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How this New York start-up is redefining perimenopause

More than one billion women around the world will have experienced perimenopause and be post-menopausal by 2025

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EJ Kim and Marina Pen, founders of NNABI

Menopause is having its moment. High-profile investments and start-ups with celebrity names attached have brought long-overdue attention to this once-taboo area of women’s health. 

However, perimenopause, the transition phase that occurs about ten years before menopause, is still not getting nowhere near enough attention – that’s according to the New York-based wellness start-up NNABI. 

Launched in February 2024, NNABI is opening up the conversation about perimenopause and revolutionising the way women feel during this extraordinary time in their lives. 

Here, co-founders EJ Kim and Marina Pen tell us how. 

Q: Tell us briefly about the co-founders

EJ Kim: Marina and I met as colleagues at a creative agency in New York City about a decade ago.

Our professional relationship grew into a friendship, and eventually, a business partnership.

With over 40 years of combined corporate experience, our superpower is our unparalleled expertise in brand building and marketing. 

Marina Pen: EJ specializes in data-driven business strategy and consumer insights, while I focus on brand planning and creative strategy.

Despite our different strengths, we share two significant commonalities: we were both born and raised outside the United States—EJ in South Korea and I in Argentina—and we have both faced hormonal issues, with EJ managing PCOS and me dealing with endometriosis.

These personal experiences have always been a central part of our conversations, leading us to support each other through our highs and lows.

Q: What inspired you to create NNABI? 

Marina Pen: During one of our conversations, we discovered we were both experiencing perimenopause, a phase we had heard little about.

The lack of resources and support was shocking, and we felt compelled to do something about it.

Determined to help women thrive during perimenopause, we combined our strengths, frustrations, and passion to create NNABI, a venture dedicated to providing support, solutions, and resources for women navigating this particular stage of life. 

EJ Kim: The way we have all been portrayed in the media and the current narrative is not an accurate reflection of what we are and our experiences.

We felt a strong responsibility to change this, to portray these women as bold, confident, and vibrant, and to redefine the narrative around perimenopause. 

Q: What does NNABI mean? 

EJ Kim: NNABI (pronounced Na-Bi) means butterfly in Korean—a symbol of love, hope, beauty, transformation, and new beginnings.

Perimenopause is a biological transformation that all women experience, a process that leads us to become who we are meant to be, which is incredibly inspiring. The name not only reflects our core audience but also embodies NNABI’s mission: to support women as they navigate the significant changes of perimenopause, transforming a potentially confusing time into a period of empowerment and renewed vitality. 

Q: How would you describe NNABI in a few words? 

Marina Pen: NNABI is a pioneer in perimenopausal care, empowering women with targeted, holistic, and science-backed natural solutions. 

Q: What needs did you identify in perimenopause? 

EJ Kim: Perimenopause can start as early as age 35, yet there’s a significant lack of awareness and support, leaving many women to navigate this phase alone.

While the growing dialogue around menopause is great, perimenopause often gets overshadowed.

Many solutions address both peri/menopause simultaneously, which doesn’t fully support women in perimenopause who are still menstruating and can get pregnant.

When women are uninformed, they are more likely to make wrong decisions.

For example, our research involving 400 women aged 35-54 in the USA revealed that only 26.5 per cent attributed their symptoms to perimenopause, with the majority blaming lifestyle factors.

This misunderstanding underscores the urgent need for education and specialised support, which is central to NNABI’s mission.

We want NNABI to be the companion that turns confusion into clarity through credible information, supportive community and natural solutions made specifically for this phase. 

It’s crucial to note that addressing this gap isn’t just about women’s health. At NNABI, we strongly believe it’s about societal health as well.

According to our research, four out of 10 perimenopausal women are the primary earners in their households. Consider the cost and the impact of not taking care of these women! 

Q: What makes NNABI different? 

Marina Pen: Unlike other women’s health brands, NNABI focuses specifically on perimenopause.

Our products, resources, and community are designed to address the unique needs of this phase.

Our flagship products, Peri Essential 5™ and Peri Essential 5™ CBD, are doctor-formulated, award-winning herbal supplements crafted for perimenopause.

They target five key areas of health that address the foundational needs of women in perimenopause —supporting the nervous system, optimising liver and digestive function, stabilizing blood sugar, boosting immunity, and reducing inflammation.

This holistic and integrative approach makes our product the most comprehensive, providing support for 10+ symptoms. 

Both formulations contain the same six medical-grade herbs and adaptogens, with Peri Essential 5™ CBD adding broad-spectrum CBD (0% THC) for extra zen effect for those needing additional support with sleep, anxiety, and mood swings. 

EJ: Our supplements are expertly developed in collaboration with top health professionals, including an OBGYN, naturopathic doctor, herbalist, functional medicine doctors, and a compounding pharmacist.

These experts have combined their clinical insights and the latest research to create scientifically sound and effective formulations.

Their critical role in product development ensures that our supplements meet high standards of efficacy and safety.

They remain an integral part of our advisory team, guiding us as we address the unique challenges of perimenopause.

