TOTM

What TOTM does

TOTM is a UK-based direct-to-consumer brand (legally TOTM LTD, headquartered in Cardiff) that designs, markets, and distributes certified-organic cotton period care products. Founded in 2015, the company was B Corp certified in August 2022 with an Impact Score of 103.7 and operates a vertically oriented supply chain with manufacturing in Europe. Its product portfolio spans organic pads (regular, natural, night, maternity), applicator and non-applicator tampons, liners, reusable medical-grade TPE menstrual cups, themed bundles, and bulk-buy Period Power Packs, all underpinned by GOTS-certified organic cotton, carbon-neutral shipping via Climate Partner, and Vegan Society/PETA certifications.

TOTM monetises through a hybrid model combining DTC e-commerce (one-time purchases plus a subscription service offering up to 20% savings with monthly/quarterly cadence and a loyalty rewards programme), bulk and bundle SKUs (10% and ~5% discounts respectively), and physical retail shelf placement across five major UK grocers (Tesco, Morrisons, M&S, Co-op, Ocado) and Superdrug. It supplements consumer revenue with emerging B2B channels: TOTM For Business workplace programme offering CPD-accredited menstrual and menopause training, a Health Practitioner Programme paying 20% commission to recommending clinicians, and an ambassador/affiliate programme via AWIN.

The brand targets health-conscious and environmentally conscious menstruators in the United Kingdom, with secondary segments including pregnant and postpartum individuals, employers running workplace wellness programmes, and healthcare providers. With 11-50 employees, 12,042 Trustpilot reviews at a 4.8/5 rating, and recognitions from Mintel and major consumer publications (Vogue, Elle, Glamour), TOTM operates as a purpose-led challenger in the UK organic feminine hygiene category.

Name

TOTM

Legal name

TOTM LTD

Website

https://totm.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

TOTM is a UK-based direct-to-consumer brand selling GOTS-certified organic cotton period care products, including pads, tampons, liners, and reusable menstrual cups, to health- and environmentally-conscious consumers via its e-commerce site and major UK retailers.

Ownership category

akta.pro rank

Product category

Organic Feminine Hygiene / Period Care

NAICS

Sanitary Paper Product Manufacturing (322291)

SIC

Papers & Allied Products (2600)

akta.pro primary industry

Cotton & Personal Care Paper (Cotton Balls/Swabs, Paper Cotton Products) (CRADALAI)

Keywords

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

Headquarters

HQ city

Cardiff

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchases of period care products (pads, tampons, liners, menstrual cups) through e-commerce website and retail stores
2. Subscription Service: Recurring monthly or quarterly subscriptions offering up to 20% discount with automatic deliveries and loyalty rewards
3. Bulk Buy/Power Packs: Bulk purchasing option offering 10% savings on multi-box period care product packs
4. Bundles: Curated product bundles combining multiple period care essentials at discounted prices

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

TOTM manufactures and sells GOTS-certified organic cotton period care products, including organic pads, natural pads, night pads, maternity pads, applicator and non-applicator tampons, organic cotton liners, and reusable medical-grade TPE menstrual cups. The range is sold direct-to-consumer via the TOTM website (with monthly/quarterly subscriptions and bulk 'Power Packs') and through major UK retailers including Tesco, Morrisons, M&S, Co-op, Ocado, and Superdrug. A separate B2B workplace programme supplies organisations with period care provision, menstrual and menopause education, and CPD-accredited training.

