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Five femtech start-ups taking over TikTok
As the global femtech market is growing, start-ups turn to the video-sharing platform to upscale their businesses

TikTok has amassed over 1.5 billion monthly active users in the third quarter of 2022. Now, more and more start-ups are using the social media platform to educate, raise awareness and give their businesses a boost.
Here are five femtech start-ups building new women-focused communities on the world’s most downloaded app.
Riley
The Irish start-up on a mission to end ‘period plastic’ aims to educate young and old users about periods and menstrual care, busting common health myths and breaking taboos.
After struggling to access period products themselves,
@we.are.riley

Key For Her
Key, an online platform offering supplement recommendations, information and insights, aims to help women understand their menstrual cycle and track their symptoms.
TikTok-famous founders, Donna Ledwidge and Renée O’Shaughnessy, now share tips and solutions for perimenopause, menopause, menstrual cycle, skin and hair with their 53,000 followers. @keyforher

Youly
The team behind Youly, Australia’s hassle-free emergency contraception service, speak honestly and openly about everything you need to know about the female body.
Having already amassed over 61,000 TikTok followers, the platform, part of the digital healthcare company Midnight Health, aims to break the stigma surrounding reproductive health and close the female health education gap. The history of brith control has never sounded so good. @youly.com.au
Peanut
The online platform Peanut provides a social network for women to connect across every life stage – from fertility, pregnancy and motherhood through to perimenopause and menopause.
Users have access to a community of women ready to listen, where they can share stories, ask questions, build friendships and learn from one another. @peanut

Juno Diagnostics
The US biotech company aims to support growing families through every step of the pregnancy journey by developing a range of affordable, non-invasive prenatal tests.
Now, Juno grows its TikTok presence by answering the most common pregnancy questions to empower families and aspiring parents with science and evidence-based information. @junodiagnostics

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

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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