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Daye: The FemTech Trojan Horse
How a period care brand is quietly building a gynecological health empire
While the market drowns in disposable pads and cups, Daye is executing a masterclass in vertical integration: selling tampons to fund a full-stack gynecological health platform. It's not just period care—it's a $44M Trojan horse for women's health data.
"They aren't selling tampons. They're selling access to a $4B fertility market through the most intimate touchpoint possible."
The Trojan Horse Strategy
Daye's genius lies in its entry point: period products. With 148 employees and $44M in revenue, they've built a trusted consumer brand (664 Trustpilot reviews) that becomes the gateway to higher-margin services. The data shows 39% direct traffic—these aren't random visitors; they're customers who've built brand loyalty through tampons, then convert to $300+ vaginal microbiome screenings. It's the classic razor-and-blades model, but for gynecological health.
The Fertility Play
The headlines tell the story: 'Redefine your fertility journey' and 'Care that's made for you' sit alongside 'Vaginal Health Screening' and 'Hormone Testing.' Daye is capturing women at the critical inflection point—when they stop managing symptoms and start investigating fertility. The keyword data reveals their ambition: they rank for 'does progestin stop mood swings' and 'cystitis & pearl barley,' showing they're targeting women with complex health questions, not just period pain.
The tech stack tells a story of scalability. They're using PWA technology, Tailwind CSS, and modern frameworks like Swiper and Slick—indicating a mobile-first approach that's crucial for a demographic managing intimate health on their phones. But the real moat is the data: every tampon subscription feeds their algorithm, every screening builds their database, creating a defensible position against generic period care brands.
- Vertical integration from commodity product to high-margin diagnostics
- Data moat: 113K monthly users generating intimate health signals
- Community-first approach: 39% direct traffic indicates brand loyalty
- Multi-revenue streams: products, screenings, pain clinics, fertility bundles
The Real Product Isn't a Tampon
Daye is building the operating system for women's reproductive health, one organic search at a time.
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Sustainable Period Products & Gynae Health
Daye is setting a new standard in period care and gynae health. We offer period products, vaginal microbiome screenings, and a period pain clinic.
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Daye UK
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Reviews (20)
Absolutely love these tampons
Absolutely love these tampons - they’ve massively helped reduce my cramps!
⭐️⭐️⭐️⭐️⭐️
Perfect !!!!
Thank you, Cani! 💛
Amazing product
Amazing company, great product. Totally fills a gap in the market
Thank you so much for sharing, Millie! 💛
Really great product
Really great product, well packaged and delivered quickly. Perhaps consider setting an alarm to remind yourself to remove the tampon as Daye is so good you might forget you are having your period at all.
Thank you so much for your lovely review, Eilis! 💛
So easy and less stressful than Drs visits
It can be so embarrassing having tests done but this felt like I was in more control of my own gynae health. I wasnt having to wait for a dreaded NHS letter, it was all online really quick within a week. You can also see when its in the lab and when its in the process of being analysed.
Thank you for sharing, Sue! 💛
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About yourdaye.com
Daye is setting a new standard in period care and gynae health. We offer period products, vaginal microbiome screenings, and a period pain clinic.
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yourdaye.com uses 26 technologies across their website including Font Awesome, Google Fonts, HSTS, reCAPTCHA, Sentry, and more.
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yourdaye.com receives approximately 113.0K monthly visitors and ranks #339,946 globally. The website has a bounce rate of 46% with visitors viewing an average of 2.2 pages per visit. Users spend an average of 1:00 on the site.
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