While women make up almost half the population, women’s health and wellness have largely been underserved and underfunded. According to the World Economic Forum, women’s health receives only 5% of global health care research and development funding. Of that 5%, 4% goes toward women’s cancers and 1% goes toward all other women-specific health conditions (25% of which goes toward fertility research). McKinsey Health Institute calls this gap a $1 trillion industry opportunity, one that can dramatically improve the health and lives of women everywhere.
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While women make up almost half the population, women’s health and wellness have largely been underserved and underfunded. According to the World Economic Forum, women’s health receives only 5% of global health care research and development funding. Of that 5%, 4% goes toward women’s cancers and 1% goes toward all other women-specific health conditions (25% of which goes toward fertility research). McKinsey Health Institute calls this gap a $1 trillion industry opportunity, one that can dramatically improve the health and lives of women everywhere.
Beauty and well-being have always been intertwined. Just recently, the Swedish beauty and personal care marketing company, Oriflame, reported that the new face of beauty is well-being, with women from over 7 countries citing beauty’s importance in their daily self-care and confidence.
As the link between beauty and health tightens, demand will spike for innovative, science-backed research and products to address overlooked women-specific health conditions. Already, companies are addressing the need for more inclusive, women-specific wellness.
Verli’s Hormone-Shaping Skin Care
Verli is a skin care brand that supports women, specifically how their skin is shaped by hormones. Verli offers effective and safe skin care that supports hormonal health, nourishes skin and promotes confidence at every stage of life.
Verli offers effective and safe skin care that supports hormonal health, nourishes skin and promotes confidence at every stage of life.Beach House PR
Founders Laura and Marky Beverlin’s brand represents the outcomes of their personal journeys through infertility and IVF. "We spent years on a roller coaster of hope, heartbreak, and everything in between," shares Laura. "Along the way, I realized how few skin care options truly considered women's hormonal shifts—products that not only deliver results but also prioritize your well-being. That realization became the spark for Verli."
All products in the collection contain its Verli Complex, a blend of ginger root, lavender, rosemary and lemon balm. The botanicals combat free radical damage, soothe skin and strengthen its natural defense without endocrine disruptors or toxins.
The Verli Collection includes three products:
- Gentle Daily Cleanser: Lifts impurities and makeup while maintaining skin balance
- Hydrating Serum: Lightweight, milky serum that replenishes and promotes a healthy glow
- Nourishing Eye Cream: Restorative hydration for delicate eye areas, enhancing brightness and softness
“We’re at a turning point where beauty and wellness are no longer a separate conversation; they’re one and the same. Women today are asking deeper questions about what they’re putting on their skin, how ingredients affect their hormones, and how their routines can truly support long-term well-being. With Verli, that’s exactly what we’re striving to do: create a space where women don’t have to choose between results and their health. Every formula is developed with complete ingredient transparency and a deep respect for the body’s natural balance. The future of beauty lies in innovation that nurtures women from the inside out, honoring their well-being as much as their skin," says Laura Beverlin, founder of Verli.
A Win for Wellness: Unfabled’s Cross-Category Platform for Women
Unfabled offers quality products to support women's health across categories like sexual wellness, fertility, post-partum, menopause, PCOS and endometriosis—all in one convenient place.Unfabled
Unfabled is a platform created by women, for women, that is powered by community, data and lived experiences. Unfabled offers quality products to support women's health across categories like sexual wellness, fertility, postpartum, menopause, PCOS and endometriosis—all in one convenient place. Unfabled is proving that women’s health isn't a fable; it’s a reality that requires real solutions.
To support their platform and products, the brand has announced a $1.7 million funding round and expansion into 737 Boots stores nationwide. This follows the brand’s launch of Essentials supplements into 50 Boots stores in December 2024.
Notable investors include Arāya Ventures, founded by Managing Partner Rupa Popat and backed by British Business Investments (BBI). Investment was made possible through its Super Angel Fund. 67% of investments into Unfabled have come from female investors, compared to an industry average where just 14% of angel investors are women and only 15% of senior VC roles are held by women. Previous investors have included Morgan Stanley, Exceptional Ventures, Atomico Angels and angel groups out of Google and MIT.
This marks a major scale-up in the wellness category, as markets recognize the growing potential of women’s wellness.
Unfabled was founded by Hannah Samano in 2021. Samano was featured in Forbes 30 Under 30 and served as a former Unilever innovator. Unfabled
Hannah Samano, founder of Unfabled, said, “Women’s health has been sidelined for far too long. 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 1,000% proves that women’s health is no longer niche. We’re proud to be building a brand, a community and a category that retailers and investors can no longer ignore.”
Rupa Popat, general partner at Arāya Ventures, added: “Unfabled represents the future of women’s health: community-driven, culturally relevant and commercially explosive. 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.”
Bird&Be’s Fertility Quest
Bird&Be is a fertility and reproductive health brand known for science-based supplements and at-home testing for men and women at every stage of their fertility journey. Created by women who have experienced IVF and pregnancy loss alongside top fertility doctors, Bird&Be's products expand access and education around fertility health. The brand is set to launch in 300+ Ulta Beauty stores nationwide and online, a milestone moment in bringing fertility care into the mainstream market.
The expansion comes at a time when half of the United States’ counties lack access to an OB-GYN professional, leaving millions of women without reproductive health and accessible fertility care. Bird&Be’s mission is to increase high-quality access to that support and spark actionable dialogue that makes fertility care more visible, approachable and available to those who need it.
"Ulta has long been a destination where women shop with intention for their self-care essentials, and Bird&Be's presence there positions fertility support as a natural and empowering part of that basket," says Bird&Be CEO Samantha Diamond. "This launch allows us to meet customers where they already are and helps normalize proactive reproductive health as part of the broader beauty and wellness conversation."
Bird&Be's in-store and online launch hopes to expand access in areas with limited fertility clinics or specialist care. This year, Bird&Be fulfilled over 40,000 orders to remote regions with little or no access to fertility clinics.
Bird&Be products launching at Ulta include:
- Female Fertility Power Prenatal Pack + CoQ10: Comprehensive pre-pregnancy support with essential nutrients
- Male Fertility Power Pack + CoQ10: Targeted male fertility support; clinically proven to improve sperm quality in 3 months
- Calcium + Magnesium + Vitamin D Boost: Bone and muscle support for pre-pregnancy, pregnancy and postpartum
- Complete Prenatal Pack: All-in-one prenatal formula for pregnancy
- Fertility Power Packs for Males and Females, Gentle Prenatal Gummies, Ovulation Tests, Sperm Test Kit and Early Results Pregnancy Tests
What’s Next for Women’s Wellness
Wellness has already seen tremendous growth this year, quickly becoming a large and trending category within the beauty industry. With more and more consumers' focus turning to self-care, the market is primed for more research and development into women-specific wellness products. By pushing more development, manufacturing and branding, all parts of the beauty chain can work together to bridge the gap, helping women look and feel their best every day.
