News
Period product innovation news – Egal expands as Somedays announces latest takeover
One of New Zealand’s biggest period care brands has been acquired by Somedays, the Canadian natural period pain relief firm.
AWWA Periodcare, which specialises in reusable, absorbent period underwear, was co-founded in 2018 by Michele Wilson and Kylie Matthews. It successfully delivered its mission to create a sustainable alternative to single-use menstrual products.
Somedays was launched in 2021, inspired by founder Lux Perry’s struggles with endometriosis. It has since gained social media fame with its viral period pain simulator videos that have been viewed billions of times; raising awareness of the gender pain gap.
AWWA’s co-founder Michele Wilson says: “In light of the challenges faced by many New Zealand businesses right now, I’m proud of this new direction, which represents not just a business transaction but a testament to the power of collaborative, purpose-driven entrepreneurship,”
Perry reportedly said of her latest acquisition: “Expansion into the Australian market is going to be key, with the move representing “a chance to honour AWWA’s roots as a homegrown South Pacific brand.
“This partnership goes beyond scaling – it’s a purpose-driven collaboration rooted in the belief that business should be a force for good.
“I want to reassure people that AWWA will stay true to its founding principles and will continue operating as a New Zealand-based company with deep ties to its Māori origins, central to its identity and story.”
Meanwhile, period products innovator Egal has announced a funding boost.
The North American firm is a pioneer of pads on a roll – a seemingly simple innovation that could dramatically increase the availability of period products in public toilets.
The company has completed a US$4m series A investment round, while expanding its solution to airport bathrooms in the US and UK.
Co-founder and CEO of Egal, Penelope Finnie, says: “Period products could, and should, be delivered as reliably and conveniently as toilet paper. It’s high time we made this much easier for people on the move.”
Egal’s ambition is to install pads on a roll in every public or shared bathroom; by designing a product that matches the logistics of stocking toilet paper in bathrooms.
Its products are now in public toilets across several countries—including the US, UK, Canada, South Africa and, soon, the UAE.
The Bauer Family Office’s Technology for Humanity led Egal’s fundraise, with the Slater Technology Fund, the Catalytic Impact Foundation, and Princeton Alumni Angels and others participating.
The company plans to use the funds to hire new talent, share its solution with more people and organisations, and continue its global growth plans.
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WUKA and Royal Yachting Association partner to support women and girls in sailing
WUKA has announced a groundbreaking partnership with the Royal Yachting Association (RYA), including RYA Scotland and RYA Northern Ireland, supporting women and girls in sailing.
Building on WUKA’s growing #TackleAnything campaign – which has already reached thousands of girls across sports in the UK – this collaboration brings practical period solutions into sailing.
Together, WUKA and the RYA are committed to breaking down barriers so periods never limit confidence, participation, or performance on the water.
Ruby Raut, WUKA founder & CEO, said: “Partnering with the RYA has been incredibly important for us at WUKA.
“Sailing is an amazing way for women and girls to build confidence, and periods shouldn’t hold anyone back from enjoying the water or reaching their full potential.
“Through this partnership and our #TackleAnything campaign, we’re proud to provide practical solutions and innovative products that help female sailors feel comfortable, confident, and free to focus on learning, performing, and having fun.
“Breaking down barriers and supporting women to tackle anything — on land, at sea, and everywhere in between – has never felt more meaningful.”
WUKA, which stands for Wake-Up Kick Ass, shares the RYA’s commitment to inclusivity and empowerment.
In 2023, WUKA launched #TackleAnything, a campaign supporting women, girls and sportspeople with periods. Since its launch, the initiative has reached 3,576 girls across 46 clubs and partnered with a range of sports across the UK – from Scottish Gymnastics to Titans wheelchair basketball – helping young athletes play without limits and stay confident, comfortable, and in the game.
The brand offers period-friendly aquatic apparel and practical solutions that help women train and compete with freedom of movement and total assurance.
Through this partnership, WUKA will provide innovative period swimwear for young sailors across key RYA programmes, including the NI Sailing Team, the RYA Scotland Performance Pathway Programme, and the British Sailing Pathways Talent Academies.
By combining WUKA’s mission to challenge stigma with the RYA’s commitment to inclusion, the partnership ensures young sailors can focus on what matters most – learning, performing, and enjoying their time on the water – with confidence and comfort. RYA members will also receive a 10 per cent discount on WUKA products.
Sailing offers incredible benefits for women and girls, but time on the water can present unique challenges -particularly during menstruation.
Together, WUKA and the RYA are providing practical solutions that remove these barriers, helping young sailors participate fully and confidently in the sport.
Sara Sutcliffe, RYA CEO, said: “At the RYA, we have been making strides to break down barriers for women of all ages to help ensure they can experience the water in a supportive and positive environment.
“From education workshops and practical sessions, we want to make sure our female sailors are empowered and this partnership is another great example of how we can demonstrate possible tools to equip them to succeed”.
This partnership is part of the RYA’s wider commitment to making sailing a sport where women and girls can thrive. Alongside initiatives such as the Female Futures Group, the Women’s Race Officials Programme and all new Talent Academy Female Future’s Camps; it demonstrates a continued focus on removing barriers and creating meaningful opportunities across every stage of the sailing.
WUKA’s involvement ensures that practical solutions are available on the water, from innovative period swimwear to support resources, helping young sailors feel fully equipped and confident during training and competition.
By integrating these tools into RYA programmes, WUKA brings a new level of comfort and assurance to female athletes, allowing them to focus entirely on performance, enjoyment, and growth in the sport.
For any women and girls looking to learn more about sailing, visit www.rya.org.uk.
For more information on WUKA visit www.wuka.co.uk.
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