80. Unfabled: making women’s health products less toxic and less taboo

Founder: Hannah Samano
Year founded: 2021
Website: unfabled.co

The gender data gap remains significant due to decades of poor research conducted for women’s health. This has created another gap; a market opportunity for a trusted female health and wellness destination that supports women at any chapter of their lives.

Following a trip to the supermarket that saw Hannah Samano find tampons next to pet food, she decided to start Unfabled, a new startup aimed at putting women’s health products back in the spotlight.

Unfabled is a consumer health platform that offers personalised solutions that meet the unique requirements of each woman. Powered by its proprietary research platform, Unfabled Labs, Unfabled leverages data from over 500,000 women to develop and sell sustainable, non-toxic products for their health needs.

Unfabled stands out from rivals because of our relentless focus on closing the gender health gap through innovation, data and personalisation – for women, by women,

Samano believes women’s health – particularly hormonal health – has been neglected, with menstrual health, menopause and conditions like PCOS too often ignored or treated as minor issues despite being critical, life-defining concerns.

“Unfabled stands out from rivals because of our relentless focus on closing the gender health gap through innovation, data and personalisation – for women, by women,” says Samano.

Other than having Unfabled and her own face broadcast on a 10,000 square feet billboard in Times Square twice, Samano says her proudest achievement in the last financial year was the announcement of the brand’s $1.6m seed funding round in February 2024.

One highlight we’d pull out is the launch of Unfabled Essentials, a range of supplements specifically designed for women, in 50 Boots stores nationwide last month. The milestone was an early Christmas present for the brand and will likely bring it a huge new market share in 2025.

What next for the platform that already has over half a million users? Samano wants Unfabled to be the most powerful global brand and leader in women’s health, known for setting the standard in personalised wellness solutions.

Unfabled’s approach to supporting women’s health needs makes the brand a real trailblazer in this underfunded yet crucial sector. It’s set to make waves in 2025, and that’s why we’re naming it a top 100 startup this year.