Amazon aggregator Forum Brands has acquired organic period care company Lola for an undisclosed amount.

WHO: Alexandra Friedman and Jordana Kier launched Lola in 2014. The brand makes tampons, pads, and liners made with organic cotton, a first-period kit, and a cramp care collection. Eventually, the company ventured into sexual wellness products with condoms, personal lubricant, and natural feminine cleansing wipes. The brand launched DTC and entered Walmart in 2020 followed by Walgreens.

Forum Brands was established in 2020 to build a portfolio of e-commerce businesses, focusing on sectors like family, health, wellness, and pet products. The aggregator targets brands with a target demographic of women aged 25 to 44 and looks to balance business across Amazon and other retail channels.

WHY: The acquisition aligns with Forum Brands’ strategy to expand in the health and wellness category.

DETAILS:

• Forum Brands has acquired Lola for an undisclosed sum. 
• In 2018 Lola raised a Series B funding round of $24MM. The round was led by Alliance Consumer Growth Capital, with additional support from existing investors including Spark Capital, Lerer Hippeau, and Brand Foundry Ventures.
• In 2015, Jordana Kier and Alex Friedman founded Lola with $1.2MM in funding.
• In 2016, they secured another $10MM in funding, between a $3MM seed round and a $7MM Series A round with support from investors including Lerer Hippeau, Brand Foundry Ventures, BBG Ventures, 14W, and the founders of Warby Parker, Harry’s, Sweetgreen, Bonobos, and Insomnia Cookies. They have also generated support from celebrity investors, including Serena Williams, Karlie Kloss, Lena Dunham, and Allison Williams.