Feminade

Feminade sells hormone-focused care kits and telehealth services for women 18-45. Flagship line is the “Root Cause” hormone test + personalized vitamin subscription ($129-$249, mid-range). All sales flow through feminade.com; no physical retail. The brand’s edge is an at-home dried-blood + saliva panel that maps 9 hormones, followed by a physician-reviewed report and custom herb-vitamin blends shipped monthly. Subscription bundles adapt every 90 days based on retest data, positioning Feminade as a data-driven alternative to one-size-fits-all women’s supplements. Core customer is the millennial woman experiencing irregular cycles, PCOS, or coming off hormonal birth control and seeking natural, evidence-backed support. She values transparency, wants to avoid in-person endocrinology waitlists, and prefers plant-based capsules over pharmaceuticals. Competitors include generic women’s multivitamin brands and cash-pay tele-hormone clinics. Feminade differentiates by integrating lab-grade testing, clinician interpretation, and algorithm-driven supplement reformulation in a single DTC subscription, closing the loop between diagnosis and daily protocol without requiring separate lab visits or pharmacy trips.