Lux Perry
(they/them)

NOVEMBER 17, 2025

Forward

I met Lux at a dinner party at a mutual friend’s house. I don’t think either of us had much knowledge of the other person’s world before that dinner party, but by the end of the evening I think we both knew, with a high degree of confidence, that when it came to business, we had a very similar world view.

From my experience, not all founders are created equal. At Opening Round we work with startup founders coaches, advisors and occasionally, we’ll work alongside a founder in a fractional executive capacity. I’ve personally worked with There’s a huge variance of grit, talent, vision and werewithall amongst founders. This gets complicated by the fact that most founders are typically very good and telling a story, and enrolling you into their version of the world which means takes a lot of exposure and a very keen nose to be able to call bullshit on someone who’s work is company-building. After a 30 minute conversation on a couch with Lux I knew, without a doubt, that Lux was not bullshit.

Lux is the founder of Somedays

I wanted to sit down with Lux to get a better understanding of how they see the world, what lights them up and better understand where things really took of for them.

—Marlon Thompson, Founder, Opening Round

In your own words, tell us a bit about yourself and what you do?

“I buy and rebuild women’s health businesses. I currently own two period underwear businesses and a period relief brand”.

Everyone’s path to entrepreneurship is unique and specific to them. In a few short sentences, tell us how you you ended up leading Somedays.

“I stumbled into M&A sort of by chance when my company, Somdays, partnered with Aisle; some chats with the founders led to a real discussion about succession. Going through the acquisition process lit me up in ways I didn’t ever know were possible and I was immediately hooked. I acquired a second business 12 months later”.

One of the most common inquires we receive is around M+A potential. Founders want to know how / when / if they should think about selling their business. Broadly speaking, most of the type my advise is to go find an M+A advisory firm if you’re serious and they will help you find the shape of a potential deal and give you a real, informed take on what’s possible. The truth behind that advise is that selling a business is really difficult, not for the faint of heart, and very unlikely to go the way you  any it to if it goes at all.

I remember connecting with Lux at a coffee shop one day after selling my first company and as I expected, they wanted to talk about acquisition. I was quickly reminded that Lux was built different than a lot of other founders I’ve worked with when the conversation I learned that Lux wasn’t trying to figure out who would buy they’re company, they were trying to scope out the process of buying someone else’s company. 

Naturally - when I sat down with them for this interview I wanted to learn more about when things started to change for them. 

We want to know, from your perspective, 2 or 3 moments in your career where things really changed for you.

  1. We launched a super successful marketing campaign that garnered billions of views. That was really the first time I felt like I had real credibility.

  2. When I acquired Aisle it felt like a big moment for me. It felt like I had crossed into being an expert operator and learned I had a passion for turn arounds.

  3. When I finally hired am assistant. It felt like a turning point in recognizing my own value and what my time was worth

What’s one thing you love about innovating in the feminine care space?

I love making customers happy - we even have a delight team. Building new products and solutions that make women's lives better while making them feel seen is really what keeps me going at the end of the day.

Most of the work we do with founders is linked to a round financing. Sometimes it takes a minute for us to understand where the gaps in knowledge exist for a founder or a startups management team. One of the reason I find Lux to be so inspiring is that they tend to closes those knowledge gaps faster than most founders even assess them. 

Lux Perry is the CEO of Aisle and founder of Somedays.

Shop Aisle: https://periodaisle.com/