Somedays, a North American leader in natural period pain relief and the maker of Aisle leakproof underwear, has acquired AWWA Periodcare, one of New Zealand’s largest period care brands. The deal should lead to significant expansion for a Māori values-driven business.

AWWA Periodcare, the New Zealand-based company specializing in reusable, absorbent period underwear, was co-founded in 2018 by Michele Wilson (Tainui, Ngāti Paoa) and Kylie Matthews with a mission to create a sustainable alternative to single-use 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,” Wilson says.

Somedays was founded in 2021 by Lux Perry, who was motivated by her personal struggles with endometriosis and a lack of effective solutions. Under her leadership, Somedays gained global recognition with its Period Pain Simulator, which went viral – amassing over three billion views online and raising awareness about endometriosis and the gender pain gap.
 
As part of the wider Somedays business portfolio, Perry said the next steps for AWWA would be to focus on purposeful growth and expanding its mission and legacy globally.

“Expansion into the Australian market is going to be key, with the move representing ‘a chance to honor AWWA’s roots as a homegrown South Pacific brand,'” Perry says. “This partnership goes beyond scaling – it’s a purpose-driven collaboration rooted in the belief that business should be a force for good. I want to reassure people that AWWA will stay true to its founding principles and will continue operating as a New Zealand-based company with deep ties to its Māori origins, central to its identity and story.”
 
Canada-based Somedays acquired Aisle, a B-Corp period care company in December 2023. Somedays was founded in 2021 and is known for its natural approach to menstrual pain relief, bringing a unique perspective to menstrual wellness. Aisle, established in 1993 as a period underwear brand, has a long-standing reputation in the industry for its sustainable and inclusive cycle care products.