Dignity

Name

Dignity

Legal name

Dignity Ltd

Website

https://dignitynz.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Workplace Period Care

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Period Underwear (CRABAIAG)

akta.pro secondary industries

Menstrual Pads (Reusable/Cloth) (CRABAIAB), Feminine Care Applicators & Accessories (CRABAIAO), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

Keywords

• Workplace period care
• Menstrual health equity
• Period poverty advocacy
• Sustainable period products
• Social enterprise gifting

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Workplace Period Product Subscriptions: B2B subscription model where corporate businesses pay for period product packages for employees. Pricing based on company size with Small Workplace (up to 10 people) at $60+GST and Medium Workplace (up to 20 people) at $100+GST for initial delivery, then tracking usage for ongoing needs.
2. Individual Product Gifting: Direct-to-consumer sales of period products and books through e-commerce storefront. Products include My First Ikura Book ($30), reusable products ($40), and period product boxes ($20) with buy-one-give-one and donation options.
3. Custom Corporate Packages: Large organisations with more than 20 employees receive customised quotes for workplace period care packages with ongoing subscription delivery.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Dignity supplies organic, sustainable period products to New Zealand workplaces through subscription packages (Small, Medium, and Custom sizes). Under a Buy-one, Give-one model, every product purchased for a workplace is matched with an equivalent product gifted free to schools, community groups, women's refuges, and food banks. The company also sells individual gifting items, reusable period products, and a children's book on menstruation.

Product overview

Dignity is a New Zealand-based social enterprise offering a portfolio of period care products and services focused on creating period equity through a Buy-One-Give-One model. The core offering consists of subscription workplace packages (Small, Medium, and Custom sizes) providing organic period products to employers, which are matched with free products gifted to community organisations. Individual gifting options allow direct donations of reusable products, period product boxes, flexible amounts, or educational books. Supporting products include storage canisters for workplace bathrooms. All products feature certified organic materials from partners Oi (pads, tampons, menstrual cups) and AWWA (period underwear).

Differentiator

Problem solved

Functional benefit

Products and services

• Small Workplace Starter Package Subscription package providing organic period products for small workplaces with up to 10 employees. Includes three boxes of Organic Initiative pads and tampons at $60+GST for the first delivery, with usage tracked for ongoing needs. Operates under the Buy-one, Give-one model.
• Medium Sized Workplace Starter Package Subscription package providing organic period products for medium-sized workplaces with up to 20 employees. Includes five boxes of Organic Initiative pads and tampons at $100+GST for the first delivery, with usage tracked for ongoing needs. Operates under the Buy-one, Give-one model.
• Custom Workplace Package Customised period care solution for larger organisations with more than 20 employees. Pricing is based on a customised quote covering organisation size and ongoing needs, with subscriptions delivered on an annual cadence under the Buy-one, Give-one model.
• NGO and Public Spaces Period Product Program Discounted period product programme for non-governmental organisations and community spaces. Includes step-by-step onboarding, trial period, regular deliveries, and Period Positive Community Organisation certification, with custom proposals issued for each partner.
• Give Two Boxes of Period Products Individual gifting option: a one-off $20 donation gifts two boxes of tampons or pads to support two people; an annual $240 subscription supports two people per month (24 people total per year).
• Give One Reusable Product Individual gifting of reusable period products, specifically AWWA period underwear. A one-off $40 provides one reusable product for more than a year; an annual $480 subscription provides 12 reusable products for 12 people for more than a year.
• Dignity NZ Gift Another Amount Flexible donation option allowing individuals to gift any custom amount, with suggested denominations of $10, $25, $50, and $100, to support free period products for people without access.
• Storage Canister Standalone storage canister for organising and dispensing Dignity period products in workplace or public bathroom facilities.
• My First Ikura Book Children's book by Qiane Matata-Sipu (Qiane Matata-Sipu) celebrating a girl's first period through a Māori lens, illustrated by Isobel Joy Te Aho-White. Available in English and Te Reo Māori at $30 per book. Sold individually or as Buy One Give One ($30 includes an additional copy gifted to charity partners).

Quantifiable outcome

• 82% increase in personal support felt by employees at workplaces with Dignity products
• +5 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

22 partnerships are on record, tiered core, flagship and minor.

