What Mewalii does

Mewalii is a privately held Danish startup founded by Frederikke and Simone and headquartered in Odense, Denmark (CVR 41689412). The company develops and sells a single product line of hemp fiber-based disposable sanitary pads, marketed as breathable and free of chlorine, perfume, and pesticides, with minimal plastic packaging. Its range consists of two core SKUs — the Day Pad (Dagbind) and the Night Pad (Natbind) — sold either as one-time purchases or through a flexible, no-commitment subscription. Mewalii operates a direct-to-consumer Shopify-hosted storefront at mewalii.dk (locale da, region DK), accepting MobilePay, Visa, and Mastercard, and offers free shipping on orders above 299 DKK. The 49 kr Sample Pack (Prøvepakke), bundling one box of each pad variant, functions as a low-friction acquisition lever that auto-enrolls buyers into the subscription.

The company addresses women seeking alternatives to conventional plastic-based pads, with positioning that spans menstruation, sensitive skin, fungal irritation, light incontinence, and post-partum use — use cases reinforced by named Danish customer testimonials on the homepage. In addition to DTC, Mewalii runs a 'Bliv forhandler' (Become a reseller) program that recruits retail partners listed on a 'Forhandlere' page, providing a small wholesale channel alongside e-commerce. Geographic scope is currently Denmark-only. In August 2024, angel investor Ulf Bech Christensen acquired a 15% equity stake for 1,000,000 DKK at a 7,000,000 DKK post-money valuation (down from a 17,000,000 DKK pre-negotiation valuation), providing capital to scale hemp-pad production and commercial operations.

Name

Mewalii

Legal name

Mewalii

Website

https://mewalii.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Mewalii is a privately held Danish startup in Odense that develops and sells hemp fiber-based disposable sanitary pads (Day Pad and Night Pad) free of chlorine, perfume, and pesticides. It sells direct-to-consumer via mewalii.dk through one-time purchases and a flexible subscription, supplemented by a small Danish reseller network.

Ownership category

akta.pro rank

Product category

Feminine Hygiene Products

NAICS

Sanitary Paper Product Manufacturing (322291)

akta.pro primary industry

Menstrual Pads (Disposable) (CRABAIAA)

akta.pro secondary industry

Feminine Hygiene Products (Pads, Tampons, Liners) (CRADALAG)

Keywords

• Sustainable menstrual pads
• Hemp fiber pads
• Feminine hygiene products
• Organic sanitary pads
• Eco period care

Headquarters

HQ city

Odense

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. One-time product purchases: Direct e-commerce sales of individual boxes of hemp day pads and night pads via mewalii.dk, with free shipping over 299 DKK.
2. Flexible subscription: Recurring subscription for day and/or night pads; customers can pause, switch package, or cancel at any time without commitment. The 49 kr sample pack automatically enrolls the buyer into a subscription.
3. Wholesale / reseller channel:

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Mewalii manufactures and sells hemp fiber-based feminine hygiene pads — a day pad (Dagbind) and a night pad (Natbind) — sold as single boxes or bundled in a 49 kr sample pack (Prøvepakke) that auto-enrolls the buyer in a flexible subscription. Pads are free of chlorine, perfume, and pesticides, shipped with minimal plastic packaging, and targeted at Danish women seeking breathable, skin-friendly alternatives for menstruation, sensitive skin, light incontinence, and post-partum use.

Product overview

Mewalii operates a single-product line of sustainable feminine hygiene products built around two core variants — the hemp-fiber Day Pad (Dagbind) and the hemp-fiber Night Pad (Natbind) — sold through a unified Shopify-based e-commerce storefront. Customers can purchase either pad variant as a one-time order or via a flexible subscription, and the Sample Pack (Prøvepakke) bundles one box of each pad as a trial offer that automatically enrolls the buyer in a cancellable subscription. The full range is positioned around breathability, comfort, and sustainability: pads are made from hemp and contain no chlorine, perfume, or pesticides, with minimal plastic packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Mewalii Dagbind (Day Pad) A hemp fiber-based day-use menstrual pad sold to Danish consumers, marketed for high comfort and a light, airy feel during menstruation. Made from hemp and free from chlorine, perfume, and pesticides; available as a single box purchase or via flexible subscription on mewalii.dk.
• Mewalii Natbind (Night Pad) A hemp fiber-based night-use menstrual pad sold to Danish consumers, marketed for overnight protection during menstruation. Made from hemp and free from chlorine, perfume, and pesticides; available as a single box purchase or via flexible subscription on mewalii.dk.
• Mewalii Prøvepakke (Sample Pack) A 49 kr trial bundle containing one box of Mewalii day pads and one box of Mewalii night pads, designed to introduce new Danish consumers to the hemp-based pad range. The order starts a flexible subscription that can be paused, switched, or cancelled at any time without commitment, functioning as a low-friction acquisition lever.

Quantifiable outcome

• 49 kr sample pack converts buyer into a recurring subscription with no commitment
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Scale indicators5 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Callaly: UK-based sustainable period care brand offering organic and reusable menstrual products through DTC and retail. Comparable to Mewalii as a challenger sustainable feminine hygiene brand selling pads via subscription and online channels.
• DAME: UK-based reusable period care brand offering reusable pads, period underwear, and applicators. Adjacent peer in sustainable period care, comparable on category and eco-positioning, though focused on reusables rather than disposables like Mewalii.
• Natracare: UK-based pioneer of organic and plastic-free feminine hygiene products including pads and liners. Closely comparable to Mewalii as a sustainable, plant-fibre-based pad brand targeting eco-conscious consumers, though at significantly larger scale and broader geographic reach.
• TOTM: UK organic period care brand selling pads, tampons, and liners made from organic cotton without plastic or chlorine. Direct peer in the 'better-for-you' menstrual pad category, with overlapping sustainability positioning and DTC-led distribution.
• Lola: US feminine care company offering organic cotton pads, tampons, and liners primarily through subscription. Comparable to Mewalii as a digitally native, subscription-led challenger brand in organic menstrual hygiene.
• Sustain Natural: North American organic and fair-trade feminine hygiene brand selling pads, tampons, and liners without chlorine or synthetic fibres. Comparable on product category (organic disposable pads), sustainability messaging, and DTC distribution.
• Saalt: US sustainable period care company selling reusable and disposable pads, cups, and period underwear. Comparable DTC, mission-driven brand in sustainable menstrual hygiene with overlapping value proposition around reduced environmental impact and skin-friendly materials.
• Cora: US-based organic feminine hygiene brand offering pads, tampons, and liners with a subscription model and social-impact mission. Comparable to Mewalii as a subscription-driven sustainable pads brand, though serving the US market.

Broad incumbents

• The Body Shop: Global beauty and personal-care retailer with an ethical/eco positioning that sells menstrual care products in some markets. Comparable as a broad incumbent offering sustainable feminine hygiene SKUs, but as part of a much wider portfolio rather than as a specialist like Mewalii.
• Organyc: Established global brand of organic cotton feminine hygiene products sold across multiple retailers. Comparable to Mewalii on organic / chlorine-free disposable pad positioning, but significantly larger and more internationally distributed.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors

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 Mewalii