Viv the period care brand built on toxin-free tampons, pads, cups, and discs, today announced its first priced round at $2M, bringing total funding to $3.3M. The financing will fuel Viv’s nationwide launch of 11 SKUs at Whole Foods Market and the rollout of its newest innovation: Cottonlock™, a patented tampon technology designed to address residual fibers that can disrupt the vaginal microbiome.
The round drew mainly from angel investors and angel groups with deep CPG and operating experience, including Launchpad Venture Group, Shelly Berkowitz of SSB Next Chapter Holdings, and Westchester Angels, alongside individual backers Andrew Heath (co-founder of Bombas), Joe Cloyes (co-founder of Youth to the People), Jay Gottlieb (former president of Fem Care at Kimberly-Clark), and Brian Lagarto (former CFO/COO of SharkNinja).
Why Now
Pressure on the category has been building since a UC Berkeley study found arsenic and lead in tampons, sending consumers searching for safer alternatives — Google searches for “vaginal microbiome” have climbed steadily since. Tampons remain the default choice for managing periods, yet even as more period care brands offer organic, toxin-free alternatives, fiber residue has stayed largely unaddressed. These fiber residues cause disruptions to the vaginal microbiome, and even lead to reduced fertility.
Viv’s Solution
Viv is introducing a first-of-its-kind tampon built with patented Cottonlock™ technology: a protective veil designed into the tampon to keep fiber residue from remaining in the body after removal, a first for the category. Viv’s tampon applications are designed without endocrine disruptors, including BPA and phthalates, for smoother, more precise insertion.
Cottonlock™ Tampon details:
- Patented Cottonlock™ protective veil, designed to help prevent fiber residue after insertion and removal
- 100% Pure Certified Organic Cotton, GOTS-certified by ICEA
- Chlorine-free, no viscose, no synthetic veil
- Applicator made without endocrine disruptors (BPA- and phthalate-free)
- Vegan, not tested on animals, no animal-derived ingredients
- Available in Light, Regular, Super, and Combo Pack
Alongside the Cottonlock launch, the funding supports Viv’s continued expansion into Whole Foods Market nationwide adding 6 new skus including Light, Regular, and Super Viv Cottonlock tampons, Day + Night plant-based Pads, and Viv plant-based liners.
“Since starting Viv, making products with the highest quality of care has been our guiding principle,” said Katie Diasti, co-founder and CEO. “When we saw the research revealing how harmful fibers are left behind from tampons – even premium organic ones – we had to find a solution to continue offering women products that would support their health – no exceptions. Discovering the difference between a tampon with a protective veil and without was eye-opening, and we knew we had to act fast to bring a new product with this technology to market. We’re excited to be the first tampon with this technology and to continue setting the bar higher for quality menstrual care. Women deserve the best.”
“Katie and Anna have built more than a period-care brand,” said Shelly Berkowitz of SSB Next Chapter Holdings. “They’ve built an education-first movement that puts women’s health and well-being first, with sustainable, toxin-free products to match. Since then, they’ve proven it out with real execution: a national rollout to all 526 Whole Foods stores, an expansion from 5 to 11 SKUs, and a growing pipeline of interest from major retailers. That’s the kind of founder-led growth that gets me most excited to be an investor.”
Viv is a period care brand offering toxin-free tampons, pads, menstrual cups, and discs, including its newly patented Cottonlock tampon technology. Viv’s products are available at vivforyourv.com, on Amazon, and nationwide at Whole Foods Market.
