Juna

What Juna does

JUNA Inc., founded in 2022 in Takasaki, Gunma Prefecture, Japan, is a privately held direct-to-consumer femtech company that designs, produces, and sells the LINGERIENA® line of silk-based intimate apparel and feminine care products. The company operates under the brand positioning "changing sanitary to lingerie," selling washable silk liners (Queen, Princess, Thong Love styles), cloth sanitary napkins, and bundled sets priced between ¥4,400 and ¥27,700 (tax-inclusive). Its core technical differentiation is a proprietary washable silk processing method applied to domestically sourced Gunma Prefecture silk ("Gunma-200"), enabling home laundering while preserving silk's natural warmth retention, moisture absorption/release, breathability, and antibacterial properties. The four-layer product structure (silk-cotton contact layer, breathable waterproof layer, satin, lace) and the LINGERIENA® registered trademark underpin the brand's positioning in Japan's premium femtech segment.

The company monetizes through a hybrid DTC and selective retail model: primary sales flow through its official e-commerce storefront (juna.style), supplemented by 7 authorized retail salon and partner-store locations across Hokkaido, Kanagawa, Gunma, Osaka, and Kyoto, plus partner e-commerce platforms (esse beauty, femiwel, Nirvana, Health Care Gift). Secondary revenue and demand-generation levers include a 2025 product crowdfunding campaign on Campfire (reaching its initial goal in under 10 days with a ¥1,000,000 stretch target), pop-up retail events, and corporate femcare seminars targeting Japanese employers' women's health initiatives. Primary customers are Japanese women aged 30–60 experiencing menstrual discomfort, skin irritation from disposable products, light urinary incontinence, postpartum recovery needs, cold sensitivity, or menopausal symptoms; secondary targets are corporate wellness buyers. All known funding to date is non-equity (a single product crowdfunding round), with no disclosed institutional venture or private equity capital, and revenue is not publicly disclosed.

JUNA has accumulated reputational assets that include four industry recognitions (Femtech Japan 2022 Special Award, Good Design Gunma Encouragement Award 2023, WOMAN's VALUE AWARD Femtech 2024 Personal Award, Women's Business Grand Prix 2026 Finalist Award), a Brand Ambassador program (Natsumi Kawada, "Pre-Menopause Navigator"), a content marketing engine spanning Instagram, blog, and long-form video reviews, and ESG positioning via a donation program to Plan International initiated within six months of launch. The company also maintains an active anti-counterfeit policing effort following the emergence of fraudulent websites reselling its products.

Name

Juna

Legal name

JUNA Inc. (JUNA株式会社)

Website

https://juna.style

Company type

Private

Founded year

2022

Operating status

Operating

Short description

JUNA Inc. is a Japanese femtech company founded in 2022 that designs, manufactures, and sells LINGERIENA®, a premium line of washable silk liners and cloth sanitary napkins made from Gunma Prefecture silk, targeting women aged 30–60 via DTC e-commerce, authorized retail salons, and corporate wellness seminars.

Ownership category

akta.pro rank

Product category

Women's Feminine Care / Reusable Silk Intimate Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

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

akta.pro primary industry

Loungewear (Home Comfort Basics) (CRAAAIAF)

akta.pro secondary industries

Panties & Briefs (CRAAAIAB), Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD), Intimate Washes & Feminine Cleansers (CRABAIAH)

Keywords

• Silk feminine care
• Cloth sanitary napkins
• Reusable menstrual products
• Women's intimate apparel
• Femtech products

Headquarters

HQ city

Takasaki

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales — E-commerce & Retail: JUNA Inc. generates revenue primarily through direct-to-consumer sales of LINGERIENA silk liners, panty liners, and sanitary napkins via its official website (juna.style) and authorized retail salon partners across Japan. Additional revenue flows through partner e-commerce platforms.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Juna designs, manufactures, and sells LINGERIENA-brand reusable silk feminine care products — including silk panty liners (Queen, Princess, Thong Love variants), cloth sanitary napkins, and the Elisabeth line — made from domestic Gunma Prefecture silk with proprietary washable processing. The products are marketed as 'delicate zone lingerie,' repositioning feminine care from disposable necessity to premium self-care, and are sold primarily direct-to-consumer via juna.style, authorized retail salons, and partner e-commerce platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• LINGERIENA Liner Queen Reusable silk panty liner in the Queen variant (elegant presence design) using Gunma Prefecture silk with a 4-layer structure (silk-cotton skin contact, breathable waterproof, satin, and lace); for daily panty liner use, light urinary incontinence, postpartum care, and as a washable alternative to disposable liners.
• LINGERIENA Liner Princess Reusable silk panty liner in the Princess variant (delicate and refined design) made from Gunma Prefecture silk with breathable waterproof layer and lace trim; for women seeking a more refined silhouette for daily intimate wear and gentle skin contact.
• LINGERIENA Liner Thong Love (T-back specific) Reusable silk liner specifically shaped for T-back (thong) underwear, made from Gunma Prefecture silk with the signature LINGERIENA lace design; addresses discomfort, chafing, and coldness reported by T-back underwear wearers.
• LINGERIENA Cloth Sanitary Napkin (布ナプキン)

Quantifiable outcome

• Surface temperature increase of +6.3°C after 15 minutes of wear (self-measured by company using thermography camera)
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered minor and core.