Additionally, we have completed third-party testing and a physician-led open-label trial over 60 days to ensure that quality and efficacy are thoroughly verified.

This March, we were honoured with the NEXTY award in the Supplement Trailblazer category.

This award, recognizing a science-backed natural product that addresses niche, under-served needs, is a wonderful validation of our work.

It acknowledges that while our approach is innovative, it is also critically needed. 

Q: How is NNABI changing the way women experience perimenopause? 

EJ Kim: We are transforming the narrative of perimenopause from one of dread and confusion to one of empowerment and clarity.

We dispel myths about perimenopause, distinguish it from menopause, educate women about its science and biology, and create a supportive community.

Through the tools, solutions, and knowledge we offer, we help women recognise and manage symptoms naturally, enabling them to take control of their health and well-being.

We bring vibrant energy to this dialogue, celebrating what we call “Peri Power,” and aim to make this a modern, mainstream conversation.

Everything we do is research and data-driven, grounding us in rich insights that guide women through this transformative journey. 

Q: How would you describe the impact and importance of your work? 

Marina Pen: Our work is incredibly important.

Hearing from women who have benefited from our information and products drives us to keep going.

In the physician-led open-label trial we conducted, women reported tangible differences when taking our supplement. 

However, we also want to emphasise that there is no quick fix or magic pill.

Our goal goes beyond alleviating symptoms; it’s about empowering a whole generation to approach perimenopause with knowledge and confidence, greatly enhancing their quality of life. 

We aim to empower women to advocate for themselves, armed with knowledge that transforms their health and well-being during and beyond perimenopause. 

Q: What is the best part about being an entrepreneur in this space? 

Marina Pen: The most exhilarating part is seeing the real-world impact of our work—the stories from women who’ve reclaimed their vitality and joy thanks to the support they find with NNABI. It’s inspiring to connect with other trailblazers in women’s health,

further fuelling our passion to innovate and advocate for change. Being at the forefront of this transformative movement in healthcare is both a privilege and a profound responsibility. 

EJ Kim: As users and the biggest fans of Peri Essential 5™ ourselves, we experience its tangible benefits first-hand.

It’s a gratifying and humbling feeling knowing that we’re not only helping ourselves but also others.

Speaking of others, we’re energised by the prospect of changing the game for the next generation of women entering this phase.

Our goal is for all women to fight and suffer less but thrive more, embodying the bold, ambitious spirit that defines them. Women are powerful, and we are committed to doing our part to support them.

To find out more about NNABI, visit nnabilife.com.

Mental health

Yoga and omega-3 as effective as therapy for depression in pregnancy, research finds

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Yoga and omega-3 supplements may be as effective as talking therapies for pregnancy depression, a major review suggests.

Globally, nearly one in three pregnant women experience depression, but most receive no treatment.

When support is available, women are often directed towards talking therapies such as cognitive behavioural therapy, or CBT, and mindfulness.

CBT is a structured talking therapy that helps people identify and change patterns of thought and behaviour affecting their mental health.

The review examined 115 clinical trials involving more than 12,000 participants across 30 countries.

It found that yoga, massage, omega-3 supplements and bright light therapy were broadly as effective as talking therapies at reducing depression symptoms during pregnancy.

Bright light therapy involves controlled exposure to bright light and is sometimes used to treat mood conditions.

The findings point to the importance of social support and increased connection, as all these approaches offer some element of contact or guided support.

Led by King’s College London, the research brought together trial evidence across every type and format of treatment for antenatal depression under a common framework.

Antenatal depression is depression that occurs during pregnancy.

The study was conducted as part of HappyMums, a European consortium led by the University of Milan that aims to improve mental health support during pregnancy and after birth.

Carmine Pariante, professor of biological psychiatry, said: “This is the most comprehensive analysis of treatments for depression in pregnancy ever conducted, and the findings should prompt a rethink of how we support women during this critical period.

“The evidence is clear that there is no single best approach. What matters is that women have access to a range of options, and that clinicians feel equipped to offer them.”

The researchers said yoga and omega-3 supplements could be legitimate treatment options, rather than stopgaps, for women on waiting lists or those who struggle to access mental health support.

However, the studies differed considerably in design, sample size and how results were measured, so the findings should be interpreted with care.

The team said non-psychological approaches could help women cope with long waits for care without ruling out other treatments alongside them.

Digital and online interventions, including apps and telephone-based support, were also found to be as effective as face-to-face treatment.

Researchers said this could affect how antenatal depression is managed, particularly for women who cannot travel or face long waits for in-person care.

The team found no randomised controlled trials of pharmaceutical treatments for antenatal depression, despite antidepressants being widely prescribed for depression outside pregnancy.

A randomised controlled trial is a study in which participants are randomly assigned to different treatment groups, allowing researchers to compare outcomes more fairly.

Evidence for drug treatment during pregnancy therefore relies on indirect research rather than trials carried out during pregnancy, reflecting long-standing caution around testing medicines in pregnant populations.

