Organic Initiative

What Organic Initiative does

Organic Initiative (Oi) is a New Zealand-founded, privately held consumer packaged goods company that designs, certifies, and sells organic feminine hygiene and adult bladder care products across New Zealand, Australia, and the United States. Core SKUs include certified organic cotton non-applicator tampons, ultra-thin and overnight pads, light liners, a reusable medical-grade TPE menstrual cup, reusable organic cotton period underwear (bikini and boxer styles), and organic adult bladder care pads and liners. Products carry third-party certifications including GOTS, OCS, BioGro, OEKO-TEX Standard 100, and Australasian Bioplastics Association home-compostable packaging, with independent University of Otago / InsituGen testing confirming no detectable estrogenic bioactivity or concerning heavy metals in tampons.

The company makes money via a hybrid direct-to-consumer and wholesale model. Direct revenue streams include one-time e-commerce sales (products priced $7.99-$32.95), recurring subscriptions (10% discount, 1-2-3 month cadence, free US shipping over $40), and marketplace sales through Amazon (US sales tripled in 12 months) and Amazon Australia. Wholesale distribution places Oi on shelves at Whole Foods, Sprouts, Erewhon, Mother's Markets, PCC Community Markets, Wegmans, Giant Foods, Thrive Market, and mainline NZ/AUS retailers (Countdown, Chemist Warehouse, New World, Pak'nSave, plus ~330 Australian independents). Total retail presence stood at approximately 750 doors in 2024 with a stated 1200+ target.

Customer segments center on health-conscious menstruators and women experiencing bladder leakage, with a secondary environmentally-focused persona. Multiple revenue drivers have matured under the post-February-2022 strategy reset by CEO Clare Morgan (who pivoted away from earlier US mass-market and toward natural channel and Amazon): doubling US bricks-and-mortar sales and tripling Amazon sales over a 12-month period, achieving the #2 brand position in the US natural channel organic period care category, and launching reusable apparel and refreshed biodegradable packaging. The company maintains social-mission programs via Period.org and Dignity NZ partnerships and reports 2.9 million kilograms of plastic prevented from entering landfill since 2015. Operational scale is small (11-50 employees), with US offices in Encino and Torrance, California, and the parent entity (Organic Initiative Limited) domiciled in Auckland.

Name

Organic Initiative

Legal name

Organic Initiative US

Website

https://oi4me.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Organic Initiative designs, certifies, and sells certified organic cotton period care (tampons, pads, liners), reusable menstrual cups and underwear, and adult bladder care products to health-conscious menstruators and women experiencing bladder leakage across New Zealand, Australia, and the United States via DTC, Amazon, and natural/specialty retail channels.

Ownership category

akta.pro rank

Product category

Feminine Hygiene Products

NAICS

Toilet Preparation Manufacturing (325620)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Tampons (CRABAIAC)

akta.pro secondary industries

Adult Incontinence Products (CRADALAF), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Compostable & Bio-Based Flexible Packaging (PLA, PHA, Cellulose Films) (IMALABAO)

Keywords

• Organic period care
• Biodegradable feminine hygiene
• Organic cotton tampons
• Menstrual cup products
• Reusable period underwear

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Products sold directly through company website oi4me.com with subscription option offering 10% discount. Free shipping on orders over $40.
2. One-Time Product Sales: Single purchases of period care, bladder care, and reusable products. Products include tampons ($7.99), pads ($8.99), menstrual cups ($29.99), and reusable underwear ($24.95-$32.95).
3. Wholesale Distribution: Products distributed through wholesale to retailers including Whole Foods, Erewhon, Wegmans, Giant, Amazon, and specialty natural retailers. Company operates wholesale portal.
4. Amazon Marketplace: Products available through Amazon store, with sales tripling in the last 12 months in US.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Organic Initiative designs, manufactures and sells certified organic, plastic-free feminine hygiene and adult bladder care products — organic cotton tampons, ultra-thin pads and liners, a reusable medical-grade TPE menstrual cup, reusable organic cotton period underwear, and organic bladder care pads and liners. Products carry GOTS, OCS and BioGro certifications on the finished goods, use biodegradable cornstarch-based wrappers, and are sold direct-to-consumer (own site and Amazon) plus through natural and specialty retail channels.

Product overview

Organic Initiative (Oi) is a New Zealand-owned company offering certified organic period care and adult bladder care products. The product portfolio centers on certified organic cotton disposable products (tampons, pads, liners) that biodegrade within 5 years, supplemented by reusable zero-waste alternatives including a menstrual cup and period underwear. The company also offers a subscription service for recurring deliveries. Products are certified to GOTS, OCS, and BioGro standards, with emphasis on being free from plastic, toxins, chlorine bleach, and harmful chemicals.

