Unfabled

High-Level Overview

Unfabled is a London-based consumer health platform specializing in women's wellbeing, offering curated products and its own Essentials range to address hormonal symptoms, menstrual health, sexual wellness, and needs across life stages from menstruation to menopause.[1][2][3][5] Founded in 2021, it operates as an online marketplace featuring over 80 vetted female-founded brands alongside proprietary supplements, serving Gen Z and Millennial women by bridging TikTok-driven demand with retail accessibility.[1][2][3] The company has raised $3.9M total in seed funding, including a $1.7M round in 2025, and expanded its products to 737 Boots stores UK-wide, demonstrating strong growth momentum amid the gender health gap.[2][3]

Origin Story

Unfabled was founded in 2021 by Hannah Samano, a former Unilever executive, who identified market gaps in women's health products during her career in consumer goods.[2][3] Starting as an online marketplace, it quickly gained traction with $400K in angel funding, followed by $1.6M from investors like Morgan Stanley Inclusive Ventures Group, Founders Factory, Atomico Angels, and groups from Google and MIT.[2][3] A pivotal moment came in December 2024 with Boots Ignite accelerator participation, leading to an initial rollout of six Essentials supplements in 50 stores and a nationwide expansion to 737 locations by 2025, fueled by a $1.7M seed round from Arāya Ventures (backed by British Business Investments) and others—67% of whose investors are female.[2][3]

Core Differentiators

• Community-Led Innovation via Unfabled Labs: A proprietary methodology that spots TikTok trends, tests concepts with its community, and rapidly validates ideas backed by science and consumer demand before launching products.[2][3]
• Curated Marketplace + Proprietary Essentials: Combines hundreds of vetted brands (e.g., Maude, Dame, Wuka) with Unfabled's own supplements filling unmet needs, emphasizing safety, sustainability, and personalization.[1][2][5]
• Retail Expansion and Accessibility: Bridges digital discovery (online/TikTok) with high-street presence in 737 Boots stores, targeting underserved Gen Z/Millennial shoppers.[2][3]
• Female-Centric Focus: Supports female-founded brands, addresses the gender health gap with tailored solutions, and boasts a predominantly female investor base contrasting industry norms.[1][3]

Role in the Broader Tech Landscape

Unfabled rides the femtech wave, capitalizing on rising awareness of the gender health gap where women's needs in hormonal, menstrual, and menopause care have been historically underserved.[1][2] Its timing aligns with post-2020 demand surges via social media like TikTok, enabling rapid trend translation into retail products amid a market projected for femtech growth.[3] Favorable forces include investor interest in inclusive ventures (e.g., 67% female backers) and retailer accelerators like Boots Ignite, positioning Unfabled to influence the ecosystem by validating community-driven innovations and scaling female-founded brands.[2][3] As a bridge between digital natives and traditional retail, it accelerates mainstream adoption of personalized women's health solutions.

Quick Take & Future Outlook

Unfabled is poised for accelerated scaling, focusing on expanding its marketplace assortment, launching more community-validated branded products, and deepening retail partnerships like Boots.[2] Trends like AI personalization in health (hinted in its platform evolution) and sustained femtech investment will shape its path, potentially growing beyond the UK.[1] Its influence may evolve by setting standards for community-led product development, further closing the gender health gap and inspiring similar consumer platforms—rewriting women's health stories from niche to everyday essential.[5]