NICE guidelines recommend antidepressants for moderate to severe depression in pregnancy, while evidence from outside formal pregnancy trials suggests they can be safe and effective.

However, the researchers said trials are still needed, particularly for women who cannot access or engage with other forms of support.

Riddhi Laijawala, trial manager and PhD student, said: “Depression in pregnancy is common, but it is not inevitable, and it is treatable. What this review shows is that the options available to women are broader than many people realise.

“A yoga class, music therapy, or an online programme may not sound like clinical treatment, but the evidence suggests they can make a real difference, and for many women they may be easier (and quicker) to access than a course of therapy.”

Depression during pregnancy affects an estimated 28.5 per cent of pregnant people worldwide, but only around one in five receives appropriate and timely treatment.

The team said closing this treatment gap should be a priority for health systems because the condition can affect both parent and child.

The HappyMums project is supported by the European Union’s Horizon Europe research and innovation programme.

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Hormonal health

Type 2 diabetes rising among young women, experts warn

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Type 2 diabetes is rising among women in their 20s in England, with experts warning of a worrying increase since the Covid pandemic.

The rise has largely occurred since the pandemic and is closely linked to increasing obesity levels, according to an analysis of NHS data from 2011 to 2024.

The condition is serious and can lead to severe complications, including heart attacks and strokes.

Diabetes UK said it tends to be more aggressive when it develops at a younger age, raising the risk of serious complications and shorter lives.

The charity said early diagnosis is vital for people at risk to help prevent long-term organ damage.

The condition can sometimes be put into remission through healthy eating and maintaining a healthy weight, without relying on glucose-lowering medicines.

Researchers said newer obesity treatments, including GLP-1 injections and pills, may also help alongside healthy eating advice.

About 90 per cent of the six million people living with diabetes in the UK have type 2 rather than type 1, or insulin-dependent, diabetes.

The risk increases with age, and older adults still account for the largest proportion of new diagnoses.

However, NHS England estimates suggest that 12,000 people under 30 are now living with the condition, with women making up more of the younger cases.

Common symptoms include feeling very tired, urinating more often than usual and feeling thirsty all the time.

Researchers at Imperial College London analysed NHS data from the English National Diabetes Audit to examine trends over time.

The figures showed that cases are falling slightly among older adults, who still account for the largest share of new diagnoses.

However, diagnoses are increasing rapidly among people under 40, with some of the sharpest rises among women aged 20 to 29.

Body mass index at diagnosis has also been rising more quickly among younger adults than in older age groups, pointing to obesity as a likely factor.

Body mass index, or BMI, is a measure of obesity based on a person’s height and weight.

Separate NHS data for England shows obesity rates have worsened since the pandemic, with nearly one in three people now affected.

The largest increases over time have been among younger adults.

Between 2019 and 2025, new obesity cases rose by 16 per cent among people aged 20 to 29 and by almost 20 per cent among those aged 30 to 39.

Rates fell among adults aged 60 to 79 over the same period.

Lead researcher Dr Shivani Misra said: “We think that the earlier onset of severe obesity in young people is increasing their type 2 diabetes risk in early life and pulling down their age at diagnosis.

“This is really worrying given the poor health outcomes from early-onset type 2 diabetes.”

Misra said much of the discussion about rising rates among younger people had focused on ethnic minority groups, which have traditionally been considered at higher risk.

However, the new data suggests the trend extends well beyond those communities.

She added: “We now see that incidence is also increasing in white populations too, showing that this public health challenge is broadening across the generations.”

Diabetes UK said better follow-up care is also needed for mums-to-be diagnosed with gestational diabetes during pregnancy because it raises the risk of developing type 2 diabetes after childbirth.

Some studies have suggested that the risk of developing the condition may also increase after being ill with Covid, although the evidence remains inconclusive.

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Wellness

AstraZeneca drug approved for breast cancer in EU

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AstraZeneca’s breast cancer drug Etcamah has been approved in the EU as part of a combination treatment for advanced disease.

The European Commission acted on a positive opinion from the Committee for Medicinal Products for Human Use, the Cambridge, England-based drug maker said.

The decision followed positive results from the Serena-6 phase III trial, which showed a 56 per cent reduction in the risk of disease progression in advanced oestrogen receptor-positive breast cancer.

A phase III trial is a large, late-stage study used to assess a treatment’s safety and effectiveness before wider regulatory approval.

Oestrogen receptor-positive breast cancer is a form of the disease that can grow in response to the hormone oestrogen.

Etcamah, whose generic name is camizestrant, was tested in combination with a cyclin-dependent kinase 4/6 inhibitor.

Known as CDK4/6 inhibitors, these medicines block proteins that help cancer cells grow and divide.

AstraZeneca said the Etcamah combination has also been approved in Japan, the UAE and Saudi Arabia based on the Serena-6 trial results.

The company said breast cancer remains the leading cause of cancer death among women in Europe, with more than 140,000 deaths and more than 540,000 patients diagnosed in 2024.

AstraZeneca shares were down 0.6 per cent at 12,628 pence in London on Thursday.

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