Nua

What Nua does

Nua (legally Lagom Labs Private Limited) is an India-based, direct-to-consumer women's wellness brand founded in 2017 and headquartered in Mumbai. The company designs, markets, and sells period care products (sanitary pads, period panties, menstrual cups, tampons, panty liners), intimate hygiene items (washes and wipes), cramp relief solutions (roll-ons, heat patches), cycle-related skincare (pimple patches, nose strips, sheet masks), and a maternity line (maternity pads, postpartum panties, nursing pads, nipple butter, stretch mark oil). Its core value proposition centers on a "Zero Irritation Promise" built around 100% non-toxic materials and co-creation with users, and the company reports serving 15 lakh+ cumulative customers.

The commercial stack runs on an owned e-commerce storefront (nuawoman.com), a mobile app, and a subscription engine ("My Nua Plan" starting at ₹189/month with up to 25% off), supplemented by one-time purchases, a Build Your Own Box customization tool, a tiered loyalty program (Nua Comfort Club), and a referral mechanism (₹100 cashback). Supporting digital tools include a Period Tracker used by 1.5M+ women, a personalized Period Chat Quiz, and an anonymous wellness chat ("Secret Keeper"). Content marketing via the InSync blog (500+ expert-authored articles) and school outreach programs reaching 10,000+ girls provide top-of-funnel demand generation.

Financially, Nua has raised approximately $16.5M across disclosed rounds from Lightbox Ventures (lead, 2019 and 2021), Kae Capital (2018, 2019), Deepika Padukone (2021), and Mirabilis Investment Trust, the family office of Infosys co-founder K Dinesh (lead, $4M pre-Series C in February 2025). At the time of the 2025 round, the company reported over 2.5x revenue growth and an operating profitability inflection in Q2 of FY2025, positioning Nua as a profitable, growth-stage D2C brand operating exclusively in the Indian market with 101-250 employees.

Name

Nua

Legal name

Lagom Labs Private Limited

Website

https://nuawoman.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

Nua is a Mumbai-based direct-to-consumer women's wellness brand selling period care, intimate hygiene, maternity, and skincare products to Indian consumers via its e-commerce site, mobile app, and subscription box, serving 1.5M+ customers.

Ownership category

akta.pro rank

Product category

Women's Hygiene and Feminine Care

NAICS

Health and Personal Care Retailers (456), Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

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

akta.pro primary industry

Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests) (CRADAMAH)

Keywords

• Women's hygiene products
• Menstrual care products
• Period care solutions
• Intimate hygiene products
• Feminine care brand

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

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. E-commerce Product Sales: One-time and subscription-based sales of period care, intimate hygiene, and skincare products through the company's owned e-commerce platform (nuawoman.com). Products include sanitary pads, period panties, menstrual cups, tampons, intimate wash, cramp relief products, and skincare items.
2. Subscription Plans (My Nua Plan): Recurring revenue through subscription plans offering automated deliveries of personalized product boxes. Subscribers receive up to 25% off with flexible frequency options. Starts at ₹189 for customized boxes delivered on schedule.
3. One-time Product Purchases: Single-purchase transactions for individual products ranging from ₹89 (Nua Sheet Mask) to ₹1,476 (New Mom Essentials Combo), including sanitary pads, cramp relief, intimate care, and skincare items.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Nua designs, brands, and sells a portfolio of women's wellness and hygiene products—primarily period care (sanitary pads, period panties, menstrual cups, tampons, panty liners), intimate hygiene (washes, wipes), cramp relief (roll-ons, heat patches), maternity products (maternity pads, panties, nursing pads, nipple butter), and skincare (pimple patches, nose strips, sheet masks). The company sells exclusively direct-to-consumer through its own e-commerce website and mobile app, supplemented by a subscription box service (My Nua Plan) and a Build Your Own Box customization tool.

Product overview

Nua is a women's wellness and hygiene brand offering a comprehensive period care platform. The core product portfolio centers on sanitary pads (Complete Comfort, All Night Comfort, MyWave lines), period panties, menstrual cups, and tampons, complemented by intimate hygiene products (washes, wipes, liners), cramp relief solutions (roll-ons, heat patches), and skincare items (pimple patches, nose strips, sheet masks). The company also serves maternity needs with dedicated pads, panties, nursing pads, and nipple butter. Supporting the product ecosystem are digital tools including a Period Tracker, Period Chat Quiz for personalized recommendations, and a Build Your Own Box subscription service allowing customizable periodic deliveries. The brand operates a loyalty program (Nua Comfort Club) and maintains an educational blog (InSync) covering menstrual health, pregnancy, skincare, and broader wellness topics. Founded in 2017 and trusted by over 15 lakh women, Nua emphasizes zero-irritation period care using non-toxic materials, positioning itself as a holistic women's wellness platform rather than merely a product retailer.

