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.