Diva
DIVA is a Canadian, founder-owned feminine-care company that designs and manufactures reusable menstrual cups, discs, period underwear, and intimate and sexual wellness products, selling directly via shopdiva.com and through major mass and pharmacy retailers across 40+ countries.
- Company typePrivate
- Founded2003
- HeadquartersKitchener, Canada
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Diva does
DIVA International Inc. is a Canadian feminine-care company founded in 2003 in Kitchener, Ontario by Carinne Chambers-Saini and her mother Francine Chambers. It designs, manufactures, and sells reusable menstrual and intimate wellness products under the DIVA™ brand, including the original DIVA Cup (medical-grade silicone, three sizes), the DIVA Disc with patent-pending Leakproof Shield™ technology, DIVA Period Underwear with DryTec™ moisture-wicking, and a pelvic wellness line featuring the proprietary VBIOME™ prebiotic/probiotic complex. The company has since expanded into sexual wellness (The Condom, The Lubricator), cramp care, accessories (DIVA Wash, Shaker Cup), and curated bundles.
DIVA operates a dual-channel distribution model combining a direct-to-consumer e-commerce site (shopdiva.com, serving Canada, US, Australia, and worldwide) with an extensive retail partnership network spanning Target, Walmart, CVS, Walgreens, Kroger, Amazon, Whole Foods, Rite Aid, Meijer, Harris Teeter, and 20+ additional US retailers, plus international distribution across 40+ countries. A wholesale program through Faire targets schools, nonprofits, and aligned businesses, and FSA/HSA eligibility is offered via fsastore.com. Pricing is uniform unit pricing with pay-as-you-go billing and bundle savings of $4-$10; SKUs range from $9 accessories to $110 underwear 4-packs, with core cups and discs at $35.
The company is a certified B Corp, founder-owned with no disclosed external funding or institutional investors, and has 11-50 employees. Marketing is led by content (The Conscious Cycle blog), organic social (Instagram, TikTok, Facebook, YouTube, LinkedIn), an affiliate program, and earned media coverage in Forbes, Allure, Oprah Daily, and the New York Times. DIVA also runs an Impact Program that donates approximately 2% of revenue to menstrual equity, with 83,000+ cups donated to 300+ organizations since 2018.
Diva firmographics
Firmographics- Name
- Diva
- Legal name
- Diva International Inc.
- Website
- https://shopdiva.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DIVA is a Canadian, founder-owned feminine-care company that designs and manufactures reusable menstrual cups, discs, period underwear, and intimate and sexual wellness products, selling directly via shopdiva.com and through major mass and pharmacy retailers across 40+ countries.
- Ownership category
- akta.pro rank
Diva industry classification
Industry- Product category
- Menstrual and intimate wellness personal care
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Menstrual Cups (CRABAIAE)
- akta.pro secondary industries
- Period Underwear (CRABAIAG), Incontinence & Bladder Leak Products (Feminine) (CRABAIAM), Menstrual Pain Relief & Period Care Supplements (CRABAIAJ)
Keywords
Where Diva is headquartered
LocationHeadquarters
- HQ city
- Kitchener
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Diva business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time purchase model for menstrual cups ($35), discs ($35), period underwear ($30), intimate wellness products ($15-$25), sexual wellness products ($18-$22), and accessories ($9-$39). Customers purchase directly through e-commerce or retail partners.
- Gift Cards: Digital eGift Cards available in denominations from $25 to $100, providing flexible gifting options for customers.