Differentiator

Problem solved

Functional benefit

Products and services

• Organic Non-Applicator Tampons Organic cotton tampons in Regular, Super and Super Plus absorbencies (16-pack regular at $7.99); GOTS- and BioGro-certified, 100% certified organic cotton with no synthetics, chlorine bleach, dyes or fragrance; individually wrapped with biodegradable cornstarch biopolymer wrapper.
• Oi Organic Period Pads Ultra-thin organic cotton pads with wings in Regular, Super and Overnight absorbencies (8 overnight pads at $8.99); 100% certified organic cotton cover and core, individually wrapped in biodegradable cornstarch biopolymer wrapper, double side wings on overnight version, designed to biodegrade within roughly 5 years.
• Oi Reusable Menstrual Cup Reusable menstrual cup made from medical-grade thermoplastic elastomer (TPE), colored with food-grade dye; $29.99 per cup in Small/Medium/Large sizes; provides up to 12 hours of protection, lasts 3-5 years, hypoallergenic and positioned as a zero-waste alternative to disposable period products.
• Reusable Period Bikini Brief Reusable period underwear in bikini brief style ($24.95 single, $64.95 3-pack); certified organic cotton with 4 absorbent layers and full gusset absorbing up to 3 regular tampons' worth of liquid; available XS to XXL; PFAS-free and sold in home-compostable packaging.
• Reusable Period Boxer Brief Reusable period underwear in boxer brief style ($32.95); certified organic cotton absorbing up to 4 regular tampons' worth of liquid; available in sizes XS to XXL; positioned as a sustainable alternative to disposable period products.
• Bladder Care Pads Disposable adult bladder care pads ($8.99 for 8-12 pads, $20.99-$29.99 bulk packs) in Light, Maximum and Ultimate absorbencies; organic cotton topsheet, bio-based absorbent core, elastic cuffs to prevent leakage, odor control, cornstarch-based biopolymer wrappers.
• Bladder Care Liners Very light bladder care liners ($7.99 for 26 liners) with certified organic cotton topsheet, soft and breathable non-irritating construction, positioned for light bladder leakage.

Quantifiable outcome

• 2.9 million kilos of plastic prevented from ever happening since 2015
• +4 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• OvieminorStrategic or Co-development Partner · 1 April 2024Oi partnered with Ovie, an app for sufferers of Polycystic Ovarian Syndrome (PCOS), to help women better understand which period products to use and when. Partnership highlights importance of using right tampon size and product matching to menstrual cycle.
• Period.orgcoreGTM or Marketing Partner · 1 September 2022Period.org donates products in the US and around the world to organizations who directly serve menstruators. Oi customers can opt in to purchase products that go to support those in need through Period.org distribution. In September 2022, Oi provided over 50,000 tampons to an affiliate of Period.org. Partnership supports period equity initiatives.
• Dignity NZcoreStrategic or Co-development Partner · 1 January 2022Dignity was founded in 2016 on a mission to provide period products for all people without access. Supports over 200 youth and community groups across Aotearoa, totalling over 36,000 people. Oi participates in Buy-One, Give-One initiative where shoppers can donate period products to those experiencing period poverty.
• InsituGen / University of OtagocoreStrategic or Co-development PartnerResearch partnership with University of Otago scientists led by Dr. Alison Heather. Commissioned study in 2023 to test for endocrine disrupting chemicals in tampons. Study found Oi tampons had no estrogenic activity while some competitors' products did. Ongoing research into EDCs and period products.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cora: Cora is a direct-to-consumer organic feminine hygiene brand selling organic cotton tampons, pads, liners, and discs. Closely comparable to Oi across product category, target demographic (health-conscious menstruators), premium positioning, and GOTS-style certifications, with overlapping retail partners including Whole Foods.
• Lola: Lola is a VC-backed DTC organic feminine care brand offering organic cotton tampons, pads, liners, and vibrators via subscription. Directly competes with Oi across product assortment, subscription GTM model, and target demographic, though Lola has historically been more digitally-led versus Oi's stronger natural-channel retail presence.
• Rael: Rael is a women-founded organic feminine care brand offering organic cotton pads, tampons, liners, and reusable products across US and Asian markets. Directly comparable on product mix (disposables + reusables), target customer, and clean beauty positioning, with significantly larger funding base supporting broader distribution.
• August: August is a New York-based organic feminine care brand offering certified organic tampons, pads, and liners with a clean-ingredient focus. Directly comparable across product line, target customer, DTC subscription model, and Whole Foods retail presence, competing head-to-head in the same shelf set.
• Thinx: Thinx pioneered the reusable period underwear category with absorbent underwear as a zero-waste alternative to disposable pads and tampons. Comparable to Oi's reusable period underwear line (bikini and boxer styles) on product format and target customer, though Thinx is a category creator versus Oi a fast-follower.
• The Honey Pot: The Honey Pot is a plant-based feminine care brand offering washes, wipes, tampons, pads, and liners with a clean-ingredient positioning. Comparable on target demographic (health-conscious women), clean/botanical brand narrative, and mass retail distribution including Target — a channel where Oi has historically struggled to maintain presence.
• Saalt: Saalt is a B Corp-certified menstrual cup and period care brand offering reusable cups, period underwear, and pads. Comparable to Oi on reusable cup offering (medical-grade materials), B Corp-adjacent sustainability positioning, and DTC subscription model, with overlapping retail presence in natural and specialty channels.
• DivaCup: DivaCup is the leading reusable menstrual cup brand in North America, offering medical-grade silicone cups as a zero-waste alternative to disposables. Comparable to Oi's reusable menstrual cup offering on product format, target customer, and reusable category positioning, with significantly larger established market share and brand recognition.

Regional players

• Tom Organic: Tom Organic is an Australian organic feminine care brand offering tampons, pads, liners, and reusable products with GOTS-certified organic cotton. Strongly comparable on product range, certifications, and purpose-driven positioning, but operates primarily in Australia (Oi's secondary market) rather than the US (Oi's primary growth market).

Emerging players

• Callaly: Callaly is a UK-based organic and biodegradable feminine care brand offering organic tampons and a patented Tampliner hybrid product. Comparable on organic cotton positioning and innovation focus, though primarily serving the UK/European market with growing US presence — a partial geographic overlap with Oi.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/oi4me
• Facebookfacebook.com/oi4me
• Instagraminstagram.com/organicinitiative

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

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 Organic Initiative