binarypublish- Amsterdam-based startup Yoni, specialising in sustainable, organic cotton menstrual care products, has raised €2.3m in funding from ROM InWest, Rabobank, and Invest International.
- The investment will be used to further the company’s international expansion, strengthen its branding efforts, and bolster the development of innovative products.
Founded in 2015, Yoni’s mission stems from founder Mariah Mansvelt Beck’s own experience with a cervical cancer scare and subsequent investigations into the substances to which females are exposed monthly. This led her to uncover the presence of plastic, synthetics, and other potentially harmful materials in menstrual products. In response, she established Yoni to provide sustainable period care free of these substances.
Yoni’s products, including tampons, pads, liners, and menstrual underwear, are crafted from organic materials and contain no artificial absorbents, plastic films, or perfumes. The products are available in over 3,000 points of sale across Benelux, the UK, and Germany, and the company recently formed partnerships with Alnatura and Müller.
As part of its ongoing research initiatives, Yoni collaborated with the Vrije Universiteit of Amsterdam in 2022. Over the next three years, they aim to develop an over-the-counter probiotic designed to balance the vaginal microbiome, potentially reducing the risk of urinary tract infections, vaginal infections, and miscarriages.
The recent funding injection will enable the company to pursue the above research and development goals while expanding its presence in international markets and reinforcing its brand image. Newly appointed CEO Deniz Er Wiedhaup, who has prior experience at Coca-Cola and Bol.com, is set to lead these growth initiatives, with a focus on Germany planned for 2024.
“With the growth of Yoni, we will be able to reach more people with our chemical-free and sustainable period care and educate them about menstruation,” said Wiedhaup.”
Yoni’s sustainable model and innovative products have led to massive growth, with the company seeing a turnover increase of over 30% last year, cementing its spot as the fastest-growing femcare brand in Dutch retail.
