Amsterdam-based Yoni, a femcare brand that specialises in the production of organic cotton tampons, liners, and pads, announced on Wednesday, December 12 that it has secured €2.3M from ROM InWest, Rabobank, Invest International, and existing angel investors.
The latest capital infusion will enable the company to accelerate its international expansion and brand-building in the coming years.
In addition, the Dutch company will continue its innovative research efforts to further improve its product offerings.
Yoni has over 3,000 points of sale in the Benelux and the UK. It recently entered the German market and partnered with Alnatura and Müller.
Under the newly appointed CEO, Deniz Er Wiedhaup, formerly associated with Coca-Cola, Bol.com, and Getir, the Dutch firm plans to double down its presence in these regions, focusing on Germany in 2024.
The expansion strategy involves not only broadening distribution within major retail chains but also concentrating on online growth and ensuring Yoni’s accessibility at offices and schools.
“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. There is still so much to learn and share when it comes to vaginal care,” says Deniz Er Wiedhaup, CEO of Yoni.
The company’s turnover increased by over 30 per cent last year, making it the fastest-growing fem care brand in Dutch retail.
“We are proud that with this investment we can help Yoni realize their ambitions. We believe Yoni is an innovative company that will make a difference to fem care,” says Janet Nieboer, ROM InWest CEO.
Yoni: Offering sustainable period products
Mariah Mansvelt Beck founded Yoni after she experienced a cervical cancer scare. She began investigating the substances females are exposed to monthly and discovered plastic, synthetics, and more.
To create the most honest and sustainable period care possible, she initiated Yoni in 2015. The company offers sustainable period products that are free from plastic and harmful chemicals.
The company produces organic period products such as tampons, pads, liners, and underwear free of artificial absorbents, plastic films, and perfumes, providing women with comfortable and leak-free periods.
The Dutch company collaborated with the Vrije Universiteit of Amsterdam, led by Rosanne Hertzberger, among others, in 2022.
In the coming three years, the company aims to develop an over-the-counter probiotic to help balance the vaginal microbiome, which will reduce the risk of UTIs, vaginal infections, and miscarriages.
In addition, the company continues to work on and further develop its award-winning menstrual underwear to offer a more sustainable and comfortable solution for light urine loss.
“Yoni stands out as an innovative and sustainable pioneer in the fem care market. We are pleased that we can contribute to the (international) growth plans that Yoni has in mind with scale-up financing,” says the Rabobank Startup & Scale-up team.
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