Yoni

What Yoni does

Yoni, operated under FIP Commerce B.V., is a Netherlands-based femcare brand serving consumers seeking chemical-free, organic, or reusable period and intimate-care products. Its portfolio includes organic-cotton pads, tampons, panty liners, incontinence products, menstrual cups made from 100% medical-grade silicone, reusable period underwear, bundles, and a donation-based Pay for a Period offering. The cotton-based products are positioned as 100% organic cotton and free from perfume, plastic films, and artificial absorbents.

Yoni primarily generates revenue through one-time product sales. Consumers can buy through a multilingual direct e-commerce store or through pharmacies and health stores, while the Yoni for Business program supplies workplaces, schools, restaurants, and other organizations with products for restroom provision. Published prices include pads at approximately €3.89-€4.09, tampons at €4.09-€4.79, menstrual cups at €14.99, period underwear at €32.50, and incontinence products at €5.49-€5.99; shipping is free above €22.50. Through Armoedefonds, the Pay for a Period program reaches more than 3,000 menstrual-product distribution points, but donations are made on a cost-covering, non-profit basis.

Geographic and channel expansion are the principal disclosed growth vectors. Yoni's store is available in English, Dutch, French, and German, while its broader proposition spans direct e-commerce, physical retail, and B2B distribution. A €2.3 million investment from ROM InWest in December 2023 was designated for European expansion, including planned entry into Germany, wider retail and online distribution, new-product development, and academic collaboration on probiotic products.

Name

Yoni

Legal name

FIP Commerce B.V.

Website

https://yoni.care

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Yoni is a Netherlands-based femcare brand selling organic cotton pads, tampons, liners, medical-grade silicone cups, reusable period underwear, and incontinence products to consumers and organizations through e-commerce, retail, and workplace distribution.

Ownership category

akta.pro rank

Product category

Feminine Hygiene Products

NAICS

Sanitary Paper Product Manufacturing (322291)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Tampons (CRABAIAC)

akta.pro secondary industries

Menstrual Pads (Reusable/Cloth) (CRABAIAB), Feminine Care Applicators & Accessories (CRABAIAO)

Keywords

• Organic menstrual products
• Sustainable period care
• Feminine hygiene products
• Organic cotton tampons
• Reusable menstrual cups

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (B2C): One-time purchase model for organic period care products including pads, tampons, panty liners, menstrual cups, and period underwear sold directly through the e-commerce website yoni.care and through retail channels.
2. B2B Workplace Distribution: Selling period products to businesses, offices, schools, restaurants, and organizations for workplace restrooms through the 'Yoni for Business' program.
3. Pay for a Period Donations: Social impact program where customers can donate period product bundles to Armoedefonds for distribution to those in need. No profit made on donations - cost-covering only.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Yoni designs, manufactures, and sells 100% organic cotton period care products including pads, tampons, panty liners, menstrual cups, period-proof underwear, and incontinence products through direct e-commerce (yoni.care), retail channels, and a B2B workplace distribution program. Products are free from perfume, plastic films, and artificial absorbents, and are designed for comfort and leak-free protection.

Product overview

Yoni is a sustainable femcare brand offering a comprehensive portfolio of chemical-free, organic cotton menstrual and intimate care products. The core product line includes Pads (available in Medium, Heavy, and Night variants with wings), Tampons (Light, Medium, Heavy, with and without applicators), Panty Liners (Regular and Long+), Menstrual Cups (Size 1 and Size 2 in medical-grade silicone), and Period Proof Underwear (bikini style). The company also offers Incontinence Products specifically designed for urine loss. Beyond individual products, Yoni provides Bundles (such as Vivian's Favourites Bundle) and the Pay for a Period social impact program enabling donations to combat period poverty through the Armoedefonds in the Netherlands.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• €2.3M funding raised for European expansion including German market entry

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

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Armoedefonds (Poverty Fund)coreStrategic or Co-development PartnerYoni has partnered with Armoedefonds for three years in the fight against period poverty through the 'Pay for a Period' program. Donated products go directly to Armoedefonds and their 3,000+ Menstruation Product Distribution Points (MUPs) across the Netherlands.
• InvesdorminorGTM or Marketing PartnerInvesdor promotional partnership offering a discount coupon valid until 29 February 2024 for qualifying products on yoni.care/nl.
• FBTOminorGTM or Marketing PartnerInsurance company partnership offering discount code valid until 31 December 2024 for qualifying products.
• VondelgymminorGTM or Marketing PartnerFitness studio partnership offering 20% discount valid until 22 January 2025 for Vondelgym members.
• B Corp FriendsminorGTM or Marketing PartnerB Corp community partnership offering promotional benefits to B Corp certified businesses and supporters.
• KnaekminorGTM or Marketing PartnerYouth engagement platform partnership offering 30% and 25% discounts for qualifying purchases on yoni.care/nl.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Natracare: UK-based pioneer of organic cotton feminine care (pads, tampons, liners, wipes). Direct peer to Yoni with overlapping product portfolio, organic positioning, and European retail distribution.
• The Good Roll: Dutch sustainable hygiene brand making bamboo toilet paper and organic cotton period products. Direct peer based in the Netherlands with similar sustainability-driven DTC model and B2B workplace distribution.
• TOM Organic: Australian brand offering organic cotton pads, tampons, liners, and menstrual cups. Direct competitor in the organic femcare niche with similar chemical-free positioning and direct-to-consumer focus.
• Cora: US-based organic feminine care brand with subscription model for organic cotton pads, tampons, and liners. Direct peer in organic femcare with strong DTC and impact-driven positioning.
• Lola: US organic feminine care brand selling pads, tampons, and liners via subscription. Comparable DTC organic cotton model competing for the same health-conscious consumer.
• Callaly: UK-based organic feminine care brand offering organic cotton tampons, pads, and liners with applicator innovations. Direct competitor in European organic femcare with similar product line.

Emerging players

• Tsuno: Australian organic feminine care brand with social impact model donating to women's education. Similar organic cotton, sustainability, and charitable positioning to Yoni.
• August (Tara Brands): HK/UK-based organic period care brand with chemical-free tampons and pads. Emerging competitor in organic femcare with comparable natural product positioning.
• OrganiCare (Sckyou): EU-based organic tampon and feminine care brand. Emerging peer in the organic cotton tampon niche with overlapping product offerings and European distribution.

Broad incumbents

• Essity (Libresse/Bodyform): Global hygiene leader (Libresse/Bodyform in Europe) with broad femcare portfolio that has launched organic cotton lines. Broad incumbent providing competitive context on pricing and scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/yoni
• LinkedInlinkedin.com/company/yoni/posts/?feedView=all
• Instagraminstagram.com/yoni.care/?hl=en
• TikToktiktok.com/@yoni.periodcare?_t=ZG-8yEvDWkTNKq&_r=1
• Xx.com/Yonicare

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors3 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 Yoni