Unfabled begins UK-wide scale-up, raising $1.7m and expanding into 737 Boots stores
First introduced Essentials range into 50 stores in December 2024
Women’s health platform Unfabled has secured $1.7 million in new funding and announced a nationwide retail expansion into 737 Boots stores, marking a significant milestone for the fast-growing UK wellness brand. The new investment brings Unfabled’s total funding to $3.9 million.
This funding round was led by Arāya Ventures, founded by Managing Partner Rupa Popat and backed by British Business Investments (BBI). The investment into Unfabled was made through Arāya’s Super Angel Fund - BBI’s first-ever commitment to a solo GP - and aligns with both firms’ focus on female-founded, community-driven businesses. Women make up 67% of Unfabled’s investor base, compared to industry averages where only 14% of angel investors and 15% of senior VC professionals are women.
Founded in 2021 by Hannah Samano, a former Unilever innovator and Forbes 30 Under 30 honouree, Unfabled was created to address longstanding gaps in women’s health. The company operates a community-led wellness platform that uses consumer insights and lived experience to inform product development across supplements and wellness solutions.
“Women’s health has been sidelined for far too long,” said Hannah Samano, founder and CEO of Unfabled.
“At Unfabled, we’ve shown that when you truly listen to women, you don’t just create better products – you create a movement. Boots expanding our footprint by over 1000% proves that women’s health is no longer niche.”
From accelerator to national rollout
Unfabled’s relationship with Boots began in December 2024, when six of its Essentials supplements were introduced in 50 stores as part of Boots Ignite, the retailer’s accelerator programme for emerging and culturally resonant brands. Following strong in-store performance, Boots has expanded Unfabled’s range to 737 locations, increasing the brand’s retail footprint by more than 1000%.
This expansion makes Unfabled one of the first wellness brands from the initial Boots Ignite cohort to scale nationwide.
“Unfabled represents the future of women’s health: community-driven, culturally relevant, and commercially explosive,” said Rupa Popat, General Partner at Arāya Ventures.
“Hannah has built unparalleled momentum, with DTC growth that has translated directly into retail success. We are thrilled to back her and this brand at such a pivotal stage.”
A data-led approach to women’s wellness
Unfabled’s growth has been underpinned by Unfabled Labs, announced in June 2024 as the company’s internal model for testing and validating new wellness trends using feedback from its digital community. This process enables the brand to translate consumer insights into products quickly, while maintaining scientific and clinical credibility.
The Unfabled Essentials range - covering areas such as bloating, cramps, low energy, sleep, and stress - has been a key driver of its retail performance. Products include Debloat Superblend, Magnesium Superblend, and Ashwagandha Gummies, all positioned at accessible price points aimed at broadening access to effective women’s health products.
Shifting the narrative on accessibility and representation
Unfabled’s approach reflects a wider shift within the wellness industry toward affordability, inclusivity, and data-driven innovation in women’s health. While women account for half the population, only 5% of health research globally is dedicated to women’s health, and just 1% to non-cancer-related conditions. Unfabled’s model - linking community engagement to product creation - positions it as part of a new wave of consumer brands addressing these systemic gaps.
By bridging TikTok-fuelled awareness with high-street availability, Unfabled also offers retailers a pathway to engage younger demographics, particularly Gen Z and millennial women, in a historically underdeveloped segment of the wellness market.
Looking ahead
With its expansion into Boots and growing investor support, Unfabled is now positioned to scale its platform and product portfolio further across the UK market. The company says its mission remains focused on democratising women’s health, making clinically backed, affordable wellness products accessible to more consumers.