Smoon
Smoon is a French DTC brand selling reusable menstrual underwear and adjacent intimate apparel (panties, swimwear, sportswear, teen, and postpartum lines) built on a proprietary 3-layer absorbent technology, distributed online and through retailers such as Etam and Monoprix.
- Company typePrivate
- Founded2018
- HeadquartersParis, France
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Smoon does
Smoon is a French consumer brand specializing in reusable menstrual underwear and adjacent intimate apparel. Its core product is a washable menstrual panty built on a proprietary 3-layer absorbent technology (draining layer, absorbent core, waterproof membrane), with additional lines covering swimwear, sportswear, maternity/postpartum, and a dedicated teen range (including a 'One Size' fit for ages 10-16 and a First Period Kit). Manufacturing is based in Tunisia using French and Italian-sourced materials, and products carry OEKO-TEX STANDARD 100 and REACH certifications.
The company sells primarily through a direct-to-consumer e-commerce site, with pricing on individual items ranging from approximately €19.99 to €98 and bundles priced €155 to €202. Distribution has been broadened through wholesale partnerships with Etam, Monoprix, Manor, and Di!, and the brand ships to roughly 70 countries across Europe, North America, and parts of Asia. Institutional credibility is supported by official partnerships with the French Swimming Federation (FFN) and the French Boxing Federation, positioning Smoon in athletic use cases.
The business model is a standard specialty DTC apparel model with growing omnichannel retail exposure. Smoon is privately held with no disclosed external funding rounds, and there are no public revenue, headcount, or valuation figures in the available source material. The strategic posture over the observed period reflects category, channel, and geographic expansion from a French base into a broader European and international footprint.
Smoon firmographics
Firmographics- Name
- Smoon
- Legal name
- Smoon
- Website
- https://smoon-lingerie.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Smoon is a French DTC brand selling reusable menstrual underwear and adjacent intimate apparel (panties, swimwear, sportswear, teen, and postpartum lines) built on a proprietary 3-layer absorbent technology, distributed online and through retailers such as Etam and Monoprix.
- Ownership category
- akta.pro rank
Smoon industry classification
Industry- Product category
- Menstrual Underwear
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Women's, Misses', Children's & Infants' Undergarments (2340)
- akta.pro primary industry
- Period Underwear (CRABAIAG)
- akta.pro secondary industry
- Menstrual Pads (Reusable/Cloth) (CRABAIAB)
Keywords
Where Smoon is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
Smoon business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: The primary revenue stream is direct-to-consumer sales through the company's e-commerce website, with products shipped directly to customers across Europe and internationally.
- Wholesale to Retail Partners: Products sold wholesale to retail partners including Etam, Monoprix, Manor (Switzerland), and Di! (Belgium), and independent resellers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single product purchases - menstrual panties |
| Unit Pricing | Pay-as-you-go | Menstrual swimwear |
| Unit Pricing | Pay-as-you-go | Bundle and pack options |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels5 records
Smoon product offering
Product offeringCore offering
Smoon designs, manufactures, and sells reusable menstrual underwear, swimwear, and sportswear with integrated three-layer absorbent technology. Its product range covers menstrual panties for light to very heavy flow (1-6 tampons capacity), period swimwear for beach and pool, technical sportswear (shorts, leggings, cycling shorts), and specialized lines for teens and postpartum women. Products are washable and reusable for 2-3 years, OEKO-TEX STANDARD 100 certified, and made with French and Italian REACH-certified materials manufactured in Tunisia.
Product overview
Smoon is a French menstrual underwear brand offering a comprehensive portfolio of reusable, washable menstrual protection products. The core offering consists of menstrual panties in multiple absorbency levels (light/medium/heavy/very heavy flow), menstrual swimwear for beach and pool, and technical sports clothing with integrated menstrual protection. The product range includes specialized lines for teens (ages 10-16) with age-appropriate cuts and sizing, maternity/postpartum nursing products, and customizable pack options. The technology is based on 3-layer ultra-fine materials with a draining layer, absorbent core, and breathable waterproof membrane, all seamlessly constructed. All products are OEKO-TEX STANDARD 100 certified and manufactured in Tunisia using French and Italian materials.
Differentiator
Problem solved
Functional benefit
Brands
- Séléné: Microfiber menstrual panties for medium flow
- Artémis
- Hécate
- Aphrodite
- Héméra
- Hestia
- Hébé
- Lucina
- Phébé
- Érato
- Libra
- Lyra
- Demeter
- Astéria
- Hersé
- Amphitrite
- Brizo
- Ligie
- Néréides
- Naiades
- Ourania
- Océanides
- Cyrène
- Clio
- Uranie
- Hydriades
- Leucosie
- Doris
- Calliope
- Cybele
- Aphaia
- Héléades
- Cyané
Products and services
- Menstrual Panties (Adult) Reusable microfiber and cotton menstrual panties for adult women in multiple absorbency levels (light, medium, heavy, very heavy flow), available in various cuts (string, panties, shorty, high-waist, boxers) and colors. Absorbs 15-58ml of fluid for up to 12 hours using a seamless three-layer construction with waterproof breathable membrane.
