Key Takeaways:
As women’s health awareness shifts from a moment to a mainstream movement, a new generation of femtech brands is redefining care for those living with hormonal conditions like polycystic ovary syndrome (PCOS). This chronic endocrinopathy affects women, trans men, and nonbinary people, impacting their metabolic, physiological, and psychological health—not just reproductive function. Yet after decades of being underdiagnosed and underresearched, many are still left struggling in silence.
Medical misogyny led to decades of misinformation and misdiagnosis: PCOS affects 6%-13% of people with vulvas globally, yet up to 70% of cases go undiagnosed (and 64% of sufferers experience depressive disorders).
In fact, research released in July discovered that people with the condition are also more likely to have alexithymia and a higher cyclothymic temperament—a predisposition to periods of mild depression and hypomania—while another study highlighted how sufferers are more prone to eating disorders.
With diagnosis often taking up to ten years, other studies have focused on identifiers: In August, researchers announced how they are using machine learning to identify data-driven PCOS subtypes—highlighting how more precise diagnosis and management strategies tailored to individual profiles are on the horizon.
Data also shows that the North American PCOS treatment market was valued at $4.79 billion in 2024 (predicted to reach $6.9 billion by 2030), while funding in women’s health-specific conditions surged 220% from 2019 to 2024, reaching $2.6 billion, according to Silicon Valley Bank. This investment (and innovation) signals mainstream recognition of the need for holistic PCOS care, while the market’s growth demonstrates the financial potential.
PCOS is a debilitating and complex condition, and the industry is finally starting to move beyond aesthetics to address the complex, overlapping impacts of the disorder on skin, weight, hair, mood, and overall health. Brands like Lilli Health, Eli Health, and Allara Health are carving out a unique space in femtech, responding to a growing demand for holistic, not cosmetic, solutions.
Brands Redefining the PCOS Landscape
Ali Chappell, PhD, founder and CEO of Lilli Health, personally understands how the current care system works. “For too long, we have treated the symptoms in isolation, but not what's causing those symptoms in the first place,” Chappell told BeautyMatter.
“As a dietitian with PCOS myself, I was told to just lose weight and take birth control pills, which wasn't helpful because it ignores the root problem. We now have decades of research to show that high insulin levels are the root cause driving these symptoms, but only now are we starting to shift that conversation. Once you understand that PCOS is a metabolic condition, not just a hormone or fertility issue, it completely changes how you approach care.”
Chappell launched the new Lilli Health platform in June, which set out to help and treat others with the condition using a “low insulin lifestyle.” It offers at-home insulin testing kits, educational materials, and personalized lab interpretation of insulin levels over time. For those with PCOS, tracking any kind of data is difficult to do as menstruation is normally disrupted (if it even occurs at all). Any product that gives at-home access to hormones or insulin will instantly empower sufferers, helping them to feel more in control of their own health than previously possible.
In June, Eli Health, the Montreal-based health tech company with an in-house R&D laboratory, launched Eli Beta, early access to the world’s first instant hormone monitoring system, while also announcing $12 million investment in a Series A funding round. “Eli’s flagship product, Hormometer, flips the status quo by providing dynamic, real-time insights into key biomarkers like cortisol, progesterone, and testosterone—which are often dysregulated in PCOS,” Dr. Fady Hannah-Shmouni, MD, FRCPC, the Medical Director at Eli Health, explained to BeautyMatter.
“PCOS can affect gut health, fertility, cardiovascular health, mental health, blood sugar, mental well-being, and so much more,” Dr. Hannah-Shmouni added. “A fully informed approach starts with recognizing that each case requires personalized, continuous care, not just suppression of symptoms.”
Allara Health stands out in the hormone health space as an all-in-one virtual care platform for women with endocrine conditions, including PCOS. In 2024, it quadrupled its growth, expanded nationwide, and secured major insurance partnerships. Founded by Rachel Blank, who has first-hand experience of PCOS and its challenges, Allara offers comprehensive, personalized care plans that combine medical expertise, nutrition, lifestyle management, and community support. And its approach is rooted in treating the whole person.
“Women’s health is often misperceived as limited to pregnancy and fertility, failing to acknowledge the intricate web of health conditions that affect women’s daily lives and long-term health,” Blank stated in a press release announcing the company’s $10 million in Series A funding round. “At Allara, we finally take the burden off the patient to navigate a siloed care system and empower her with a whole-body, preventative approach to her health.”
Another brand that set out to make the lives of people with PCOS easier is Ahlya. Launching September 2025, founder Lynda Wilkes-Green has created a platform that’s AI-powered, personalized, and predictive. “Our approach focuses on syncing with your rhythm, not your calendar.” Instead of assuming perfect 28-day cycles, Ahlya’s AI looks at symptoms, historical patterns, and biometric inputs (gathered through connections to Apple Health and Health Connect) to identify meaningful trends and tailor guidance accordingly.
“For users with irregular or anovulatory cycles, Ahlya doesn’t rely on perfect timing or ovulation tracking. Instead, it focuses on how the user is actually feeling—using the user's symptom logging and patterns to offer personalized wellness support that adapts to their real experience,” Wilkes-Green told BeautyMatter.
As the PCOS experience gains more awareness, the sector is rapidly scaling. Eli Health's and Allara Health’s recent investment rounds highlight North America’s dominance in the PCOS and hormone health landscape. But Europe isn’t far behind—French start-up, Solence, recently raised €1.6 million ($1.87 million) in seed funding for its personalized PCOS app.
However, these VC-funded brands are not positioning themselves as beauty resolutions; instead, they aim to be seen as partners in long-term health. They offer diagnostic support, ongoing medical care, and mental health resources, reflecting the reality that PCOS impacts everything from fertility to emotional well-being, not just appearance.
