SHEWEE LTD
Shewee Ltd is a UK-based, privately held consumer-products company founded in 1999 that designs and manufactures reusable stand-to-pee devices and disposable gel urination bags, selling direct-to-consumer and through Amazon and regional partners across 12+ countries.
- Company typePrivate
- Founded1999
- HeadquartersIngleton, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What SHEWEE LTD does
Shewee Ltd is a privately held UK consumer-products company founded in 1999 by Samantha Fountain, headquartered in Ingleton, Carnforth. It designs, manufactures, and sells personal hygiene products that enable women, trans men, and non-binary individuals to urinate while standing. The company is the originator of the world's first commercially available reusable stand-to-pee device and sells a portfolio centered on the hard-plastic Shewee Extreme, the flexible-plastic Shewee Flexi, and the Peebol disposable gel-solidifying urination bag, plus accessories such as dry bags and hand sanitiser. All core products are designed and 100% manufactured in the UK, and the Shewee Extreme carries NATO approval, supporting a secondary military and professional-user segment.
The company operates a direct-to-consumer business model selling primarily through its own e-commerce site (shewee.com) with localized pricing in GBP, USD, and EUR, supplemented by marketplace listings on Amazon (USA, Canada, India, UK) and eBay UK. Dedicated regional partner storefronts in Canada (shewee.ca), Australia and New Zealand (shewee.com.au, shewee.co.nz), and South Africa (shewee.co.za) extend reach across 12+ countries. Unit prices range from roughly £3 to £9 ($5–$15), with bulk discounts available on request, indicating a small-ticket, high-volume consumer retail model rather than enterprise contracting. Marketing is built on PR coverage in major lifestyle and outdoor publications, SEO-driven educational content, and channel partnerships rather than paid acquisition at scale.
The customer base is horizontal and dispersed across outdoor enthusiasts, festival-goers, mobility-impaired and pregnant users, military and emergency-response professionals, and general travelers. The company has no disclosed institutional funding, no disclosed revenue, and operates with 1–10 employees. Strategic emphasis appears to be on extending the product ecosystem (Peebol as a consumable complement to durable devices), widening geographic distribution through partners and marketplaces, and leveraging first-mover brand recognition rather than technology or data advantages.
SHEWEE LTD firmographics
Firmographics- Name
- SHEWEE LTD
- Legal name
- Shewee Ltd
- Website
- https://shewee.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Shewee Ltd is a UK-based, privately held consumer-products company founded in 1999 that designs and manufactures reusable stand-to-pee devices and disposable gel urination bags, selling direct-to-consumer and through Amazon and regional partners across 12+ countries.
- Ownership category
- akta.pro rank
SHEWEE LTD industry classification
Industry- Product category
- Personal Hygiene Devices
- NAICS
- Toilet Preparation Manufacturing (32562), Plastics Bag and Pouch Manufacturing (326111)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Feminine Care Wipes & On-the-Go Hygiene (CRABAIAN)
- akta.pro secondary industry
- Incontinence & Bladder Leak Products (Feminine) (CRABAIAM)
Keywords
Where SHEWEE LTD is headquartered
LocationHeadquarters
- HQ city
- Ingleton
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
SHEWEE LTD business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct Product Sales (E-commerce): One-time purchase of stand-to-pee devices, urination bags, and accessories through the company's own website with global shipping capabilities.
- Marketplace Sales: Sales through Amazon (USA, Canada, India, UK) and eBay platforms, leveraging existing marketplace infrastructure for distribution.
