Gentle Day

What Gentle Day does

Gentle Day is a privately held, founder-led Lithuanian company (Vilnius) that designs, markets and sells organic, hypoallergenic period care and adjacent intimate-care products direct-to-consumer online, with a wholesale program as a secondary channel. The company was founded in 2009 by product designer Vilmante and operates from a headcount of 1-10, making it a bootstrapped, small-scale operation. Its primary channels are the gentleday.com EU storefront (28 shippable countries including EU, UK, Norway, Switzerland, Iceland, Canary Islands), gentleday.lt for the domestic Lithuanian market, GenialDay.com for US shoppers, and an authorized reseller (Dr. Stanislava) for Cyprus and Greece.

Gentle Day's core differentiator is its patented FAR-IR ANION Strip technology, embedding tourmaline mineral and silver ions in organic cotton pads and liners for claimed inhibition of Staphylococcus aureus by up to 99.9% and ammonia odor reduction by up to 85%, clinically supported by a Vilnius University Hospital Santaros Clinics study reporting 100% no skin irritation across participants. The 41-SKU catalog spans organic pads and liners (Cotton, Absorbent, Regular, Heavy, Overnight, Extra Heavy/Postpartum), 100% GOTS/ICEA-certified organic cotton tampons in Regular/Super/Super Plus, a medical-grade TPE menstrual cup for silicone-allergic users, TENCEL Modal leakproof period underwear in seven styles (Brazilian Thong, Sleep Short, Teen Boyshort, Hi-Waist Boyshort, Lace Bikini/Hipster, Active Bikini), and adjacent body care (pH-balanced intimate foam wash, herbal-extract body wash, natural deodorant, bamboo wipes, bamboo lotion tissue). The EiVi sub-brand extends into everyday organic cotton underwear and bralettes; the GENIAL sub-brand covers the leakproof and reusable lines. Products carry OEKO-TEX Class II, Dermatest EXCELLENT (Germany), MADE FOR HEALTH, GOTS, VEGAN, and ICEA certifications.

The business model is product-led direct-to-consumer e-commerce with fixed unit pricing (€2.60-€39.90 per SKU, with a Mix & Match 9+ 10% bulk discount and free EU shipping over €90) plus a wholesale program for retailers. Customer segmentation is horizontal across use cases (Teens & First Period as the primary segment, plus Postpartum, Heavy Flow, Sensitive Skin, Active Lifestyle, Incontinence, Reusables). Brand-building leverages an educational content blog (Knowledge Hub), social channels (Facebook, Instagram @gentleday_eu, TikTok @genialday_gentleday, YouTube), and mission-driven community projects (ECO Generation in Lithuanian schools since 2016, #TameYourPeriod since 2019, Girls Support Girls since 2022, and a 10,000+ package donation to Red Cross Lithuania and the Lygiai association for Ukrainian refugees in 2022). Revenue is not publicly disclosed and the company has raised no external institutional funding.

Name

Gentle Day

Legal name

Gentle Day

Website

https://gentleday.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Gentle Day is a Lithuanian-founded, bootstrapped direct-to-consumer brand that designs and sells organic, hypoallergenic period care products — pads, liners, tampons, a TPE menstrual cup, TENCEL leakproof underwear, and body care — to sensitive-skin consumers across 28 European countries via its own e-commerce storefronts and a wholesale program.

Ownership category

akta.pro rank

Product category

Menstrual Hygiene Products

NAICS

Sanitary Paper Product Manufacturing (322291), Toilet Preparation Manufacturing (32562), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

akta.pro secondary industries

Intimate Washes & Feminine Cleansers (CRABAIAH), Incontinence & Bladder Leak Products (Feminine) (CRABAIAM), Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC)

Keywords

• Organic period care
• Menstrual hygiene products
• Feminine care products
• Leakproof period underwear
• Organic cotton tampons

