Redefining Intimate Care: bValue’s Partnership with YourKaya
When we first met Kaja Rybicka-Gut and Marek Gut, the founders of YourKaya, we were struck by their mission: to bring transparency, sustainability, and accessibility to feminine hygiene. At a time when customers were demanding more natural, eco-friendly, and honest products, YourKaya offered a subscription-first model that put women’s health and the planet at the center.
The Opportunity
The global feminine care market has long been dominated by legacy players. But consumer needs were shifting: demand for natural ingredients, reusable packaging, and a direct connection with brands was rising fast. YourKaya spotted this gap early, launching in Poland with eco-friendly menstrual products and a digital-first approach. Their vision resonated — within days of launch, a modest ad campaign produced thousands of eager subscribers waiting to try the brand.
Our Partnership
In 2020, bValue partnered with YourKaya, joining other investors to support the company’s growth. Together, we focused on strengthening the subscription model, expanding the product line, and building a scalable digital infrastructure. Beyond capital, we worked closely with the founders on strategy, analytics, and entry into broader retail channels. As Marek Gut, Co-Founder and CEO puts it:
The Impact
The results of this partnership have been transformative:
- 30× overall growth during our investment period
- 27× increase in ecommerce subscribers, fueling a robust and loyal community
- 6× growth in monthly orders, supported by smart marketing and RFM-driven retention strategies
- Expansion beyond D2C into 1,500+ Rossmann stores, strengthening omnichannel reach
But the numbers tell only part of the story. By investing in data-driven retention strategies and community-led marketing, YourKaya was able to build relationships, not just transactions. Customers didn’t just buy a product — they joined a movement that speaks openly about women’s health, sustainability, and empowerment. This emotional bond has been a key driver of loyalty and growth. Kaja Rybicka-Gut, Co-Founder reflects:
Innovation at the Core
From the beginning, YourKaya has stood for more than products — it represents a movement for transparency, honesty, and self-care without taboos. By combining a digital subscription model with sustainable products and community-driven storytelling, the brand redefined how women in Poland engage with intimate care.
Looking Ahead
YourKaya’s journey is only just beginning. The company is constantly developing and introducing new product lines — most recently launching a face care range, while always keeping women’s health at the heart of its mission. With a strong foundation in place, YourKaya is well-positioned to grow further in Poland and abroad, while continuing to set new standards in sustainability and female-focused innovation. Maciej Balsewicz, Founder of bValue Fund and Member of YourKaya Board adds:
