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The coolest brand in hot flash relief: behind Femography’s menopause clothing revolution

In an era when menopause was seldom addressed, Femography courageously launched Become

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Three women relax and chat donning Become’s signature Anti-Flush™ clothing line. (Femography by MAS Holdings)

In the realm of women’s health, an exciting revolution is underway, and at its forefront is Femography, a trailblazing brand in the femtech industry.

Backed by a formidable apparel conglomerate and embraced by women worldwide, Femography is more than just a brand – it’s a movement reshaping the menopause apparel industry. This feature dives into Femography’s journey and highlights a ‘cool’ gift idea for your friends and loved ones – figuratively and literally.

Powered by an apparel giant: a leap in women’s health

Femography distinguishes itself in the femtech space with the robust backing of MAS Holdings, a titan in South Asia’s apparel tech industry. This partnership propels Femography forward in a sector where a mere three per cent of women’s health-focused businesses have secured financing since 2011.

It marks a significant step in filling a gap in women’s health — a crucial but often overlooked area — positioning Femography as a visionary leader.

Scientific breakthrough meets lifestyle

The cornerstone of Femography’s success lies in its groundbreaking patented Anti-Flush™ Technology, ingeniously crafted to tackle the three stages of a hot flash, a predominant symptom of menopause.

This innovation transcends the boundaries of science, offering lifestyle solutions that blend seamlessly into everyday life. It’s this unique fusion of scientific ingenuity and practical utility that sets Femography apart, carving out its niche in the market.

Femography’s holistic product line

Femography’s product development approach is comprehensive and thoughtful. Their expansive product line, including Anti-Flush™ sleepwear, camisoles, panties, loungewear, tank tops, leggings and ultra absorbent underwear, is designed with the utmost care to ease menopause-related discomforts.

Each item in this diverse array is crafted to empower women, enabling them to lead fulfilling lives without the burdens of menopause symptoms.

Enter Become: pioneering change with Femography’s consumer brand

In an era when menopause was seldom addressed, Femography courageously launched Become, its consumer brand dedicated to menopause apparel. This bold initiative has led the way for seven years, transforming societal perceptions and dismantling stigmas around menopause.

Become has not only brought relief to countless women but has also been instrumental in evolving the market, cultivating a space where menopause is openly discussed and managed with dignity and understanding.

A cool gift idea: embrace the holiday spirit with Become

This holiday season, Femography invites you to reimagine gift-giving. Sharing Become’s revolutionary clothing with friends is a wonderful way to support those experiencing menopause. It’s more than a gift; it’s an expression of care, offering real comfort in daily life.

This thoughtful gesture of gifting cooling apparel is not only practical but also a symbol of empathy and unity. And what could be cooler than presenting a gift that brings literal and figurative coolness to someone’s life?

Femography’s broader impact as a leading B2B partner

Femography’s journey in the femtech revolution is marked not just by its technological innovation but also by its deep understanding of consumer needs.

While the holiday season offers a moment to focus on individual gifting, the broader, year-round scope of Femography’s impact lies in its role as a powerful B2B partner in the health and apparel sectors. This dual focus reflects Femography’s commitment to enhancing the lives of individual women and driving forward the industry as a whole.

By offering cutting-edge solutions like their Anti-Flush™ technology, Femography has set new standards in menopause apparel. Their innovative approach extends beyond product development to fostering meaningful collaborations with businesses and brands.

Femography amplifies its impact through these partnerships, making women’s health solutions more accessible and creating a global ripple effect of well-being and empowerment.

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Singapore-based fertility centre sets up grant for couples struggling to conceive

This grant aims to support eligible Singaporean couples facing financial and family planning challenges

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A Singapore-based fertility centre is to set up a grant to support couples struggling to conceive.

Virtus Fertility Centre Singapore (VFCS) announced that it would set up a grant to support aspiring parents on their IVF journey.

The initial grant is set for at $50,000 SGD and, depending on the take-up rate over the next 12 fiscal months, VFCS plans to increase the pool to benefit more couples in the subsequent years.

The grant will cover the main costs associated with IVF treatments and procedures, including embryo retrieval and transfer, laboratory services and embryo prep. It will also be applicable to fresh and frozen egg transfers.

As grant recipients, their samples will similarly be given a radio frequency identification (RFID) tag, a service VFCS provides for all its patients. It locks the patient’s identity with the respective sample. The RFID identifies gametes—eggs, sperms, or embryos—at every stage of the IVF treatment.

According to VFCS, the grant will also include access to counselling services and wellness resources.

“I’ve witnessed firsthand the emotional toll and occasional frustration that infertility can take on individuals and couples, especially for some who are still young and healthy,” said Dr Roland Chieng, medical director at VFCS.

“The common deterrent of going for fertility treatment is always associated with the cost, more so in a private care setting where their only source of funds is through Medisave.

