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. More than 90% of women report experiencing difficult symptoms related to their cycle – from cramps and fatigue to hormonal imbalances – without adequate support.
Unfabled, founded in 2021 by Hannah Samano, Forbes 30 Under 30 and former Unilever innovator, was created with the drive to change that. A platform created by women, for women, Unfabled has become a movement powered by community, data, and lived experience. By listening to women at scale and turning their voices into real solutions, Unfabled is proving that women’s health is no longer a side note and instead, the very backbone of wellness.
Today, the brand announces a major milestone in its journey – a $1.7M funding round and an expansion into 737 Boots stores nationwide – topping up the total of seed funding raised to $3.9m. This marks one of the fastest retail scale-ups in the wellness category and underscores Unfabled’s role as the modern answer to women’s health on the high street.
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. In fact, 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.
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.”
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.”
Unfabled’s retail momentum has been extraordinary since Boots introduced six of the brand’s Essentials supplements into 50 stores in December 2024. The brand’s unprecedented 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. As one of the first wellness brands from that initial cohort now expanding at this scale, Unfabled has proven its ability to turn cultural resonance into commercial success.
Unfabled has turned TikTok virality into in-store demand, bridging the gap between digital buzz and high street sales. For retailers, the brand offers a gateway to Gen Z and millennial shoppers, who are notoriously difficult to engage in wellness aisles. With accessible price points, premium formulations without the premium price tag, and products rooted in real-life insights, Unfabled is helping retailers keep their wellness categories culturally relevant and commercially competitive.
At the heart of the brand is Unfabled Labs, a unique community-led methodology where trends are spotted, tested, and validated before being rapidly translated into products. This model ensures that every supplement Unfabled creates is backed by both science and consumer demand, enabling the brand to move at the pace of culture while maintaining clinical credibility.
The Unfabled Essentials range, which includes supplements for bloating, cramps, low energy, sleep, and stress, has already become a bestseller. From Debloat Superblend to Magnesium Superblend and Ashwagandha Gummies, each product is designed to meet real needs with formulations that are effective, accessible, and affordable.
By transforming lived experience into action, Unfabled is equipping women with the tools to take control of their wellbeing, while giving retailers and investors a gateway into one of the fastest-growing categories in wellness. What was once marginalised is now mainstream and Unfabled is very much leading the charge.