Differentiator

Problem solved

Functional benefit

Products and services

• Complete Comfort Sanitary Pads Ultra-thin, super absorbent, feather-soft sanitary pads made with 100% non-toxic materials, designed to provide zero-irritation period care for individual women consumers in India.
• All Night Comfort Pads Extra-long night pads (320mm and 400mm) with twin-layer leak-proof protection for all-night comfort during menstruation, for individual women consumers.
• Comfort Period Panties Reusable period underwear with full coverage and zero-leakage protection, available in multiple sizes including S-M and XL/XXL, for individual women consumers.
• Everyday Comfort Panty Liners Daily panty liners providing 100% discharge protection, available in multiple sizes for everyday use by individual women consumers.
• Ultra-Safe Menstrual Cup 100% biocompatible menstrual cup made with platinum-grade silicone, available in 2 sizes for sustainable period care by individual women consumers.
• EaseFit Tampons Tampons with easy insertion and all-day comfort, available in 3 absorbencies for individual women consumers.
• Cramp Relief Roll-On Quick cramp relief roll-on with 100% natural ingredients in a 40ml bottle for on-the-go menstrual pain management for individual women consumers.
• Cramp Comfort Heat Patch Self-heating patches for managing menstrual cramps on-the-go, sold in packs of 3, for individual women consumers.
• Gentle Intimate Wipes pH-balanced intimate wipes to gently cleanse and hydrate the vulva, for individual women consumers.
• Gentle Intimate Wash pH-balanced foaming intimate wash for daily feminine hygiene, for individual women consumers.
• Pimple Patch Hydrocolloid and salicylic acid patches that absorb oil and impurities for clearer skin overnight, for individual women consumers.
• Nose Strip Strips that remove blackheads and whiteheads while absorbing excess oil and sebum, for individual women consumers.
• Nua Sheet Mask Sheet mask that deeply hydrates and promotes skin barrier repair, for individual women consumers.
• Maternity Comfort Pads Extra-long (400mm/XXXL) maternity pads designed for zero irritation during postpartum recovery, for new and expectant mothers.
• 360° Comfort Maternity Panties Postpartum maternity panties with all-round comfort for postpartum flow, available in XXL-XXXL sizes, for new and expectant mothers.
• Nursing Pads Nursing pads designed to protect from unexpected milk leaks during breastfeeding, for new mothers.
• Nipple Butter Gentle nipple care butter for use between breastfeeding sessions, for new mothers.
• Stretch Marks Oil Oil that reduces the appearance of stretch marks and relieves itchiness, for expectant and new mothers.
• Easy-Seal Disposal Covers Disposal covers for pads, tampons and panty liners for mess-free disposal, for individual women consumers.
• Nua MyWave Pads Advanced sanitary pads offering comfort and leak protection without trade-offs, for individual women consumers.
• Nua MyWave Night Pads Night pads in the MyWave line designed for overnight protection, for individual women consumers.
• My Nua Plan (Build Your Own Box Subscription) Customizable subscription box service allowing customers to mix and match period care products, choose quantities and sizes, and set delivery frequency with up to 25% savings, starting at ₹125 per box.

Quantifiable outcome

• 15 lakh+ women have trusted and used Nua products
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sirona Hygiene: Indian D2C feminine hygiene brand offering menstrual cups, intimate wipes, pee-safe products, and pregnancy tests. Closest direct competitor to Nua in the Indian D2C women's wellness space.
• Pee Safe: Indian intimate hygiene and wellness brand covering menstrual cups, intimate wash, and toilet seat sanitizers. Direct competitor in the Indian intimate-care category Nua plays in.
• The Woman's Company: India-based D2C feminine hygiene brand selling pads, tampons, intimate care, and wellness products. Closely comparable premium-positioned competitor.
• Carmesi: Premium Indian D2C feminine hygiene brand offering natural, chemical-free pads and intimate care. Comparable brand positioning, target audience, and product mix.
• Plush (Plush Pads): India-based premium period care brand focused on rash-free, dermatologically tested pads. Overlaps directly with Nua's Zero Irritation positioning.

Broad incumbents

• Whisper (Procter & Gamble): Market-leading sanitary pad brand from P&G in India, distributed across offline and online channels. Sets the competitive benchmark on price, distribution, and media spend.
• Stayfree / Carefree (Johnson & Johnson): J&J's flagship feminine hygiene portfolio in India. A multinational incumbent with deep distribution and brand awareness competing head-on with Nua.
• Sofy (Unicharm): Japanese multinational Unicharm's feminine hygiene brand in India. Large incumbent with strong modern-trade presence that Nua must compete against as it expands offline.

Emerging players

• Saalt: US-based menstrual cup and period care brand with a sustainability/clean positioning similar to Nua's. Comparable product category and brand values, though geographically distinct.
• Sanfe: Indian D2C feminine care startup offering pads, period pain relief, and intimate hygiene. Emerging peer with partial overlap in the same Nua target market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/nuawoman
• Facebookfacebook.com/nuawoman
• LinkedInlinkedin.com/company/nuawoman

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds7 records

Investors6 records

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 Nua