AYA

AYA sells a tightly curated line of reusable personal-care swaps: silicone menstrual cups and discs, ultra-thin washable pads, bamboo makeup-removal pads, and matching travel cases. Everything is priced in the mid-range (USD 12-38 per SKU) and is sold direct-to-consumer through ecoaya.com with free U.S. shipping; select items are also stocked on Amazon and in a handful of zero-waste boutiques. The brand’s hook is medical-grade, dye-free materials paired with carbon-neutral fulfillment and plastic-free tubes, tins, or kraft mailers. Their hero product, the AYA Cup, is one of the few on the market offered in just two sizes yet backed by a 120-day leak-free guarantee and take-back recycling. All packaging doubles as long-term storage, reinforcing the “buy once, reuse for years” positioning. Core buyers are 18-35-year-old women who identify as eco-conscious, budget-savvy, and Instagram-informed; they want toxin-free periods and a smaller landfill footprint without sacrificing aesthetics. AYA’s pastel palette, QR-code cleaning guides, and donation of 1% of revenue to period-poverty nonprofits speak to values-driven customers who post unboxing stories and campus sustainability tips. AYA competes in the crowded reusable-period-care space against both VC-backed DTC startups and legacy drugstore brands pivoting to “green.” It differentiates through transparent factory audits, end-of-life recycling, and a SKU count under 15—signaling expertise rather than assortment overload—while keeping prices 20-30% below premium European labels.