“By alleviating their financial concerns, we hope ReadyBaby Fertility Grant empowers patients to approach their IVF journey, focusing on their clinical needs and working towards a healthy pregnancy and less on financials.

“With access to the necessary treatments and support, patients can embark on their path to parenthood with renewed confidence, knowing they have the clinical resources and guidance they need to navigate this journey,” he added.

Tim Kwan, VFCS’s managing director, said: “We believe every couple deserves the opportunity to experience the profound joy of parenthood.

“With the ReadyBaby Fertility Grant, we aim to support aspiring couples on their IVF journey and help them bring new life into the world.”

To be eligible for the grant, applicants must be married Singaporean couples diagnosed with medical infertility by a fertility specialist and first-time parents who have not tried IVF before.

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Canadian insurer launches partnership to support women’s health

Members of the Canadian insurer Medavie Blue Cross will have access to a dedicated women’s health platform

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Angela Johnson, co-founder and CEO of sanoLiving

The Canadian insurer Medavie Blue Cross (MBC) has partnered with the virtual health platform sanoLiving to support women on their menopause journey.

Currently, more than 10 million Canadian women are navigating menopause, often with little support and misinformation about treatments.

With sanoMidLife, sanoLiving’s online menopause platform, Medavie Blue Cross members will have access to a national women’s health platform tailored to provide care and services for women going through the menopause.

The service includes personalised assessments, access to clinicians, treatments, educational content, peer support and AI assistance.

“Many women lack support for their menopause transition due to the misunderstandings of what is ‘normal’ and misinformation about treatments,” said Angela Johnson, co-founder and CEO of sanoLiving.

“Women are seeking solutions that allow them to thrive during midlife. We are thrilled about our alliance with Medavie Blue Cross, and our shared commitment to providing access to care that empowers women.”

Anita Swamy, senior vice president operations at Medavie Blue Cross, added: “We’ve heard first-hand from our members about the need for more menopause-related services.

“Our partnership with sanoLiving creates an innovative way to increase access to care for our members as we continue to focus on the support women need to navigate their benefits and provide forward-thinking options to support their health.”

Studies report one in 10 women exit the workforce due to unmanaged symptoms. Early onset of menopause and symptoms before age 45 can elevate the risk of health issues like heart disease, diabetes, dementia and osteoporosis.

With this new service, Medavie Blue Cross and sanoLiving are aiming to open up the conversation around menopause, reduce stigma and work towards giving women the access to the care they need.

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US start-up raises US$2.32m to address pelvic health concerns

The Flyte intravaginal device aims to treat stress urinary incontinence and strengthen pelvic floor muscles

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The US women’s health start-up Pelvital has raised US$2.32m in funding to address “unanswered” pelvic health issues.

Minnesota-based Pelvital aims to restore pelvic health with its first product Flyte, an FDA-cleared intravaginal treatment for stress urinary incontinence (SUI) and weakened pelvic floor muscles.

The device, originally developed by physicians from the Arctic University of Norway, uses mechanotherapy, a treatment modality that when paired with an active pelvic floor contraction stimulates tissue regeneration and the creation of neuromuscular memory.

The company will use the funding to speed up the commercialisation of Flyte and raise awareness of pelvic health issues.

“Completing this round is an important step in continuing Pelvital’s unwavering dedication to provide women with innovative solutions for pelvic health, including the treatment of SUI,” said Lydia Zeller, president and CEO of Pelvital.

“This funding will play a crucial role in accelerating our commercialisation of Flyte with a strong emphasis on expanding payor coverage and enhancing clinical education and clinician awareness.”

With this final close, Zeller said, Pelvital would welcome new investors including Pier 70 Ventures, Life Science Angels, Tech Coast Angels Orange County, and Blue Pacific Fund.

Preetha Ram, managing partner at Pier 70 Ventures, would join the Pelvital board of directors.

“Joining Pelvital’s board alongside this investment round is truly an honour,” Ram shared.

“Pier 70 and I are thrilled to be part of this transformational opportunity, as Pelvital’s mission aligns beautifully with our dedication to support disruptive technologies that shake up the status quo in healthcare.

“Pelvital’s pioneering work is shaping a future where women’s health receives the attention and innovation it deserves with novel medical devices like Flyte.”

Oscar Moralez, founder and managing partner of Boomerang Ventures who led the investment round, said: “We are thrilled for the successful completion of this round as we aim to tackle the most pressing healthcare challenges.

“Our participation aims to address the chronic underfunding in women’s healthcare. Investing in Flyte, a truly groundbreaking treatment, addresses underserved pelvic health issues like SUI and contributes to raising vital awareness.”

Two published clinical trials have validated Flyte’s safety, efficacy and durability of treatment effect for women with SUI.

Most recently Pelvital published a paper in Therapeutic Advances in Urology, showing that 71 per cent of study participants achieved dry or near dry conditions as evidenced by a reduction in 24-hour pad weight after using Flyte for between two and 12 weeks.

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