LOLA, a subscription service delivering tampons and pads, and now different merchandise, together with condoms, lubricant, and female cleaning wipes, has closed on $24 million in Collection B funding. Whereas the startup touts its merchandise’ “100% natural” nature, it’s additionally well-received due to the customization supplied and its direct-to-consumer nature.
The brand new spherical of financing was led by personal fairness agency Alliance Client Development (ACG), with assist from present traders Spark Capital, Lerer Hippeau and Model Foundry Ventures.
Thus far, LOLA has raised $11.2 million, from traders together with additionally BBG Ventures, 14W, the founders of Warby Parker and Harry’s, Sweetgreen, Bonobos, and Insomnia Cookies. Celebs like Serena Williams, Karlie Kloss, Lena Dunham, and Allison Williams have additionally invested.
“We based LOLA with a easy and seemingly apparent thought – as ladies, we shouldn’t must compromise in relation to our reproductive well being,” explains Kier. “Like most girls, we’d been utilizing the identical female care merchandise since we had been youngsters. However once we came upon that manufacturers – together with the identical ones we had been loyal to all these years – aren’t required to reveal precisely what’s of their merchandise, it made us marvel: what’s in our tampon?”
“If we care about every thing else we put in our our bodies, merchandise for our reproductive well being shouldn’t be any completely different,” she states.
LOLA’s tampons, pads and liners are made solely with natural cotton, not artificial fibers, like these used mainstream manufacturers. Nor do they include fragrances or dyes.
The character of its merchandise attraction to shoppers – particularly, younger millennial ladies – who’re extra acutely aware of the chemical compounds of their merchandise, in addition to those that need to purchase natural for the environmental advantages.
That mentioned, there’s a bit of debate over how harmful (or not) it’s to make use of conventional female care merchandise. Skeptics, together with some doctors, insist there’s no risk from typical merchandise.
However even ladies not involved with shopping for natural could discover LOLA interesting due to its mannequin.
Its subscription service helps you to create a field with your personal mixture of tampon sizes (with or with out applicators, which might be both cardboard or plastic). That’s one thing you may’t do when shopping for off the shelf.
Plus, LOLA’s containers aren’t any dearer than these purchased within the retailer. Its 18-count field of applicator tampons is $10 per month; or it’s $9 every, if ordering two or three containers per 30 days. Non-applicator tampons are a greenback much less.
As well as, LOLA sells different period-related merchandise, together with a necessary oil mix for cramps, a multi-vitamin that protects in opposition to PMS, and a primary interval starter equipment.
In Might, the startup broadened its mission to turn into extra of a feminine well being firm with the launch of SEX by LOLA. This product line consists of condoms, private lubricant, and all-natural female cleaning wipes for ladies. It’s the startup’s first product line exterior of female care.
“Till now, there wasn’t actually a spot for ladies to show to for honesty, reliability and knowledge in relation to their intercourse merchandise,” says Kier of the brand new product lineup. “Traditionally, sexual wellness firms have been primarily marketed in the direction of males and promote merchandise that include obscure elements and unnatural components.”
SEX by LOLA merchandise, then again, don’t have “irritating” components, the founder explains, however nonetheless ship the feeling and reliability you’d anticipate, she says.
These new merchandise are additionally supplied on subscription, beginning at $10 per 30 days for a 12-count field of condoms or 12-count field of cleaning wipes.
The corporate plans to make use of the Collection B funds to finance product improvement, broaden buyer outreach – together with by means of occasions, partnerships and offline – and broaden its 19-person, at the moment New York-based crew.
Extra importantly, maybe, is throwing extra gas on the hearth, as LOLA is now not with out competitors.
There are a selection of subscription startups for female merchandise available on the market right this moment, together with Le Parcel (which additionally ships chocolate); natural rival Cora, which focuses on discrete, transportable tampons and carrying instances; Jessica Alba’s The Honest Company (which just got $200M) and sustainable opponents like Flex’s tampon alternative, in addition to different reusable menstrual cups, like Diva Cup.
And, in fact, you may subscribe and save on Amazon to virtually something, together with tampons.
LOLA declines to share particulars associated to the dimensions and development of its buyer base or its income, so it’s troublesome to rank LOLA when it comes to its competitors.
The place LOLA could have some leverage, nevertheless, is encouraging extra open discussions about feminine reproductive well being, and interesting its clients by means of social media. The startup touts 6 instances the variety of Instagram followers in contrast with mainstream manufacturers, for instance, and says 1 in four clients have instantly engaged with its model over a wide range of communication channels, together with calls, emails, DMs, texts, and letters.
ACG’s funding may assist LOLA turn into extra of a family title. The agency has beforehand backed manufacturers like Harry’s, Pacifica, Shake Shack, Plum Organics, PDQ, barkTHINS, EVOL Meals, Suja Juice, Nudestix, and others.
“LOLA is on the epicenter of the shift in the direction of transparency within the ladies’s well being class, and we couldn’t be extra impressed with the model Alex and Jordana have constructed and the impactful dialog they’ve pushed,” mentioned Alliance Client Development Managing Companion, Trevor Nelson, in an announcement about its funding. “We’re thrilled to welcome LOLA into the ACG household and assist their continued evolution and product innovation, enabling them to satisfy their shoppers’ wants,” he added.