US period care brand Viv has raised $2 million in its first priced funding round to support its nationwide retail expansion and launch a new patented tampon technology.
The financing brings the Gen Z-founded company’s total funding to $3.3 million and will support the rollout of 11 products across all 526 Whole Foods Market stores in the US. It will also fund the launch of Cottonlock, a new tampon design developed to prevent cotton fibres being left behind in the body after removal.
The round was backed by Launchpad Venture Group, SSB Next Chapter Holdings, Westchester Angels and Creator Venture Fund, alongside a group of consumer-sector executives and founders, including Bombas co-founder Andrew Heath and Youth to the People co-founder Joe Cloyes.
“Discovering the difference between a tampon with a protective veil and without was eye-opening, and we knew we had to act fast to bring a new product with this technology to market,” said co-founder and CEO Katie Diasti.
Building differentiation in period care
Cottonlock uses a patented protective veil around the tampon designed to prevent fibres remaining in the vagina following insertion and removal.
Viv says the technology is intended to address an issue that can persist with organic cotton tampons. The company cites research in which 30% of surveyed gynaecologists reported detecting traces of fibres in tampon users, while 83% believed repeated exposure could potentially disrupt the vaginal microbiome.
The tampons are made from GOTS-certified organic cotton and are chlorine-free, with no viscose or synthetic veil. The applicator is also made without BPA or phthalates.
The launch comes amid growing scrutiny of the materials used in menstrual products. For Viv, Cottonlock represents an attempt to move the organic tampon proposition beyond ingredients alone, using proprietary technology to differentiate its products.
The new funding will combine that product launch with a significant retail push, adding Cottonlock tampons alongside plant-based pads and liners to Viv’s nationwide Whole Foods range.