Can Lola Do For Tampons What Harry’s And dollar Shave club Did For Razors?
The startup wants to ship one hundred% cotton tampons to your door by the use of monthly subscription.
July 9, 2015
“You unwrap a tampon and throw it on the desk, and a dialog gets began,” says Jordana Kier, cofounder of Lola, an all-natural tampon model. She has spent the previous year instructing convention rooms stuffed with male buyers about absorption, applicator design, and the synthetic fibers that the majority of tampons include. “We had the good thing about perception right into a market that hasn’t been given the spotlight at all.”
Now, that highlight is beginning to shine brighter. women are increasingly more in search of out natural and organic products, as a result of considerations about chemicals of their food, cleaning provides, and makeup, and at the similar time looking to cut back their waste. The top feminine-care brands have taken a hit consequently, with market research agency Euromonitor attributing up to date declines in gross sales and quantity to “the national pattern in opposition to conservation and situation for the surroundings.” in step with the agency’s report, “This comparable sentiment is using increase in eco-friendly and ‘inexperienced’ brands and merchandise.”
Lola isn’t by myself in seeing this shift as a chance. The startup joins activist-model Maxim, which distributes its all-pure tampons and pads via native pharmacies and well being stores, and sincere company, which founder Jessica Alba says will introduce a toxin-free tampon later this 12 months.
“If and when honest enters the market, it’s just helping to validate and continue the conversation round transparency and what you’re putting for your physique,” says Kier.
For months, she and cofounder Alex Friedman, who met through mutual pals, had been checking out Lola’s 100% cotton tampons, available in light, common, and super absorbencies. No heady scent, no chlorine, no bleach: Lola incorporates none of the chemical components which have precipitated physicians and lawmakers to advocate for brand spanking new analysis and rules. Kier and Friedman plan to sell the product as a month-to-month subscription, charging $10 for a field of 18.
Lola’s model echoes that of Harry’s and greenback Shave club, which can be online retailers that sell men’s razors by the use of subscription at wholesale-stage prices. the lads’s shaving market in the U.S. is value $2.9 billion, Euromonitor says, which is roughly on par with the $3 billion U.S. sanitary protection market. (within that category, tampons characterize $1.2 billion.) dollar Shave membership, which says it has 2 million participants, lately raised $seventy five million at a $615 million valuation; Harry’s, with its better-finish branding, (July 14, 2015) raised $75.6 million at a $750 million valuation.
Kier and Friedman, who’ve raised $1.2 million up to now, purpose to follow of their footsteps—without compromising on their model rules.
“We just like the name Lola as a result of it makes us recall to mind a girl who’s sensible and knows what she’s striking in her physique, who has a humorousness,” Friedman says.
“It also didn’t remind us of our length, which is good,” Kier provides. “that you could put this box out for your rest room and it doesn’t scream, ‘listed below are my tampons!'”
they have been traveling the country to speak with groups of girls, and now intend to grow the business by using dispatching ambassadors to present good friend networks. “ladies aren’t going to tweet about their duration or their tampon; if they find a new product, they’re going to talk about it in small circles,” Friedman says. “whenever you begin the dialog, ladies have so much to claim.”
buyers, as it turns out, do too. “We were principally pitching males, but they all have better halves, girlfriends, sisters,” says Friedman. “i think you’d be stunned how a lot men enjoyed talking about it. We weren’t sure going into the first few meetings, but it surely was enjoyable.”
What were they inquisitive about, this reporter puzzled? Friedman and Kier trade a knowing look. “the whole lot.”