Bodyform

What Bodyform does

Bodyform is a UK-based feminine care brand established circa 1985, operating for over 40 years and currently a brand within Essity UK Ltd, itself a subsidiary of the Swedish multinational Essity AB (Nasdaq Stockholm). The company sells a comprehensive portfolio of period protection products (Ultimate, Ultra Normal, and Goodnight Ultra disposable pads; reusable period pants in multiple styles and absorbency levels), daily liners (including All Fluid Protection variants), intimate washes and wipes, and menstrual cups. Underlying product technology centers on absorbent materials science — superabsorbent polymers (SAP), polypropene/polyethylene/polyester fibers, and viscose — with a 30% absorbency advantage claimed for Dailies All Fluid Protection Liners versus regular liners and up to 12 hours of protection claimed for period pants.

Bodyform makes money through unit-priced consumer product sales across three distribution channels: an owned direct-to-consumer e-commerce storefront (shop.bodyform.co.uk), UK physical retail (supermarkets and pharmacies), and third-party marketplaces (notably Amazon UK). Period pants retail at £26.99–£28.99 per pair, with a 60-day money-back guarantee and free delivery over £30 used as conversion levers; pads are sold at lower unit prices (e.g., ~£7.49 per pack on Amazon). The brand layers a community-led go-to-market motion on top of transactional commerce, investing heavily in purpose-led campaigns (#wombstories, #vaginauncensored, Viva La Vulva, School of Heavy Periods), an extensive educational content platform (Break Taboos, Expert Advice, Period Tracker, Student Resource Hub), and strategic partnerships (The Eve Appeal, Project V) to drive emotional engagement and brand loyalty with its "women+" target audience spanning puberty, menstruation, postpartum, and menopause.

Operationally, Bodyform is a single-country UK brand with no disclosed standalone financials and no public funding, M&A, or leadership change history in the source data. The company has no disclosed AI/ML capabilities, patents, or certifications; its technology investments are concentrated in absorbent materials and DTC e-commerce UX (e.g., a personalized period pants quiz). Brand-level headcount per the firmographic (11–50) almost certainly reflects only the UK brand/marketing team within Essity UK Ltd's broader corporate structure.

Name

Bodyform

Legal name

Essity UK Ltd

Website

https://bodyform.co.uk

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Bodyform is a UK feminine care brand owned by Essity AB, selling period pads, reusable period pants, liners, intimate washes, and menstrual cups via DTC e-commerce, UK retail, and Amazon UK. It serves menstruating women+ across puberty, postpartum, and menopause with purpose-led campaigns and educational content.

Ownership category

akta.pro rank

Product category

Feminine Hygiene Products

NAICS

Sanitary Paper Product Manufacturing (322291)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Feminine Hygiene Products (Pads, Tampons, Liners) (CRADALAG)

akta.pro secondary industries

Period Underwear (CRABAIAG), Menstrual Pads (Disposable) (CRABAIAA), Pantyliners (CRABAIAD), Panties & Briefs (CRAAAIAB)

Keywords

• Feminine hygiene products
• Period protection products
• Menstrual care solutions
• Period underwear
• Intimate care products

Headquarters

HQ city

Dunstable

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (DTC): Bodyform sells period pants, pads, liners, and intimate care products directly to consumers through its e-commerce platform (shop.bodyform.co.uk), offering a personalized quiz experience, 60-day money-back guarantee, and free delivery on orders over £30.
2. Retail/Distribution Sales: Products are sold through physical retail stores including supermarkets and pharmacies. The website lists 'Available In-Store' sections for Ultra Towels, Maxi Towels, Daily Liners, and Period Pants.
3. Marketplace Sales: Products are available through third-party marketplaces such as Amazon.co.uk, with dedicated product listings driving sales through affiliate/referral channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Bodyform designs, manufactures, and sells feminine hygiene products including disposable period pads (Ultimate, Ultra Normal, Goodnight Ultra), reusable period pants in multiple styles (Bikini, Brazilian, High Leg, High Waist, Hipster, Teens) and absorbency levels, daily panty liners, intimate washes, intimate wipes, and menstrual cups. The brand sells directly to consumers via its shop.bodyform.co.uk e-commerce platform and through UK supermarket and pharmacy chains, and Amazon UK, supported by an educational content platform (Break Taboos) covering puberty, periods, menopause, and intimate health.

