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Five femtech start-ups taking over TikTok

As the global femtech market is growing, start-ups turn to the video-sharing platform to upscale their businesses

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TikTok has amassed over 1.5 billion monthly active users in the third quarter of 2022. Now, more and more start-ups are using the social media platform to educate, raise awareness and give their businesses a boost.

Here are five femtech start-ups building new women-focused communities on the world’s most downloaded app.

Riley

The Irish start-up on a mission to end ‘period plastic’ aims to educate young and old users about periods and menstrual care, busting common health myths and breaking taboos.

After struggling to access period products themselves,

@we.are.riley

Key For Her

Key, an online platform offering supplement recommendations, information and insights, aims to help women understand their menstrual cycle and track their symptoms.

TikTok-famous founders, Donna Ledwidge and Renée O’Shaughnessy, now share tips and solutions for perimenopause, menopause, menstrual cycle, skin and hair with their 53,000 followers. @keyforher

Youly

The team behind Youly, Australia’s hassle-free emergency contraception service, speak honestly and openly about everything you need to know about the female body.

Having already amassed over 61,000 TikTok followers, the platform, part of the digital healthcare company Midnight Health, aims to break the stigma surrounding reproductive health and close the female health education gap. The history of brith control has never sounded so good. @youly.com.au

Peanut

The online platform Peanut provides a social network for women to connect across every life stage – from fertility, pregnancy and motherhood through to perimenopause and menopause.

Users have access to a community of women ready to listen, where they can share stories, ask questions, build friendships and learn from one another. @peanut

Juno Diagnostics

The US biotech company aims to support growing families through every step of the pregnancy journey by developing a range of affordable, non-invasive prenatal tests.

Now, Juno grows its TikTok presence by answering the most common pregnancy questions to empower families and aspiring parents with science and evidence-based information. @junodiagnostics

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Jill Biden visits Imperial on women’s health and AMR mission

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Former US first lady Dr Jill Biden visited Imperial College Healthcare NHS Trust and Imperial College London to explore work on women’s health and antimicrobial resistance.

The visit was hosted by professor the Lord Darzi of Denham, who chairs the Fleming Initiative and directs Imperial’s Institute of Global Health Innovation.

Dr Biden, chair of the Milken Institute’s Women’s Health Network, spoke about the impact scientists, clinicians, innovators and investors can have on improving women’s healthcare.

Dr Biden stressed the importance of “collaboration, prevention and education” in improving women’s health globally.

At the museum, Dr Biden and Esther Krofah, executive vice-president of health at the Milken Institute, heard about the worldwide significance of the discovery and the contribution of women who, during wartime Britain, grew penicillin in bedpans to support early experimentation.

The discussion also explored how AMR is a key women’s health issue, with women disproportionately affected in low and middle-income countries, and in high-income settings where women are more likely than men to be prescribed antibiotics.

Dr Biden was shown an architectural model of the Fleming Centre in Paddington, which will bring together research, policy and public engagement to address AMR worldwide.

The second part of the visit brought together Imperial clinicians, researchers and innovators for a roundtable on women’s health priorities, including improving diagnosis, equity in maternity care and support during the menopause transition.

Participants highlighted wide variation in the quality of care for conditions affecting women and called for fairer access to services, with the postcode lottery named as a priority to address.

Professor Tom Bourne, consultant gynaecologist and chair in gynaecology at Imperial’s Department of Metabolism, Digestion and Reproduction, described how AI could improve diagnostic accuracy for conditions such as endometriosis.

Equity emerged as a central theme.

Professor Alison Holmes, professor of infectious diseases at Imperial College London and director of the Fleming Initiative, highlighted persistent gaps in women’s representation in clinical trials, including antibiotic studies, which limits the ability to optimise care and treatments.

Dr Christine Ekechi, consultant obstetrician and gynaecologist at Imperial College Healthcare NHS Trust, drew on national maternity investigations to underline the importance of valid data, meaningful engagement with affected communities and rebuilding trust.

Menopause and midlife health were also identified as priorities for clinical research.

Professor Waljit Dhillo, consultant endocrinologist and professor of endocrinology and metabolism in Imperial’s Department of Metabolism, Digestion and Reproduction, described a new treatment for hot flushes, including for women unable to take hormone replacement therapy, such as those with a history of breast cancer.

The discussion then turned to bringing innovation into health systems. Innovators shared how data and technology are being used to close gaps in women’s health, while noting challenges in accessing funding to grow and scale.

