Intimina

What Intimina does

Intimina is a women's intimate health brand operated by LELOi AB, a Swedish private limited company that also trades as LELO. The brand focuses on reusable menstrual care (Lily Cup family of menstrual cups, Ziggy Cup 2 menstrual disc, Bloom period underwear), pelvic floor training devices (KegelSmart 2 electronic trainer with vibration-guided progressive exercises and Laselle manual exerciser), and supporting personal care consumables (Feminine Moisturizer, Balmy intimate lotion, Intimate Accessory Cleaner, Sterilizing Cup). Core technology is built around medical-grade silicone product engineering and a patented/registered-design collapsible cup form factor (Lily Cup Compact), plus sensor-driven electronic pelvic floor training hardware.

Revenue is generated primarily through one-time hardware sales via direct-to-consumer e-commerce at intimina.com, supplemented by select global retailers. The storefront is localized in six languages (English, German, Spanish, French, Italian, Portuguese) with global shipping, free shipping over EUR 50, and tiered US shipping speeds. Pricing sits at a premium tier ($26.95-$79.95 regular prices) but is sold through frequent 50% promotional discounts. The product architecture creates structurally long customer lifecycles — cups rated up to 10 years, Ziggy Cup up to 2 years — which limits repeat hardware purchasing; consumable personal care SKUs and curated life-stage bundles (Starter Kit, Postpartum Kit, Mama's Assistant, BFF Kit, Urban Warrior, Pink Amore, Lily the Gamechanger) serve as the primary cross-sell mechanism.

Customer segmentation is horizontal and persona-based: women of reproductive age seeking sustainable period care (primary), postpartum women (KegelSmart, Postpartum Kit), perimenopausal and menopausal women (incontinence and dryness products), and women seeking sexual wellness enhancement. Marketing combines content (medically fact-checked blog, Wonder Girls Guidebook audiobook, Greentimina waste calculator), organic social across Facebook/Instagram/Twitter/Pinterest/YouTube/TikTok with the #WHILEBLEEDING hashtag, email capture with 5% signup discount, and a student discount program via studentbeans.com.

Name

Intimina

Legal name

LELOi AB

Website

https://intimina.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

Intimina is a Swedish women's intimate health brand (under LELOi AB) selling reusable menstrual cups, discs, period underwear, and pelvic floor trainers globally via direct-to-consumer e-commerce, serving women across reproductive, postpartum, and menopausal life stages.

Ownership category

akta.pro rank

Product category

Feminine Hygiene & Intimate Wellness Products

NAICS

Health and Personal Care Retailers (456), Plastics and Rubber Products Manufacturing (326), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Menstrual Cups (CRABAIAE)

akta.pro secondary industries

Menstrual Discs (CRABAIAF), Period Underwear (CRABAIAG), Feminine Care Applicators & Accessories (CRABAIAO)

Keywords

• Menstrual care products
• Pelvic floor trainers
• Reusable period products
• Intimate wellness
• Period underwear

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Menstrual Products Sales: One-time purchase model for menstrual cups and discs. Products have long lifecycles (cups last up to 10 years, Ziggy Cup up to 2 years), resulting in infrequent repeat purchases from individual customers. Premium pricing with frequent promotional discounts.
2. Pelvic Floor Trainer Sales: Electronic devices (KegelSmart™) sold as one-time purchases with rechargeable batteries. Accessory sales including USB charging cables.
3. Period Underwear Sales: Reusable period underwear (Bloom) sold individually. Multiple pairs recommended for rotation during menstrual cycles.
4. Personal Care Products: Accessories including Feminine Moisturizer, Balmy, Intimate Accessory Cleaner, Sterilizing Cup, and HEX™ condoms. Consumables that drive repeat purchases.
5. Bundle Sales: Pre-configured product bundles (Starter Kit, Mama's Assistant, BFF Kit, etc.) offering cost savings and cross-selling opportunities. Free shipping on bundle orders.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Intimina designs, manufactures, and sells reusable menstrual care products including the Lily Cup family of menstrual cups and the Ziggy Cup 2 menstrual disc, alongside Bloom period underwear and pelvic floor trainers (KegelSmart electronic, Laselle manual). The brand also offers complementary personal care items, cleaning accessories, and curated bundles targeting women across different life stages (menstruation, postpartum, perimenopause).

Product overview

Intimina is a women's intimate health brand offering a comprehensive portfolio of menstrual care and pelvic floor health products. The core product line centers on reusable menstrual products including the Ziggy Cup™ 2 menstrual disc, Lily Cup™ family of menstrual cups (Lily Cup™, Lily Cup™ One, Lily Cup™ Compact), and Bloom period underwear. Complementing menstrual care, the company offers pelvic floor trainers including KegelSmart™ (electronic, vibration-guided) and Laselle™ (manual) Kegel exercisers. Personal care products include Feminine Moisturizer and Balmy™ intimate moisturizer. The brand also offers accessories (Intimate Accessory Cleaner, Sterilizing Cup, USB Charger) and curated bundles (Starter Kit, Postpartum Kit, Mama's Assistant, BFF Kit, Urban Warrior, Pink Amore, Lily the Gamechanger, Activity Mode, Wise Smize) designed for different life stages and use cases. Supporting initiatives include Greentimina (environmental sustainability calculator) and Wonder Girls Guidebook (educational content for teens). All products are body-safe and designed for health, comfort, and sustainability. The company is operated by LELOi AB (trading as LELO), a Swedish company.

