Today: Jun 14, 2024

Yoni, Amsterdam’s eco-friendly femcare startup, lands €2.3M in fresh funding.

6 months ago

Amsterdam-based sustainable fem-care startup, Yoni, recently raised €2.3 million in funding from ROM InWest, Rabobank, Invest International, and existing angel investors. As the producer of organic cotton-made tampons, liners, and pads, Yoni plans on using the fresh funding to speed up its international expansion and boost its brand visibility in the coming years. The company will also continue to innovate and improve its product offerings.

  • Yoni is an organic cotton femcare brand that has over 3,000 points of sale in the Benelux region, the UK and recently entered the German market.
  • The fresh round of funding will be used to bolster its presence in these markets with a focus on Germany in 2024. The company’s expansion strategy involves broadening distribution in major retail chains, focusing on online growth, and ensuring Yoni’s accessibility at offices and schools.

The newly appointed CEO, Deniz Er Wiedhaup, previously associated with leaders in the industry like Coca-Cola,, and Getir, stated that the company’s growth would enable them to reach more people with their chemical-free and sustainable period care. Yoni’s turnover saw a surge of more than 30% last year, becoming the fastest-growing fem care brand in Dutch retail.

Mariah Mansvelt Beck founded Yoni following a personal experience of a cervical cancer scare, prompting her to delve into the substances women are exposed to every month. Yoni’s product range includes tampons, pads, liners, and underwear free of artificial absorbents, plastic films, and perfumes. In addition, Yoni is collaborating with the Vrije Universiteit of Amsterdam to develop an over-the-counter probiotic in the next three years to help maintain a balanced vaginal microbiome, reducing the risk of UTIs, vaginal infections, and miscarriages.

Rom InWest CEO, Janet Nieboer, expressed confidence in Yoni’s ability to make a significant difference in the fem care market with its innovative approach and sustainable offerings. Rabobank\`s Startup & Scale-up team also commended Yoni for being an innovative and sustainable pioneer in the fem-care market.