Emm Raises $9M Seed To Launch Smart Menstrual Cup For Women’s Health

Founder Jenny Button developed the device during the pandemic noticing a significant data gap compared to wearables like Oura or Whoop. She highlighted the need for detailed menstrual and reproductive insights, rather than just general wellness tracking.

The new funding will support the final development stages ahead of the product’s official 2026 launch. The device functions as a standard menstrual cup while incorporating ultra-thin, medical-grade silicone sensors.

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Jenny Button, founder and CEO of Emm, says: “Menstruation is known as the fifth vital sign, but has historically been overlooked by the wearable sector, leaving millions without the data they need to understand and advocate for their own bodies. We envision a future where menstrual health is measured and understood as comprehensively as cardiovascular or metabolic health, giving people access to objective, actionable insights to better manage their health and wellbeing.”

The embedded sensors capture critical physiological data throughout the menstrual cycle, providing objective insights to improve research, diagnosis, and treatment of reproductive conditions.

Menstrual blood contains unique biomarkers often missed in standard blood tests, offering vital information for conditions like endometriosis, which commonly experiences long diagnostic delays. Button emphasized that reproductive health issues severely affect one in three women and can take seven to ten years to diagnose, largely due to the lack of reliable, objective tracking tools.

Emm plans to launch initially in the UK next year, supported by a waitlist of over 30,000 pre-orders. Alumni Ventures and BlueLion Global also participated in the strategic funding round.

The company aims to expand into the U.S. market by early 2027 and views menstrual tracking as the first step toward broader digital health tools and potential therapeutics. Emm prioritizes data privacy, ensuring all user information in its companion app is encrypted and anonymized or pseudonymized by default, safeguarding sensitive health data.

About Emm

Emm, a UK-based femtech startup is developing next-generation bio-wearables to advance reproductive and women’s health. Its smart menstrual cup uses ultra-thin sensors to collect vital physiological data, supporting improved research, diagnosis and treatment. Backed by leading investors, Emm is preparing launches in the UK and U.S., with strong emphasis on data privacy.