emm raises $9m seed to create one of the world’s first ‘smart’ menstrual cups

The Genesis of Emm: Addressing a Gap in Women's Health Monitoring

The concept for Emm originated with Jenny Button during the period of COVID-19 lockdowns. While utilizing both an Oura ring and the Whoop strap to gain insights into her physiological state, she identified a significant omission in available health tracking technology.

Specifically, no device existed that focused on providing data related to reproductive health and the menstrual cycle. Button expressed her surprise, noting the universal desire among women to monitor and gain a deeper understanding of these crucial aspects of their well-being.

From Idea to Innovation: Developing the Smart Menstrual Cup

Driven by this realization, Button envisioned a wearable device capable of delivering comprehensive information about a woman’s reproductive health. She initially contacted an engineer at Dyson, initiating a collaborative exploration of the idea.

After five years of dedicated effort, encompassing thousands of designs, iterative improvements, and extensive user testing, the company unveiled what it claims is the world’s first smart menstrual cup.

Securing Investment and Preparing for Launch

The U.K.-based company has successfully secured $9 million (£6.8 million) in a seed funding round, spearheaded by Lunar Ventures. This investment will facilitate the official product launch scheduled for the coming year.

The Emm cup operates similarly to conventional menstrual cups, functioning as a receptacle for menstrual fluid rather than an absorbent product. However, it distinguishes itself through the integration of “ultra-thin, advanced sensor technology” within its medical-grade silicone construction.

Data-Driven Insights into the Menstrual Cycle

This sensor technology collects data intended to empower users with a greater understanding of their menstrual cycles and identify relevant patterns. Button anticipates that this innovation could fundamentally alter the approach to research, diagnosis, and treatment of reproductive and menstrual health conditions.

This perspective is shared by other leaders in women’s health, who recently highlighted to The Guardian that menstrual blood represents a largely untapped resource for valuable health insights, offering data not obtainable through standard circulatory blood tests.

Addressing Critical Health Challenges

The data collected by Emm could prove instrumental in diagnosing conditions like endometriosis, a frequently painful and often misdiagnosed ailment.

“One in 10 women currently experience endometriosis,” Button stated, emphasizing that, like many reproductive health issues, diagnosis often takes between seven and ten years.

This diagnostic delay, according to Button, stems from a “lack of meaningful data and inadequate characterization of menstrual health within clinical environments.” She asserts that, until now, no reliable tools existed for the accurate and objective tracking of this vital health aspect.

Beyond endometriosis, Button noted that one in three women will encounter “severe reproductive health issues” at some point in their lives.

Data Security and Privacy

All data gathered through the Emm app is securely encrypted and stored, protected by two-factor authentication. Button emphasized that data is either anonymized or pseudonymized – personal identifiers are removed or replaced with codes – and access is restricted to Emm personnel with a legitimate need.

Funding and Future Expansion Plans

Button described her funding round as “strategic,” noting her connection with the lead investor through professional networking. Additional investors include Alumni Ventures (previously invested in Oura), the Labcorp Venture Fund, and Blue Lion Global.

The funding will be allocated to launching the product in the U.K. market next year. A waitlist already exceeds 30,000 individuals, and preorders are slated to open shortly.

Resources will also be dedicated to ongoing research and development. The company aims to expand into the U.S. market in early 2027.

A Broader Vision for Women’s Health

“Menstrual health is merely the starting point for Emm,” Button explained. “Ultimately, I am confident that we will have a significant impact on women’s health as a whole.”

She envisions future expansion into areas such as diagnosis, additional digital care solutions, and even the development of therapeutics. “Our mission is to expedite diagnosis, empower individuals with data to advocate for their needs, and ultimately enable them to assume control over their bodies and health journeys,” she concluded.