Our Story
Soov began with a very human need: to feel supported and soothed during the menstrual cycle - no matter the phase.
For years, we watched friends, partners, and loved ones navigate the highs and lows of their cycle with limited options. There were plenty of products for managing menstruation itself, yet when it came to the other parts - the bloating, the cravings, low mood, the cramps - people were often left searching for relief in old family remedies or whispered wisdom passed down through generations. Natural support existed, but it was scattered, inconsistent and rarely designed with the menstrual experience in mind.
So we asked ourselves:
Why isn't there a trusted place for more natural, cycle-focused care?
Picture featuring the women of the Gaiman family. (L-R): Lizzy Calcioli, owner. Shelia Gaiman, founder. Chiara Calcioli, sales executive.
That question became our mission.
We created Soov to develop thoughtful, natural products built around the real, everyday challenges that come with having a period. From the heavy dragging days to the restless, irritable ones; from the moments you feel unlike yourself to the moments you need a little extra comfort - we wanted to make something that could genuinely help.
Our hope is simple: that Soov brings relief when you need it most, and makes the monthly rhythm of hormonal ups and downs feel just a little easier to navigate. Everybody deserves to feel supported in their own body, and Soov exists to offer exactly that - naturally, gently, and with care.
Our Grass Routes
About us
Soov may be new, but the expertise behind it is anything but.
Soov was born from the experienced team at G&G Vitamins, a Sussex-based supplement pioneer that's been shaping the industry since 1965. For decades, we've dedicated ourselves to making cleaner, purer supplements - always with a focus on integrity, transparency, and care.
Every Soov product is crafted in our own state-of-the-art cleanroom facility in Sussex, using a patented encapsulation process that removes the need for flow agents, binders, or unnecessary additives. The result? A cleaner capsule and a product you can truly trust.
Our ISO Class 8 cleanroom stands a full class above the standard supplement manufacturing environment and is certified by leading UK regulatory bodies, including the MHRA and GFSI. In other words: we take quality seriously - so you don't have to think twice.
Soov brings together decades of technical expertise with a fresh, human-centred mission: to support your cycle naturally, safely, and beautifully.
