Natracare
Natracare is a UK-based, employee-owned personal care company founded in 1989 that designs and sells certified organic, plastic-free tampons, pads, liners, wipes, and incontinence products to environmentally conscious consumers in the UK, USA, and EU.
- Company typePrivate
- Founded1989
- HeadquartersGreeley, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Natracare does
Natracare is a UK-based personal care company specializing in plastic-free, organic feminine hygiene and adjacent personal care products, operating under parent entity Bodywise (UK) Limited and headquartered in Bristol. Founded in 1989 by Susie Hewson, who pioneered the world's first certified organic cotton tampons, the company sells tampons, pads, liners, wipes, maternity, and incontinence products made from GOTS-certified organic cotton, FSC-certified Scandinavian pine cellulose pulp, plant starch, and compostable bioplastic materials, all processed Totally Chlorine Free. Products carry a dense stack of third-party certifications including B Corp, GOTS, EWG Verified, USDA Biobased, Nordic Ecolabel, Made Safe, COSMOS Organic, Vegetarian Society Vegan, and EN 13432/ASTM D6400 compostability.
The business operates a hybrid direct-to-consumer and retail distribution model. Owned e-commerce storefronts serve the UK, USA, and four EU markets (France, Germany, Netherlands, Belgium), supported by a subscription program offering a 10% discount on recurring orders. Retail distribution spans Walmart, Amazon, Whole Foods Market, Natural Grocers, and a global stockist network. Pricing is positioned at a premium to conventional feminine care, with pads and tampons priced around $9.19-$10.39 per pack in the US, reflecting the organic and certification cost structure. The company reports selling over 5.4 million packs of plastic-free period pads in the past year, preventing an estimated 196 million grams of plastic from entering the waste stream.
In March 2026, founder Susie Hewson transitioned ownership to a Natracare Employee Ownership Trust and Nina Davies was appointed CEO, preserving the mission-driven, bootstrapped structure in place for 37 years. Customer segments include environmentally conscious consumers, people with sensitive skin, light bladder leakage sufferers, teens/first-time menstruators, and new parents, with distribution primarily to long-tail individual consumers rather than enterprise anchors.
Natracare firmographics
Firmographics- Name
- Natracare
- Legal name
- Bodywise (UK) Limited
- Website
- http://www.natracare.com/
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Natracare is a UK-based, employee-owned personal care company founded in 1989 that designs and sells certified organic, plastic-free tampons, pads, liners, wipes, and incontinence products to environmentally conscious consumers in the UK, USA, and EU.
- Ownership category
- akta.pro rank
Natracare industry classification
Industry- Product category
- Feminine Hygiene and Personal Care Products
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Sanitary Paper Product Manufacturing (322291)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Feminine Hygiene Products (Pads, Tampons, Liners) (CRADALAG)
- akta.pro secondary industries
- Feminine Hygiene Products (Sanitary Pads, Liners) (IMAMAGAD), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Feminine Care Applicators & Accessories (CRABAIAO), Menstrual Pads (Reusable/Cloth) (CRABAIAB), Cotton & Personal Care Paper (Cotton Balls/Swabs, Paper Cotton Products) (CRADALAI)
Keywords
Where Natracare is headquartered
LocationHeadquarters
- HQ city
- Greeley
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Natracare business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Direct E-commerce Sales: Natracare sells directly to consumers through owned e-commerce storefronts in the UK (shop.natracare.com), USA, and EU (France, Germany, Netherlands, Belgium via natracare.eu). Offers subscription/recurring delivery options with exclusive discounts.
- Retail Distribution: Products sold through major retail channels including Walmart, Amazon, Whole Foods Market, Natural Grocers, and other health/natural food stores globally.
- 1% for the Planet Donation: Company donates 1% of annual turnover to environmental charities through 1% for the Planet membership - world's first menstrual product company to join.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Maxi Pads - $9.19 USD per pack |
| Unit Pricing | Pay-as-you-go | Dry & Light Incontinence Pads - $9.39-$10.39 USD per pack |
| Unit Pricing | Pay-as-you-go | Tampons - multiple absorbency levels |
| Subscription | Monthly | Subscription option with 10% discount |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels6 records
Natracare product offering
Product offeringCore offering
Natracare manufactures and sells plastic-free, certified organic cotton feminine hygiene and personal care products including tampons, pads, panty liners, wipes, maternity products, and incontinence pads. Founded in 1989, the company sells through owned e-commerce storefronts in the UK, USA and EU (France, Germany, Netherlands, Belgium) and through major retailers including Walmart, Amazon, Whole Foods Market and Natural Grocers. All products are made with organic cotton, FSC/PEFC-certified cellulose pulp, plant-based materials, and are compostable to EN 13432 / ASTM D6400 standards, free from plastic, chlorine, fragrances and synthetic materials.