- Bundled Products: Curated bundles combining multiple products at discounted prices (e.g., Cup Cleansing Bundle $50, Disc and Underwear Bundle $60, Pelvic Wellness Bundle $49), encouraging higher average order value through cross-selling.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Menstrual Cups - DIVA Cup Model 0, 1, 2 at $35 each |
| Unit Pricing | Pay-as-you-go | DIVA Disc - Reusable Menstrual Disc at $35 |
| Unit Pricing | Pay-as-you-go | DIVA Reusable Period Underwear at $30-$110 |
| Unit Pricing | Pay-as-you-go | Cramp Care Patch at $18 (patch) or $75 (bundle) |
| Unit Pricing | Pay-as-you-go | The Balm at $15 |
| Unit Pricing | Pay-as-you-go | The Cleanser at $17 |
| Unit Pricing | Pay-as-you-go | The Moisturizer at $22 |
| Unit Pricing | Pay-as-you-go | The Refresher at $16 |
| Unit Pricing | Pay-as-you-go | The Biome Balancer at $25 |
| Unit Pricing | Pay-as-you-go | The Condom at $22 (24 count) |
| Unit Pricing | Pay-as-you-go | The Lubricator at $18 |
| Unit Pricing | Pay-as-you-go | DIVA Wash at $12 |
| Unit Pricing | Pay-as-you-go | Shaker Cup at $9 |
| Unit Pricing | Pay-as-you-go | DIVA eGift Card at $25-$100 |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Diva product offering
Product offeringCore offering
DIVA designs, manufactures, and sells reusable menstrual cups, menstrual discs, period underwear, intimate (pelvic/vulva) wellness products, and sexual wellness products directly to consumers via shopdiva.com and through a global retail network. Its flagship Original DIVA Cup, launched in 2003, established the modern menstrual cup category, and the portfolio has expanded into a comprehensive conscious cycle care line including the DIVA Disc with patent-pending Leakproof Shield, DryTec period underwear, and a VBIOME-powered intimate wellness range.
Product overview
DIVA offers a comprehensive conscious cycle care portfolio centered on sustainable, body-safe menstrual and intimate wellness products. The core product line includes the DIVA™ Cup (reusable menstrual cup in three sizes), DIVA™ Disc (reusable menstrual disc with Leakproof Shield™), DIVA™ Underwear (period underwear with DryTec™ technology), and Cramp Care Patch. The intimate wellness line, branded as 'Pelvic Wellness' and powered by VBIOME™, includes The Balm, The Biome Balancer, The Cleanser, The Moisturizer, and The Refresher for vulva care. Sexual wellness offerings comprise The Condom and The Lubricator. Supporting accessories include DIVA™ Wash, Shaker Cup, eGift Cards, and collaborative merchandise like the Baggu Zip Bag. Bundled product sets offer savings across categories. All products are vegan, cruelty-free, and free from sulphates, parabens, and dyes where applicable.
Differentiator
Problem solved
Functional benefit
Products and services
- DIVA™ Cup (Model 0, 1, 2) The Original DIVA Cup is a reusable menstrual cup made from 100% medical-grade silicone (BPA-, latex-, dye-, plastic-free) that provides up to 12 hours of continuous period protection. Available in three sizes (Model 0 for teens/first-time/light flow, Model 1 medium-heavy flow as the most popular, Model 2 heavy flow/post-partum), each holds the equivalent of 4-6 regular tampons. Sold at $35 per cup.
- DIVA™ Disc A reusable menstrual disc with patent-pending Leakproof Shield™ technology that prevents mid-wear leaks and messy removal. The disc features an anti-slip pull tab and oval-shaped design that prevents rotation during wear, holding up to 7 regular tampons (36 mL) of flow with up to 12 hours of protection. One-size-fits-most. Priced at $35.
- DIVA™ Underwear (Period Underwear) Reusable period underwear featuring DryTec™ moisture-wicking and odor-neutralizing technology with a 10-inch zinc-infused antimicrobial gusset and three absorbent layers. Holds up to 9 regular tampons of flow. Made from 81% recycled nylon without added PFAS, manufactured in an OEKO-TEX 100 certified facility. Single pair $30; 4-pack $110 (saves $10).
- Cramp Care Patch A self-heating wearable patch infused with botanical Motherwort that provides 8 hours of mess-free relief from period cramps. Discreet and travel-friendly. Sold as individual patches at $18 or in a bundle at $75.
- The Balm A 50 mL multi-purpose balm for vulva care that provides natural relief for irritation and sensitivity. Formulated with soothing botanicals (Calendula, Nettle, Propolis) and powered by VBIOME™ prebiotic and probiotic complex. Priced at $15.
