💌 Issue 64: Record year for FemTech funding? | Never just a period | Science of sound for pain relief

+ lots more in your weekly round-up of women's health and FemTech news

Aug 07, 2024

Hi! Welcome to issue #64 of FutureFemHealth, here to bring you your weekly news about women’s health innovation and FemTech (w/c 5 August 2024).

🌟 Coming up today we’ve got:

🩸 It’s never ‘just a period’
🔥 FemTech startups appear on track for record VC funding
🎶 The app that relieves period pain using sound
💊 National retailer Morrisons bolsters menopause support

Got news to share from the world of FemTech and women’s health innovation? Let me know at anna@futurefemhealth.com

🩸 It’s never ‘just a period’

At its very best, mainstream advertising can drive social change and break down taboos.

Back in 2017 Bodyform was the first brand in the UK to show red liquid in its period pad adverts rather than blue.

In 2022 its TV ad about how periods disrupt sleep pushed boundaries so much that it became the most complained about commercial of the year.

And if you’ve seen Bodyform’s latest ad campaign “Never Just a Period” you’ll know it’s another brilliantly powerful example of this.

The ad brought me and my friends to tears with how it manages, in just a few minutes, to summarise so many relatable experiences that too often go ignored or are dismissed. For anyone who has periods and has felt alone, gaslit, confused or afraid this ad will connect deeply.

What I appreciate most though, is that here is Bodyform, a large incumbent brand taking a leadership position on menstrual health education and destigmatisation.

As the team told The Drum:

“With education, although we have never doubted its importance, I think it came out very clear for us with this campaign and what we have seen and heard from consumers that there is space and a need for us to do much more.”

Because consumer education on female health isn’t just a challenge for Bodyform, it’s an ongoing issue that affects everyone.

And by taking the lead with such a high-profile campaign, Bodyform not only builds its own brand but paves the way and unlocks the opportunity for everyone in the menstrual health space.

💰 Funding, deals and investment news

📌 GLOBAL: Femtech startups appear on track for record VC funding. So far this year we’ve seen $1.2billion invested in FemTech startups, according to Pitchbook data. That’s on track to surpass 2021’s full year record of $1.9million. Yet it’s worth noting that several mega-rounds (including last week’s $200m Flo Health deal) have boosted those figures as overall deal count doesn’t look set to match 2021. (Continue reading: Pitchbook)

🌟 More news from this week

📌 This start-up is closing the pain gap with the science of sound. Founder LJ Clarke set out to provide a safe, non-hormonal alternative to a painkiller for period pain. Moonai app combines the proven approach of mindfulness apps with neuroscience-based sound therapy and educational content. Read our interview with LJ to find out more about the start-up. (Continue reading: FutureFemHealth)

📌 UK: Morrisons bolsters menopause support with new dedicated in-store fixtures. National retailer Morrisons is the latest to join forces with Gen-M, creators of the ‘m-tick’ symbol for menopause-friendly products. 80% of women surveyed by Gen-M said they want to shop for menopause-friendly labelled products, yet 66% find it difficult to find what they need. (Continue reading: The Industry)

📌 US: Target Stores are running out of menstrual cups after study finds toxins in tampons. Are we at a turning point for period care right now? The fallout from that tampon study continues with The Flex Co. the latest menstrual disc and cup start-up to report that it has seen sales rapidly increase in recent weeks. Founder Lauren Wang told Bloomberg that the start-up is now making a million more disposable discs per week than just a month ago. (Continue reading: Bloomberg)

📌 UK: The Latte Lounge launches new midlife and menopause marketplace. One of the UK’s longest running menopause support communities has brought together trusted brands including Jude, Selaura and Promensil in a new online marketplace aimed at women over 40. (Continue reading: Katie Taylor on LinkedIn)