PLASTFREE
PLASTFREE is a UK-based direct-to-consumer e-commerce brand selling organic, biodegradable, plastic-free menstrual hygiene products through Shopify, Amazon, 597 UK pharmacies, ethical marketplaces, and international partners in Denmark, Dubai, and Canada, founded in 2019 by Abi and Anushka Mukherjee.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What PLASTFREE does
PLASTFREE is a UK-based direct-to-consumer e-commerce brand that designs, markets, and distributes organic, biodegradable menstrual hygiene products. Founded in November 2019 in Surrey by entrepreneurs Abi and Anushka Mukherjee, the company targets eco-conscious consumers seeking plastic-free alternatives to conventional sanitary products, along with adjacent use-case segments including heavy bleeders, postpartum/maternity users, young girls entering their first period, and refugee and period-poverty beneficiaries. The brand portfolio spans organic cotton sanitary pads (Regular, Large, Night, and Maternity variants), organic cardboard-applicator tampons (Regular and Super), and organic cotton daily liners, plus accessory offerings including a 99p Trial Pack, a handmade Period Pouch bag, and a First Period Kit.
The core technology centers on organic cotton sourced from GOTS-certified USA farmers and manufactured in an FDA-approved facility, with proprietary absorbent core technology certified by SGS to deliver five times the absorbency of leading brands (220ml-500ml), a double-wing pad design for leak prevention during movement and sleep, and a cotton-veil tampon construction that prevents fiber shedding. All product layers are designed for biodegradability (organic cotton top sheet, plant-based adhesive, biodegradable core and backsheet, no plastic wrappers), in contrast with conventional pads that contain roughly 90% plastic and persist 500-800 years in landfill. The company holds four material certifications (SGS absorbency, GOTS organic cotton, Vegan Trademark, MSL microbiological) and was a Top 12 Finalist in the 2022 Health & Wellbeing Awards.
PLASTFREE operates a hybrid go-to-market combining Shopify direct-to-consumer e-commerce with Amazon and ethical marketplace listings (Wearth London, Creoate, Faire), wholesale distribution to 597 UK pharmacies and 6 UK hotels, plus international partners in Denmark (wholesale), Dubai (partner), and Canada. Pricing is structured around single boxes at £2.49, multipacks of 12-24 boxes offering up to £10 in savings (lifetime-customer value plays), a 99p Trial Pack to reduce entry friction, and a £2.99 Period Pouch accessory with 100% of profit donated to charity. Revenue is one-time purchase only at present, with subscription explicitly identified as a future-state capability. The company is bootstrapped and founder-owned, with no institutional investment disclosed, and operates a small core team supplemented by brand ambassadors including Miss England 2020-21 Bhasha Mukherjee and Poppy Gerrard. Cause partnerships (Danish Refugee Council flagship, Calcutta Rescue, We Do Ethical) and a stated 10% profit donation to period-poverty and environmental causes underpin the brand's social-impact positioning.
PLASTFREE firmographics
Firmographics- Name
- PLASTFREE
- Legal name
- PLASTFREE
- Website
- https://plastfree.co.uk
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- PLASTFREE is a UK-based direct-to-consumer e-commerce brand selling organic, biodegradable, plastic-free menstrual hygiene products through Shopify, Amazon, 597 UK pharmacies, ethical marketplaces, and international partners in Denmark, Dubai, and Canada, founded in 2019 by Abi and Anushka Mukherjee.
