LOLA
LOLA is a direct-to-consumer clean feminine care brand selling 100% organic cotton tampons, pads, sexual wellness, and postpartum products via subscription e-commerce, Walmart and Target retail, and Faire wholesale, targeting health-conscious women and new mothers.
- Company typePrivate
- Founded2014
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What LOLA does
LOLA is a clean feminine care brand that designs, markets, and sells 100% organic cotton tampons, pads, sexual wellness products, vaginal care items, and — most recently — a postpartum care line. The company was founded in the mid-2010s and operates as a brand under parent Forum Brands LLC, headquartered at 22 W 19th St in New York. Its core technology stack is a Shopify-based DTC storefront on mylola.com, with subscriptions managed via Recharge, payments processed through Stripe, and lifecycle/SMS marketing handled by Klaviyo; AI plays no proprietary role, with Recharge AI used only for anonymized subscription messaging. Beyond DTC, the company distributes through wholesale on Faire, a B2B portal at business.mylola.com, and mass-market retail at Walmart and Target, with the postpartum line the most recent retail expansion.
LOLA's business model is multi-channel and primarily consumer-direct. Revenue is generated through (a) recurring subscriptions and one-time purchases on mylola.com, with customizable assortments, free shipping over $35, and a rewards program; (b) wholesale transactions through Faire and direct B2B, with incentives such as 50% off first orders; and (c) retail sales at Walmart and Target, where the postpartum line is positioned. Product pricing sits in a $8.50–$29.00 range across core SKUs. The customer base is segmented horizontally across health-conscious women seeking clean period care, sexual wellness consumers, new mothers needing FSA-eligible postpartum products, and student-athletes reached through institutional sports partnerships with USC Athletics and the New York Liberty. Cause-marketing (donations to I Support the Girls, Ali Forney Center, Attic Youth Center) and a reported Medical Advisory board function as brand and trust-building assets rather than revenue drivers.
LOLA firmographics
Firmographics- Name
- LOLA
- Legal name
- Forum Brands LLC, D.B.A LOLA
- Website
- https://mylola.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LOLA is a direct-to-consumer clean feminine care brand selling 100% organic cotton tampons, pads, sexual wellness, and postpartum products via subscription e-commerce, Walmart and Target retail, and Faire wholesale, targeting health-conscious women and new mothers.
- Ownership category
- akta.pro rank
LOLA industry classification
Industry- Product category
- Feminine Care Products
- NAICS
- Health and Personal Care Retailers (456)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)
- akta.pro secondary industries
- Feminine Care Applicators & Accessories (CRABAIAO), Postpartum Feminine Care (CRABAIAL), Feminine Care Wipes & On-the-Go Hygiene (CRABAIAN), Intimate Washes & Feminine Cleansers (CRABAIAH), Tampons (CRABAIAC)
Keywords
Where LOLA is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
LOLA business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel
Revenue model
- Direct-to-Consumer E-commerce: LOLA sells its feminine care products directly through its website mylola.com, offering both subscription-based recurring orders and one-time purchases. Subscriptions feature automatic renewal with customizable product assortments and delivery frequencies.
- Wholesale Distribution: LOLA distributes products through wholesale channels via Faire marketplace and direct wholesale ordering, allowing retailers to purchase products for resale. The company offers wholesale pricing with incentives such as 50% off first orders and free shipping.
- Retail Partnerships: LOLA products are available at major retail chains including Walmart and Target, where the company expanded its postpartum care line. Products are sold at retail price points through these distribution partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Period Care Products |
| Unit Pricing | Pay-as-you-go | Sexual Wellness Products |
| Unit Pricing | Pay-as-you-go | Vaginal Care Products |
| Unit Pricing | Pay-as-you-go | Accessories |
| Subscription | Monthly | Subscription Model |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
LOLA product offering
Product offeringCore offering
LOLA sells clean feminine care essentials through its own e-commerce storefront at mylola.com, offering 100% organic cotton tampons, pads with wings, sexual wellness items, vaginal cleansing wipes, and a postpartum care line. Customers can buy products one time or via customizable subscription with free shipping on orders over $35. The brand also distributes through retail partnerships with Walmart and Target and through a wholesale program on Faire.
Product overview
LOLA is a clean feminine care company offering organic period care, sexual wellness, vaginal care, and postpartum care products. The core product portfolio centers on period care (organic cotton tampons, pads with wings), sexual wellness (condoms, personal lubricant, vibrators), and vaginal care (cleansing wipes). The company recently expanded into postpartum care with products including organic postpartum pads, stretch mark prevention cream, and hot/cold perineal gel pads. Products emphasize ingredient transparency, organic materials, and FSA-approved formulations. The company operates primarily as a direct-to-consumer brand through mylola.com with subscription options, while also offering wholesale through Faire and retail partnerships with Walmart and Target.
