AWWA Periodcare acquired by Somedays
AWWA Periodcare, one of New Zealand's leading period care brands, has been acquired by Somedays, a North American leader in natural period pain relief. The deal marks a significant milestone for AWWA, enabling global expansion while preserving its Maori values-driven mission.
Transaction snapshot
Deal value: N/A
Deal multiples: N/A
Deal type: Acquisition
Investors: Somedays
Founded in 2018 by Michele Wilson and Kylie Matthews, AWWA specialises in reusable, absorbent period underwear. Its sustainability-focused products have distinguished it as a leader in the industry.
Somedays, led by CEO Lux Perry, was inspired by Perry's personal experiences with endometriosis and has become known for innovative products and advocacy in menstrual wellness. The company’s viral Period Pain Simulator has garnered over three billion views, sparking awareness about menstrual health and the gender pain gap.
The acquisition will see AWWA integrated into Somedays' portfolio, which includes North American leakproof underwear pioneer Aisle. AWWA’s co-founders will remain involved: Wilson as a cultural advisor and Matthews consulting on sustainability strategies. Wilson emphasised the importance of preserving AWWA’s core values: “This new direction represents not just a business transaction but a testament to the power of collaborative, purpose-driven entrepreneurship. Somedays truly understands the heart of our kaupapa and values.”
The partnership aims to expand AWWA’s reach into global markets, with Australia as a key focus. Perry assured that AWWA would continue to operate as a New Zealand-based company, maintaining its commitment to sustainability.
Perry described the partnership as a purpose-driven collaboration: “This partnership goes beyond scaling – it’s about empowering individuals with products that reflect their needs and values while honouring AWWA’s roots as a homegrown South Pacific brand.”
As AWWA scales globally, customers can expect the same commitment to quality and sustainability, with the opportunity to make a greater impact on the global stage.
AWWA’s integration into Somedays signals the growth of purpose-driven brands prioritising cultural and environmental values. Wilson and Matthews believe this partnership ensures AWWA’s mission will not only endure but thrive, reinforcing its legacy as a leader in sustainable period care.