- Ownership category
- akta.pro rank
PLASTFREE industry classification
Industry- Product category
- Menstrual Hygiene Products
- NAICS
- Sanitary Paper Product Manufacturing (322291)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Menstrual Pads (Disposable) (CRABAIAA)
- akta.pro secondary industries
- Flexibles for Hygiene & Medical (Sterile Barrier, Wound Care, Diaper Backsheets) (IMALABAK), Compostable & Bio-Based Flexible Packaging (PLA, PHA, Cellulose Films) (IMALABAO)
Keywords
Where PLASTFREE is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
PLASTFREE business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct Product Sales: One-time purchase model for sanitary pads, tampons, liners, and maternity products. Products sold in individual units, boxes, and bulk multipacks. Consumable product requiring regular repurchase. Subscription potential not yet implemented but possible future model
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Trial Pack - Entry level product |
| Unit Pricing | Pay-as-you-go | Single Box Products |
| Unit Pricing | Pay-as-you-go | Multipack Bulk Offers |
| Unit Pricing | Pay-as-you-go | Period Pouch - Accessory |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels7 records
PLASTFREE product offering
Product offeringCore offering
PLASTFREE designs, manufactures, and sells organic, biodegradable, plastic-free menstrual hygiene products including sanitary pads (Regular, Large, Night, Maternity), cardboard applicator tampons, and daily liners made from GOTS-certified organic cotton. Products are sold via direct-to-consumer Shopify store, Amazon, ethical marketplaces, and through physical retail in 597 UK pharmacies and 6 hotels, with international wholesale in Denmark and Dubai.
Product overview
PLASTFREE offers a portfolio of organic, plastic-free menstrual hygiene products designed to address period pollution. The core product line includes sanitary pads in Regular, Large, Night, and Maternity variants—all featuring organic cotton construction, double-wing designs, and certified five-times-higher absorbency than leading brands. Complementing the pad range are organic cardboard applicator tampons (Regular and Super sizes) and organic cotton daily liners. The product ecosystem is extended through accessory offerings including a Trial Pack for product sampling, a Period Pouch Bag (handcrafted in India with charitable proceeds), and a First Period Kit designed for young girls. All products emphasize biodegradability, vegan-approved materials, and sustainable packaging using recycled paper boxes.
Differentiator
Problem solved
Functional benefit
Products and services
- Organic Sanitary Pads (Regular)
Quantifiable outcome
- 5x more absorbent than leading brands (220ml-500ml certified by SGS)
- +3 more outcomes
Companies that use PLASTFREE
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles3 records
PLASTFREE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
PLASTFREE partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, minor and core.
- Danish Refugee Council (DRC)flagshipOfficial brand partnership with Danish Refugee Council for 'That Time of the Month' campaign supporting women and girls in the world's largest refugee camp at Cox's Bazar, Bangladesh. Plastfree donates 5p for every product sold. DRC provides bathing facilities, menstruation education to women and men, and funds reusable sanitary pads, soap, and water access for approximately 1.8 million displaced people (half women and girls). DRC operates in 40 countries, founded in Denmark in 1956, with 9,000 staff and 7,500 volunteers.
- Anki Buki (Aditi)minorCollaboration with Kolkata-based artist Aditi (founder of Anki Buki) for branded merchandise and artisan products. Founder Anushka has personal admiration for the designer's passion and talent, creating organic, natural aesthetic that aligns with brand values.
- Calcutta RescuecoreCharity partner in India based in Kolkata (hometown of founders Abi and Anushka). Monthly pad donations to children and women in Kolkata slums. Collaboration on handicraft project to generate employment for disabled and elderly workers who hand-stitch Period Pouches. 100% of Period Pouch sales profit goes back to the charity for pad distribution in slums.
- We Do EthicalminorTree planting partnership established in 2021 to offset carbon emissions and work towards carbon neutrality. Trees planted in Africa using 1% of profits.
- Miss England Team / NHS PartnershipminorCollaboration with Miss England organization to donate to NHS during COVID pandemic. Included partnership with Brand Ambassador Bhasha Mukherjee (Miss England 2020-21, NHS Doctor) and Plastfree Eco Queen Poppy Gerrard (Miss England 2021).
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
PLASTFREE competitors and assessment
Company assessmentDirect peers
- Organyc: 100% organic cotton feminine hygiene range (pads, panty liners, tampons) with the same biodegradable, plastic-free certification story as PLASTFREE, sold in European and global retail.
