What Livia does

Livia (legally iPulse Medical Ltd., incorporated in Israel) is a women's health medical device company that develops, markets, and sells a wearable, drug-free system for menstrual pain relief. The company was commercially launched in 2016 and is headquartered in Israel, with a US returns facility in Oxnard, California, and returns processing support in Hong Kong. As of the source period, Livia operates with a small team of 1-10 employees and reports that 250,000+ devices have been sold across 120+ countries.

The core product is the Livia device, built on the company's patented SmartWave technology, which delivers electronic micro-pulses to leverage the body's Gate Control pain inhibition mechanism. The device is FDA-cleared as a Class 2a medical instrument and additionally holds CE marking for Europe and Health Canada clearance. Clinical validation rests on three studies, including a double-blind, multi-site, randomized controlled trial with p<0.0001 significance, a 28.1-point reduction on the VAS pain scale, and reported 86-90% relief rates. The product line is complemented by consumable and accessory SKUs including 40cm and 60cm flower pad variants, replacement gel pads, and decorative Skins.

Livia's business model combines one-time device sales (Standard Kit priced at $129, down from a $199 list price) with a recurring subscription plan ($29 entry plus $8/month billed semi-annually) that bundles automatic gel pad refills, lifetime warranty, and free product upgrades every three years. Go-to-market is product-led direct-to-consumer e-commerce via mylivia.com, supplemented by a UK distribution partnership with First Trade Limited, an affiliate ambassador program, content marketing, and substantial social media presence (151k+ Facebook, 71k+ Instagram followers, 43m+ YouTube views). The company has achieved 12,532+ reviews with an average 4.2/5 rating, indicating a broad, distributed consumer base rather than institutional concentration.

Name

Livia

Legal name

iPulse Medical Ltd.

Website

https://mylivia.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Livia, a brand of Israel-based iPulse Medical Ltd., develops and sells an FDA-cleared, patented wearable device using SmartWave micro-pulse technology to provide drug-free menstrual pain relief to women worldwide, distributed via direct-to-consumer e-commerce and select international partners.

Ownership category

akta.pro rank

Product category

Women's Health Medical Devices

NAICS

Surgical and Medical Instrument Manufacturing (339112), Electromedical and Electrotherapeutic Apparatus Manufacturing (334510), Medical Equipment and Supplies Manufacturing (3391)

SIC

Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Pain Relief & Anti-Inflammatory (Analgesics) (HLAIADAA)

akta.pro secondary industry

Connected Therapeutics & Smart Drug Delivery Monitoring (HLACAFAL)

Keywords

• Menstrual pain relief
• Drug-free pain management
• Wearable TENS device
• Women's health technology
• Menstrual cramp relief

Headquarters

HQ city

Kfar Saba

HQ country

Israel

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Device Sales: One-time purchase of Livia device. Standard Kit at $129 (original $199). Includes device, flower pads, gel pads, charging cable, and carrying case.
2. Subscription Plan: Premium Subscription at $29 start, then $8/mo billed every 6 months. Includes ongoing gel pad supplies, extended warranty, free product upgrades, and VIP support.
3. Accessories and Consumables: Replacement gel pads, flower pads in various colors, decorative skins for device customization ($12-$22 range).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Livia develops and sells a wearable, FDA-cleared menstrual pain relief device that uses its patented SmartWave™ micro-pulse technology to block pain signals without drugs. The core device is complemented by consumable replacement gel pads and electrode flower pads, decorative device Skins, and an ongoing Subscription Plan that ships automatic gel refills and includes a lifetime warranty and device upgrades.