- Menstrual Swimwear Reusable menstrual swimwear in one-piece and two-piece styles (swim bottoms, swimsuits, shaping swim briefs) for beach and pool use. Uses the same three-layer absorbent technology as panties, with chlorine-resistant materials for pool swimming and OEKO-TEX STANDARD 100 certification (CQ1285/2). Available in multiple cuts and colors.
- Menstrual Sportswear Menstrual-protective sportswear for active daily wear and intense sports, including period shorts (Demeter), menstrual cycling shorts (Astéria), and period leggings (Hersé). Designed for running and high-impact activities with leak-proof, seamless protection.
- Teen Menstrual Products Menstrual panties, boxers, and swimwear designed specifically for teen morphology (ages 10-16), featuring narrower hip and thigh proportions and ultra-stretchy One Size designs that adapt from ages 10 to 16. Includes medium, heavy, and very heavy flow variants.
- Postpartum and Nursing Products Reusable nursing pads (Cybele) and nursing bras with integrated breast pads (Aphaia) for postpartum and breastfeeding women. Supports postpartum bleeding, light urinary leakage, and breastfeeding-related absorbency needs.
- First Period Kit Bundled starter kit for teens experiencing their first period, including one One Size menstrual brief, a storage pouch, and an educational game designed to teach about menstruation.
- Menstrual Panty Bundles and Custom Packs Pre-configured multi-pack bundles and customizable build-your-own packs combining multiple menstrual panties at discounted prices, including 3-packs, full packs of 5, weekly packs of 7, and Discovery duos.
Quantifiable outcome
- Medium flow panties absorb up to 30ml (equivalent to 2 tampons)
- +3 more outcomes
Companies that use Smoon
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Smoon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Smoon partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- French Swimming Federation (FFN)coreOfficial partner of athletes, providing menstrual swimwear, clothing, and underwear designed to absorb and protect without compromise. Collaborations include awareness campaigns for more inclusive sports practice. Products certified for competitive swimming use.
- French Boxing FederationcoreOfficial partner supporting female boxers with innovative gear that combines comfort, technology, and performance. Partnership focuses on breaking taboos around menstruation in sports and awareness campaigns.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Smoon competitors and assessment
Company assessmentDirect peers
- Aisle: Canadian brand (formerly Lunapads) pioneering reusable menstrual products including period underwear, pads, and cups. Comparable sustainability-led positioning and reusable-product economics.
- Thinx: US-based period underwear pioneer and category leader offering reusable menstrual panties, swimwear, and athletic lines. Most direct comparable in product range, target customer, and go-to-market model.
- Speax by Thinx: Athletic-focused period underwear sub-brand from Thinx targeting sport and active wear. Directly comparable to Smoon's sport and swim lines with similar high-impact use cases.
- The Period Company: US-based DTC period underwear brand offering leakproof panties with flow-level segmentation. Comparable mid-premium price positioning and direct-to-consumer focus.
- Knix: Canadian intimates and period underwear brand with broad product portfolio including leakproof underwear, bras, and activewear. Highly comparable DTC business model with overlap in flow-level segmentation and premium pricing.
- Modibodi: Australian reusable period and leakproof apparel brand offering panties, swimwear, activewear, and maternity products. Directly comparable multi-segment strategy and product breadth.
- Ruby Love: US-based leakproof apparel brand offering period underwear, swimwear, and maternity products. Comparable multi-segment strategy targeting women across lifecycle stages.
- Wuka: UK-based period underwear brand with comprehensive flow-level offerings and sustainability positioning. Closely comparable European-market peer with similar DTC focus.
- Saalt: US-based menstrual care brand offering period underwear alongside cups and discs. Comparable premium positioning with emphasis on leak protection and sustainability.
Broad incumbents
- Etam: Major French intimates retailer that is simultaneously a Smoon wholesale partner and an intimates brand operator. Comparable as a French intimate apparel incumbent with overlapping customer base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Smoon social profiles
Digital presenceSmoon compliance and trust
Trust signalCompliance2 records
Smoon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smoon leadership team
Management profileNumber of profiles
Smoon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smoon 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 Smoon
What does Smoon do?
Smoon designs, manufactures, and sells reusable menstrual underwear, swimwear, and sportswear with integrated three-layer absorbent technology. Its product range covers menstrual panties for light to very heavy flow (1-6 tampons capacity), period swimwear for beach and pool, technical sportswear (shorts, leggings, cycling shorts), and specialized lines for teens and postpartum women. Products are washable and reusable for 2-3 years, OEKO-TEX STANDARD 100 certified, and made with French and Italian REACH-certified materials manufactured in Tunisia.
Is Smoon a public or private company?
Smoon is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Smoon founded?
Smoon was founded in 2018. It employs 1 to 10 people.
Where is Smoon based?
Smoon is headquartered in Paris, France, in the Europe region.
How does Smoon make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale to Retail Partners.
Who are Smoon's main competitors?
Direct peers on record are Aisle, Thinx, Speax by Thinx, The Period Company, Knix, Modibodi, Ruby Love, Wuka and Saalt. Etam is listed as a broad incumbent.
Does Smoon have an API?
No public API is recorded for Smoon.
What industry is Smoon in?
Smoon's product category is Menstrual Underwear. Its primary akta.pro industry code is CRABAIAG, Period Underwear, with a secondary code of CRABAIAB, Menstrual Pads (Reusable/Cloth). Its NAICS code is 3159 and its SIC code is 2340.