Women’s health brand Unfabled has secured a further £1.3 million in funding and announced a retail expansion into 737 Boots stores nationwide.
Founded in 2021 by former Unilever innovator Hannah Samano, Unfabled is on a mission to take women’s health from niche to mainstream by offering accessible, affordable and clinically backed supplements designed to meet women’s needs.
Backed by Arāya Ventures and British Business Investments, the latest funding round takes total seed investment to £3.5 million.
“Women’s health has been sidelined for far too long,” said Samano (below). “We’re proud to be building a brand, a community and a category that retailers and investors can no longer ignore.”
Despite making up half the population, only five percent of health research is dedicated to women’s health, with just one percent focused on non-cancer-related conditions. As Samano points out, the need is undeniable: more than 90 percent of women report experiencing difficult symptoms related to their cycle – from cramps and fatigue to hormonal imbalances – without adequate support.
Unfabled’s retail momentum has surged since Boots introduced six Essentials supplements into 50 stores in December last year. Turning TikTok virality into in-store demand, the brand is bridging the gap between digital buzz and high-street sales – and giving retailers rare access to Gen Z and millennial consumers who are notoriously difficult to reach in wellness aisles.
Rupa Popat, General Partner at Arāya Ventures, said: “Unfabled represents the future of women’s health: community-driven, culturally relevant and commercially explosive.”
She added: “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.”