• FIFA Women's World Cup NZ and Tātaki Auckland UnlimitedcoreStrategic or Co-development Partner · 1 January 2023Collaboration symposium on period equity and sport for FIFA Women's World Cup 2023 legacy program. Dignity spoke at Hine o Te Kura Symposium to break down menstrual equity barriers to participation in sport and education.
• New Zealand Government - Ministry of EducationflagshipStrategic or Co-development Partner · 1 January 2021Government partner implementing Ikura program providing free period products in public schools and kura since June 2021. Dignity advocates for continued government funding and supports schools with sustainable product options.
• AWWA Period CarecoreStrategic or Co-development Partner · 1 January 2020Indigenous owned and female founded partner supplying period underwear made from natural, organic and recycled fibres. BCorp certified. AWWA donates 750 pairs of period underwear to Dignity every quarter. Designed to Give scheme supports community donations.
• EKOScoreStrategic or Co-development Partner · 1 January 2017Climate positive certification partner. Measures and offsets annual emissions, enabling Dignity to achieve carbon positive status for business operations beyond carbon neutrality.
• ANZ Bank of New ZealandflagshipGTM or Marketing Partner · 1 January 2017First major corporate Impact Partner since October 2017. Provides free period products to 9,000 employees through Buy-one, Give-one model. Supports school education programs for girls experiencing period poverty.
• XeroflagshipGTM or Marketing Partner · 1 January 2017Corporate Impact Partner since June 2017 providing period products to approximately 500 employees. Supports community impact through Buy-one, Give-one approach.
• Organic Initiative (Oi)coreStrategic or Co-development Partner · 1 January 2016First and primary product partner since 2016. Oi supplies certified organic tampons, pads, liners, and menstrual cups. Products are biodegradable in 5 years, made from certified organic cotton with bioplastic wrappers from plant starches. Boxes are recyclable with vegetable dye inks.
• Hello PeriodminorStrategic or Co-development PartnerPartner offering sustainable period products designed by people with periods. Products designed to last years, not hours, with focus on quality and comfort.
• SanipodminorStrategic or Co-development PartnerNZ company offering dignified solution to period product disposal through automated, touch-free SaniPod units. Addresses plumbing issues and waste entering waterways.
• WestpaccoreGTM or Marketing PartnerCorporate Impact Partner providing workplace period products as part of diversity and inclusion initiatives.
• PwCcoreGTM or Marketing PartnerCorporate Impact Partner supporting period equity through workplace period product provision.
• SharesiescoreGTM or Marketing PartnerCorporate Impact Partner supporting period equity initiatives.
• FarmlandscoreGTM or Marketing PartnerCorporate Impact Partner supporting Buy-one, Give-one model for period equity.
• SummersetcoreGTM or Marketing PartnerConstruction company partner providing workplace period products to employees.
• AIAcoreGTM or Marketing PartnerInsurance company partner providing workplace period products.
• YellowcoreGTM or Marketing PartnerDigital marketing company partner providing period products to 185 employees since October 2018.
• Silver Fern FarmscoreGTM or Marketing PartnerCorporate Impact Partner in the agricultural sector.
• Fullers360coreGTM or Marketing PartnerTransportation company partner providing period products to customers and employees.
• ZespricoreGTM or Marketing PartnerCorporate Impact Partner in the kiwifruit industry.
• WetacoreGTM or Marketing PartnerCreative company partner supporting period equity.
• SkycoreGTM or Marketing PartnerCorporate Impact Partner.
• CentreportminorGTM or Marketing PartnerPort company partner.

Scale indicators13 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Aunt Flow: US-based social enterprise that supplies free period products to workplaces and schools through a "give one, get one" model, with similar mission-driven B2B distribution and period equity advocacy. Closest comparable to Dignity in terms of customer type, business model, and social impact framing.
• The Period Company: US-based B2B period product company focused on workplace and institutional distribution with a mission to combat period poverty. Comparable to Dignity in serving corporate customers with subscription-style workplace period care.
• AWWA: New Zealand indigenous-owned, female-founded period underwear brand using organic and recycled fibres, BCorp certified. Direct strategic partner of Dignity, supplying period underwear that Dignity distributes to workplaces and gifts to community partners.
• Callaly: UK-based sustainable feminine care company offering organic, reusable, and biodegradable period products through direct-to-consumer and retail channels. Comparable to Dignity in the sustainability-led, organic product positioning and subscription-style offerings.
• Hello Period: New Zealand-based sustainable period product company focused on long-lasting, reusable menstrual products. Listed as a Dignity strategic partner and serves overlapping NZ customers seeking environmentally friendly period care.

Emerging players

• Modibodi: Australian reusable period underwear and leak-proof apparel company. Comparable to Dignity's reusable product category (AWWA period underwear) and overlapping mission of reducing waste from disposable period products.

Regional players

• TOM Organic: Australian certified-organic feminine hygiene brand with a social impact mission. Comparable to Dignity in organic product positioning and sustainability ethos, but operating primarily in the Australian market rather than competing directly in NZ.

Broad incumbents

• Kimberly-Clark: Global CPG company and owner of the U by Kotex feminine care brand. Comparable as a broad incumbent in disposable pads and tampons, representing the mass-market competition that Dignity's organic and sustainable proposition is positioned against.
• Thinx: US-based pioneer in the period underwear category with broader consumer reach and a wider product line including reusable underwear and period-proof activewear. Relevant as an incumbent leader in the same reusable feminine care category Dignity distributes through AWWA.
• Procter & Gamble: Global consumer packaged goods giant and owner of leading feminine care brands Always and Tampax. Relevant as the broad incumbent whose conventional disposable pad and tampon offerings represent the category Dignity is differentiating against with its organic, sustainable positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/_dignitynz
• Xx.com/dignitynz
• Facebookfacebook.com/DignityNZPeriodCare
• LinkedInlinkedin.com/company/dignitynz

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Dignity