Fem care brand Yoni raises € 2,3 million for sustainable and healthy vaginal products

Yoni raised € 2,3 million from ROM InWest, Rabobank, Invest International and existing angel investors. With the investment, Yoni can take significant steps to become the largest sustainable and innovative fem care brand in Europe. Yoni has chosen an omnichannel strategy approach. In the coming years, the emphasis will be on international expansion and brand building while continuing their innovative research.

 

As of now, Yoni has more than 3,000 points of sale throughout the Benelux and the UK. This year, Yoni also entered the German market, launching at the organic supermarket chain Alnatura and drugstore Müller. In the coming years, and under the leadership of new CEO Deniz Er Wiedhaup (formerly Coca-Cola, Bol.com and Getir), Yoni will work on further expansion in these countries, focusing on Germany in 2024. In addition to expanding distribution at major retail chains, Yoni will focus on online growth and making Yoni available 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.” – Deniz Er Wiedhaup, CEO of Yoni

Steep growth curve

Yoni's turnover increased by over 30% last year. This makes the company the fastest-growing femcare 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.

Innovation

At the end of 2022, Yoni started collaborating with, among others, the Vrije Universiteit of Amsterdam, led by Rosanne Hertzberger. In the coming three years, the aim will be to develop an over-the-counter probiotic to help balance the vaginal microbiome. This probiotic should reduce the risk of UTIs, vaginal infections and miscarriages. In addition, Yoni 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.” – Rabobank Startup & Scale-up team. 

About Yoni

“Chemicals are not for pussies”. With this challenging campaign in 2014 Yoni launched their organic cotton tampons and pads. From 2015, Yoni was the first organic cotton option available at mainstream supermarkets and drugstores. Now, eight years later, Yoni has permanently changed the fem care market. Yoni however, is far from finished. Yoni aims to become the largest sustainable and innovative fem care player in Europe – an expert in the field of the vagina. With the investment just raised, Yoni is ready for the next step.