What to Know About the PCOS Consumer
Almost 50% of people with PCOS see three or more healthcare providers before receiving a diagnosis. This further showcases how the condition affects the lives of its sufferers, as well as highlighting how often GP or medical professionals dismiss pain and suffering.
In December 2024, Allara Health delved deeper and published a study on how PCOS symptoms affect work productivity and confidence in the workplace. The study revealed that over 50% of those with PCOS have missed work due to the condition; 72% report that it adversely affects the quality of their work, with 51.5% feeling held back in their careers. The study also revealed how Black women, those without health insurance, and those dissatisfied with their PCOS-related care are more likely to miss work.
As the condition manifests in diverse ways—acne, hair loss, weight gain, mood swings—one-size-fits-all or purely cosmetic solutions (such as quick weight-loss or hormone-balancing tricks) are inadequate. Consumers are increasingly seeking brands that address root causes, not just surface symptoms.
“People don’t need another complicated diet or a hundred things to track,” said Chappell. “They need tools that make life easier, not harder. Our goal [at Lilli Health] is to help people feel in control of their health without adding stress or confusion.”
Allara’s model, for example, includes metabolic and hormonal testing, dietary guidance, stress management, and regular check-ins with a multidisciplinary team. Testimonials from its users highlight the value of feeling “seen and heard,” and the importance of community support in managing a lifelong, often isolating condition.
“A gold-standard model [for those with PCOS] incorporates care that is personalized, proactive, and ongoing,” Dr. Hannah-Shmouni said. “Diagnostics and data are crucial, and we’re working to make that aspect of health more accessible to people in a daily way—essentially, making checking your hormones as easy as brushing your teeth.”
By leveraging telehealth, these brands also address gaps in access— a crucial consideration, given that nearly 70% of US counties lack a practicing endocrinologist. Virtual care allows for broader reach and more flexible, patient-centered services.
But it’s the intersection of community and care that truly attracts the PCOS consumer. Not only are they looking for products and personalized apps but also for others they can relate to. Beauty and wellness brands not only have the opportunity to create products but also cultivate communities that help those living with these chronic conditions feel more seen and heard.
The Partnership Potential Between Femtech, Beauty, and Wellness
As awareness grows, there is significant potential for partnerships between femtech platforms and beauty brands. Such collaborations could bridge the gap between medical care and self-care, offering integrated solutions tailored to individuals with PCOS.
Although femtech represents just 2% of all health tech investment, the market was valued at $60.89 billion in 2025 and is forecasted to reach $130.80 billion by 2034. Women are also 75% more likely than men to use digital tools for their health, which demonstrates both a demand and an investment opportunity in intentional, community-oriented, condition-specific healthcare spaces.
Beauty brands can leverage the clinical expertise and data-driven insights from femtech start-ups to develop products that go beyond aesthetics, addressing the underlying hormonal and metabolic factors that drive PCOS symptoms.
These collaborations can also help destigmatize PCOS and expand education, empowering consumers to seek comprehensive care rather than quick fixes. Take Asian American and Pacific Islander (AAPI)-owned wellness brand Elix: In 2024, it took a stand against medical misogyny in a campaign and clinical study, released in honor of PCOS Awareness Month. And menstrual care brand Lola’s recent partnership with Allara Health resulted in the publication of a comprehensive guide to the condition, while hair-removal brand Ulike’s We See You campaign championed personal stories of beautiful and brave women with PCOS.
However, stories from transgender, gender nonconforming, and nonbinary people with PCOS show how healthcare relating to ovaries and uteruses is so gendered. Even though the prevalence of the disorder is higher in trans men than in cisgender people, it reportedly varies between 14.4% and 58%. Hyperandrogenism (the presence of excess androgens, aka male hormones, in the body—a common feature of PCOS) has also been found to be higher in lesbians compared with heterosexual women.
As the data demonstrates, LGBTQ+ individuals are more likely to suffer from PCOS than their straight counterparts, stressing the need for a more inclusive future of PCOS care. Beauty giants are no strangers to the queer community, as they often call on their creativity for campaigns and collaborations. Businesses in this space can look to their partnership playbook and success for a potential future roadmap towards condition-specific content.
The Future of PCOS Care
Authentic hormone-aware living must be inclusive, flexible, and compassionate. This wave of PCOS-focused brands, such as Allara, Eli Health, and Lilli Health, signals a shift in femtech (and healthcare in general) from treating symptoms to supporting the whole person. By prioritizing holistic, evidence-based care as well as building strong communities, these companies are setting new standards for what women’s health—and beauty (and wellness)—can mean in the digital age.
“Cycle-syncing has to evolve beyond prediction and perfection,” Wilkes-Green said. “For women with PCOS or hormonal imbalances, we believe the future lies in adaptive tracking—tools that understand your body’s patterns even when they’re not linear.”
Digitally native consumers, however, also present other potential pitfalls. “It’s great to see more people talking about hormone health, but the amount of misinformation out there can be overwhelming, especially when it comes to supplements and trendy approaches that promise a quick fix,” Chappell noted.
Hormone health awareness has taken over social media in recent years, but misinformation and oversimplification are rife, leaving many millennials and Gen Zers confused. Brands and businesses in this space should exercise caution when contributing to the conversation, as they can inadvertently add fuel to the fire.
“Ultimately, the goal is multidisciplinary treatment, where professionals across endocrinology, nutrition, mental health, and gynecology work together with the patient,” Dr. Hannah-Shmouni said.
“As brands working in the femtech and hormonal health space, we have a responsibility to bridge the gap between emerging endocrine science and everyday consumer understanding. It’s essential we empower patients to have access to everyday support and ways to track their symptoms and hormones from home—much like how the glucose monitor revolutionized diabetes care.”
