Founded in 2021, Unfabled has swiftly evolved from a niche online startup into one of the UK’s fastest-growing women’s healthcare brands. Spearheaded by Founder and CEO Hannah Samano, the brand announced a $1.7 million (£1.15 million) funding round that pushes its total seed investment to $3.9 million (£3.2 million). Complementing this financial boost, Unfabled’s products are now stocked in 737 Boots stores nationwide — a 15-fold increase since its initial entry into the retailer’s Boots Ignite accelerator program in 2024.
Samano’s vision emerged from a frustration familiar to many women: the sidelining of female health in mainstream retail. “I was fed up of finding tampons next to pet food in supermarkets,” she says. The reality is stark — despite comprising half the population, women’s health receives only 5% of global health R&D funding, and women endure 25% more years of poor health compared to men. Unfabled’s approach has been to listen rigorously to women’s needs, developing products through its community-centric “Unfabled Labs” model that identifies and validates emerging trends before rapid commercialization.
The company’s product suite spans sexual wellness, fertility support, PCOS management, and supplements like Magnesium Superblend and Ashwagandha Gummies — offerings that resonate strongly with Millennial and Gen Z consumers. This demographic engagement is amplified through a formidable digital presence, with Unfabled’s TikTok account (@unfabled.co) boasting 25,000 followers and over 2.4 million likes. The brand’s social media savvy converts viral attention into robust direct-to-consumer sales, a factor that played a critical role in Boots expanding its retail footprint.
The latest funding round was led by Colossa WomenFirst Fund with participation from Thermax Limited, 3i Partners, and Infinyte Club Angel Fund, alongside existing backers including Rahul Rathi, Bhukhanvala Holdings, Excel Industries, and Spectrum Impact. Notably, Arāya Ventures, headed by Managing Partner Rupa Popat and backed by British Business Investments (BBI), joined the round through its community-powered Arāya Super Angel Fund, which mirrors Unfabled’s ethos of women supporting women. Impressively, 67% of Unfabled’s investors are women, in stark contrast to the industry average where female angel investors represent just 14%.
“Women’s health has been sidelined for far too long,” says Samano. “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, reflects on the partnership’s strategic fit: “Unfabled represents the future of women’s health: community-driven, culturally relevant, and commercially explosive. Hannah has built unparalleled momentum, with direct-to-consumer growth that has translated directly into retail success. We are thrilled to back her and this brand at such a pivotal stage.”
Editorial Perspective
Unfabled’s journey underscores a broader, paradigm-shifting moment in consumer healthcare — one where digital-native brands leverage cultural resonance and data-driven community insights to rapidly transition from online platforms to mainstream retail dominance. The brand’s success also spotlights the underappreciated potential of women’s health as a lucrative market, long neglected by traditional healthcare R&D and investment.
This new funding round and the Boots expansion amplify Unfabled’s position at the intersection of wellness, retail innovation, and social commerce. The company’s ability to authentically engage Millennial and Gen Z consumers through influencer-driven marketing offers a blueprint for others navigating the increasingly crowded wellness economy.
However, maintaining momentum will require continued innovation in product development and an adept balancing of direct-to-consumer agility with large-scale retail partnerships. The wellness market is becoming intensely competitive, and sustaining leadership will mean deepening customer loyalty and expanding product efficacy narratives beyond social media virality.
Unfabled’s emphasis on female-led investment and governance also signals a growing recognition of diversity as a business imperative — one that not only drives social impact but translates into stronger commercial outcomes. In that sense, Unfabled isn’t just scaling a company; it’s nurturing a community and a category that has long waited for its moment in the spotlight.
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