October 3rd, 2025
A personal mission
At the heart of Yoni lies a simple yet powerful origin story: in 2014, co-founders Mariah Mansvelt Beck and Wendelien Hebly experienced firsthand the alarming absence of transparency in menstrual products, especially following Mariah’s pregnancy‑related health scare. They discovered that many mainstream tampons and pads contained synthetic fibres, perfume, or plastic, all without disclosure. Determined to do better, they created Yoni to offer products that honour your body and your health, built on total honesty.
Squeaky clean
Yoni’s range of organic cotton pads, tampons, liners, menstrual cups and biodegradable period underwear, is entirely free from plastic, perfume and unnecessary chemicals. Their pads and tampons proudly carry Soil Association and Global Organic Textile Standard (GOTS) certification, reflecting rigorous environmental and social standards. Each batch even includes a traceable code to let you see exactly where the cotton comes from.
Their products are designed to support your body’s natural state, free from shame or the societal taboo of menstruation. Yoni centres body-safe materials and clear language, they help restore trust in feminine care for all menstruators.
Transparency and healing
Yoni is as much a woman‑powered education movement as it is a femcare brand. They are popular among ethical shoppers for their openness about ingredients and values and score highly in The Good Shopping Guide’s ethical ratings. While they haven’t applied for their formal Ethical Accreditation yet, their performance surpasses the benchmark for ethical excellence in period care.
Their message is both caring and courageous: periods, reproductive organs and menstrual health are not taboo, they deserve respect and visibility. By naming what others avoid, they invite people into conversation and create an atmosphere of normality. As they say, “Chemicals are not for pussies”.
This bracing statement and their ongoing campaigns challenge stigmas and transforms how society talks about periods.
Blossoming success
Although Yoni started in the Netherlands, today they serve several European countries. These including the UK, Germany, Belgium, Spain and Luxembourg, with over 3,000 points of sale and growing. In late 2023, they raised €2.3 million in scale-up funding to deepen their reach, especially in Germany and bring their chemical‑free menstrual products into schools, workplaces and homes. With their incredible “Pay for a Period” initiative, providing a platform on their site where consumers can donate sanitary products and facilities to schools through financial contributions.
This investment also fuels scientific innovation. Yoni is collaborating with researchers at the Vrije Universiteit of Amsterdam to develop an over‑the‑counter probiotic to support vaginal health, to reduce UTIs, yeast infections and even miscarriage rates.
The whole cycle
Yoni is both compassionate and bold. They blend transparency, organic safety and ambient education into femcare products that feel human. Their mission isn’t just a business goal, it’s a quiet act of empowerment for anyone who menstruates. Yoni name the body parts others hush, using ethically-sourced cotton and investing in research for better microbe balance. This offers more than period care, they offer respect, clarity and dignity.
Created by Jessica Marwood.
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