New Zealand’s AWWA Periodcare has entered into an acquisition deal with Somedays, the shift that will introduce its sustainable, Māori-led brand to new international markets.
AWWA, celebrated for its reusable menstrual products, now joins Somedays’ roster alongside Aisle. The terms of the acquisition have not been disclosed, but the partnership is set to elevate AWWA’s mission on a global scale.
From Kickstarter to Global Brand
Founded in 2018 by Michele Wilson (Tainui, Ngāti Paoa) and Kylie Matthews, AWWA was created as an eco-friendly alternative to disposable menstrual products. After launching as “I Am Eva,” the brand quickly garnered attention through a Kickstarter campaign, raising more than $73,000 from nearly 1,000 supporters.
AWWA earned accolades as it grew such as a ranking on Deloitte’s Fast 50 list in 2022, where it placed 32nd. Central to AWWA’s success is its commitment to sustainability and social impact, reflected in its Certified B Corporation status and its donations to initiatives tackling period poverty in Aotearoa.
“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 said.
Why Somedays Acquired AWWA
Somedays, established in 2021 by Lux Perry, has gained widespread attention for its Period Pain Simulator, a viral campaign that accumulated over three billion views and drew focus to endometriosis and the gender pain gap.
EPerry’s acquisition of AWWA comes as the New Zealand-based brand gains ground in North America while remaining firmly grounded in its Māori heritage.
“I first learned about AWWA about a year ago when it started to make more of a splash in the US and noticed some of our brand advocates at Somedays supporting this very cool Māori-owned brand,” Perry said. “I loved being able to see exactly what matters built into every aspect of the business, from their online community, to their give-back initiatives, to their supply chain transparency and B Corp certification.”
“This partnership goes beyond scaling – it’s a purpose-driven collaboration rooted in the belief that business should be a force for good,” Perry explained.
“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.”
Expanding Globally While Staying True to its Roots
Under Somedays, AWWA is primed for growth, particularly in Australia, while maintaining its strong identity as a South Pacific brand.
“It’s actually relatively new, it feels like a long time for us who are working in it, but we’re still building a category and we’re really focused on being a large part of that,” she said. Perry emphasized that both brands will continue to operate independently despite any overlap with Aisle , catering to distinct global markets.
The Founders’ Continued Roles at AWWA
Michele Wilson and Kylie Matthews will remain involved with AWWA as minority shareholders, ensuring they continue to shape the brand’s future. Wilson will serve as a cultural adviser, while Matthews takes on a consulting role focused on sustainability strategies for both AWWA and Aisle.
Outside of AWWA, Wilson is leading new initiatives, including Ehoa, an Indigenous period-tracking app that incorporates the Māori lunar calendar, and conducting MBA-funded research on menstrual cycles and emotional patterns. She is also stepping into a leadership position at B Lab Aotearoa.
Matthews, in addition to her role at AWWA, is pursuing a Master of Sustainability and will oversee sustainability efforts across both brands, while managing operations at the Blenheim warehouse.
AWWA’s Global Impact and Continued Focus on Its Mission
AWWA’s expansion into international markets with Somedays will amplify the brand’s impact while staying true to its core mission. Wilson is confident about the transition, emphasizing that Somedays’ model allows purpose-driven brands to grow without compromising their values.
“Somedays has created a model allowing smaller, purpose-driven brands like AWWA to grow without compromising those principles,” she said.
“AWWA customers can expect to see the same quality and integrity they’ve come to trust, now with the opportunity to make an even bigger impact on the world stage.”