For Them Raises Pre-Seed Funding for Queer Wellness Products

For Them Secures $2 Million in Pre-Seed Funding

For Them has announced the successful completion of a $2 million pre-seed funding round. This investment coincides with the launch of the company’s initial product offerings, specifically designed for the queer community.

These inaugural products include a breathable chest binder and a versatile multi-use intimacy serum.

Company Origins and Founder's Vision

The company was founded last year by Chloe Freeman, an actor, producer, and entrepreneur. Freeman previously completed an entrepreneur-in-residence program at prehype.

Prior to For Them, Freeman established Boycott Entertainment, a production company that has successfully raised over $1 million to support underrepresented creators.

As a queer, non-binary person of color, Freeman identified a gap in the market for wellness products that genuinely cater to the needs of LGBTQ+ individuals.

Addressing an Unmet Need

Freeman explained to TechCrunch that existing wellness products largely focus on the needs of cisgender individuals.

“I realized there was a distinct lack of products designed for my unique wellness journey and that of my peers,” Freeman stated. “My goal became to reshape the existing narrative within the wellness industry.”

This realization was particularly evident when developing For Them’s chest binder, intended to alleviate gender dysphoria.

Freeman actively sought feedback from peers and conducted extensive research, finding existing binders to be uncomfortable due to itchy fabrics and synthetic materials.

Investment Details

The funding round was spearheaded by Resolute Ventures, with participation from Yes VC, Animo Ventures, and Gaingels Spark Fund.

A diverse group of over 10 individual investors also contributed, including Toyin Ajayi, co-founder and president of Cityblock Health; Lindsay Ullman, co-founder of Umbrella; Ashley Mayer, a former executive at Glossier; and Jackie Rice, co-founder of Tribe AI.

Future Plans and Community Focus

The newly acquired funds will be allocated to product development, community building, and talent acquisition.

Freeman is committed to assembling a team that reflects the diversity of the community For Them serves.

“This presents a significant opportunity to support an underserved community with products that truly resonate with their experiences,” Freeman emphasized.

Beyond the initial binder and Fluid intimacy serum (containing CBD oil), the company plans to introduce two to three additional products.

The product pipeline will be directly informed by the needs and desires of the For Them community, currently active on Discord, a platform chosen for its anonymity.

Managing Demand and Building a Loyal Customer Base

For Them currently has a waiting list of 800 individuals eager to purchase the binder.

This deliberate approach allows the company to ensure adequate service and fulfillment within the next month.

Further product availability will expand once the initial waiting list has been addressed.

Investor Confidence

Melanie Travis, founder of Andie Swim, is an investor and advisor for For Them.

Travis believes this is an opportune moment to launch such a venture and is enthusiastic about the potential for innovation.

At this early stage, Travis prioritizes the founder’s qualities, describing Freeman as “a smart, remarkable person with a genuine passion for the purpose and the category.”

“I observed in Chloe the resilience and determination to overcome obstacles, a crucial attribute for success,” she added.