“By women, for women”: London-based Unfabled turns community insight into retail success with €3 million
FemTech startup Unfabled out of London has just raised an additional €1.4 million for their women’s health platform, as well as expanding into 737 Boots stores across the UK – bringing total Seed funding to just over €3.3 million.
Among the investors is Arāya Ventures, founded by Managing Partner Rupa Popat and backed by British Business Investments (BBI). Notably, this is BBI’s first-ever commitment to a solo GP. Investment into Unfabled has been made from their Arāya Super Angel Fund, a community-powered model that mirrors Unfabled’s own DNA of women supporting women.
Founder Hannah Samano said: “Women’s health has been sidelined for far too long. At Unfabled, we’ve shown that when you truly listen to women, you don’t just create better products – you create a movement. Boots expanding our footprint by over 1000% proves that women’s health is no longer niche. We’re proud to be building a brand, a community, and a category that retailers and investors can no longer ignore.”
Unfabled’s raise reflects continued investor interest in Europe’s women’s health and wellness ecosystem in 2025.
Similar activity has been seen across the continent, with Paris-based Solence securing €1.6 million to expand its AI-driven therapeutics app for PCOS, and Stockholm-headquartered Hormona closing a €7.8 million round to scale its hormone tracking platform. Even adjacent segments, such as men’s digital wellness, have attracted investor attention – as shown by Dutch startup Fellos raising €2 million for its telehealth services.
Within this context, Unfabled’s mix of female-led capital, community-powered product development, and rapid retail expansion positions it as one of the UK’s most visible contributors to the next phase of accessible, consumer-focused women’s health innovation.
Rupa Popat, General Partner at Arāya Ventures, added: “Unfabled represents the future of women’s health: community-driven, culturally relevant, and commercially explosive. Hannah has built unparalleled momentum, with DTC growth that has translated directly into retail success. We are thrilled to back her and this brand at such a pivotal stage.”
The company says that women’s health has long been underserved, underfunded, and treated as a niche. Despite making up half the population, only 5% of health research is dedicated to women’s health, with just 1% focused on non-cancer-related conditions. Yet the need is undeniable.
According to the company, more than 90% of women report experiencing difficult symptoms related to their cycle – from cramps and fatigue to hormonal imbalances – without adequate support.
Funded in 2021 by Hannah Samano, Unfabled was created with the drive to change that. A platform created “by women, for women“, Unfabled is powered by community, data, and lived experience.
Additionally, 67% of investments into Unfabled have come from female investors, compared to an industry average where just 14% of angel investors are women and only 15% of senior VC roles are held by women.
Retail chain Boots introduced six of the brand’s Essentials supplements into 50 stores in December 2024. The brand’s performance has now led Boots to expand Unfabled’s footprint by over 1000%, bringing the range to 737 stores nationwide. The brand was handpicked as one of the first entrants into Boots Ignite, the retailer’s accelerator programme for trending and viral brands.
The Unfabled Essentials range include supplements for bloating, cramps, low energy, sleep, and stress, is also proving popular.
At the heart of the brand is Unfabled Labs, a community-led methodology where trends are spotted, tested, and validated before being rapidly translated into products. This model looks to ensure that every supplement Unfabled creates is backed by both science and consumer demand.
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