THE MARKET
Sri Lanka’s feminine hygiene market has evolved rapidly over the last three decades, driven by rising awareness, better accessibility and a growing demand for comfort focussed products. With increased participation of women in education, employment and active lifestyles, the category now prioritises performance, hygiene and affordability.
Despite competition from global and regional brands, local insights and trust play a pivotal role in purchasing decisions, especially among schoolgirls and households. Eva remains one of the most influential category leaders, shaping the sanitary napkin landscape through product innovation, nationwide availability and educational programmes – it ensures that menstrual hygiene is accessible, safe and normalised for millions of women.
ACHIEVEMENTS
Eva stands as one of Sri Lanka’s most iconic feminine hygiene brands, trusted for over 30 years. As a pioneer in the sanitary napkin category, Eva has been instrumental in transforming how Sri Lankan women approach menstrual hygiene, shifting the market away from traditional cloth towards modern, safe sanitary products. Over the decades, Eva has led with purpose, earning the loyalty of multiple generations.
The brand has also achieved notable milestones beyond its market presence. Eva has long championed menstrual education, partnering with schools, midwives and national associations, to demystify menstrual health and support for young girls.
Its CSR programme Eva Dhiyaniya, and collaborations with organisations such as the Sri Lanka Girl Guides Association (SLGGA) and Sri Lanka Red Cross have strengthened the brand’s standing as a socially responsible leader.
Eva has also empowered female athletes as the title sponsor of the All-Island Netball Tournament reinforcing the message of confidence and active lifestyles. With category defining campaigns and nationwide reach, Eva continues to be recognised for reliability, affordability and leadership in innovation – a brand that consistently blends comfort, care and empowerment.
HISTORY
Eva’s journey began in 1987 as one of the first commercially produced sanitary napkin brands in Sri Lanka. At a time when many women relied on homemade cloth pads, Eva introduced modern feminine hygiene to the market, making menstrual care safer, more hygienic and accessible.
Made under ICL Brands, Eva quickly became a trusted name that is recognised for its comfort, reliability and value. Throughout the 1990s and early 2000s, Eva expanded its distribution island wide, ensuring availability across urban, rural and estate communities.
As the category evolved, Eva expanded into a broader feminine hygiene portfolio, introducing pantyliners, feminine hygiene wash, Dritex variant, Cotton Feel variant and Heavy-flow sanitary napkins designed for longer wear. With initiatives aimed at educating young girls, Eva became not merely a product but a supportive partner in menstrual health.
By 2021, Eva once again redefined standards with the introduction of green tea infused antibacterial layers. This innovation aimed to reduce odour, improve hygiene and offer greater comfort.
Today, following decades of leadership, Eva continues its legacy with the product relaunch in 2025, and a modern evolution that reflects the lifestyle, confidence and expectations of today’s Sri Lankan women. From humble beginnings to national leadership, Eva’s story remains rooted in care, comfort and empowerment.
THE PRODUCT
Eva’s product portfolio is designed to deliver ‘pure comfort all day.’ Built around the needs of Sri Lankan women, all Eva products are engineered to offer protection, breathability and softness.
The core range includes regular and heavy flow pads with soft top sheets, high absorption cores and secure wings that provide comfortable protection throughout the day. The premium range offers Ultra-thin designs with superior dry feel layers and advanced breathability for women who prefer discreet comfort. Products are available in both Cotton and Dritex variants, and packed as 08s, 10s and 16s.
Eva expanded its portfolio with pantyliners for everyday freshness, offering lightweight comfort for spotting pre-menstruation days or daily hygiene. The introduction of feminine hygiene wash further strengthened Eva’s presence as a complete feminine hygiene brand.
Eva became known as a pioneer of many firsts in Sri Lanka. The brand introduced wings, improved contour shapes, multilayer protection and new material technologies long before they became category norms. By consistently focussing on comfort and protection, Eva earned its reputation as a dependable choice for all females including schoolgirls, working women and mothers.
RECENT DEVELOPMENTS
The Eva relaunch in 2025 marks a significant evolution for the brand – visually, technologically and strategically – through reintroducing Eva with ‘New and Improved Eva’ to Sri Lankan women with a renewed commitment to the brand’s purpose of ‘Pure Comfort All Day.’
The new and improved Eva range offers several enhancements: gentle on the skin with softer top sheets, and skin friendly materials introduced to reduce irritation and deliver a smooth, comfortable feel throughout the day; and a body fit design featuring contoured shaping that ensures better alignment with body movement, prevents bunching and improves the overall wearing experience.
It also provides better distribution through an improved pad structure that ensures liquid spreads evenly across the surface – reducing wetness concentration and enhancing dryness – along with zero leakage protection enhanced with deeper channels, faster liquid lock layers, and improved absorbency to provide complete confidence during active movements and on heavy flow days.
The Eva product relaunch strengthened the brand’s modern identity with refreshed packaging, bolder colour cues and communication aimed at active, confident women. The campaign highlighted lifestyle relevance, comfort and confidence, positioning Eva as a renewed leader in the category, delivering pure, uninterrupted comfort while uplifting the confidence of every Sri Lankan woman.
PROMOTION
Eva’s promotional strategy blends emotional storytelling, education and strong community presence. Communication focusses on relatable moments and real life situations, positioning Eva as a brand that understands women beyond their periods. Through thematic campaigns, Eva promotes menstrual confidence, hygiene awareness and modern femininity.
Digital marketing plays a significant role with Instagram and Facebook serving as primary engagement platforms. Using reels, animations, influencer partnerships and lifestyle led content, Eva connects with younger audiences seeking authenticity and empowerment. Campaigns such as #TellHim and #EvaRelaunch2025 reflect a bold, progressive tone.
Eva is also known for high visibility community engagement. The Eva All-Island Netball Tournament stands as a flagship promotional endeavour, celebrating female athletes and reinforcing active, confident lifestyles. School focussed educational programmes under Eva Dhiyaniya further strengthen grassroots brand trust.
In-store visibility, point of sale materials (POSM) innovation and nationwide sampling initiatives ensure a strong retail presence. Promotional bundles, event sponsorships, and partnerships with institutions enhance brand accessibility and top of mind recall. Overall, Eva’s promotion blends empathy, empowerment and relevance, ensuring that consumers connect with the brand at emotional, functional and social levels.
BRAND VALUES
Eva’s brand values are shaped by decades of understanding women’s needs and supporting their wellbeing with care – with the promise of ‘Pure Comfort All Day’ lying at the heart of the brand. This principle influences not only product design but also communication, CSR and community involvement.
Every Eva product is crafted to ensure women experience ease, softness and confidence throughout the day, reflecting the brand’s commitment to comfort. Eva adopts a compassionate approach through care, educating young girls, supporting communities and addressing period stigma with sensitivity.
Built on more than 30 years of reliability, trust remains central to the brand – and this makes Eva a brand that mothers confidently pass down to their daughters as a symbol of safety and consistency.
Through empowerment, Eva encourages women to live boldly, supporting sports, education and self-expression through its initiatives, and continually evolves to meet modern expectations. Together, these values shape a brand that is warm, modern and deeply connected to Sri Lankan women.