Product overview

Bodyform is a consumer feminine hygiene brand owned by Essity, offering a comprehensive portfolio of period protection and intimate care products. The core product range includes disposable period pads (Ultimate, Ultra Normal, Goodnight Ultra) and reusable Period Pants available in multiple styles (Bikini, Brazilian, High Leg, High Waist, Hipster) and absorbency levels. The brand also offers Daily Liners and Ultra/Maxi Towels for in-store purchase, plus intimate washes and wipes for daily V-Zone care. A dedicated Teens sub-line provides period pants specifically designed for younger users. Beyond products, Bodyform provides educational resources including a Period Tracker tool, Expert Advice Q&A, and Student Resource Hub. The brand also operates Project V, a global initiative focused on improving women's intimate wellbeing. Bodyform serves consumers across the UK through its e-commerce website and retail partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Period Pants Reusable absorbent underwear designed to replace traditional period products, featuring multiple styles (Bikini, Brazilian, High Leg, High Waist, Hipster) and absorbency levels (Light Flow, Medium Flow, Heavy Flow, All Intimate Fluids) for menstruating women+.
• Teens Period Pants Period pants designed specifically for teenagers and growing bodies, available in Hipster, Boxer, and Overnight variants for first-period and puberty-stage users.
• Ultimate Period Pads Disposable period pads designed for heavy flows, combining full-power absorption with comfort; available in Ultra Regular+ with wings and Ultra Night+ variants (pack of 12).
• Ultra Normal Period Pads Daytime disposable period pads with SecureFit protection and ultra-breathable features, available in Regular and Normal sizes with wings.
• Goodnight Ultra Period Pads Extra-long disposable period pads designed for nighttime use, providing max protection and extra coverage during sleep (pack of 8).
• Daily Liners Panty liners for daily intimate fluid protection, including XL All Fluid Liners that absorb light period flow, discharge, and light incontinence; Dailies All Fluid Protection Liners absorb 30% more than regular liners.
• Ultra Towels Disposable sanitary towels available in-store across UK supermarkets and pharmacies in various absorbency levels for period protection.
• Maxi Towels Maximum absorbency disposable sanitary towels available in-store for heavier period days.
• Intimate Washes Specially formulated washes designed for the vulva area, including Daily V-Care Wash Gels that help maintain natural pH balance, freshness, and comfort.
• Intimate Wipes Daily intimate wipes for on-the-go refreshment around the V-Zone, available in fragrance-free varieties for sensitive intimate skin.
• Menstrual Cups Reusable menstrual cups offered as an alternative absorbent hygiene product option.

Quantifiable outcome

• Dailies All Fluid Protection Liners absorb 30% more than regular liners
• +2 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

Integration1 record

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Project V (Essity initiative)coreStrategic or Co-development PartnerProject V is Bodyform's global change-driving initiative improving women+'s intimate wellbeing worldwide. The initiative focuses on breaking taboos and supporting women+ through education, advocacy, and product access programs.
• The Eve AppealcoreStrategic or Co-development PartnerBodyform partners with The Eve Appeal, a UK gynecological cancer research charity, to raise awareness about gynecological health and provide educational resources to women+.
• EDANAminorStrategic or Co-development PartnerBodyform collaborates with EDANA, the international trade association for nonwovens and related industries, to ensure compliance with the highest environmental and product safety standards for absorbent hygiene products.
• Meta (Facebook, Instagram)coreGTM or Marketing PartnerMeta platforms including Facebook and Instagram are used as marketing partners for targeted advertising and personalized marketing campaigns. Bodyform shares data with Meta for ad personalization purposes.
• Google (YouTube)coreGTM or Marketing PartnerGoogle and YouTube are used as marketing partners for online advertising and promotional campaigns, enabling Bodyform to reach customers through search and video advertising.
• TikTokminorGTM or Marketing PartnerTikTok is used as a marketing partner for social media advertising and content distribution, particularly targeting younger demographics and teens.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Carefree: Johnson & Johnson's pantiliner and daily fresheness brand. It is a direct competitor in the liners and daily fresheness sub-categories that Bodyform targets with its Dailies range.
• Lil-Lets: UK-based feminine care brand offering pads, tampons, and liners. As a domestic UK peer, it competes with Bodyform in the same retailers and for the same consumer demographic.
• Modibodi: Australia-based period and leak-proof underwear brand expanding into the UK. It overlaps directly with Bodyform's period pants and postpartum/incontinence product positioning.
• Tampax: P&G's tampon and period care brand. While format-focused, it competes for the same UK retail shelf space, marketing attention, and menstruating consumer as Bodyform.
• Always: P&G's global feminine care megabrand covering pads, liners, and period underwear. It is Bodyform's most direct global competitor in the disposable pad and pantiliner categories.
• THINX: DTC-native period underwear brand that pioneered the reusable period pants category. It is the most direct competitor to Bodyform's reusable period pants line and competes for the same sustainability-minded consumer.
• Kotex: Kimberly-Clark's feminine care brand offering pads, liners, and tampons. It is one of the largest incumbents in the category and a direct competitor to Bodyform in pads and liners.
• Libresse: Essity's other flagship feminine care brand sold across Europe, Asia, and Latin America. It overlaps directly with Bodyform in pads, liners, and period underwear, and competes for the same internal corporate resources, making it the closest peer.

Broad incumbents

• TENA: Essity's global incontinence care megabrand. It is a sister brand within the same parent and overlaps with Bodyform's light-incontinence and postpartum use cases, but is a category leader in its own right.

Emerging players

• Natracare: UK-based organic and plastic-free feminine care brand. It overlaps with Bodyform in pads, liners, and wipes, and represents the sustainability-focused challenger segment competing for the same conscious consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/bodyform
• Facebookfacebook.com/libresse

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 Bodyform