Key Takeaways:Amulet is the latest brand launched by the Squared Circles venture studio.Amulet’s flagship product, Daily Cycle Support, is formulated with bio-identical lactoferrin and creatine, designed to work in sync with the body’s estrogen-driven hormonal rhythms.Tennis star Maria Sharapova and fashion designer Gabriela Hearst have invested in the female hormonal supplement.Amulet, a science-backed brand, introduces the first "female performance" platform designed to help women experience more good days each month.WHO: Despite hormones influencing nearly every aspect of women's physical and mental performance, most solutions in the market remain limited to period relief, and are dominated by pharmaceutical interventions and "pink-washed" wellness products. Amulet was created to offer a third path: science-backed performance support tailored to women's biology. The company's mission is simple but ambitious: to help women experience more good days each month by stabilizing the biological fluctuations that affect performance. Amulet's flagship product, Daily Cycle Support, is formulated with two bio-identical active ingredients—actoferrin and creatine—backed by extensive scientific research. Together, these ingredients are designed to work in sync with the body's estrogen-driven hormonal rhythms.Squared Circles is a consumer health venture studio, backed by L Catterton, that builds category-defining brands at the intersection of health, performance, and longevity, including Magic Molecule, Freaks of Nature, Algae Cooking Club, and SwimClub.WHY: This comes at a time when women's health is undergoing a cultural shift.