- The Biome Balancer A pH-friendly vaginal suppository powered by 4 clinically proven probiotic strains (Lacticaseibacillus rhamnosus, Streptococcus thermophilus, Lactobacillus delbrueckii, Lactiplantibacillus plantarum) with 2.5 billion CFU across 14 suppositories. OBGYN-reviewed, designed to support healthy vaginal microbiome balance. Priced at $25.
- The Cleanser A 150 mL nourishing daily vulva cleanser with Cranberry Seed Oil and Aloe that prevents moisture loss after showering while maintaining pH balance. Features VBIOME™ prebiotic and probiotic blend. pH-balanced, vegan, cruelty-free. Priced at $17.
- The Moisturizer A 100 mL lightweight daily hydrator for vulvar skin containing Ceramide NP and Cranberry Seed Oil. Instantly calms itchiness from dry skin while locking in lasting moisture and strengthening the skin barrier, powered by VBIOME™. Priced at $22.
- The Refresher A 100 mL gentle, no-rinse cleansing mist for quick cleanse and hydrating relief on-the-go. Contains Cranberry Seed Oil and Aloe for immediate relief from dryness and irritation. TSA-compliant and travel-ready. Priced at $16.
- The Condom Ultra-thin natural latex condoms with skin-friendly, vegan-friendly materials designed for vaginal health. Available in packs of 24 at $22 (about $0.92 each), with pH-balanced lubrication. Pairs with The Lubricator.
- The Lubricator A 50 mL all-natural personal lubricant made with organic aloe, hyaluronic acid, and Tremella Mushroom Extract. pH-balancing, long-lasting, non-sticky, and compatible with latex condoms. Vegan and cruelty-free. Priced at $18.
- DIVA™ Wash A 100% plant-based cleanser formulated to extend the lifespan of DIVA Cups and Discs while protecting the silicone and maintaining vaginal pH balance. Citrus-fragranced, vegan, and cruelty-free. Priced at $12.
- Shaker Cup A portable, collapsible BPA-free silicone cleansing container for on-the-go cup and disc cleaning. Holds a DIVA Cup or DIVA Disc for convenient washing anywhere. Priced at $9.
- DIVA™ Never Been Better Zip Bag (DIVA x Baggu collaboration) A collaboration with Baggu featuring a classic zip bag made from 65% recycled cotton canvas. Measures 12½" × 17" × 4¼" with adjustable strap and top carry handles, machine washable. Priced at $39.
Quantifiable outcome
- One DIVA Cup can divert over 1,000 disposable period products from landfills
- +4 more outcomes
Companies that use Diva
Customer profileSegments3 records
Ideal customer profiles3 records
Diva technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Diva partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor and core.
- veritreeminorEnvironmental partnership for tree planting. DIVA planted 2,000 trees in Sudbury, ON as part of their environmental stewardship commitment.
- Days for GirlsminorVolunteering partnership where DIVA employees volunteer with Days for Girls organization supporting menstrual equity.
- The Period PurseminorVolunteering partnership where DIVA employees volunteer with The Period Purse organization supporting menstrual equity.
- Tampon Tax Back CoalitionminorDIVA participates in reimbursing consumers for unjustly charged tax on period products in states that still tax them as luxury goods.
- Bullfrog PowerminorEnvironmental partnership for renewable energy. DIVA contributed 51.72 MWh of green electricity and 461.059 GJ of green natural gas to the grid via Bullfrog Power.
- FaireminorWholesale platform partnership enabling retailers to order DIVA products through Faire marketplace.
- TargetcoreMajor US retail partner for DIVA products with both physical store and online presence.
- WalmartcoreMajor US retail partner with extensive physical and online distribution for DIVA products.
- CVScorePharmacy and health retail partner offering DIVA products in stores and online.
- WalgreenscoreNational US pharmacy retail partner for DIVA products.
- AmazoncoreGlobal e-commerce marketplace partner for DIVA products.
- Whole Foods MarketcoreNatural and organic grocery retailer partner for DIVA products, aligning with wellness-focused positioning.