Headquarters

HQ city

Vilnius

HQ country

Lithuania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Direct-to-consumer online sales of organic period and personal care products including pads, liners, tampons, menstrual cups, period underwear, vulva/body care, and cotton underwear. Products sold at fixed unit prices with bulk discount options. Shipping revenue contributes to orders under threshold amounts.
2. Wholesale Program: Wholesale program for period products allowing retailers and distributors to purchaseGentle Day products for resale. Terms and conditions available through wholesale program page.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Gentle Day manufactures and sells organic, hypoallergenic menstrual and intimate care products, including tampons, pads, liners, TENCEL leak-proof period underwear, TPE menstrual cups, and body care items. Products feature proprietary FAR-IR ANION Strip technology combining tourmaline mineral and silver ions, certified by OEKO-TEX, Dermatest, GOTS, and MADE FOR HEALTH. The company sells primarily through its own direct-to-consumer e-commerce store with a Mix & Match bulk discount program.

Product overview

Gentle Day is an organic period and personal care company offering a comprehensive portfolio of menstrual and intimate hygiene products. The core offering centers on patented FAR-IR ANION Strip technology featured across their organic cotton pads and liners, designed to neutralize bacteria and odors for sensitive skin. The product line includes TENCEL™ Modal-based leak-proof period underwear in multiple styles (Brazilian Thong, Sleep Short, Teen Boyshort, Hi-Waist Boyshort, Lace Bikini, Lace Hipster, Active Bikini), organic cotton tampons (GOTS/ICEA certified), and a medical-grade TPE menstrual cup for silicone-allergic users. Body care offerings include pH-balanced intimate foam wash, gentle body wash with herbal extracts and lactic acid, natural deodorant, unscented bamboo wet wipes, and bamboo lotion tissue with aloe vera. The EiVi sub-brand provides everyday organic cotton underwear (bikini briefs, cheeky, boyshort, hiphugger, hipster, sports bra, bralette). Bundled solutions include postpartum recovery kits and travel-ready packs. All products are designed for sensitive skin with dermatological testing (Dermatest® EXCELLENT rating) and Oeko-Tex® certification.

Differentiator

Problem solved

Functional benefit

Brands

• GENIAL: Sub-brand for leak-proof period underwear and related products, including TENCEL™ period panties, menstrual cups (TPE), and sleep shorts.
• EiVi underwear

Products and services

• Organic Pads with FAR-IR ANION Strip Patented organic sanitary pads featuring FAR-IR ANION Strip with tourmaline minerals and silver ions to neutralize bacteria and odors. Multiple absorbency levels including TEENS Mini Light Flow (40ml, 190mm), Regular Flow, and Overnight/Heavy Flow variants.
• Cotton Liners with FAR-IR Anion Strip Eco-certified organic cotton panty liners (155mm) with patented FAR-IR ANION Strip for daily protection against discharge. Made with hypoallergenic cotton/viscose materials.
• Organic Cotton Tampons 100% organic cotton tampons available in REGULAR, SUPER, and SUPER PLUS sizes. GOTS and ICEA certified, hypoallergenic, fragrance-free, non-chlorine bleached, vegan, and individually wrapped in paper.
• TENCEL Leakproof Period Underwear Reusable leak-proof underwear made from TENCEL Modal fibers (twice as soft as cotton). Styles include Brazilian Thong, Sleep Short, Teen Boyshort, Hi-Waist Boyshort, Lace Bikini, Lace Hipster, and Active Bikini. Available in Light, Medium, Heavy, and Super absorbency levels.
• TPE Menstrual Cup Medical-grade TPE menstrual cup (not silicone) designed for women allergic to silicone. Hypoallergenic, recyclable, and includes a Gentle Intimate and Body Wash for cup care.
• Gentle Intimate Foam Wash pH-balanced intimate foam cleanser free from fragrances, sulfates, parabens, and soaps, formulated for sensitive skin and daily intimate hygiene.
• Gentle Intimate and Body Wash with Pump 250ml intimate and body wash with herbal extracts and lactic acid, designed to maintain proper vaginal and body pH balance without irritants.
• Natural Deodorant Natural roll-on deodorant formulated for intimate areas, free from harsh chemicals.
• Unscented Bamboo Wet Wipes Organic bamboo wet wipes that are unscented and travel-friendly, suitable for sensitive skin.
• Bamboo Lotion Tissue with Aloe Vera and Glycerin Ultra-soft lotion tissue made from bamboo with aloe vera and glycerin, 100 pieces per pack, designed for sensitive skin.
• Postpartum Kit Curated postpartum recovery kit including pads, wipes, and intimate care products designed for postpartum healing and comfort, priced at €42.49.
• EiVi Organic Cotton Underwear Sub-brand of organic cotton everyday underwear including Bikini Briefs, Cheeky, High-rise Boyshort, Low-rise Hiphugger, Mid-rise Hipster, and Sports Bra, available in black and ecru colors.
• Organic Cotton Bralette Organic cotton bralette available in black and ecru with lace detailing and narrow straps.

