Taboo-busting. Truth-telling.

This is why NAYDAYA exists, and why we're not stopping.

Every brand has an origin story. Ours started with a dusty pharmacy shelf.

Nobody told me.

"Nobody told me how much a woman's body changes; not once, but again and again, through every stage of her life.

I found that out the hard way. After the birth of my first child, I hobbled to a pharmacy desperate for help and was sent home with witch hazel. I wasn't given anything helpful, and there was no conversation around how I was feeling.

Every day, thousands of women experience the same gap in care, and that made me angry. This anger turned out to be very useful.

I started NAYDAYA to fill that gap. Then perimenopause arrived, and the gap opened again. New symptoms, dryness nobody warned me about, a GP appointment that ended in a shrug.

But I knew this time that it was not something I had to just accept. And I was not alone."

You are not going mad.

Our customers write to us about years of searching before they found relief. Again and again, they tell us they're feeling more like themselves again, and they wish they'd found us sooner.

These aren't 'trivial issues'. We're talking intimate dryness, lichen sclerosus, the body changes after cancer treatment that nobody mentioned, and the symptoms their doctors dismissed.

We read every single one. It's what pushes us forward.

We say the things that need saying.

Vagina is not a dirty word. Vulva is not a dirty word. Dryness, discomfort, changes to skin, sleep, intimacy and identity are not things to whisper about.

NAYDAYA was built on the belief that honesty is the most powerful thing we can offer a woman who's spent years being told to just get on with it.

We are not here to make menopause aspirational. We are here to make it better.

What we stand for

Everything we make is produced in small batches in England, with UK manufacturers who share our standards. Ingredients are 100% natural and vegan certified, chosen because they work, not because they photograph well.

We give 1% of every sale to UK charities supporting women's health. Because the conversation is bigger than the brand.

We are not perfect, but we will never stop trying, or telling you the truth.

From a kitchen table to Boots

NAYDAYA started the way most honest things do, out of necessity, not a business plan. What began at a kitchen table now ships to women across the country and beyond, stocked in Boots and Selfridges.

We're proud of that, not for the scale, but for what it proves. Every stockist, every order, every warehouse is proof that the conversation we started needed to happen, and that women were waiting for someone to start it.

The name.

NAYDAYA is inspired by two things. Neasa, the legendary Irish warrior queen, fierce and unapologetic, a nod to Fiona's own Irish roots. And Daya, goddess energy, compassion, power. Between them they capture what NAYDAYA believes every woman already carries.

Fearless. Nurturing. Unapologetically strong.

Fiona Toomey
Founder, NAYDAYA