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Guud Woman develops and markets a range of plant-based dietary supplements specifically formulated to support women’s hormonal balance, menstrual cycle health, fertility, and overall well-being. The company emphasizes natural, active ingredients developed by pharmacologists and experts to ensure optimal absorption and efficacy, offering specialized products for various needs like digestion, hormonal equilibrium, and prenatal support. Beyond products, Guud Woman provides direct access to expert guidance through an online chat service, connecting users with specialists in fertility, nutrition, and hormonal health.
The company was founded by Morgane and Jan, stemming from Morgane’s personal experience with PCOS and the limitations of conventional medical approaches. After retraining as a Nutrition and Fertility expert, Morgane realized the widespread issue of ineffective supplements filled with inactive ingredients. This insight spurred her and Jan to create a line of high-quality, scientifically-validated supplements designed to genuinely support women's health.
Guud Woman primarily serves women navigating various stages of their menstrual cycle and seeking solutions for related health concerns. The company operates with a vision to empower women by demystifying hormonal health and challenging the notion that menstrual discomfort is an unavoidable part of womanhood. Their long-term objective is to foster a deeper understanding and proactive management of women's cycles, enabling them to experience sustained well-being.
Guud Woman has raised $2.0M across 1 funding round.
Guud Woman has raised $2.0M in total across 1 funding round.
Guud Woman is a Belgian direct-to-consumer (DTC) health and beauty brand founded in 2020, specializing in natural supplements that support women's menstrual cycle health, hormonal balance, fertility, and skin wellness[1][2][3]. Operating on Shopify with 57 products averaging $76.93 each, it serves Dutch-speaking customers in Belgium via guudwoman.com, backed by a small team of 1-10 employees including nutritionists, midwives, doctors, and gynecologists[1][2][3]. The company solves the problem of inadequate medical support and low-quality supplements for conditions like PCOS by offering scientifically backed, plant-based products that integrate community advice, a chat platform, and emerging AI personalization, targeting women seeking natural well-being improvements[2][3][6].
Guud Woman was founded in 2020 by husband-and-wife team Morgane Leten and Jan Deruyck in Sint-Martens-Latem, Belgium[1][2][4]. Leten's personal struggle with PCOS, where doctors provided little help, drove her to retrain as a nutrition and fertility expert; she found relief through lifestyle changes and targeted supplements, inspiring the couple to build better options[2][3]. Deruyck brought tech expertise to the venture, starting with nutritional advice that evolved into a chat platform for customer queries in 2021, then launching their own supplement line due to market gaps—pivotal moments that humanized their mission and fueled early traction[2].
Guud Woman rides the wave of women's health tech and femtech, addressing the "nine out of 10 women" facing menstrual issues amid rising demand for personalized, natural wellness solutions post-pandemic[2]. Timing aligns with growing awareness of hormonal health gaps (e.g., PCOS), fueled by market forces like eCommerce DTC booms, AI integration for health advice, and investor interest in fertility/wellness—evidenced by funding from Coformaco, Alma Angels, and others[2][4][5]. It influences the ecosystem by building a support network that blends tech (chat/AI), science, and community, leveling access in underserved areas and setting a model for scalable femtech beyond pills[2][3][6].
Guud Woman is poised to expand its AI-enhanced platform, potentially scaling beyond Belgium with data-backed product iterations and deeper personalization to capture global femtech growth[2]. Trends like AI health vetting, women's health investment surges, and DTC supplement demand will shape its path, evolving influence from niche DTC to ecosystem leader in menstrual care. This builds on its personal origins, empowering women where systems fall short—watch for international launches and tech partnerships.
Guud Woman has raised $2.0M across 1 funding round. Most recently, it raised $2.0M Seed in July 2023.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jul 1, 2023 | $2M Seed | Bynd Venture Capital, Coformaco, Lyssna | — | Announced |
Guud Woman has raised $2.0M in total across 1 funding round.
Guud Woman's investors include Bynd Venture Capital, Coformaco, Lyssna.