Quantifiable outcome

• 100% of participants reported no skin irritation (redness, chafing, or itching)
• +5 more outcomes

Named customers1 record

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor.

• Red Cross LithuaniaminorOthers · 1 March 2022Humanitarian partnership where Gentle Day donated over 10,000 packages of hygiene products to support Ukrainian women refugees following Russia's invasion of Ukraine. Donation made shortly after the war began in February 2022.
• Lygiai AssociationminorOthers · 1 March 2022Lithuanian women's association Lygiai (lygiai.org/in-english) received hygiene product donations from Gentle Day to support Ukrainian women refugees affected by the war.
• Dr. Stanislava StoreminorChannel Partner/ Reseller/ DistributorAuthorized retailer serving customers in Cyprus and Greece who cannot order directly from gentleday.com. Regional distribution partnership for markets where direct shipping is not available.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Callaly: UK-based innovative period care company offering organic tampons and a subscription model via the 'Tampliner' hybrid product. Comparable on innovation-led organic feminine care and UK/European market presence.
• August: DTC organic period care brand offering pads, tampons, liners and wellness products, primarily in the US market. Comparable as a digitally-native, premium organic feminine care challenger with subscription-driven revenue.
• Saalt: US brand focused on menstrual cups and period underwear, with a sustainability-led proposition. Comparable to Gentle Day's reusable product lines (TPE cup, TENCEL period underwear), with overlapping reusable category strategy.

Broad incumbents

• Libresse / Bodyform (Essity): Essity's flagship feminine hygiene brand (marketed as Libresse, Bodyform, Saba) covering pads, liners, tampons and now organic/'clean' sub-lines. Comparable as the largest European competitor in the same product categories, with significantly greater scale and distribution reach.

Direct peers

• Sckorganic (Sck Organic): Spanish organic feminine hygiene brand offering GOTS-certified organic cotton pads, tampons, and intimate wipes. Directly comparable European peer with overlapping geographic focus (Southern Europe) and similar organic positioning.
• Natracare: UK-based maker of organic cotton and plastic-free period care products (pads, liners, tampons, wipes). Closely comparable to Gentle Day as a specialty organic feminine hygiene brand with similar certifications (e.g., certified organic cotton) and a sustainability-led proposition.
• Cora: Organic menstrual care brand offering pads, liners, tampons, and period underwear with a mission-driven positioning. Comparable on organic product mix and D2C distribution, though primarily North American.
• Organyc: Brand of Corman S.p.A. offering organic cotton pads, panty liners, and tampons. Competes head-to-head with Gentle Day in the organic cotton feminine hygiene category across European and international markets.
• Lola: US-based DTC organic feminine care company offering pads, liners, tampons, and period underwear via subscription. Comparable business model (DTC e-commerce) and organic positioning, though primarily US-focused.
• TOTM (Time of the Month): UK organic period care brand offering certified organic cotton pads, tampons, liners and reusable period underwear. Directly comparable on product range, organic positioning, and target demographic (health-conscious European consumers).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCfvY53Yz0BoQZufVQeYdkCA
• Facebookfacebook.com/gentleday
• Instagraminstagram.com/gentleday_eu
• TikToktiktok.com/@genialday_gentleday
• LinkedInlinkedin.com/company/gentle-day

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Gentle Day