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Somedays Expands Into Reusable Period Products With Awwa Acquisition

Somedays, a leading North American provider of natural period pain relief and creator of Aisle leakproof underwear, has acquired AWWA Periodcare, a major New Zealand period care brand. This acquisition is expected to significantly expand the reach of AWWA, a business driven by Maorivalues. 

Founded in 2018 by Michele Wilson (Tainui, Ngati Paoa) and Kylie Matthews, New Zealand's AWWA Periodcare specializes in reusable, absorbent period underwear, offering a sustainable alternative to disposable menstrual products. "In light of the challenges faced by many New Zealand businesses right now, I’m proud of this new direction, which represents not just a business transaction but a testament to the power of collaborative, purpose-driven entrepreneurship,” says Wilson.

Driven by her own experience with endometriosis and a lack of effective treatments, Lux Perry founded Somedays in 2021. The company quickly gained global recognition, particularly for its viral Period Pain Simulator, which garnered over three billion online views and raised significant awareness about endometriosis and the gender pain gap. Perry stated that AWWA, now part of the Somedays portfolio, will focus on purposeful growth and global expansion of its mission and legacy.

Expanding into Australia will be a key focus, honoring AWWA's origins as a homegrown South Pacific brand. "This partnership goes beyond scaling – it’s a purpose-driven collaboration rooted in the belief that business should be a force for good,” says Perry. She reassures that AWWA will remain true to its founding principles, continuing to operate as a New Zealand-based company deeply connected to its Maori roots, which are central to its identity and story.

  05:25 PM, Jan 29

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