Product overview
Natracare is a sustainable period and personal care brand offering a comprehensive portfolio of plastic-free, organic and natural products. The core product line includes 100% certified organic cotton tampons (with and without applicators in multiple absorbencies), plastic-free period pads (Ultra, Ultra Extra, and Maxi lines in various absorbencies), panty liners (Curved, Mini, Tanga, Ultra Thin, Normal, and Long styles), and personal care wipes (Intimate, Safe to Flush Moist Tissues, Make-Up Remover, and Baby wipes). The company also offers maternity products (postpartum pads and nursing pads) and incontinence pads (Dry & Light Slim and Plus). A First Period Starter Kit targets teens. All products are certified organic, compostable/biodegradable, and free from plastic, fragrances, chlorine, and synthetic materials. The company transitioned to employee ownership in 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- Regular Applicator Tampons Organic cotton tampons with a compostable applicator for light to medium flow, for consumers seeking plastic-free period protection.
- Super Applicator Tampons Organic cotton tampons with a compostable applicator for medium to heavy flow, for consumers seeking plastic-free period protection.
- Regular Non-Applicator Tampons 100% organic cotton tampons for gentle absorption for light to medium flow, for consumers preferring applicator-free tampons.
- Super Non-Applicator Tampons 100% organic cotton tampons for gentle absorption for medium to heavy flow, for consumers preferring applicator-free tampons.
- Super Plus Non-Applicator Tampons 100% certified organic cotton tampons for heavy flow, expanding widthways.
- Regular Ultra Pads Thin period pads with wings for low flow, made with certified organic cotton and ecologically certified cellulose pulp.
- Super Ultra Pads Thin period pads with wings for medium flow, made with certified organic cotton and ecologically certified cellulose pulp.
- Super Plus Ultra Pads Long, thin period pads without wings for heavy flow.
- Long Ultra Pads Long, thin period pads with wings for heavy flow and night-time use.
- Regular Ultra Extra Pads Extra cushion layer period pads with wings for medium flow.
- Super Ultra Extra Pads Extra cushion layer period pads with wings for medium to heavy flow.
- Long Ultra Extra Pads Extra cushion layer period pads with wings for heavy flow and night-time use.
- Regular Maxi Pads Thick cushioned period pads without wings for low flow.
- Super Maxi Pads Thick cushioned period pads without wings for medium flow.
- Night Time Maxi Pads Thick cushioned period pads without wings for heavy flow and night-time use, 97% plant-based.
- Curved Panty Liners Shaped and contoured panty liners to fit the body, made with organic cotton cover and absorbent natural cellulose core.
- Mini Panty Liners Small panty liners with straight edges for a sleek fit.
- Tanga Panty Liners Panty liners designed for thongs and g-strings.
- Ultra Thin Panty Liners Organic cotton extra slim fit panty liners.
- Normal Panty Liners Lightly padded individually wrapped panty liners.
- Long Panty Liners Lightly padded long panty liners with extra length for soft, absorbent everyday comfort, 94% plant-based.
- Organic Intimate Wipes Plastic free wipes for on-the-go intimate freshening and cleansing.
- Safe to Flush Moist Tissues 100% paper moist toilet tissues certified Fine to Flush by Water UK and EWG Verified.
- Organic Cleansing Make-Up Remover Wipes Gentle cleansing wipes to remove tough makeup without any plastic or nasties, COSMOS Organic certified.
- Organic Baby Wipes Soft organic cotton wipes for everyday use on babies, EWG Verified and PFAS-free.
- Natural Maternity Pads Long, thick absorbent postpartum pads for post-birth recovery.
- Natural Nursing Pads Soft, absorbent pads for breastfeeding mothers.
- Dry & Light Incontinence Pads - Slim Dry & Light slim fitting pads for light bladder leaks, holding up to 100ml of urine.
- Dry & Light Incontinence Pads - Plus Dry & Light extra long and cushioned pads for bladder leaks, holding up to 170ml of urine.
- First Period Starter Kit Kit for first-time menstruators featuring the first reusable pad in collaboration with Eco Femme, plus a thermal pillow for menstrual pain relief.
- Natracare Subscription Program Recurring monthly subscription delivery service offering 10% discount on Natracare products across the UK, USA and EU e-commerce storefronts, with the ability to manage or cancel via order confirmation emails.
Quantifiable outcome
- Over 5.4 million packs of plastic-free period pads sold in past year, preventing 196 million grams of plastic from entering waste stream
- +2 more outcomes
Companies that use Natracare
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Natracare technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Natracare partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, minor and flagship.
- Eco FemmecoreCollaboration with Eco Femme, an Indian social enterprise, to create Natracare's First Period Starter Kit featuring their first reusable pad. The partnership supports eco-friendly, informed choices for first-time menstruators and helps open conversations about menstruation.
- myWHY AgencyminorChicago-based PR firm that executed Project #BeKind campaign for Natracare, promoting safer, plastic-free products and environmental responsibility. The campaign helped Natracare expand its reach in North America.
