Mool

What Mool does

Mool France is a French direct-to-consumer e-commerce brand operating the mool.fr Shopify storefront, specializing in reusable menstrual protection products. Founded in 2019 and headquartered in Lissieu with order fulfillment from Lyon, the company sells menstrual panties across four flow levels (light, medium, abundant, very abundant) and a size range from 3XS to 8XL, supplemented by menstrual swimwear, thermal and fleece tights, bras, and accessories. Its core technology is a three-layer absorbent fabric — biological cotton inner layer, odor-neutralizing middle layer, and waterproof outer layer — independently laboratory verified and rated to absorb the equivalent of 2–3 tampons for up to 12 hours. The Naya model extends this with a one-size ultra-extensible fit covering S to 4XL.

The business is a Digital Native Vertical Brand (DNVB) selling exclusively through its own website to French consumers, with free shipping over €50, interest-free 3-installment payments, and a first-panty-free promotional offer (code OFFERTE). Revenue is generated primarily through one-time purchases of core products and accessories, plus a monthly subscription service ("L'abonnement Mens(tr)uel") that delivers a new panty each month. Customer segments include routine menstruators, postpartum women, and teenagers experiencing menarche (supported by dedicated products like Volga "My First Periods" and the "My First Rules Box" starter kit). The company has accumulated over 14,000 product reviews and has received earned-media coverage in TF1 and Journal du Net as a French DNVB navigating rising customer-acquisition costs.

Mool has no disclosed funding rounds, no M&A activity, no patents or trademarks on record, and operates with a 1–10 employee headcount. Marketing is digital-first across Facebook, Instagram, and TikTok, supplemented by an email newsletter, content marketing via care guides, and promotional code campaigns. Geographic reach is confined to metropolitan France, and there is no evidence of third-party retail or wholesale distribution.

Name

Mool

Legal name

Mool France

Website

https://mool.fr

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Mool France is a French direct-to-consumer e-commerce brand selling reusable menstrual panties, swimwear, tights, and accessories through its Shopify storefront, serving menstruating, postpartum, and first-period customers across metropolitan France with a proprietary three-layer absorbent fabric.

Ownership category

akta.pro rank

Product category

Reusable Menstrual Underwear

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Period Underwear (CRABAIAG)

akta.pro secondary industries

Panties & Briefs (CRAAAIAB), Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

Keywords

• Reusable menstrual underwear
• Period panties
• Menstrual swimwear
• Postpartum products
• Period protection accessories

Headquarters

HQ city

Lissieu

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Menstrual Protection Products: One-time purchase of menstrual panties, swimwear, and accessories. Products available in various absorbency levels (light, average, abundant, very abundant flow) and sizes from 3XS to 8XL.
2. Monthly Subscription (L'abonnement Mens(tr)uel): Recurring monthly subscription delivering a new panty each month to customers.
3. Accessories and Care Products: Washing fillets, pouches, thermal tights, nipple covers, and other accessories sold as add-on purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Mool designs, sells, and ships reusable menstrual underwear (period panties) built on a proprietary three-layer absorbent fabric, offering multiple models across four flow categories (light, medium, abundant, very abundant) and an extensive size range from 3XS to 8XL. The product range extends to menstrual swimwear, thermal and fleece tights, and care accessories, with fulfillment handled in-house from Lyon, France.

Product overview

Mool is a French brand specializing in menstrual protection products, primarily selling reusable menstrual underwear. The product portfolio centers on a core line of 18 menstrual panty models (Naya, Fjord, Léna, Mississippi, Mackenzie, Columbia, Madeira, Neva, Liao, Niagara, Sana, Volga, Nil, Rhône, Mystery, and Set of 10) offered across four flow categories (light, medium/average, abundant, very abundant) and an extensive size range from 3XS to 8XL. The offering expands into adjacent categories including 3 menstrual swimwear products (Palma, Ibiza, Hawaii), 2 tights options (Thermal, Fleece), and a subscription service for monthly deliveries. Supporting accessories include washing fillet, Morphée waterproof pouch, tote bag, hot water bottle, educational book, nipple covers, bra, and socks. The company operates as a digital-native vertically brand (DNVB) selling directly to consumers through its Shopify-powered e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Menstrual Panties Collection Reusable menstrual underwear with proprietary three-layer absorbent fabric (biological cotton inner, odor-neutralizing middle, waterproof outer), providing up to 12 hours of protection and absorbing the equivalent of 2-3 tampons. Sold to menstruating individuals across France.
• Menstrual Swimwear Reusable menstrual swimwear (one-piece suits and bikini bottoms) with built-in absorbent protection for swimming during periods, available in sizes XS to 4XL.
• Thermal and Fleece Tights Warm transparent thermal tights and fleece-lined tights for cold weather, sold as apparel accessories.
• Monthly Menstrual Subscription (L'abonnement Mens(tr)uel) Subscription service that delivers a new menstrual panty to customers each month on a recurring basis.
• My First Rules Box Starter kit bundle containing a menstrual panty, waterproof pouch, and an educational booklet ('My First Rules') for first-time menstruators, especially teenagers experiencing menarche.
• Care and Carry Accessories Complementary accessories including machine-wash protection bag, waterproof double-pocket carrying pouch, tote bag, dry hot water bottle for cramp relief, educational book on first periods, reusable nipple covers, supportive bra, and branded/fleece socks.
• Set of 10 Panties Bundle Bundle of 10 reusable menstrual panties covering all flow categories (light, medium, abundant), available in sizes from 3XS to 8XL.

Quantifiable outcome

• Up to 12 hours protection per panty
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Saalt: Saalt is a US-based reusable menstrual care brand selling period underwear and cups. It is comparable to Mool on product category and sustainability positioning, and ships internationally.
• Plim: Plim is a French sustainable period underwear brand. It is a direct French-market peer to Mool, with a similar product, sustainability positioning, and direct-to-consumer go-to-market.
• Elia Period Underwear: Elia is a French intimates brand offering period underwear alongside bras and accessories. It competes with Mool in the same French market and on the same core use case.
• Dans Ma Culotte: Dans Ma Culotte is a French DNVB period underwear brand sold via its own e-commerce site. It is Mool's closest French head-to-head competitor, with a similar product, price, and customer profile.

Emerging players

• Ruby Love: Ruby Love is a US period underwear and leak-proof apparel brand with strong direct-to-consumer and subscription motions. It is comparable to Mool on DTC and subscription model, and a relevant reference as Mool scales its monthly subscription.
• Aisle (formerly Lunapads): Aisle is a Canadian reusable menstrual products brand offering period underwear alongside cups and pads. It is comparable to Mool on category and sustainability values, and ships to Europe.

Broad incumbents

• Thinx: Thinx is the global category-defining period underwear brand. It is the primary benchmark for Mool's reusable menstrual panty offering, with a far larger product range, multi-channel distribution, and significant brand awareness, but higher price points and less inclusive sizing.
• Modibodi: Modibodi is an Australia-founded reusable period and leak-proof underwear brand selling globally. It is a direct comparable to Mool on product technology, with broader size coverage and a B2B institutional sales motion that Mool is only beginning to develop.
• Knix: Knix is a Canadian intimates and leak-proof underwear brand. It overlaps directly with Mool on period underwear and bras, with a much broader intimates catalog and an active subscription model.

Regional players

• Bloomera: Bloomera is a French organic and eco-friendly period underwear brand. It competes with Mool in the same French market with comparable product positioning around sustainability and natural materials.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• Instagraminstagram.com/mool_titude
• TikToktiktok.com/@mooltitude
• LinkedInlinkedin.com/company/mool-underwear

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 Mool