Differentiator

Problem solved

Functional benefit

Products and services

• Ziggy Cup 2 Reusable menstrual disc for leak-free periods and mess-free sex. Made of medical-grade silicone, holds up to 76ml, available in sizes A and B, usable for up to 2 years.
• Lily Cup Medical-grade silicone menstrual cup that rolls as thin as a tampon and can be reused for up to 10 years. 28ml capacity, available in sizes A and B for different cervix heights and flow levels.
• Lily Cup One Petite starter menstrual cup designed for beginners, teenagers, and users with a lower cervix. Soft, collapsible, and engineered for easier insertion.
• Lily Cup Compact World's first collapsible menstrual cup, folds flat into a small protective case for portability. 18ml capacity, suitable for users with a lower cervix or those preferring a more compact cup.
• Bloom Period Underwear Reusable period underwear with multi-layer absorbent crotch combining breathable PUL technology with a leak-proof membrane. Made of 95% organic cotton and 5% elastane; absorbs up to 20ml (4 regular tampons) per use. OEKO-TEX certified, PFAS-free. Sizes XS to XXL.
• KegelSmart Electronic pelvic floor trainer with vibration-guided exercises, five progressive training levels, and automatic level adjustment based on detected pelvic floor strength. Rechargeable via USB, completes a full workout in under 5 minutes, 2+ hour battery life.
• Laselle Non-electronic manual Kegel exerciser designed for quick and easy pelvic floor workouts to build muscle strength and tone.
• HEX Original Condoms Premium condoms featuring a unique hexagonal cell structure for sexual wellness.
• Feminine Moisturizer Water-based vaginal moisturizer with aloe vera to supplement natural moisture and ensure smooth, painless insertion of menstrual cups.
• Balmy Lotion for intimate hydration and moisture that protects the skin's barrier and maintains moisture across every life stage.
• Intimate Accessory Cleaner Spray-on cleaning solution for intimate accessories and menstrual cups; spray, wait 5 seconds, rinse, and dry.
• Sterilizing Cup Portable cup for cleaning and sterilizing menstrual cups discreetly while traveling.
• Soothing Bath Petals Relaxing bath petals for intimate care.
• Starter Kit Bundled kit for first-time menstrual cup users combining Lily Cup One, Sterilizing Cup, Intimate Accessory Cleaner, and Feminine Moisturizer. Free shipping included.
• Postpartum Kit Bundled kit for postpartum pelvic floor recovery combining KegelSmart, Intimate Accessory Cleaner, and Feminine Moisturizer.
• Mama's Assistant Bundled kit for postpartum pelvic floor recovery combining KegelSmart, Intimate Accessory Cleaner, and Feminine Moisturizer.
• BFF Kit Bundled kit pairing Lily Cup One for beginners with Ziggy Cup 2 for mess-free sex, plus Intimate Accessory Cleaner and Sterilizing Cup.
• Urban Warrior Bundled kit combining Lily Cup Compact, Lily Cup, Feminine Moisturizer, and Intimate Accessory Cleaner for modern women.
• Pink Amore Bundled kit combining Lily Cup Compact, Ziggy Cup 2, Feminine Moisturizer, and Balmy for everyday reliable period care.
• Lily the Gamechanger Bundled kit combining Lily Cup A and Lily Cup B plus Intimate Accessory Cleaner, designed for users with high cervix and heavier flow; both cups usable for up to 10 years.
• Greentimina Menstrual Waste Calculator Online menstrual waste calculator that helps users estimate their personal menstrual waste footprint and illustrates how switching to menstrual cups can minimize environmental impact.

Quantifiable outcome

• 1 menstrual cup replaces 1,700 tampons over its lifetime
• +3 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

Feature6 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• DivaCup: DivaCup is one of the most recognized menstrual cup brands globally, competing head-to-head with Intimina's Lily Cup line across similar silicone-based reusable products and DTC plus retail channels. Highly comparable on product, customer, and business model.
• Saalt: Saalt sells reusable menstrual cups and discs targeting similar women-of-reproductive-age customers, with overlapping sustainability and education-led DTC positioning directly comparable to Intimina's menstrual product strategy.
• Thinx: Thinx pioneered the period underwear category and sells reusable absorbent underwear through DTC channels, directly comparable to Intimina's Bloom product line on category, customer, and distribution model.
• Lunette: Lunette is a Finnish menstrual cup brand selling reusable silicone cups with multi-size offerings — a direct product-category and customer overlap with Intimina's Lily Cup line.
• Knix: Knix sells leakproof underwear and activewear through DTC, comparable to Intimina's Bloom line, with a similar women's wellness brand identity and global e-commerce approach.
• Cora: Cora sells organic tampons, pads, and reusable period care via DTC, overlapping Intimina on target customer and channel, with comparable sustainability and education-driven brand positioning.
• Elvie: Elvie markets connected pelvic floor trainers and breast pumps targeting postpartum and women's health consumers, directly comparable to Intimina's KegelSmart electronic trainer on category, price point, and customer segment.
• Hello Cup: Hello Cup is a medical-grade silicone reusable menstrual cup brand with similar multi-size product architecture and DTC distribution, competing directly with Intimina's Lily Cup offerings.

Broad incumbents

• Procter & Gamble (Always / Tampax): P&G's Always and Tampax brands dominate the disposable feminine hygiene category; while Intimina sells reusables, both compete for the same women's menstrual-care wallet with overlapping retail shelf presence and brand awareness.
• LELO: LELO is the parent intimate wellness brand under LELOi AB with adjacent sexual wellness products (massagers, HEX condoms). It shares distribution, branding infrastructure, and customer base with Intimina while operating a broader intimacy-focused portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Intimina
• YouTubeyoutube.com/channel/UCR_3_GPO6pkhDiFU9TZRdYA
• Facebookweb.facebook.com/Intimina
• Instagraminstagram.com/intimina
• Pinterestpinterest.com/intimina

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Intimina