Dans Ma Culotte

What Dans Ma Culotte does

Dans Ma Culotte, operating commercially as Smoon, is a French direct-to-consumer brand founded in 2020 and headquartered in Paris that designs, manufactures, and sells reusable absorbent intimate apparel for menstruation, swimming, sport, postpartum, and teen use. Its portfolio spans menstrual panties (covering light, medium, heavy, and ultra-heavy flows), menstrual swimwear (one-pieces, swim shorts, swim briefs), technical sportswear (cycling shorts, leggings, period shorts), teen/first-period kits, and postpartum products (nursing pads, nursing bras), supported by starter packs and a build-your-own bundle configurator. The core technology is a proprietary 3-layer ultra-fine absorbent material with seamless construction, lab-tested for absorption capacity and OEKO-TEX STANDARD 100 certified for material safety.

The company monetizes exclusively through its own e-commerce storefront (smoon-lingerie.com), localized in five languages and shipping to 17+ European countries plus international destinations, with free shipping above €49, a 60-day money-back trial, and a €10 refer-a-friend voucher program. Pricing is unit-based, ranging from approximately €35 for entry-level panties to €98 for premium products and starter packs. Marketing relies on email (Smoonletter), social media (Facebook, Instagram, TikTok), an educational blog, and credibility earned via official partnerships with the French Swimming Federation (FFN) and French Boxing Federation (FFB).

Smoon positions itself as an independent private company with no disclosed parent or institutional funding, operating a founder-led DTC model. Its competitive differentiation rests on material safety credentials (OEKO-TEX STANDARD 100, B Corp), product breadth across life-stage and activity segments, and category-specific sports federation endorsements rather than enterprise contracts or B2B distribution. Trustpilot reviews sit at 4.3/5, and the customer base is highly distributed across individual consumers, with the federation relationships functioning primarily as awareness and credibility vehicles rather than revenue anchors.

Name

Dans Ma Culotte

Legal name

Smoon

Website

https://dansmaculotte.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Smoon is a Paris-based, direct-to-consumer brand founded in 2020 that designs, manufactures, and sells reusable menstrual underwear, swimwear, sportswear, and postpartum products to women, teens, and female athletes across European markets via its own five-language e-commerce storefront.

Ownership category

akta.pro rank

Product category

Menstrual and period-active intimate apparel

NAICS

Apparel Manufacturing (315)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Menstrual Pads (Reusable/Cloth) (CRABAIAB)

akta.pro secondary industry

Panties & Briefs (CRAAAIAB)

Keywords

• Menstrual underwear
• Period swimwear
• Reusable absorbent apparel
• Maternity lingerie
• Period activewear

Headquarters

HQ city

Caen

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Menstrual Underwear Sales: Primary revenue stream from selling reusable menstrual underwear in various styles (panties, thongs, shorts, boxers) and flow levels. One-time purchase model with individual product pricing.
2. Menstrual Swimwear Sales: Revenue from specialized menstrual swimwear including swimsuits, swim shorts, and swim bottoms designed for use during menstruation.
3. Sports Technical Clothing: Sales of technical sports clothing including cycling shorts, leggings, and shorts with integrated menstrual protection for active women.
4. Maternity and Nursing Products: Revenue from postpartum lingerie, nursing bras, and breastfeeding pads for new mothers.
5. Teen Products: Specialized menstrual underwear designed for teenagers experiencing their first period, including starter kits with educational materials.
6. Referral Program: Referral program offering €10 vouchers to existing customers who refer friends, driving customer acquisition.
7. Pack/Bundle Sales: Customizable packs allowing customers to combine products for savings, including starter packs with multiple underwear styles.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

Dans Ma Culotte operates the Smoon brand, which designs, manufactures, and sells reusable menstrual underwear (panties, thongs, boxers, shorts) along with menstrual swimwear, period-active sportswear, and maternity/breastfeeding apparel. Products use a proprietary 3-layer ultra-fine absorbent construction with seamless design, certified OEKO-TEX STANDARD 100 and lab-tested for light to very heavy flow absorption. The brand sells exclusively through its own multi-language e-commerce storefront in France and across Europe.

Product overview

Smoon is a French menstrual underwear brand offering a comprehensive portfolio of absorbent intimate apparel. The core product lines include menstrual panties (Selene for medium flow, Artemis for heavy flow, Hecate for ultra-heavy flow, Aphrodite thong for light flow), menstrual swimwear (Héléades, Nereides, Ligie, Ourania, Cyrène, Clio, Océanides), and sports menstrual clothing (Demeter shorts, Astéria cycling shorts, Hersé leggings, Amphitrite boxers). The teen line includes Erato boxer briefs, Lucina and Hestia period boxers, and Lyra cotton panties. Postpartum offerings include Cybele nursing pads and Aphaia nursing bras. Products feature proprietary seamless technology using 3 ultra-fine materials with OEKO-TEX STANDARD 100 certification. The company sells directly and offers customizable starter packs and build-your-own bundles.

