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The Craftory’s Valerie Evans on the rise of women’s health consumer goods companies

Valerie Evans is an investor at the global investment house The Craftory

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Valerie Evans, investor at The Craftory

For decades, issues around women’s health and personal care have been surrounded by stigma and misinformation. Thankfully, if we look at consumer goods companies in the fertility, menopause or wellness space, things are changing.

One person who knows this too well is Valerie Evans, investor at the global investment house The Craftory. Here, she shares with us what excites her in this sector and what she would want more founders to know.

Valerie, we know how passionate you are about consumer goods companies. Could you tell us what specific areas attract you as an investor?

At The Craftory, we invest in fast-moving consumer goods. We look at anything in the consumer goods space and we’re especially interested in women’s health.

We tend to look at [businesses in] period care, menopause care, prenatal, as well as anything that impacts chronic conditions like endometriosis and PCOS.

What do you look for in a start-up?

We usually invest in companies that are generating around US$15m run rate. However, aside from revenue, we are also looking at how that revenue is being generated. Is it from multiple products? Is it from one product? What does your growth look like? How sustainable is the margin profit?

Then it’s very important for us to make sure the product actually works the way it’s being claimed to work. This means making sure that the product is based in science, that there’s research that goes into the product development process and that there is an understanding around how new product development is conducted.

Then more broadly, we look at the market size and potential market size based on consumer behaviours.

Are there any femtech trends or companies that have caught your eye?

We’ve just invested in Needed, a science-backed perinatal nutrition company, which uses nutrition to improve perinatal outcomes. They’ve also created Needed Labs, which is focused on developing new data through research and clinical insights. Given the lack of representation of women in clinical research, we are bullish about the focus to advance women’s health.

We are optimistic about the number of companies focusing on treating different areas of women’s health, such as overlooked chronic conditions, improving testing for women, and creating products specifically for women, rather than backfitting default-male oriented products for women.

Thiya, a company focused on improving cervical cancer screening services, has created an at-home smear test, allowing women to access vital testing more easily and comfortably.

When products default to the male body, it can be difficult to find products that are more suitable for women’s bodies. There are a couple brands making advances in this space, including Oya Femtech, an apparel brand focused on better vaginal health.

Clothing brands, especially in the sports world, have historically been created for men which means women don’t have access to products designed solely for them; that’s exactly what Oya is trying to change.

Ida Sports and Hilma Running Shoes are additional examples of making sporting goods for women’s bodies to not only fit better but reduce injuries women face from products ill-suited for their bodies.

You invest in a lot of women-led companies. Have you got any tips for female founders in the consumer goods space looking to secure investment?

I would say, first, research the investor fully before having a conversation – there are many messages that are very unrelated to what we are doing. The more homework you do on an investor, the better you know the potential fit.

Secondly, have a data room ready to go. It makes it a lot easier to have a conversation and you’ll get answers a lot faster from investors if you have some of these key metrics already put together at the stage in which we operate.

Lastly, figure out a way to connect with the investor. While investors may not be able to connect with some women’s health issues directly, it is a priority for many.

Effectively communicating the issue your company is solving matters a great deal for investors to see the growth and market potential. It’s very much about making sure you’re resonating with the investors whenever you’re pitching them.

Valerie Evans is an investor at the global investment house The Craftory. Valerie joined The Craftory after completing her MBA at INSEAD, where she also spent time working with a variety of impact-focused funds and female-founder focused funds in Europe. She has helped funds analyse potential femtech investments and is now spearheading the women’s health focus at The Craftory. At The Craftory, she sits on the investment team where she focuses on finding brands seeking to change the impact on people, planet, or society in the consumer landscape.

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Jill Biden visits Imperial on women’s health and AMR mission

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Former US first lady Dr Jill Biden visited Imperial College Healthcare NHS Trust and Imperial College London to explore work on women’s health and antimicrobial resistance.

The visit was hosted by professor the Lord Darzi of Denham, who chairs the Fleming Initiative and directs Imperial’s Institute of Global Health Innovation.

Dr Biden, chair of the Milken Institute’s Women’s Health Network, spoke about the impact scientists, clinicians, innovators and investors can have on improving women’s healthcare.

Dr Biden stressed the importance of “collaboration, prevention and education” in improving women’s health globally.

At the museum, Dr Biden and Esther Krofah, executive vice-president of health at the Milken Institute, heard about the worldwide significance of the discovery and the contribution of women who, during wartime Britain, grew penicillin in bedpans to support early experimentation.

The discussion also explored how AMR is a key women’s health issue, with women disproportionately affected in low and middle-income countries, and in high-income settings where women are more likely than men to be prescribed antibiotics.

Dr Biden was shown an architectural model of the Fleming Centre in Paddington, which will bring together research, policy and public engagement to address AMR worldwide.

The second part of the visit brought together Imperial clinicians, researchers and innovators for a roundtable on women’s health priorities, including improving diagnosis, equity in maternity care and support during the menopause transition.

Participants highlighted wide variation in the quality of care for conditions affecting women and called for fairer access to services, with the postcode lottery named as a priority to address.

Professor Tom Bourne, consultant gynaecologist and chair in gynaecology at Imperial’s Department of Metabolism, Digestion and Reproduction, described how AI could improve diagnostic accuracy for conditions such as endometriosis.

Equity emerged as a central theme.

