170%

Callaly is the UK’s first femcare B-Corp and was described by The Independent as “revolutionising the multi-billion pound feminine care industry”. Delivering organic cotton period products via subscription, Callaly invented & patented the tampliner – the first significant tampon innovation in 80+ years.

  • £26bn global femcare market – our potential tampliner market is estimated at 2%-4% by 2024 
  • Fast subscriber growth >160% between March and May ’20
  • Our 4 patents cover 80% of the market; Deloitte valued it at £90m
  • £7.9m angel & Innovate UK funding to date; bespoke machinery developed

Idea

Callaly is using groundbreaking innovation to transform the £26bn femcare industry. As well as inventing the tampliner, a multi-patented period product that solves the problems of traditional tampons, it offers a range of organic cotton period products in customisable mixes, by home delivery.

Callaly has won several industry awards & is rated 4.85/5 by customers. The tampliner was described by Cosmo as a “game changer” and by Grazia as “genius”.

The tampliner was invented by gynaecologist Dr Alex Hooi, who had heard 35 years of women’s frustrations with femcare products. Many complained of discomfort, inconvenience and leaks. Research found 7 out of 10 women who use tampons also add a liner in case of leaks – an expensive and wasteful solution.

The tampliner combines an organic cotton tampon with a soft mini-liner for built-in leak protection, with unique clean insertion and removal, and no hard plastic applicator.

Alex was joined by garment technologist Ewa and former private equity investor Thang to turn the invention into a flourishing business. The tampliner is multi-patented in 30 countries (with potential for IVF/medicine delivery) and Callaly has developed bespoke robotic machinery to automate production at a UK facility. After the UK full launch in Q1 ’20,Callaly plans to begin European sales in Q3 ’20, followed by the US & Asia in ’21 (with expected regulatory approval).

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Callaly has been given advance assurance by HMRC that the proposed share issue is likely to qualify for Enterprise Investment Scheme (EIS) tax relief.

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