Canadian period care and sexual wellness company nixit is accelerating its retail expansion across North America as growing consumer demand for reusable and ingredient-conscious products fuels the brand’s next stage of growth.
Founder Rachael Newton said the company, launched after she sought to reduce household waste while living in the Caribbean with two young children, was created to offer sustainable products designed specifically with vaginal health in mind. She said the experience of seeing landfill waste firsthand prompted her to rethink disposable menstrual products after realizing the lifetime environmental impact of tampon use.
Newton said Nixit’s first product was a reusable menstrual disc, introduced as Canada’s first reusable menstrual disc. She said the product was designed as a one-size-fits-all, suction-free alternative intended to simplify the transition to reusable period care. Since then, the company has expanded into wash products and sexual wellness with water-based lubricant and condoms.
Initially launched as an online-only business, Newton said customer demand led the company into retail, beginning with natural food and wellness chains before expanding this year into nearly 400 Loblaw stores across Canada. She added that nixit’s condoms have also launched in nearly 2,000 Walmart locations in the United States.
Newton said the Loblaw rollout increased the company’s Canadian retail footprint by more than 50 per cent while reflecting broader consumer interest in products featuring organic ingredients and formulations designed to minimize irritation.
She said building the company has presented challenges, including navigating the regulatory requirements associated with medical devices, such as Health Canada authorization, FDA registration and certification standards.
Looking ahead, Newton said nixit plans to expand into additional retail locations across North America while continuing to develop new products. As a self-funded business, she said growth decisions are carefully balanced against available resources.
Newton also encouraged aspiring entrepreneurs to invest in building strong professional networks, saying those connections can provide valuable support throughout the often-isolated journey of entrepreneurship.
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