Awwa closes indefinitely, one year after US buyout

Harry Booth

21st Apr 2026

Period care company Awwa, formerly named I Am Eva, is closing down indefinitely – just one year after being acquired by US company Somedays, another period care brand.

Founded in 2018, the indigenous and woman-owned brand sold eco-friendly and reusable period underwear and swimwear. It began life after a successful Kickstarter campaign; the company was then recognised within Deloitte’s Fast 50 list of companies in 2022.

The Somedays acquisition in January 2025 was completed for an undisclosed amount.

But, as of April 18, the brand confirmed that it would be ceasing operations for “the foreseeable future”.

“After eight incredible years, we have made the extremely difficult decision to take a pause at Awwa while we regroup and thoughtfully consider what comes next,” a company announcement said.

It added that once it sold off its remaining inventory, the company would not be available for contact or customer queries.

“From the bottom of our hearts, thank you for being part of this journey,” Awwa said. “Thank you for trusting us with something as personal and important as your cycle. We hope to be able to share better news with you in the future.”