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 Sequence 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 non-public fairness agency Alliance Shopper Development (ACG), with help from current buyers Spark Capital, Lerer Hippeau and Model Foundry Ventures.
So far, LOLA has raised $11.2 million, from buyers 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.
Launched in 2015, LOLA’s founders Alex Friedman and Jordana Kier had the concept to problem business giants, like Tampax and Playtex, with a 100% natural product.
“We based LOLA with a easy and seemingly apparent concept – as ladies, we shouldn’t should compromise relating 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 discovered 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 the whole lot else we put in our our bodies, merchandise for our reproductive well being shouldn’t be any totally 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 enchantment to customers – particularly, younger millennial ladies – who’re extra aware of the chemical substances of their merchandise, in addition to those that need to purchase natural for the environmental advantages.
That stated, there’s a little bit of debate over how harmful (or not) it’s to make use of conventional female care merchandise. Skeptics, together with some medical doctors, insist there’s no menace from standard 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 individual mixture of tampon sizes (with or with out applicators, which will be both cardboard or plastic). That’s one thing you may’t do when shopping for off the shelf.
Plus, LOLA’s bins aren’t any dearer than these purchased within the retailer. Its 18-count field of applicator tampons is $10 monthly; or it’s $9 every, if ordering two or three bins monthly. 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 towards PMS, and a primary interval starter package.
In Could, 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 contains condoms, private lubricant, and all-natural female cleaning wipes for girls. It’s the startup’s first product line outdoors of female care.
“Till now, there wasn’t actually a spot for girls to show to for honesty, reliability and knowledge relating 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 substances and unnatural components.”
SEX by LOLA merchandise, alternatively, 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 monthly for a 12-count field of condoms or 12-count field of cleaning wipes.
The corporate plans to make use of the Sequence B funds to finance product improvement, increase buyer outreach – together with by occasions, partnerships and offline – and increase its 19-person, at the moment New York-based workforce.
Extra importantly, maybe, is throwing extra gas on the hearth, as LOLA is now not with out competitors.
There are a variety 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, moveable tampons and carrying instances; Jessica Alba’s The Sincere Firm (which simply received $200M) and sustainable opponents like Flex’s tampon different, in addition to different reusable menstrual cups, like Diva Cup.
And, in fact, you may subscribe and save on Amazon to nearly something, together with tampons.
LOLA declines to share particulars associated to the scale and progress of its buyer base or its income, so it’s troublesome to rank LOLA by way of its competitors.
The place LOLA could have some leverage, nevertheless, is encouraging extra open discussions about feminine reproductive well being, and fascinating its prospects by social media. The startup touts 6 occasions the variety of Instagram followers in contrast with mainstream manufacturers, for instance, and says 1 in four prospects have instantly engaged with its model over quite a lot of communication channels, together with calls, emails, DMs, texts, and letters.
ACG’s funding might 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,” stated Alliance Shopper Development Managing Associate, Trevor Nelson, in a press release about its funding. “We’re thrilled to welcome LOLA into the ACG household and help their continued evolution and product innovation, enabling them to satisfy their customers’ wants,” he added.