Dr Helen O’Neill and Dr Deidre O’Neill, co-founders of Hertility Health, described predictive algorithms using self-reported data to help diagnose gynaecological conditions at scale.

Embedded into clinical workflows, the technology could reduce waiting times, identify conditions earlier and improve outcomes. They noted how “we have cures for the rarest genetic conditions but don’t even have the answers to common women’s health issues.”

Dr Lydia Mapstone, Dr Tara O’Driscoll and Dr Sioned Jones, co-founders of BoobyBiome, outlined work creating products that harness beneficial bacteria found in breast milk to support infant health.

By isolating and characterising key microbial strains, BoobyBiome has created synbiotics, combinations of beneficial bacteria and the food that nourishes them, to make these benefits accessible to all babies.

Speakers throughout the visit stressed the need to reduce variation in care quality and outcomes for women, strengthen prevention and education, and address power and equity in women’s health.

Professor the Lord Ara Darzi said: “It was a privilege to welcome Dr Biden and the Milken Institute to Imperial to meet some of the outstanding researchers, clinicians and innovators advancing women’s health.

“Imperial’s unique combination of clinical excellence and world-leading research positions us at the forefront of tackling the biggest health challenges facing society and the UK’s ambition for innovation demands nothing less.

“For too long, the health needs of women and girls across their life course have not received the attention they deserve.

“By working together across borders and disciplines, we can transform equitable access to care, accelerate the detection and treatment of disease, and ultimately improve health outcomes for millions of women in the UK and around the world.”

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Wellness

AHA campaign to raise awareness of heart disease in women

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Fashion, beauty and lifestyle retailers have joined the American Heart Association to raise awareness of heart disease in women.

The Go Red. Shop with Heart. campaign launched at the New York Stock Exchange on 30 January.

Retailers will ask for donations at checkout in February or donate a percentage of proceeds from selected items.

More than four in 10 women in the US have some form of cardiovascular disease, a term for heart and blood vessel conditions such as heart disease and stroke.

Heart disease and stroke kill more women in the US each year than all forms of cancer combined.

Brands taking part include Away, Commando, Lafayette 148, Michael Kors, Reebok, ShopSimon.com, Summersalt, Torrid and White & Warren.

More than 40 other nationwide retailers are also inviting customers to support the organisation this February through its Life Is Why campaign.

Nancy Brown is chief executive officer of the American Heart Association.

She said: “Nearly 1 in 3 women die from cardiovascular disease each year, yet women are still profoundly under-represented in the clinical research, science and medicine that could save their lives.

“Retailers and consumers are uniquely positioned to turn everyday moments into meaningful change through Go Red. Shop with Heart.”

According to the American Heart Association 2026 Heart Disease and Stroke Statistics Update, heart disease is the leading cause of death in the US and stroke is the number four cause of death.

The organisation projects that at least six in 10 US adults will have cardiovascular disease within the next 30 years and related costs are expected to triple.

However, approximately 80 per cent of cardiovascular disease is preventable through lifestyle changes.

Mindy Grossman is a volunteer board member at the American Heart Association and partner and vice chair of Consello.

Grossman said: “Retail has always been a powerful connector.

“Shop with Heart gives our industry a shared platform to lead with purpose and unite consumers in support of heart health.”

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Milken launches women’s health network platform

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Milken Institute has launched the Women’s Health Network digital platform with Velir x Brooklyn Data to speed collaboration and investment across research, care and technology.

The new website creates a hub for members to share content, connect and coordinate projects, with branding and the first public Drupal build delivered by Velir x Brooklyn Data. A launch video premiered on 4 November 2025 at the inaugural steering committee and member luncheon in Washington DC, then featured at the Milken Institute Future of Health Summit.

Phase two is scheduled for February 2026, adding member log-ins for networking and content exchange. Phase three in April 2026 will add advanced collaboration tools and expanded community features.

“This launch represents the type of mission-driven, cross-sector digital work we are incredibly proud to support,” said Eliza Pare, vice-president of client services at Velir. “The Women’s Health Network is poised to transform collaboration in women’s health, and we’re honoured to help build the digital infrastructure that will make that possible.”

Chaired by former first lady Dr Jill Biden, the Women’s Health Network brings together leaders from industry, startups, investors, health systems, patient groups, academia and philanthropy. More than 100 members have joined, with a steering group that includes organisations such as the American Cancer Society, American Heart Association, Amgen, Deloitte, GE Healthcare, Merck, Microsoft, Northwell Health, Organon and others.

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