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Our Story

GENIAL DAY® Appearing on the set of Modern Living with kathy ireland®


GENIAL DAY® is a brand of awesome products for women, by women.  The GENIAL DAY® brand stands out due to its innovative spirit and genuine concern for women’s health and environment. Genial Day Inc. is certified with Leaping Bunny. We design our products to provide women with ultimate comfort and peace of mind. They have skin-friendly pH, are air-permeable, and free of harmful chemicals.

Genial [jee-nee-uh l]: favorable for life, growth, and comfort; pleasantly warm; comfortably mild, so as to benefit life, growth, and health. 

Genial: that’s what our products are all about. By sharing them with you, we wish you a gentle, comfortable, healthy, and pleasant day. 

Who’s behind the brand?

By purchasing our products, you express your trust and loyalty to our ideals. We truly appreciate that, and we want you to know who is behind our brand.

First and foremost, Genial Day Inc. is a family-owned company – and family means the world to us! Our own family of four returned to our native Lithuania after spending 5 years in the U.S. We really cherished every moment spent in the beautiful city of Chicago, and loved its ample opportunities, but we missed the people we’d left behind way too much...  

In 2009, we launched our first line of feminine hygiene products in Europe. After our successful expansion to a number of European countries, we felt ready for a return to the U.S. with a brand new product for women. It took us 7 years of research and development to grow absolutely confident that we could take the leap. 

In the fall of 2016, we launched our first product designed exclusively for the U.S. market on Kickstarter. We have always cared greatly about the quality and performance of our products, and believed in our success passionately. Our primary goal is to make each customer feel genuinely happy and healthy. 

For some people, it is their ability to create exclusive, big-time products or inventions that drives them. What drives us is a constant quest to improve the living essentials. For that good reason, we have been focused on developing innovative, eco-friendly, and organic female hygiene products. 

We came up with the idea of re-designing period panties and pads in one of those considerable discussions with our teenage daughter in our living room. Our major critic and advisor, she was a great inspiration behind our new line of feminine hygiene products for teen girls.

It was the conversations with Eiva that helped us realize the significant challenges that teenage girls often face through their journey to adulthood. We cannot help the teens and their parents in every step of this transition, but we can make the girls’ introduction to womanhood a smoother and less stressful experience. 

To celebrate this successful mother and daughter collaboration, we have named our new line EiVi [pronounced: a-vee]: a portmanteau of our first names – Eiva and Vilmante.

We are a small, family-owned business, and we only partner up with the best manufacturers in the industry. We pay regular visits to our partners’ factories to make sure that they meet and exceed fair labor practices, and compensate their employees fairly. All of our partner factories are certified with ISO 9001, ISO 14001, and GMP (Good Manufacturing Practice). 

We are firm believers that “cheap” is not synonymous with “affordable”. Our major goal is to design and manufacture products that are affordable, but not cheap, and luxurious by their quality and durability, but not by their price tag. As personalities, as members of family, and as entrepreneurs, we strive to be the best that we can be – and we expect the same from our partners.

We have always cared about our fellows and friends, so our company has been officially certified with Leaping Bunny.

Textile industry is one of the world’s most heavily polluting industries. We don't want to be a part of the problem. What we want is to make a change to the situation by showing that it is possible to make beautiful, fashionable underwear and premium quality pads and liners with minimal impact on the environment and human health.  Our partner factories are certified with ISO 9001, ISO 14001, and GMP (Good Manufacturing Practice). Our own underwear factory is member of the DETOX campaign – a global eco-initiative by Greenpeace. We are also certified with Global Organic Textile Standard, as well as Organic Content Standard.