Differentiator
Problem solved
Functional benefit
Products and services
- Compact Plastic Applicator Tampons 100% organic cotton tampons with compact plastic applicators, available in Light, Regular, Super, and Super+ absorbencies with customizable packs, for women seeking organic period care.
- Pads with Wings Organic cotton pads with wings designed for period protection, available in multiple absorbency levels including overnight, for women seeking organic period care.
- Personal Lubricant High-quality personal lubricant made with natural ingredients, for consumers seeking body-safe sexual wellness products.
- Cleansing Wipes Pouch
Quantifiable outcome
- 20.2% DTC feminine care category share (October 2021 - September 2022)
- +1 more outcomes
Companies that use LOLA
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
LOLA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
LOLA partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Persil and Comfort (Unilever)minorLOLA Madrid developed and launched 'D.O.S.E.', an AI robot for detergent dispensing, as part of Persil and Comfort's Smart Series campaign. The campaign showcased smarter laundry products compatible with auto-dose washing machines through social media teasers and full video content.
- USC AthleticscoreLOLA became the official clean period care product partner of USC Athletics, placing products in select athletic venues. The partnership aims to improve access and reduce stigma around menstrual health among student-athletes, staff, and attendees.
- New York Liberty and Barclays CentercorePartnership with WNBA Champions New York Liberty and Barclays Center to provide free organic period care products, supporting menstrual health access for athletes and fans.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
LOLA competitors and assessment
Company assessmentBroad incumbents
- Always (Procter & Gamble): Always is P&G's flagship feminine care brand covering pads, liners, and menstrual products. Broad incumbent in the same category as LOLA's pads and liners.
- Tampax (Procter & Gamble): Tampax is the leading tampon brand from P&G, dominating mass-market retail. Comparable on core product category (tampons) but operates at vastly larger scale with broader product portfolio.
- U by Kotex (Kimberly-Clark): U by Kotex is Kimberly-Clark's younger-positioned feminine care brand, covering tampons, pads, and liners. A major mass-market competitor that has launched cleaner formulations in response to DTC brands.
Direct peers
- Cora: Cora is a direct competitor in clean/organic feminine care, offering organic cotton tampons, pads, and liners via DTC subscription. Comparable product mix, target customer (health-conscious women), and business model (DTC + retail).
- Rael: Rael offers organic cotton menstrual care, skincare, and supplements via DTC and retail (Target, CVS). Directly comparable on product category, clean positioning, and target demographic.
- The Honey Pot: The Honey Pot sells plant-based feminine care (cleansing washes, wipes, pads, tampons) through DTC and major retail. Closely aligned with LOLA on clean ingredients and multi-channel distribution.
- Thinx: Thinx is a purpose-driven period care brand focused on reusable period underwear and organic pads/tampons. Comparable on DTC leadership, brand-driven mission marketing, and clean positioning.
- Dame: Dame sells sexual wellness products (lubricants, vibrators, condoms) via DTC with a focus on body-safe, clean ingredients. Overlaps with LOLA's sexual wellness line and shares the wellness/clean positioning.
- Sustain Natural: Sustain Natural offers organic condoms, lubricants, and feminine care products via DTC. Direct overlap with LOLA's sexual wellness and clean positioning, targeting the same conscious-consumer demographic.
Emerging players
- Caresole: Smaller DTC brand offering compression and wellness products with some overlap in consumer base (health-conscious women), though not a direct competitor in core feminine care.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
LOLA social profiles
Digital presenceLOLA financial estimates
Financial estimateRevenue estimate
Valuation estimate
LOLA leadership team
Management profileNumber of profiles
Profiles5 records
LOLA funding detail
Funding detailFunding overview
Funding rounds7 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LOLA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LOLA
What does LOLA do?
LOLA sells clean feminine care essentials through its own e-commerce storefront at mylola.com, offering 100% organic cotton tampons, pads with wings, sexual wellness items, vaginal cleansing wipes, and a postpartum care line. Customers can buy products one time or via customizable subscription with free shipping on orders over $35. The brand also distributes through retail partnerships with Walmart and Target and through a wholesale program on Faire.
Is LOLA a public or private company?
LOLA is a private company. It is classified as corporate owned and is currently operating.
When was LOLA founded?
LOLA was founded in 2014. It employs 11 to 50 people.
Where is LOLA based?
LOLA is headquartered in New York, United States, in the North America region.
How does LOLA make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale Distribution and retail Partnerships.
Who are LOLA's main competitors?
Broad incumbents on record are Always (Procter & Gamble), Tampax (Procter & Gamble) and U by Kotex (Kimberly-Clark). Direct peers are Cora, Rael, The Honey Pot, Thinx, Dame and Sustain Natural. Caresole is listed as an emerging player.
Does LOLA have an API?
No public API is recorded for LOLA.
What industry is LOLA in?
LOLA's product category is Feminine Care Products. Its primary akta.pro industry code is CRADANAG, Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants), with a secondary code of CRABAIAO, Feminine Care Applicators & Accessories. Its NAICS code is 456 and its SIC code is 2840.