Callaly is the UK’s first femcare B-Corp and was described by The Independent as “revolutionising the multi-billion pound feminine care industry”. Delivering organic cotton period products via subscription, Callaly invented & patented the tampliner – the first significant tampon innovation in 80+ years.

  • £26bn global femcare market – our potential tampliner market is estimated at 2%-4% by 2024
  • Fast subscriber growth >160% between March and May ’20
  • Our 4 patents cover 80% of the market; Deloitte valued it at £90m
  • £7.9m angel & Innovate UK funding to date; bespoke machinery developed


Callaly is using groundbreaking innovation to transform the £26bn femcare industry. As well as inventing the tampliner, a multi-patented period product that solves the problems of traditional tampons, it offers a range of organic cotton period products in customisable mixes, by home delivery.

Callaly has won several industry awards & is rated 4.85/5 by customers. The tampliner was described by Cosmo as a “game changer” and by Grazia as “genius”.

The tampliner was invented by gynaecologist Dr Alex Hooi, who had heard 35 years of women’s frustrations with femcare products. Many complained of discomfort, inconvenience and leaks. Research found 7 out of 10 women who use tampons also add a liner in case of leaks – an expensive and wasteful solution.

The tampliner combines an organic cotton tampon with a soft mini-liner for built-in leak protection, with unique clean insertion and removal, and no hard plastic applicator.

Alex was joined by garment technologist Ewa and former private equity investor Thang to turn the invention into a flourishing business. The tampliner is multi-patented in 30 countries (with potential for IVF/medicine delivery) and Callaly has developed bespoke robotic machinery to automate production at a UK facility. After the UK full launch in Q1 ’20,Callaly plans to begin European sales in Q3 ’20, followed by the US & Asia in ’21 (with expected regulatory approval).


The growing Callaly team of 17 include:

Thang Vo-Ta – CEO & Co-Founder. Former Goldman Sachs private equity professional; helped manage the firm's VC investments. Sunday Times Maserati 100 Innovative Entrepreneur 2019.

Ewa Radziwon – Head of Product & Co-Founder. Textile and garment technologist, instrumental to women-centric design and production of Callaly products. The Manufacturer Magazine Top 100 Innovator 2019.

Dr Alex Hooi – Chief Medical Officer & Co-Founder (part-time). Gynaecologist for over 35 yrs. Fellow of the Royal College of Obstetricians & Gynaecologists, and practising UK NHS consultant.

Shaun Knights – Head of Quality & Continuous Improvement. Former Siemens Healthcare Head of Quality and Head of Business Excellence.

Kate Huang – CMO. Former leadership and commercial roles at Business of Fashion, AOL and creative agency, Story.

Kat Winn – Growth Director. Former Head of Performance Marketing and CRM at River Island; set up and led the worldwide team.

Ciaran Grealish – COO. Former senior operating roles in luxury retail at Richemont and Christie’s.

Akeel Khan – Head of Engineering. Former senior roles at Philips Avent overseeing development of bespoke automated manufacturing machines in baby care.

Katie Lancaster - Advisor. Former Global Strategy Director at Leo Burnett, lead on P&G Femcare.