- KrogercoreMajor US grocery retail chain with extensive DIVA product distribution.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Diva competitors and assessment
Company assessmentDirect peers
- Cora: Cora offers organic tampons, pads, liners, menstrual cups, and period underwear with a values-driven, sustainability-focused positioning similar to DIVA. Direct peer in reusable menstrual care with comparable DTC + retail distribution model.
- Pixie Cup: Pixie Cup sells reusable menstrual cups with a strong social impact mission (donation program). Direct peer in the menstrual cup category, particularly competitive on price.
- The Honey Pot: The Honey Pot offers plant-derived feminine care including washes, wipes, pads, tampons, and menstrual cups with a focus on vaginal wellness. Direct peer in the intimate/pelvic wellness category, overlapping with DIVA's VBIOME™-powered wellness line.
- Rael: Rael offers clean, holistic period care including menstrual cups, discs, period underwear, and pads with strong DTC and retail presence at Target and CVS. Direct peer across multiple DIVA product categories.
- Flex: Flex is a leading menstrual disc brand, directly competing with DIVA Disc on the patent-pending Leakproof Shield™ feature. Targets similar consumer use cases (active lifestyle, high flow, mess-free wear) with comparable premium pricing.
- Lola: Lola is a leading women's wellness brand offering tampons, pads, liners, period underwear, and sexual wellness products with values-driven positioning. Direct peer with overlapping retail distribution and brand positioning.
- Saalt: Saalt sells reusable menstrual cups, period underwear, and discs alongside a strong impact/donation program ('Saalt Gives'). Direct peer in the menstrual cup and disc category with comparable brand positioning and retail partnerships.
- Thinx: Thinx pioneered the period underwear category and offers reusable period care alongside period care briefs. Directly competes with DIVA Underwear and DIVA Cup in the reusable menstrual care category, with overlapping distribution at Target and other mass retailers.
Broad incumbents
- Kimberly-Clark (Kotex, U by Kotex): Kimberly-Clark's Kotex and U by Kotex are established feminine care brands with deep retail penetration. Broad incumbent competing for the same shelf space at Target, Walmart, CVS, and Kroger, and increasingly launching sustainable sub-lines.
- Procter & Gamble (Tampax, Always): Procter & Gamble operates Tampax and Always — the dominant incumbents in feminine hygiene with massive retail distribution, marketing budgets, and category share. As broad incumbents, they set category pricing dynamics and shelf-space allocation at the retailers DIVA depends on.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Diva social profiles
Digital presenceDiva compliance and trust
Trust signalCompliance2 records
Diva financial estimates
Financial estimateRevenue estimate
Valuation estimate
Diva leadership team
Management profileNumber of profiles
Profiles3 records
Diva funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Diva 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 Diva
What does Diva do?
DIVA designs, manufactures, and sells reusable menstrual cups, menstrual discs, period underwear, intimate (pelvic/vulva) wellness products, and sexual wellness products directly to consumers via shopdiva.com and through a global retail network. Its flagship Original DIVA Cup, launched in 2003, established the modern menstrual cup category, and the portfolio has expanded into a comprehensive conscious cycle care line including the DIVA Disc with patent-pending Leakproof Shield, DryTec period underwear, and a VBIOME-powered intimate wellness range.
Is Diva a public or private company?
Diva is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Diva founded?
Diva was founded in 2003. It employs 11 to 50 people.
Where is Diva based?
Diva is headquartered in Kitchener, Canada, in the North America region.
How does Diva make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are gift Cards and bundled Products.
Who are Diva's main competitors?
Direct peers on record are Cora, Pixie Cup, The Honey Pot, Rael, Flex, Lola, Saalt and Thinx. Broad incumbents are Kimberly-Clark (Kotex, U by Kotex) and Procter & Gamble (Tampax, Always).
Does Diva have an API?
No public API is recorded for Diva.
What industry is Diva in?
Diva's product category is Menstrual and intimate wellness personal care. Its primary akta.pro industry code is CRABAIAE, Menstrual Cups, with a secondary code of CRABAIAG, Period Underwear. Its SIC code is 2844.