Product overview

Livia offers a focused portfolio of women's health products centered on its core SmartWave™ menstrual pain relief device. The main offering is a compact, wearable TENS-style device that uses electronic micro-pulses to block period pain. This core device is complemented by consumable accessories including Flower Pads (electrode pads in standard 40cm and extended 60cm wire options), Gel Pads (replacement pads with 6-month supply option), and decorative Skins (multiple designs available). The company also offers a Subscription Plan that bundles the device with ongoing gel pad supplies, extended warranty, and automatic product upgrades, providing a recurring revenue model for long-term customer engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Livia Menstrual Pain Relief Device A compact, FDA-cleared, reusable wearable device that delivers patented SmartWave™ electronic micro-pulses to block menstrual pain signals. Sold to women aged 16+ as a drug-free, non-hormonal alternative to painkillers.
• Livia Flower Pads (40 cm) Electrode pads with attached gel pads and a 40 cm wire for standard placement on the lower abdomen or back when using the Livia device.
• Livia Flower Pads — Long Wire (60 cm) Extended 60 cm wire electrode pads for users who need greater placement flexibility or alternative positioning with the Livia device.
• Livia Gel Pads (6-Month Supply) Replacement gel pads for the Livia device intended to be renewed monthly for optimal performance and hygiene; a 6-month supply is sold as a single SKU.
• Livia Skins (decorative covers) Interchangeable decorative covers for the Livia device available in multiple designs (Classic, Wood, Pillow, Flower, Fractal, Water) and colors for personal style customization.
• Livia Subscription Plan Recurring service bundling the Livia device with ongoing gel pad refills shipped automatically every 6 months, lifetime warranty covering device and accessories, and free product upgrades.

Quantifiable outcome

• 90% of women reported pain relief (first prototype study)
• +4 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• First Trade LimitedcoreChannel Partner/ Reseller/ Distributor · 1 March 2021Official UK distributor for Livia products. Enables customers in the UK to purchase directly with fast delivery and no import duties or customs fees.

Scale indicators9 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• iTENS: Wireless TENS device maker selling app-controlled electrotherapy units for pain relief, directly competing with Livia in the wearable TENS category at comparable price points via DTC and Amazon.
• Aleve Direct Therapy: Bayer's OTC TENS device marketed for back and muscle pain; the closest direct competitor combining a consumer pain-relief brand with a wearable electrotherapy unit sold through retail and online.

Others

• ThermaCare: OTC heat-therapy patch brand (Angelini/Church & Dwight) widely used for menstrual cramp relief; not a device competitor but a substitute solution for the same primary use case Livia addresses.
• Hatch: Women's wellness brand offering products across fertility, postpartum, and menopause; adjacent rather than directly competing, but targets a similar premium female consumer demographic and lifestyle category.

Emerging players

• TechCare: DTC TENS/EMS device maker selling rechargeable electronic pulse massagers on Amazon; competes with Livia on electrotherapy mechanism and consumer pain-relief positioning at lower price points.
• Pure Enrichment: DTC wellness brand selling pain relief and relaxation devices (massagers, heating pads) direct to consumers; competes with Livia for the same women's wellness buyer in adjacent product categories.

Broad incumbents

• Omron Healthcare: Large incumbent medical device company offering TENS units (e.g., Omron Pocket Pain Pro) for OTC pain relief through pharmacy and retail; competes with Livia on category breadth and distribution scale.
• Elvie: Well-funded women's health wearable brand (breast pumps, pelvic floor trainers) targeting the same premium femtech consumer; comparable brand-led DTC motion and women's health category positioning.
• Beurer: Established German medical device manufacturer offering a wide TENS/EMS product line alongside broader health monitoring devices; competes in the same electrotherapy pain-relief category as Livia with greater retail distribution.
• Compex: Global TENS/EMS brand known for muscle stimulation and pain management devices used by athletes and consumers; overlaps with Livia's electrotherapy mechanism and consumer pain-relief positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mylivia_
• YouTubeyoutube.com/c/Liviaofficial
• Facebookfacebook.com/pg/MyLiviaOfficial
• Instagraminstagram.com/myliviaofficial
• Pinterestpinterest.com/myliviaofficial

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 Livia