Callaly, manufacturers of innovative femcare products including the award-winning Tampliner, has been named one of the U.K.’s 50 leading direct-to-consumer companies in IAB’s U.K. report, Born Online. The report, conducted with research and strategy consultancy MTM, explores the rise of digital-born brands that are reshaping the sector with a data-driven, agile approach to brand building. It identifies 50 of the U.K.’s leading DTC brands – including the likes of Glossier, Huel, allbirds and Peloton – and analyzes both their founders and customers in order to understand how they are pioneering a new era of retail. For their research, MTM surveyed thousands of people aged 16 and older who that representative of the U.K. online population.

The report shows that DTC customers such as Callaly have distinctive traits and values that set them apart from the average U.K. consumer.

“DTC businesses are agile in response to consumer feedback and utilise analytics to forge authentic relationships with customers. While brand growth is a key goal, protecting these unique characteristics is also a priority. Working with partners that are open to a test and learn approach, support data-driven marketing and help to amplify our customer-centric ethos is crucial,” says Kate Huang, Chief Marketing Officer at Callaly.

Invented by Alex Hooi, a veteran gynecologist, The Callaly Tampliner addresses a need in  feminine hygiene products. It is available on a  monthly subscription that can be personalized to suit each individual’s cycle. The brand has its sights set on further product innovation in the future, with a focus on the research and development of new products. One such product secured Callaly’s fourth patent family grant in 2019.