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.