- Regional Partner/Distributor Sales: Products sold through dedicated regional partners in Australia/New Zealand (shewee.co.nz), Canada (shewee.ca), South Africa (shewee.co.za), enabling localized sales and distribution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Shewee Extreme - Hard plastic reusable stand-to-pee device with case |
| Unit Pricing | Pay-as-you-go | Shewee Flexi - Flexible plastic reusable stand-to-pee device (case sold separately) |
| Unit Pricing | Pay-as-you-go | Shewee Flexi + Case - Flexible plastic device with carry case |
| Unit Pricing | Pay-as-you-go | Peebol - Disposable portable urination bags with gel technology |
| Unit Pricing | Pay-as-you-go | Dry Bags and Hand Sanitiser |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels3 records
SHEWEE LTD product offering
Product offeringCore offering
Shewee Ltd designs, manufactures and sells reusable stand-to-pee devices (Shewee Extreme in hard polypropylene and Shewee Flexi in flexible polyolefin) and the Peebol disposable urination bag with gel-solidifying technology, alongside complementary accessories such as dry bags and foam hand sanitiser. Products enable women, trans men and non-binary individuals to urinate standing up without removing clothing, addressing the need for portable, hygienic sanitation in outdoor, travel, festival, medical and field conditions.
Product overview
Shewee Ltd offers a portfolio of personal hygiene products centered around stand-to-pee devices for women, trans men, and non-binary individuals. The core offerings include the Shewee Extreme (hard plastic reusable funnel) and Shewee Flexi (flexible variant), both designed for urinating while standing. The companion Peebol product is a disposable urination bag that converts liquid to odourless gel. Accessories include hand sanitiser and waterproof dry bags. All products are designed and manufactured in the UK, with the original Shewee being the world's first commercially available reusable stand-to-pee device since 1999.
Differentiator
Problem solved
Functional benefit
Brands
- Peebol: A portable, recyclable, and compostable urination bag for everyone. Turns urine into a solid gel in under a minute. Can be used with or without a Shewee device.
Products and services
- Shewee Extreme A reusable stand-to-pee device made from hard solid recyclable polypropylene, weighing 100g and including an attachable extension pipe and carry case. Available in 10 colours and NATO approved for military and field use. Designed for women, trans men and non-binary individuals needing portable standing urination.
- Shewee Flexi A larger flexible version of the original Shewee, made from softer polyolefin, weighing 32g and designed for comfort and adaptability. Includes an extension pipe; carry case sold separately.
- Peebol A unisex disposable urination bag that converts up to 1 litre of urine into a solid, odourless gel in under 60 seconds. Compostable and recyclable, suitable for camping, traffic jams, festivals and emergency situations. Can be used with or without a Shewee device.
- Shewee Dry Bag Black - 2 Ltr A 2-litre black waterproof dry bag for storing Shewee products and keeping them protected from water during outdoor activities.
- Shewee Dry Bag Green - 1 Ltr A 1-litre green waterproof dry bag for storing Shewee products and keeping them protected from water during outdoor activities.
- Shewee Foam Hand Sanitiser (55ml) A 55ml foam hand sanitiser proven to kill Strep A, designed for personal hygiene use after using Shewee products.
Companies that use SHEWEE LTD
Customer profileSegments4 records
Ideal customer profiles4 records
SHEWEE LTD technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
SHEWEE LTD partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Amazon.com (USA)coreShewee products available in the United States via Amazon.com marketplace, enabling US customers to purchase the stand-to-pee devices through the major e-commerce platform.
- Amazon.ca (Canada)coreShewee products available in Canada via Amazon.ca marketplace, providing Canadian customers with easy access to the products.
- Amazon.in (India)minorShewee products available in India via Amazon.in marketplace for Indian customers.
- Shewee.ca (Canada)coreOfficial Canadian retailer for Shewee products, serving as the primary Canadian distributor alongside Amazon.ca.
- Shewee.co.nz (New Zealand) / Shewee.com.au (Australia)coreRegional partners handling distribution and sales for Australia and New Zealand customers.
- Shewee.co.za (South Africa)minorRegional partner for South African market distribution via shewee.co.za.
- eBay UKminorShewee products sold on eBay UK marketplace.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
SHEWEE LTD competitors and assessment
Company assessmentDirect peers
- Whiz (Whiz Freedom): Australian/UK stand-to-pee device brand with similar reusable funnel range and global Amazon distribution; direct competitor to Shewee in the Australasia and UK markets.