Differentiator

Problem solved

Functional benefit

Products and services

• Menstrual Panties (Selene, Artemis, Hecate, Héméra, Aphrodite) Reusable microfiber/cotton menstrual underwear in multiple cuts and absorbencies for light, medium, heavy and very heavy flows, sold to individual women consumers across Europe.
• Menstrual Swimwear (Héléades, Nereides, Ourania, Cyrène, Clio, Ligie, Océanides) Period-proof swimsuits and swim bottoms (one-piece and two-piece styles) using Smoon's 3-layer absorbent technology, designed for women and teens to swim during menstruation.
• Sports Period Apparel (Demeter shorts, Astéria cycling shorts, Hersé leggings, Amphitrite boxers) Period-active sportswear (shorts, cycling shorts, leggings, boxers) with integrated absorbent protection for running, cycling, yoga, swimming, and horse riding.
• Postpartum and Breastfeeding Apparel (Cybele nursing pads, Aphaia nursing bra) Reusable postpartum nursing pads and a nursing bra with integrated breastfeeding pads, sold to new mothers for postpartum bleeding protection and breastfeeding leak support.
• Teen Menstrual Underwear (Erato, Lucina, Hestia, Lyra, one-size panties, First Period Kit) Age-appropriate reusable menstrual underwear and boxer briefs for teenagers, plus a First Period Kit with educational game and storage pouch, sold to adolescents and their parents.
• Starter Packs and Custom Bundle Builder Pre-made starter bundles (e.g., PINK MANIA: 2 Selene + 1 Artemis) and a custom pack builder that lets customers compose their own multi-garment sets for savings.

Quantifiable outcome

• Zero humidity, zero odor, zero leaks guaranteed by 3-layer technology
• +3 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered flagship.

• French Swimming Federation (FFN)flagshipStrategic or Co-development PartnerSmoon is an official partner of the French Swimming Federation, providing menstrual swimwear designed for swimmers and conducting awareness campaigns for inclusive swimming during menstruation. The partnership supports female swimmers with innovative gear combining comfort, technology, and performance.
• French Boxing Federation (FFB)flagshipStrategic or Co-development PartnerSmoon is an official partner of the French Boxing Federation, providing menstrual protection gear for female boxers and supporting awareness campaigns for inclusive boxing practice. The collaboration aims to break taboos around menstruation in sports.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Saalt: Saalt is a US-based period care brand offering reusable menstrual underwear alongside menstrual cups and discs. Its focus on sustainable, premium period care parallels Smoon's positioning and product strategy.
• Modibodi: Modibodi is an Australian period-proof underwear brand with a comparable product range covering menstrual, active, swim, and maternity use cases. Its multi-region presence and similar product breadth make it a direct peer to Smoon.
• Knix: Knix is a Canadian intimates and leakproof underwear brand offering period underwear, bras, and activewear. Its reusable underwear product line and direct-to-consumer model are closely comparable to Smoon's offerings.
• Thinx: Thinx is a leading US-based menstrual underwear brand offering a similar product portfolio (reusable period underwear, activewear, swimwear) directly to consumers. It is the most direct global competitor to Smoon in reusable menstrual underwear.
• Wuka: Wuka is a UK-based period underwear brand specializing in reusable menstrual pants and activewear. It directly competes with Smoon in the European market with similar comfort-led, sustainable positioning.
• TomboyX: TomboyX is a US intimates brand that has expanded into period underwear and leakproof apparel. Its DTC-first model and inclusive sizing philosophy overlap with Smoon's customer-first approach.
• Ruby Love: Ruby Love (formerly FCS Inc) is a US-based leakproof apparel brand offering period underwear, swimwear, and activewear. Its product range and reusable technology overlap significantly with Smoon's menstrual apparel portfolio.
• Cora: Cora is a US-based period care brand offering organic period products including menstrual underwear and tampons. Its sustainable, B Corp-aligned positioning and direct overlap in menstrual underwear make it a relevant peer.

Broad incumbents

• Always (Procter & Gamble): Always is a mass-market feminine hygiene brand owned by Procter & Gamble. While primarily focused on disposable pads, it represents the incumbent scale competitor whose distribution Smoon would need to challenge in the broader menstrual care category.

Emerging players

• Organyc: Organyc is a brand offering organic cotton period products including pads and underwear. Its sustainable, certified-material positioning is aligned with Smoon's OEKO-TEX and B Corp credentials, making it an emerging peer in the natural menstrual care segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/DansMaCulotteFR

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Dans Ma Culotte