Product overview

TOTM is a UK-based organic period care brand offering a comprehensive portfolio of certified organic and natural cotton menstrual products. The core product line includes organic pads, natural pads, night pads, maternity pads, applicator tampons, non-applicator tampons, liners, and reusable menstrual cups—all made with GOTS-certified organic cotton and free from toxins, pesticides, rayon, and artificial absorbents. The company supplements its core products with themed bundles (Full Flow, Day & Night, Light to Medium Tampon, Medium to Heavy Tampon, Mixed Cycle, Natural Pads) that combine complementary products for full-cycle protection with subscription savings up to 20%. Bulk buying options (Period Power Packs) offer 10% discounts on multi-pack purchases. TOTM also offers B2B workplace solutions through its TOTM For Business programme, a Health Practitioners Programme for affiliate partners, and a Brand Ambassador Programme for social media influencers. The company holds B Corp certification, carbon neutrality through Climate Partner, and is registered with The Vegan Society. Products are available through direct-to-consumer e-commerce, major UK retailers (Tesco, Morrisons, Co-op, Ocado), and subscription models.

Differentiator

Problem solved

Functional benefit

Products and services

• Organic Pads 100% GOTS-certified organic cotton pads with leak-proof protection and plastic-free packaging, available in Light, Medium, Super, and Super Plus absorbencies, designed for menstruating consumers seeking a chemical-free alternative to mainstream pads.
• Natural Pads Budget-friendly organic cotton pads with an FSC-certified wood pulp core and compostable backsheet, designed as a more affordable alternative within the TOTM organic pad range while maintaining sustainability standards.
• Night Pads Extended-length, wider organic cotton pads with Dry Wings technology and waterproof backing, designed for overnight protection and heavy flows.
• Maternity Pads Ultra-absorbent GOTS-certified 100% organic cotton pads specifically designed for postpartum bleeding (lochia), clinically tested non-irritating and free from fragrances and chemicals for sensitive postpartum skin.
• Applicator Tampons GOTS-certified organic cotton tampons with BPA-free biodegradable cardboard applicator, plastic-free packaging, and a twist-and-push mechanism; available in Light, Regular, Super, and Super Plus sizes with heavy-metal testing and no rayon, fragrance, or titanium dioxide.
• Non-Applicator Tampons 100% GOTS-certified organic cotton tampons without an applicator, with a 360-degree security veil to prevent fibre shedding, recyclable paper wrappers, vegan, cruelty-free, and heavy-metal tested.
• Liners 100% organic cotton breathable, hypoallergenic, ultra-lightweight, flexible liners designed for everyday comfort with no fragrance or artificial absorbents.
• Menstrual Cups Reusable menstrual cups made from medical-grade TPE (BPA-free, vegan certified), available in three sizes offering up to 8-12 hours of leak protection, supplied with an organic cotton drawstring storage bag.
• Reusable Applicator Set Reusable tampon applicator set offered as a plastic-free alternative, sold via Superdrug and Tesco retailers.
• Bundles Collection Curated product bundles (including The Full Flow Bundle, The Day & Night Bundle, The Light to Medium Tampon Bundle, The Medium to Heavy Tampon Bundle, The Mixed Cycle Bundle, and The Natural Pads Bundle) combining complementary period care products at a small checkout discount and offering up to 20% additional savings with subscription.
• Period Power Packs (Bulk Buys) Bulk-buy multi-pack options across TOTM pads, tampons, and liners (boxes of 8-10 packs) offering a 10% saving versus equivalent single-pack purchases, available across the TOTM website.
• Gift a Pack of Pads to Charity Charity gift product enabling customers to donate a pack of TOTM pads for £2 per pack through In Kind Direct, with the donation fulfilled by TOTM to those in need.
• TOTM For Business (Workplace Programme) B2B workplace solution providing organisations with period care product provision for employees, configurable schemes, and CPD-accredited menstrual and menopause education training, sold to UK employers as an employee wellbeing and ESG benefit.
• TOTM Subscription Service Recurring monthly or quarterly subscription deliveries of TOTM period care products offering up to 20% discount, automatic delivery, loyalty rewards, and subscriber-exclusive perks such as 15% off, free surprise products, and brand collaborations.
• Clue Period Tracking App (Resold) Clue period tracking app offered for £6.25 as a resold complementary product on the TOTM website, in partnership with Clue.

