London-based FemTech startup Unfabled has secured an additional €1.4 million in funding, taking its total Seed investment to just over €3.3 million, while also expanding its women’s health products into 737 Boots stores across the UK.
The new round includes backing from Arāya Ventures, led by Managing Partner Rupa Popat and supported by British Business Investments (BBI), marking BBI’s first-ever commitment to a solo general partner. The investment was made through Arāya’s Super Angel Fund, a community-powered model that mirrors Unfabled’s own mission of “by women, for women.”
Commenting on the announcement, Unfabled 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.”
Founded in 2021, Unfabled describes itself as a platform built by women to address the long-standing neglect in women’s health. The company uses a community-driven and data-led approach, drawing from lived experiences to develop products that meet real consumer needs.
The funding comes at a time when investor activity in Europe’s women’s health and wellness space continues to accelerate. Recent examples include Solence, a Paris-based firm that raised €1.6 million for its AI-led PCOS therapeutics app, and Hormona from Stockholm, which secured €7.8 million to expand its hormone tracking platform. Meanwhile, the broader health tech market has seen related growth, with Dutch startup Fellos raising €2 million to develop men’s telehealth solutions.
Within this context, Unfabled’s combination of female-led investment, rapid retail expansion, and community-powered innovation positions it as one of the UK’s most visible leaders in accessible, consumer-focused women’s health technology.
Rupa Popat, General Partner at Arāya Ventures, said: “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.”
Unfabled points out that despite making up half the world’s population, women’s health remains severely underfunded with only 5% of health research dedicated to women’s health and just 1% focused on non-cancer conditions. According to the company, over 90% of women experience difficult symptoms linked to their menstrual cycles, from cramps and fatigue to hormonal imbalances, yet many lack adequate support.
Reflecting its mission-driven approach, 67% of investments in Unfabled have come from female investors. This stands in stark contrast to the broader investment landscape, where only 14% of angel investors and 15% of senior VC roles are held by women.
Unfabled first entered Boots in December 2024, when six of its Essentials supplements, designed for bloating, cramps, low energy, sleep, and stress, were introduced in 50 stores. Following strong sales performance, Boots has now expanded Unfabled’s range to 737 stores nationwide, increasing its presence by more than 1,000%. The brand was also selected as one of the first participants in Boots Ignite, the retailer’s accelerator programme for trending and high-growth brands.
At the heart of Unfabled’s innovation process is Unfabled Labs, a community-led model where insights and trends are identified, tested, and validated before being developed into new products. The approach is designed to ensure that every supplement the company produces is guided by both scientific evidence and consumer demand.
