52. Hormona – a women’s health platform for hormonal-related support

Founder: Karolina Löfqvist and Jasmine Tagesson
Year founded: 2020
Website: hormona.io

Hormona founder Karolina Löfqvist came up with the business’ idea while experiencing personal health struggles in her twenties. She found herself facing a never-ending cycle of debilitating hormonal-related problems and dismissive medical professionals.

Four years and thousands of pounds later, Löfqvist was eventually diagnosed with an underactive thyroid and hormonal imbalances. Relieved as she was to finally get a diagnosis, she was unsurprisingly frustrated that her symptoms had taken so long to be understood. Like many women before her, she wondered why women’s everyday hormone-related issues remained such an underserved area in healthcare.

Frustration breeds inspiration. Through her own experience and hearing those of many other women, Löfqvist developed Hormona – a women’s health platform that offers accessible resources for hormonal-related support. 

People with periods can track their cycles and hormonal symptoms to access personalised programs and expert advice. Over two million users have so far downloaded the app.

Most excitingly, however, Hormona has also invented the world’s first fully quantitative, at-home hormone testing solution. It describes the test (there’s currently a waitlist) as a non-invasive, at-home test that allows customers to easily measure their hormone levels within just 15 minutes for accurate, on-the-go testing that you don’t need to visit a doctor for.

It was this personalised and tech-enabled approach that particularly impressed the Startups 100 judges, but recognition has come from many other sources too. The company won the Research Project of the Year at the FemTech World Awards last year and has also been featured in Vogue, Marie Claire UK, The Telegraph, and The BBC.

So what next for the femtech startup? Hormona aims to become a household name –  empowering millions of women across the globe to take control of their hormonal health. 

With its mission to address the often-overlooked challenges of hormonal health as well as strong core principles, Hormona is set to become a crucial platform for every woman’s health journey. Our diagnosis? It’s one of the UK’s top 100 startups for 2025.