Scarlet Period

What Scarlet Period does

Scarlet Period is an Australian, independently owned direct-to-consumer period care company headquartered in Melbourne, founded by CEO Jo Barry, who built the business around her own experience with stage-four endometriosis, adenomyosis, and related pelvic pain. The company sells a comprehensive period care portfolio exclusively through its own Shopify storefront at scarletperiod.com, with no third-party retail distribution. Core products include six styles of reusable period underwear (Invisible Thong, G-String, Bikini Brief, High-Waist Brief, High-Waist Pocket Brief, and Boyshort) spanning super-light to heavy absorbency, plus a period cup, period swimwear (Swim Brief and Swim Short), and bath/body accessories.

The technology stack is primarily physical-product engineering: period underwear uses multi-layer leak-proof gussets (wicking layer, absorption layer, PUL/polyester containment) with PFAS-free construction and GOTS-certified organic cotton on most underwear SKUs; period swimwear adds a waterproof inner layer that contains menstrual fluid while blocking external water. The differentiator is the rae sub-brand: a USB-rechargeable, wireless wearable heat pad with three heat settings (low 5+ hours, medium 3 hours, high 50°C for 2+ hours), weighing 270g, certified to RoHS, RCM, and IP54, and designed to pair with the High-Waist Pocket Brief that has a discreet built-in pocket for hands-free heat therapy. The rae device won Good Design Award Best in Class: Consumer Electronic Product of the Year in 2025.

Revenue is generated entirely through one-time online purchases priced in AUD (with local-currency conversion for international customers), with bundle discounts of 8-19% to drive larger basket sizes. The brand ships to 50+ countries with free AU shipping over $80 and offers a 30-day risk-free trial on underwear. The customer base is 100% individual consumers, segmented primarily as general menstruators and secondarily as endometriosis/adenomyosis patients and sustainability-focused buyers. Marketing is content-first, centered on the Scarlet Journal blog, Instagram, TikTok, PR coverage in Vogue, Marie Claire, Refinery29, and Harper's Bazaar, and user-generated content via Judge.me reviews, which aggregate to a 4.91/5 brand rating.

Name

Scarlet Period

Legal name

Scarlet

Website

https://scarletperiod.com

Company type

Private

Operating status

Operating

Short description

Scarlet Period is an Australian, independently owned direct-to-consumer brand selling reusable period underwear, the rae wireless wearable heat pad, period swimwear, menstrual cups, and body care accessories, serving menstruators globally via its own Shopify storefront shipping to 50+ countries.

Ownership category

akta.pro rank

Product category

Period Care / Feminine Hygiene Products

NAICS

Toilet Preparation Manufacturing (32562), Soap and Cleaning Compound Manufacturing (32561)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRABAIAG

Period Underwear

Consumer Products & Retail/Beauty & Personal Care/Feminine Care

SECONDARYCRABAIAJ

Menstrual Pain Relief & Period Care Supplements

Consumer Products & Retail/Beauty & Personal Care/Feminine Care

SECONDARYCRABAIAH

Intimate Washes & Feminine Cleansers

Consumer Products & Retail/Beauty & Personal Care/Feminine Care

Keywords

• Period underwear
• Wearable heat therapy
• Menstrual care products
• Reusable feminine hygiene
• Period swimwear

Headquarters

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of individual period care products including period underwear, wearable heat pads, period cups, and accessories. Products are physical goods sold at fixed price points with bundle discounts for multi-item purchases. No subscription component; customers repurchase as items wear out.
2. Bundle Sales: Curated product bundles offering 8-19% savings compared to individual purchase. Sets include period underwear bundles (Sleep Easy, First Flow, Heavy Days, Sultry Days), heat + underwear combinations (Comfort Set, Power Pair, Self-Care Super Set), and cross-category bundles (Take Care Set, Go With The Flow).

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Scarlet Period designs and sells reusable period care products directly to consumers, including six styles of PFAS-free and GOTS organic cotton period underwear spanning super-light to heavy absorbency, the rae USB-rechargeable wireless wearable heat pad, leak-proof period swimwear, reusable menstrual cups, and supporting bath/body and travel accessories. The products are sold as individual units and curated bundles, with the rae heat pad designed to pair with a dedicated pocketed pair of underwear for hands-free period pain relief.

Product overview

Scarlet Period is an Australian, independently owned company offering a comprehensive period care ecosystem centered on reusable, PFAS-free products. The core portfolio centers on period underwear (six styles spanning super-light to heavy absorbency: Invisible Thong, G-String, Bikini Brief, High-Waist Brief, Pocket Brief, and Boyshort) and the rae Wearable Heat Pad, a USB-rechargeable wireless heat device that pairs with the specially designed Pocket Brief. The product line extends to period swimwear (Swim Brief, Swim Short), menstrual cups, and body care accessories (Magnesium+ Spray, Bubble Bath, Daily Cleansers), complemented by laundry and travel accessories. All products are independently lab-tested and PFAS-free. The company also offers numerous bundle sets combining multiple products for various flow needs and use cases, providing savings of 8-19%.

Differentiator

Problem solved

Functional benefit

Brands

• rae: Wireless wearable heat pad designed for period and pelvic comfort on the go. USB-rechargeable, three heat settings up to 50°C, 5+ hours battery life on low setting. Made from soft food-grade silicone.