- Lola: Organic cotton tampons, pads, and liners sold direct-to-consumer with a subscription model. Same eco-conscious target consumer, similar biodegradable product positioning, and DTC e-commerce-first approach.
- Rael: Clean, organic cotton pads, tampons, liners, and menstrual care products sold DTC and via retail. Highly comparable product range, sustainability story, and target demographic (conscious female consumers).
- Natracare: UK-originated pioneer in organic cotton feminine hygiene (pads, tampons, liners, incontinence). Closest direct competitor to PLASTFREE with the same plastic-free, GOTS-certified positioning and UK/global retail presence.
- Cora: Certified organic cotton tampons, pads, and liners sold via DTC subscription and retail. Comparable plastic-free/sustainable proposition, period poverty donation model, and DTC-led GTM targeting eco-conscious women.
- Yoppie Beauty: Organic and natural period care brand offering pads, tampons, liners, and period supplements via subscription. Direct subscription/DTC competitor in the eco-conscious feminine care category.
- DAME: UK-based sustainable period care brand offering organic pads, tampons, and reusable applicators. Direct UK-headquartered competitor with similar sustainability narrative and DTC-plus-retail distribution.
- The Honey Pot: Plant-based and clean feminine care brand offering pads, tampons, liners, and washes. Comparable plant-derived, chemical-free positioning in the same menstrual hygiene category.
Broad incumbents
- Edgewell Personal Care (Carefree / Playtex): Large listed CPG company owning mass-market feminine care brands (Carefree, Playtex, o.b.). Broad incumbent now adding organic/sustainable product lines, representing the competitive ceiling PLASTFREE must scale against.
Emerging players
- Saalt: Reusable menstrual cups, discs, and period underwear with a sustainability-led proposition. Adjacent plastic-free menstrual category player targeting the same eco-conscious consumer with a different product format.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
PLASTFREE social profiles
Digital presencePLASTFREE compliance and trust
Trust signalCompliance4 records
PLASTFREE financial estimates
Financial estimateRevenue estimate
Valuation estimate
PLASTFREE leadership team
Management profileNumber of profiles
Profiles2 records
PLASTFREE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PLASTFREE 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 PLASTFREE
What does PLASTFREE do?
PLASTFREE designs, manufactures, and sells organic, biodegradable, plastic-free menstrual hygiene products including sanitary pads (Regular, Large, Night, Maternity), cardboard applicator tampons, and daily liners made from GOTS-certified organic cotton. Products are sold via direct-to-consumer Shopify store, Amazon, ethical marketplaces, and through physical retail in 597 UK pharmacies and 6 hotels, with international wholesale in Denmark and Dubai.
Is PLASTFREE a public or private company?
PLASTFREE is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PLASTFREE founded?
PLASTFREE was founded in 2019. It employs 1 to 10 people.
Where is PLASTFREE based?
PLASTFREE is headquartered in London, United Kingdom, in the Europe region.
How does PLASTFREE make money?
One revenue line is on record: direct Product Sales.
Who are PLASTFREE's main competitors?
Direct peers on record are Organyc, Lola, Rael, Natracare, Cora, Yoppie Beauty, DAME and The Honey Pot. Edgewell Personal Care (Carefree / Playtex) is listed as a broad incumbent. Saalt is listed as an emerging player.
Does PLASTFREE have an API?
No public API is recorded for PLASTFREE.
What industry is PLASTFREE in?
PLASTFREE's product category is Menstrual Hygiene Products. Its primary akta.pro industry code is CRABAIAA, Menstrual Pads (Disposable), with a secondary code of IMALABAK, Flexibles for Hygiene & Medical (Sterile Barrier, Wound Care, Diaper Backsheets). Its NAICS code is 322291 and its SIC code is 2844.