What Bettercup does

The Better Company, operating under the brand Bettercup, is a UK-based direct-to-consumer retailer of reusable period care products headquartered in West Sussex. Its core products are the Bettercup menstrual cup, made from 100% medical-grade silicone in two sizes (under 30 / over 30 or post-birth) and available in clear (£20) and blush (£23) variants, and the Better Pad reusable period pad line constructed from GOTS-certified organic cotton with a breathable waterproof base, offered in light, medium and heavy absorbencies at £10 per unit. Supporting offerings include a clothbound Period Planner diary at £24, organic cotton storage bags at £4, and several bundles (Better Pad 3-pack £26, Better Pad 6-pack £48, Ultimate Teen Period Starter Kit £82, One-Of-Each £49, New-To-A-Cup bundle) that combine SKUs at discount.

The company sells exclusively through its own Shopify storefront with self-serve checkout and free UK shipping on orders over £40, supported by How-To-Use guides, FAQ content and organic social media. It has no retail, wholesale or marketplace distribution and no disclosed revenue, headcount or funding. Founder Ruth Marsden anchors a buy-one-give-one social mission in which, for every Bettercup sold, one is donated to a person in need via a partnership with Hamara Hope School, a rural farm school in Zimbabwe where Marsden's sister works. The brand is positioned primarily through earned media, with features in Red, Stylist, The Independent, Glamour, Marie Claire, Evening Standard, Good Housekeeping and ELLE, and holds a 4.9 out of 5 Trustpilot customer rating.

Operationally, the company is a privately held, single-jurisdiction (UK) consumer goods business with no public financials, no disclosed investors, no management team beyond the founder, and no AI, software or data platform components. Its economics are anchored on the high gross margin typical of small-batch silicone and textile consumer goods, offset by donation-related unit costs and a one-time purchase model in which each cup is intended to last several years, limiting repeat purchase frequency per customer.

Name

Bettercup

Legal name

The Better Company

Website

https://the-bettercompany.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Bettercup (The Better Company) is a UK direct-to-consumer retailer of reusable period care products, including medical-grade silicone menstrual cups and GOTS-certified organic cotton pads, sold via a Shopify storefront and supported by a buy-one-give-one donation model.

Ownership category

akta.pro rank

Product category

Reusable Period Care Products

NAICS

Toilet Preparation Manufacturing (32562)

akta.pro primary industry

Menstrual Cups (CRABAIAE)

Keywords

• Reusable period products
• Menstrual cups
• Reusable sanitary pads
• Sustainable period care
• Organic cotton pads

Headquarters

HQ city

West Sussex

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct sales of reusable period care products including menstrual cups, period pads, period planners, and accessories through e-commerce storefront. One-time purchase model with products designed for multi-year use.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Bettercup (The Better Company) designs and sells reusable period care products direct-to-consumer via its own Shopify e-commerce storefront. Its core offerings are the Bettercup menstrual cup in 100% medical-grade silicone (two sizes, clear and blush colors) and Better pad reusable pads in GOTS certified organic cotton (light, medium, heavy absorbencies), with a buy-one-give-one donation model through Hamara Hope School in Zimbabwe.

Product overview

Bettercup (The Better Company) offers a focused portfolio of reusable period care products. The core offerings are the Bettercup menstrual cup (available in clear and blush variants, in two sizes) and the Better pad reusable pads (available in light, medium, and heavy absorbency). Supporting these core products are the Period Planner clothbound diary for cycle tracking, organic cotton storage bags, and various bundle packages that combine products at discounted prices. The company follows a buy-one-give-one social impact model, donating menstrual products to those in need in partnership with Hamara Hope School in Zimbabwe.

Differentiator

Problem solved

Functional benefit

Brands

• Bettercup: Menstrual cup made from 100% medical-grade silicone, available in two sizes (A and B).
• Better Pads
• Period Planner
• Bundles

Products and services

• Bettercup menstrual cup Reusable menstrual cup made from 100% medical-grade silicone, available in clear and blush variants and two sizes (Size A for users under 30; Size B for users over 30 or who have given birth). Designed to be trimmed to fit individual comfort and reusable for years.
• Better pad reusable period pad Reusable period pad made from 100% GOTS certified organic cotton with a breathable, leak-proof base and secure popper wings. Available in light, medium, and heavy absorbencies. Suitable for periods, discharge, incontinence, or post-birth bleeding, including for sensitive skin.
• Period Planner Clothbound 365-day diary planner for tracking menstrual cycle, symptoms, moods, and patterns. Includes info pages on cycle phases, daily symptom lists, smoothie recipes, and personalisation stickers.
• Organic cotton storage bag GOTS certified organic cotton storage bag for storing the Bettercup between uses. Included with each Bettercup purchase.
• Better Pad Bundle (3-pack) Bundle of 3 Better pads in the buyer's choice of absorbency (light, medium, or heavy), priced at £26 (was £30), saving £4 versus individual purchase.
• Better Pad Big Bundle (6-pack) Bundle of 6 Better pads in the buyer's choice of size and absorbency, priced at £48 (was £60), saving £12 versus individual purchase.
• The New-To-A-Cup Bundle Starter bundle designed for first-time menstrual cup users, combining the Bettercup with supportive accessories.
• The One-Of-Each Bundle Bundle containing one of each Bettercup product type, priced at £49 (was £57), offering savings versus individual purchases.
• Ultimate Teen Period Starter Kit Comprehensive period care bundle aimed at teenagers starting their period journey, combining multiple Bettercup products. Priced at £82 (was £104).

Quantifiable outcome

• Products rated 4.9 out of 5 on Trustpilot

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Hamara Hope SchoolcoreStrategic or Co-development PartnerRural farm school in Zimbabwe. For every bettercup sold, The Better Company donates one to a person in need through this school. Founder Ruth's sister helped start the school and now works there, creating a personal connection. This buy-one-give-one model is central to the company's social mission.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Saalt: US-based reusable period care brand selling menstrual cups and reusable pads. Direct competitor spanning both Bettercup's core categories with a similar DTC + subscription model.
• Ruby Cup: Menstrual cup brand also operating a buy-one-give-one model donating cups to schoolgirls in Africa. Closely comparable mission-led positioning and reusable cup category.
• Mooncup: UK-based reusable menstrual cup brand selling medical-grade silicone cups direct to consumers. Direct competitor to Bettercup in the same product category, geography, and DTC channel.
• Pixie Cup: US reusable menstrual cup and period care brand. Direct competitor with subscription and bundle offerings similar to Bettercup's portfolio structure.
• Lunette: Finnish menstrual cup brand with global DTC presence. Direct competitor in reusable silicone cups with similar premium medical-grade positioning.
• Diva International (DivaCup): Canadian menstrual cup brand, one of the largest global reusable cup players. Direct competitor offering a similar medical-grade silicone cup with comparable positioning and DTC + retail distribution.
• OrganiCup: Danish menstrual cup brand distributed across Europe. Direct competitor with similar sustainability positioning and direct-to-consumer e-commerce model.

Broad incumbents

• Cora: Larger US-based period care brand offering organic tampons, pads, and menstrual cups with a social impact mission. Comparable mission-led positioning and overlapping category, but broader product portfolio and more established scale.
• Dame: UK/US reusable period care brand with tampons, pads, and applicators. Comparable sustainability-led DTC brand, but with broader product range and larger retail distribution.
• Rael: US-based period care and feminine wellness brand with pads, tampons, and reusable cups. Comparable direct-to-consumer model with broader category footprint and US retail presence.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mybettercup

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 Bettercup