBTQ Center as part of Pride Month initiatives.
• CVScoreChannel Partner/ Reseller/ DistributorRetail distribution partnership making Awkward Essentials products available in CVS stores nationwide. Products can be found in-store alongside other personal care items.
• ShareASaleminorGTM or Marketing PartnerAffiliate marketing partnership for customer referrals. Partners can earn commissions by promoting Awkward Essentials products through unique tracking links.
• FairecoreChannel Partner/ Reseller/ DistributorWholesale marketplace partnership for retail distribution. Retailers can purchase Awkward Essentials products through Faire for resale.
• Marea WellnessminorStrategic or Co-development PartnerWomen's health month content partnership. Marea contributed guest content about PMS and menstrual wellness on Awkward Essentials blog.
• HappeeminorStrategic or Co-development PartnerWomen's health month content partnership. Happee contributed guest content about UTI prevention and cranberry myths on Awkward Essentials blog.
• Oh Baby! Kansas CityminorStrategic or Co-development PartnerWomen's health month content partnership. Oh Baby! contributed guest content about doulas on Awkward Essentials blog.
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the company's online store. Handles payment processing, inventory management, and checkout functionality.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Lola: Subscription-first feminine care brand selling tampons, pads, liners, and care products direct-to-consumer with a similar modern, digitally-native brand voice.
• Maude: Direct-to-consumer sexual and intimate wellness brand offering lubricants, vibrators, candles, and body care with a design-forward, gender-inclusive aesthetic — directly comparable to Awkward Essentials' positioning around non-taboo intimate care products.
• Dame Products: Sexual wellness brand selling vibrators, lubricants, and pelvic health products through DTC and retail, with a similar mission-driven, body-positive voice to Awkward Essentials.
• The Honey Pot Company: Feminine care brand offering washes, wipes, and menstrual products via DTC and major retail (Target, Walmart) — the closest analogue in the plant-based feminine hygiene category and a useful reference for Awkward Essentials' retail expansion path.
• Cora: Organic feminine care brand (tampons, pads, liners, cups, washes) sold via DTC and retail with a strong social mission — comparable category, distribution model, and target customer.
• Rael: Clean feminine care and skincare brand with DTC, retail, and subscription distribution — directly comparable on channel mix, target customer, and category adjacency.
• Unbound: Sexual wellness brand selling vibrators, lubricants, and accessories via DTC, with a bold, irreverent brand voice comparable to Awkward Essentials' taboo-breaking positioning.
• Foria Wellness: Sexual and intimate wellness brand with products including CBD intimacy products and suppositories — comparable in the sex-positive intimate care niche and mission-driven DTC playbook.
• Sustain Natural: Natural feminine care brand offering organic tampons, pads, wipes, and lubricants via DTC and retail — comparable in category, sustainability positioning, and consumer profile.

Emerging players

• Bonafide Health: Women's health company selling OB/GYN-developed products (vaginal care, supplements) through a hybrid DTC + clinician channel — relevant adjacent peer in clinically validated women's intimate health.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/awkessentials
• Facebookfacebook.com/awkwardessentials
• Instagraminstagram.com/awkwardessentials
• TikToktiktok.com/@awkwardessentials
• LinkedInlinkedin.com/company/awkwardessentials

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Awkward Essentials