Products and services

• rae Wearable Heat Pad USB-rechargeable wireless heat pad designed for period and pelvic pain relief, with three heat settings up to 50°C, flexible wings, splash-proof food-grade silicone construction, and up to 5+ hours battery life on low setting. Pairs with Scarlet's High-Waist Pocket Brief for hands-free wear.
• Period Boyshort Full-coverage period underwear for heavy flow and overnight use, made from 95% GOTS Organic Cotton with 5% Spandex and a quick-dry polyester/PUL leak-proof gusset. Holds up to 7 teaspoons (approximately 4 regular tampons).
• Period Bikini Brief Mid-rise period underwear available in light (3 teaspoons) and moderate (5 teaspoons) absorbency levels. Made from 95% GOTS Organic Cotton with quick-dry leak-proof gusset.
• High-Waist Period Brief High-waisted period underwear for moderate flow days. Made from 45% Modal, 45% Cotton, 10% Spandex blend with polyester/PUL leak-proof gusset. Holds up to 5 teaspoons (approximately 3 regular tampons).
• Period G-String Thong-style period underwear for light flow days with no visible panty lines. Made from 95% GOTS Organic Cotton with 5% Spandex. Holds approximately 2 regular tampons' worth.
• Period Invisible Thong Seamless thong for super light flow, spotting, and discharge. Made from 76% Polyamide and 24% Elastane with 360-degree stretch for a smooth, discreet fit under any clothing.
• High-Waist Pocket Period Brief High-waisted period underwear with a discreet built-in pocket designed to securely hold the rae Heat Pad. Made from 95% GOTS Organic Cotton with polyester/PUL gusset. Available in Light-Moderate and Moderate-Heavy absorbency.
• Period Swim Brief High-waisted leak-proof swimwear for light to moderate period days. Made from 90% recycled polyester and 10% spandex with quick-dry gusset. Holds approximately 1 tampon's worth. Multi-layered absorbency plus waterproof inner layer prevents water ingress and leakage.
• Period Swim Short High-waisted leak-proof surf/swim shorts for light to moderate days. Made from recycled ribbed polyester fabric with quick-dry gusset. Holds approximately 1 tampon's worth.
• Period Cup Reusable menstrual cup available in two sizes (Regular and Large) and two colors (Red and White). Medical-grade silicone, provides up to 8 hours of leak-free protection.
• Magnesium+ Spray Topical magnesium spray infused with lavender and arnica, designed to soothe muscles and support relaxation during period discomfort.
• Magnesium Soothing Sud Bubble Bath Magnesium-infused bubble bath designed to soothe and relax during period days.
• Daily Intimate Cleanser (Scented) pH-balanced, allergen-free intimate cleanser with light natural scent, designed for daily use.
• Daily Intimate Cleanser (Unscented) pH-balanced, allergen-free intimate cleanser without scent, designed for sensitive skin daily use.
• Mesh Underwear Laundry Bag Lightweight mesh delicates washing bag designed to protect period underwear, activewear, and lingerie during laundry cycles.
• Waterproof Toiletry Bag Waterproof bag designed for storing wet swimwear and period underwear during travel.
• Period Cup & Hand Wash Specialized hand wash cleanser designed for cleaning period cups.

Quantifiable outcome

• Save up to $1080 over five years compared to disposable pads and tampons
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Rael: US/Korean period care brand spanning period underwear, menstrual cups, pads, and skincare; comparable in DTC-led, design-forward positioning and broad reusable feminine care range.
• Lunapads: Canadian reusable menstrual products company selling period underwear, cloth pads, and menstrual cups; closely comparable in reusable category, sustainability positioning, and DTC model.
• Modibodi: Australian-founded period underwear and reusable leak-proof apparel brand; closest direct competitor by geography, category (period underwear, swimwear), and target customer (people who menstruate). Significantly larger scale with retail distribution.
• Saalt: US-based DTC brand selling period underwear and menstrual cups with sustainability and donation-driven positioning; competes in the same reusable feminine care category with overlapping SKU mix.
• Thinx: US-based pioneer of period underwear offering reusable undergarments and activewear across absorbency levels; directly comparable product category, target customer, and DTC-led go-to-market.
• Ruby Love: US-based period underwear and leak-proof apparel brand covering light to heavy flows and activewear; comparable product mix and target customer in the reusable feminine care category.
• Knix: Canadian intimates and period underwear brand offering leak-proof undergarments, bras, and activewear; directly comparable product portfolio, target customer, and DTC-plus-retail GTM.

Regional players

• Tom Organic: Australian organic feminine care brand offering tampons, pads, and liners; comparable in Australian market, organic positioning, and DTC distribution, though focused on disposables rather than reusable underwear.

Emerging players

• August: Emerging period underwear brand focused on leak-proof undergarments with sustainability positioning; comparable DTC brand targeting similar menstrual-care customer with overlapping product line.

Broad incumbents

• Lume: US personal care brand spanning deodorant, body wash, and intimate hygiene products; comparable in DTC-led feminine hygiene adjacent category and brand-led content marketing, though not focused on reusable period care.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@ScarletPeriod
• Facebookfacebook.com/ScarletPeriod
• Instagraminstagram.com/scarlet_period
• TikToktiktok.com/@scarletperiod
• Pinterestpinterest.com.au/scarletperiod

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 Scarlet Period