From social media censorship to struggles in securing funding for femtech brands, operating a consumer brand aimed at women’s health concerns like fertility and hormonal health is not an easy feat. Especially as residing in the grey space between a medical and cosmetic product comes with claim, testing, and marketing challenges. Amid Trump’s takeover, the concerns for women’s reproductive rights and freedoms have reached a fever pitch. In an attempt to ban “woke” initiatives, the Trump administration banned almost 200 words, including “female,” “people + uterus,” “women,” and “pregnant person” from public-facing websites or school curricula according toThe New York Times. Some words were outright banned, while others were advised to be used with caution. Furthermore, with only 4% of healthcare research and development dedicated towards women’s health issues, the average endometriosis diagnosis taking 7.5 years, and one in six experiencing infertility worldwide, solutions are more vital than ever. In a study by McKinsey & Co., 64% of medical interventions studied put women at a disadvantage due to limited access, lower efficacy, or a combination of both. Women weren’t included in medical trials until 1993. In 2016, the National Institutes of Health (NIH) mandated that studies mark sex as a biological variable, but there were no consequences if this wasn’t reinforced. Five years later, there still wasn’t an equal amount of male-to-female comparisons in pre-clinical studies.