- 1% for the PlanetflagshipEnvironmental membership organization where Natracare donates 1% of annual turnover to environmental charities. Natracare is the world's first menstrual product company to become a member, encouraging people to 'Bleed 1% Better'.
- City to SeacoreLong-term partnership since 2016 with UK-based charity City to Sea to promote plastic-free periods, raise awareness of period plastic, and drive meaningful change. The partnership works on advocacy campaigns to end period poverty and reduce plastic pollution.
- Mummy MOTminorNetwork of physiotherapists offering specialist postnatal treatments recommended by Natracare for pelvic floor health and postpartum recovery, including checking for diastasis recti.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Natracare competitors and assessment
Company assessmentDirect peers
- Cora: Organic cotton tampons, pads, and liners with a strong period-equity mission and DTC/retail omnichannel model. Closely comparable to Natracare on certified-organic positioning, sustainability credentials, and DTC subscription mechanics.
- Organyc: Italian-made 100% organic cotton feminine care brand (pads, liners, tampons) sold globally through health/natural retailers. Direct peer to Natracare on certified organic cotton materials and plastic-free product architecture.
- Rael: Organic cotton period care brand selling tampons, pads, liners, and menstrual care supplements through DTC and retail (Target, Whole Foods). Overlaps directly with Natracare on organic cotton tampons/pads/liners for the same eco-conscious buyer.
- The Honey Pot Company: Plant-based feminine care brand offering tampons, pads, liners, washes, and wipes with retail distribution at Target and Walmart. Closely mirrors Natracare's plant-based, chemical-free positioning and adjacent feminine care wipe category.
- Maxim Hygiene: Organic and natural feminine care brand selling cotton tampons, pads, liners, and maternity products through natural food and mass retailers. Comparable to Natracare on organic cotton core positioning and retail distribution strategy.
- LOLA: DTC-first organic feminine care brand offering organic cotton tampons, pads, liners, and sexual wellness products via subscription. Direct competitor to Natracare in the same natural/certified-organic positioning serving environmentally conscious consumers.
Broad incumbents
- Seventh Generation: Unilever-owned plant-based household and personal care brand selling feminine care, cleaning, and baby products through mass retail. Overlaps with Natracare on plant-based, chemical-free feminine care and natural retail channels, but operates across a much broader category portfolio at greater scale.
Emerging players
- Aunt Flow: Sustainable period care brand selling organic cotton pads/tampons and dispensers to institutions (schools, businesses) and DTC. Overlaps with Natracare on certified-organic materials and zero-waste advocacy, with differentiated B2B dispenser model.
- Saalt: Reusable menstrual cups, period underwear, and applicators brand. Competes with Natracare at the edges of the category on sustainability positioning and overlaps with Natracare's Eco Femme reusable pad collaboration.
- Bodywise (Sustain Natural): Organic cotton tampons, pads, and liners with GOTS certification and natural retail distribution. Comparable to Natracare on certified-organic feminine care positioning and similar target buyer profile.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Natracare social profiles
Digital presenceNatracare compliance and trust
Trust signalCompliance15 records
Natracare financial estimates
Financial estimateRevenue estimate
Valuation estimate
Natracare leadership team
Management profileNumber of profiles
Profiles2 records
Natracare funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Natracare 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 Natracare
What does Natracare do?
Natracare manufactures and sells plastic-free, certified organic cotton feminine hygiene and personal care products including tampons, pads, panty liners, wipes, maternity products, and incontinence pads. Founded in 1989, the company sells through owned e-commerce storefronts in the UK, USA and EU (France, Germany, Netherlands, Belgium) and through major retailers including Walmart, Amazon, Whole Foods Market and Natural Grocers. All products are made with organic cotton, FSC/PEFC-certified cellulose pulp, plant-based materials, and are compostable to EN 13432 / ASTM D6400 standards, free from plastic, chlorine, fragrances and synthetic materials.
Is Natracare a public or private company?
Natracare is a private company. It is classified as management employee owned and is currently operating.
When was Natracare founded?
Natracare was founded in 1989. It employs 11 to 50 people.
Where is Natracare based?
Natracare is headquartered in Greeley, United States, in the North America region.
How does Natracare make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution and 1% for the Planet Donation.
Who are Natracare's main competitors?
Direct peers on record are Cora, Organyc, Rael, The Honey Pot Company, Maxim Hygiene and LOLA. Seventh Generation is listed as a broad incumbent. Emerging players are Aunt Flow, Saalt and Bodywise (Sustain Natural).
Does Natracare have an API?
No public API is recorded for Natracare.
What industry is Natracare in?
Natracare's product category is Feminine Hygiene and Personal Care Products. Its primary akta.pro industry code is CRADALAG, Feminine Hygiene Products (Pads, Tampons, Liners), with a secondary code of IMAMAGAD, Feminine Hygiene Products (Sanitary Pads, Liners). Its NAICS code is 3256 and its SIC code is 2840.