- TravelMate: Reusable stand-to-pee funnel sold globally via DTC and Amazon; targets the same travel, camping, and festival segments as Shewee with similar pricing and product form factor.
- GoGirl: US-based stand-to-pee device brand widely sold on Amazon and in retail; competes head-on with Shewee in the same price tier and use cases (outdoor, medical, military).
- pStyle: US maker of reusable stand-to-pee devices for women, including hard-plastic and flexible variants. Closest functional competitor to Shewee Extreme and Flexi with overlapping outdoor and travel customer base.
- Freshette: Long-standing US feminine urination device brand with reusable funnels and disposable bags; comparable to Shewee in target customer (women travelers, outdoor, medical) and product architecture.
Broad incumbents
- The Honey Pot Company: Feminine care brand spanning washes, wipes, and pads sold through major US retailers and DTC; adjacent category that overlaps with Shewee's on-the-go hygiene positioning and female-skewed distribution channels.
- Thinx: Period underwear brand serving women seeking reusable, sustainable hygiene alternatives; comparable DTC, content-marketing, and sustainability-led positioning even though product category differs.
- Diva International (DivaCup): Established reusable feminine hygiene brand (menstrual cup) with strong global DTC and retail distribution; adjacent category that shares Shewee's reusable, sustainable, UK/North America customer base and educational-content marketing playbook.
Emerging players
- Tinkle Belle: Smaller DTC stand-to-pee brand offering reusable funnels with focus on women travelers; overlaps with Shewee's customer segments but at lower distribution scale.
Regional players
- Lil-Lets Group: UK-based feminine hygiene brand with retail and pharmacy distribution across the UK and Europe; adjacent peer with overlapping UK retail presence and feminine care customer base as Shewee.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
SHEWEE LTD social profiles
Digital presenceSHEWEE LTD financial estimates
Financial estimateRevenue estimate
Valuation estimate
SHEWEE LTD leadership team
Management profileNumber of profiles
Profiles1 record
SHEWEE LTD funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SHEWEE LTD M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SHEWEE LTD
What does SHEWEE LTD do?
Shewee Ltd designs, manufactures and sells reusable stand-to-pee devices (Shewee Extreme in hard polypropylene and Shewee Flexi in flexible polyolefin) and the Peebol disposable urination bag with gel-solidifying technology, alongside complementary accessories such as dry bags and foam hand sanitiser. Products enable women, trans men and non-binary individuals to urinate standing up without removing clothing, addressing the need for portable, hygienic sanitation in outdoor, travel, festival, medical and field conditions.
Is SHEWEE LTD a public or private company?
SHEWEE LTD is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SHEWEE LTD founded?
SHEWEE LTD was founded in 1999. It employs 1 to 10 people.
Where is SHEWEE LTD based?
SHEWEE LTD is headquartered in Ingleton, United Kingdom, in the Europe region.
How does SHEWEE LTD make money?
Three revenue lines are on record. Direct Product Sales (E-commerce) is the primary driver. The others are marketplace Sales and regional Partner/Distributor Sales.
Who are SHEWEE LTD's main competitors?
Direct peers on record are Whiz (Whiz Freedom), TravelMate, GoGirl, pStyle and Freshette. Broad incumbents are The Honey Pot Company, Thinx and Diva International (DivaCup). Tinkle Belle is listed as an emerging player. Lil-Lets Group is listed as a regional player.
Does SHEWEE LTD have an API?
No public API is recorded for SHEWEE LTD.
What industry is SHEWEE LTD in?
SHEWEE LTD's product category is Personal Hygiene Devices. Its primary akta.pro industry code is CRABAIAN, Feminine Care Wipes & On-the-Go Hygiene, with a secondary code of CRABAIAM, Incontinence & Bladder Leak Products (Feminine). Its NAICS code is 32562 and its SIC code is 2844.