Professor Alison Holmes, professor of infectious diseases at Imperial College London and director of the Fleming Initiative, highlighted persistent gaps in women’s representation in clinical trials, including antibiotic studies, which limits the ability to optimise care and treatments.

Dr Christine Ekechi, consultant obstetrician and gynaecologist at Imperial College Healthcare NHS Trust, drew on national maternity investigations to underline the importance of valid data, meaningful engagement with affected communities and rebuilding trust.

Menopause and midlife health were also identified as priorities for clinical research.

Professor Waljit Dhillo, consultant endocrinologist and professor of endocrinology and metabolism in Imperial’s Department of Metabolism, Digestion and Reproduction, described a new treatment for hot flushes, including for women unable to take hormone replacement therapy, such as those with a history of breast cancer.

The discussion then turned to bringing innovation into health systems. Innovators shared how data and technology are being used to close gaps in women’s health, while noting challenges in accessing funding to grow and scale.

Dr Helen O’Neill and Dr Deidre O’Neill, co-founders of Hertility Health, described predictive algorithms using self-reported data to help diagnose gynaecological conditions at scale.

Embedded into clinical workflows, the technology could reduce waiting times, identify conditions earlier and improve outcomes. They noted how “we have cures for the rarest genetic conditions but don’t even have the answers to common women’s health issues.”

Dr Lydia Mapstone, Dr Tara O’Driscoll and Dr Sioned Jones, co-founders of BoobyBiome, outlined work creating products that harness beneficial bacteria found in breast milk to support infant health.

By isolating and characterising key microbial strains, BoobyBiome has created synbiotics, combinations of beneficial bacteria and the food that nourishes them, to make these benefits accessible to all babies.

Speakers throughout the visit stressed the need to reduce variation in care quality and outcomes for women, strengthen prevention and education, and address power and equity in women’s health.

Professor the Lord Ara Darzi said: “It was a privilege to welcome Dr Biden and the Milken Institute to Imperial to meet some of the outstanding researchers, clinicians and innovators advancing women’s health.

“Imperial’s unique combination of clinical excellence and world-leading research positions us at the forefront of tackling the biggest health challenges facing society and the UK’s ambition for innovation demands nothing less.

“For too long, the health needs of women and girls across their life course have not received the attention they deserve.

“By working together across borders and disciplines, we can transform equitable access to care, accelerate the detection and treatment of disease, and ultimately improve health outcomes for millions of women in the UK and around the world.”

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AHA campaign to raise awareness of heart disease in women

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Fashion, beauty and lifestyle retailers have joined the American Heart Association to raise awareness of heart disease in women.

The Go Red. Shop with Heart. campaign launched at the New York Stock Exchange on 30 January.

Retailers will ask for donations at checkout in February or donate a percentage of proceeds from selected items.

More than four in 10 women in the US have some form of cardiovascular disease, a term for heart and blood vessel conditions such as heart disease and stroke.

Heart disease and stroke kill more women in the US each year than all forms of cancer combined.

Brands taking part include Away, Commando, Lafayette 148, Michael Kors, Reebok, ShopSimon.com, Summersalt, Torrid and White & Warren.

More than 40 other nationwide retailers are also inviting customers to support the organisation this February through its Life Is Why campaign.

Nancy Brown is chief executive officer of the American Heart Association.

She said: “Nearly 1 in 3 women die from cardiovascular disease each year, yet women are still profoundly under-represented in the clinical research, science and medicine that could save their lives.

“Retailers and consumers are uniquely positioned to turn everyday moments into meaningful change through Go Red. Shop with Heart.”

According to the American Heart Association 2026 Heart Disease and Stroke Statistics Update, heart disease is the leading cause of death in the US and stroke is the number four cause of death.

The organisation projects that at least six in 10 US adults will have cardiovascular disease within the next 30 years and related costs are expected to triple.

However, approximately 80 per cent of cardiovascular disease is preventable through lifestyle changes.

Mindy Grossman is a volunteer board member at the American Heart Association and partner and vice chair of Consello.

Grossman said: “Retail has always been a powerful connector.

“Shop with Heart gives our industry a shared platform to lead with purpose and unite consumers in support of heart health.”

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Milken launches women’s health network platform

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Milken Institute has launched the Women’s Health Network digital platform with Velir x Brooklyn Data to speed collaboration and investment across research, care and technology.

The new website creates a hub for members to share content, connect and coordinate projects, with branding and the first public Drupal build delivered by Velir x Brooklyn Data. A launch video premiered on 4 November 2025 at the inaugural steering committee and member luncheon in Washington DC, then featured at the Milken Institute Future of Health Summit.

Phase two is scheduled for February 2026, adding member log-ins for networking and content exchange. Phase three in April 2026 will add advanced collaboration tools and expanded community features.

“This launch represents the type of mission-driven, cross-sector digital work we are incredibly proud to support,” said Eliza Pare, vice-president of client services at Velir. “The Women’s Health Network is poised to transform collaboration in women’s health, and we’re honoured to help build the digital infrastructure that will make that possible.”

Chaired by former first lady Dr Jill Biden, the Women’s Health Network brings together leaders from industry, startups, investors, health systems, patient groups, academia and philanthropy. More than 100 members have joined, with a steering group that includes organisations such as the American Cancer Society, American Heart Association, Amgen, Deloitte, GE Healthcare, Merck, Microsoft, Northwell Health, Organon and others.

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