Femininity Optimised

60 years on from the controversial development of the contraceptive pill, female specific innovation is no longer being treated as niche.

A generation of female entrepreneurs are stepping up to create on demand, effective solutions whilst sparing women the overtone of cliches and stigma which has dominated this market.

When THINX and Billie entered the market we celebrated the emergence of straight talking, educational and humorous brands in the feminine health sector. Moving forward branding is no longer enough for this consumer, it is true innovation in underserved areas such as hormone optimisation, fertility, telemedicine, postpartum depression, and menopause that will ultimately meet the consumer when she wants to be heard.

As innovative contraceptive brand OUI puts it:

“Our goal is to uphold the radical ideals that fueled the initial birth control movement. No longer should we accept the side effects that have become normalized by hormonal birth control. Nor the inconvenience of existing alternatives.”

So whats new? Have women not always wanted practical, on demand solutions to their health needs?

In large part it’s down to the increased awareness around the gender data gap and the slow but steady increase of female representation in investment. Historically less than 2% of venture capitalist funding has gone to female founded companies.

Now, female specific venture capital firms such as Female Founders Fund are doing the work needed to understand the market in more depth, demonstrating its true value and investing in women building category defining businesses.

Explore the trend:

Here’s just a few of the brands who have tapped into this investment in order to bring women revolutionary yet accessible solutions:

AAVIA - Level Up With Our Smart Cas

Aavia’s smart case contains sensors that know exactly what time you took your pill, reminds you until you actually take it, and automatically records it in the app.

Tabu- The first sexual wellness kit made for menopause

Featuring a lightweight, discreet massager and organic, healing lubricant, The Kit is designed to help confidently kick off and maintain your sexual wellness routine. 

Get stix - COMFORT SHOULDN'T BE COMPLICATED

Meet UTI by Stix, a new line of products that detect, alleviate, and help protect against UTIs.

OUI, Zero Compromise Contraception

OUI is a vaginal capsule that after insertion rapidly dissolves and releases the formulation. It is targeted to provide effective birth control a minute after insertion without the use of any hormones.

Interested in how investment in female founded businesses might be relevant to you?