Quantifiable outcome

• 70%+ of customers agree TOTM period care is comfier than conventional products
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• In Kind DirectminorStrategic or Co-development PartnerCharity partnership where customers can gift a pack of pads for £2.00, with TOTM donating products to those in need through the charity
• Endometriosis UKcoreStrategic or Co-development PartnerTOTM proudly supports Endometriosis UK with donations exceeding £100k, continuing to support their services and awareness initiatives
• Marks & SpencercoreChannel Partner/ Reseller/ DistributorMajor UK retailer stocking TOTM organic period care products on shelves in M&S stores
• MorrisonscoreChannel Partner/ Reseller/ DistributorMajor UK supermarket chain stocking TOTM organic period care products on shelves
• TescocoreChannel Partner/ Reseller/ DistributorMajor UK retailer stocking TOTM products including reusable tampon applicators
• Co-opcoreChannel Partner/ Reseller/ DistributorUK convenience store chain stocking TOTM organic period care products
• OcadocoreChannel Partner/ Reseller/ DistributorUK online supermarket distributing TOTM organic period care products
• SuperdrugminorChannel Partner/ Reseller/ DistributorUK health and beauty retailer stocking TOTM reusable tampon applicator
• Climate PartnerminorStrategic or Co-development PartnerEnvironmental partnership providing carbon-neutral shipping for TOTM products
• Clue (Period Tracking App)minorGTM or Marketing PartnerPartnership offering Clue period tracking app integration, available for £6.25 on TOTM website
• AWIN Affiliate NetworkcoreGTM or Marketing PartnerAffiliate marketing platform enabling ambassadors and partners to earn commission on referred sales

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Saalt: US-based reusable menstrual cup and period care brand. Saalt overlaps with TOTM on the menstrual cup category and shares the sustainable, body-safe positioning, serving as a cross-market comparable for the reusable cup line.
• August: Organic period care brand offering pads and tampons made with organic cotton. August is an emerging direct-to-consumer brand in the same clean, organic period care space as TOTM with overlapping customer profile.
• Dame: UK-based sustainable period care startup known for the world's first reusable tampon applicator. Dame is an emerging player with overlapping sustainability positioning and is also a finalist-period challenger brand selling into UK retailers including Tesco.

Direct peers

• Mooncup: UK-based reusable menstrual cup brand. Mooncup is a direct peer in TOTM's menstrual cup line, sharing the UK market, reusable category, and ethical/sustainable positioning.
• Organyc: Organic cotton feminine hygiene brand offering pads, panty liners, and tampons made with certified organic cotton. Organyc competes directly with TOTM in the organic cotton period care category, particularly in natural and health retailer channels.
• Natracare: UK-based organic and plastic-free period care brand offering organic cotton pads, tampons, and liners. Natracare is the most direct UK comparable to TOTM, sharing the GOTS-certified organic cotton positioning, plastic-free ethos, and natural health retailer presence.

Broad incumbents

• Bodyform (Edgewell Personal Care): Market-leading UK feminine care brand owned by Edgewell Personal Care. Bodyform is the dominant incumbent in the UK period care category and competes with TOTM at retailer shelf, including with Bodyform's own organic and sustainable SKUs.
• The Honest Company: US-listed clean and sustainable consumer brand with period care and personal care products. While broader in scope, Honest competes for the same 'clean, certified, sustainable' consumer wallet and serves as a benchmark for the premium clean CPG valuation framework.
• Always / Tampax (Procter & Gamble): Global FMCG giants and category leaders in feminine hygiene. P&G's Always and Tampax brands dominate UK grocery shelves with massive marketing budgets and serve as the primary price and scale benchmark TOTM must compete against.
• Lil-Lets: Established UK and global feminine hygiene brand offering pads, tampons, and liners across mainstream retailers. Lil-Lets competes with TOTM at the same shelf, particularly in younger and value-conscious shopper segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/totmorganic
• Instagraminstagram.com/totmorganic
• Pinterestuk.pinterest.com/totmorganic
• TikToktiktok.com/@totmorganic
• Xx.com/totmorganic

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors2 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 TOTM