• 信栄商事株式会社 (Shinei Shoji Co., Ltd.)minorStrategic or Co-development PartnerRequested JUNA Inc. to conduct a femcare lecture for female employees of a regional financial institution in Gunma Prefecture. JUNA delivered a talk session titled 'Women's Body Understanding and Self-Care' in partnership with midwife Aiko (おとなりの助産師あいこ).
• おとなりの助産師あいこ (Otonari no Midwife Aiko)minorStrategic or Co-development PartnerMidwife partner who co-presented the femcare corporate lecture with JUNA Inc. at Shinei Shoji's event, contributing expertise in women's physical health and life-stage changes.
• 一般社団法人はcedentフェムメンズクラブ (FEMMENS CLUB)coreGTM or Marketing PartnerFEMMENS CLUB is a key strategic partner for event co-creation and education. JUNA participated in LOVE GIVES LOVE Gathering vol.2 (July 2024) with FEMMENS CLUB's support. FEMMENS CLUB also collaborated on the 'Femmens Lectures' event and co-hosted 'Designing My Life' (December 2025) in Takasaki.
• nirvana_femcare (ニルヴァーナ)minorGTM or Marketing PartnerNirvana Femcare Select Journal collaborated on a 2-day pop-up event with LINGERIENA, introducing the brand to its audience of women focused on feminine care.
• come inside meminorGTM or Marketing PartnerKorean inner perfume brand that collaborated with LINGERIENA on a limited Mother's Day Gift set sold exclusively at feMarché 2026 Spring (April 17–18, LIGHT BOX STUDIO Aoyama, Tokyo). The set combined LINGERIENA's Queen 'Tsukiakari' liner with come inside me's 'PURE ROSE' inner perfume.
• 河村真木子 / Holland Village Members ClubminorGTM or Marketing PartnerJUNA participated in a pop-up event at Holland Village CAFE & LOUNGE in Azabu-Juban (Tokyo), hosted by influencer Makiko Kawamura's online salon. The event was open to the general public and featured multiple lifestyle brands alongside LINGERIENA.
• 一般社団法人はcedentフェムメンズクラブ (FEMMENS CLUB) — フェム男士講座minorStrategic or Co-development PartnerFEMMENS CLUB co-developed and co-hosted a 'Femmens Men's Lecture' where men educated other men about femcare. This educational initiative aimed to engage male partners and allies in feminine health awareness, with JUNA providing LINGERIENA products as part of the crowdfunding return program.
• 森田敦子 / WOMB LABOcoreStrategic or Co-development PartnerFemcare authority Atsuko Morita selected LINGERIENA as one of 4 items in her individual counseling femcare kit at the 'Love Myself! ~Femcare Door Opened~' event (September 20–22, 2024) at Abeno Harukas Kintetsu Main Store, Osaka. JUNA's liner was sold at the WOMB LABO booth.

Scale indicators5 records

Expansion highlights5 records

Direct peers

• GladRags: US-based pioneer of reusable cloth menstrual pads sold direct-to-consumer. Operates in the same reusable cloth pad category as LINGERIENA with a similar D2C e-commerce model, though positioned at a more accessible price point and cotton-based materials versus LINGERIENA's silk premium.
• Lunapads: Canadian reusable cloth pad and menstrual underwear brand. Closely comparable on product mix (cloth pads + period underwear), D2C-led distribution, and brand positioning around sustainable feminine care, though Canadian in origin and cotton-focused rather than silk.
• Hannahpad: Korea-based manufacturer of reusable cloth menstrual pads, one of the most recognized global cloth-pad brands. Directly comparable to LINGERIENA on product category (reusable cloth pads) and target user (women seeking natural/skin-friendly alternatives), though LINGERIENA differentiates on premium silk materials and Japanese craftsmanship.

Broad incumbents

• Thinx: US-based period underwear and reusable feminine care brand. Comparable on the reusable feminine care category and D2C-led brand-building, though Thinx's product format (absorbent underwear) and scale are materially larger than LINGERIENA's silk cloth pads.
• Rael: US/Korea-based clean feminine care brand offering organic cotton pads, tampons, and skincare. Comparable on category positioning (premium, ingredient-conscious feminine care) and D2C-led growth, with broader product range and meaningfully larger scale than Juna.
• Lola: US-based organic feminine care brand selling pads, tampons, and liners via D2C subscription. Comparable on the premium natural feminine care positioning, with broader product portfolio and subscription-driven e-commerce model.

Regional players

• Fermata: Japan-based femtech company providing online consultations and women's wellness products/services. Closest direct Japanese femtech counterpart to Juna in terms of domestic category positioning, although Fermata focuses more on consultation services and is not a product manufacturer.

Emerging players

• Nixit: Canada-based maker of reusable menstrual discs marketed as a premium, body-safe alternative to disposable products. Comparable on the premium reusable feminine care positioning and D2C-led growth model, with a different primary product format (disc vs. cloth pad).
• Saalt: US-based reusable feminine care brand offering menstrual cups, discs, and period underwear. Comparable on the reusable/sustainable feminine care positioning and D2C-led growth, with a different primary product format (cups/discs) than LINGERIENA's cloth pads.
• Dame: UK-based sustainable period products brand offering reusable pads, tampons, and applicators. Comparable on reusable feminine care category and brand-led D2C marketing, with a different product mix and broader European footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/lingeriena.japan

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 Juna