Unfabled: How Hannah Samano Is Rewriting Women’s Health for a New Era

But in 2021, Hannah Samano looked at this silence and asked:

Why isn’t there a space that takes women’s health seriously—where products, community, and conversation can coexist without stigma?

That question became the seed for Unfabled, the UK’s first curated platform dedicated to menstrual wellness and women’s health.

What started as an idea to build a trusted marketplace has since grown into a movement to normalize conversations, champion sustainability, and give women control over their health choices.

The Founder: Hannah Samano’s Personal Why

For Hannah, Unfabled wasn’t just a business idea—it was personal.

She had experienced firsthand the frustration of navigating an industry where choice was limited, language was clinical, and the shopping experience felt outdated.

Hannah had a background in strategy and product development, but more importantly, she had a passion for creating impact. She knew women deserved better access, better education, and better products.

So instead of waiting for change, she decided to build it.

The Spark: Rethinking Wellness from the Ground Up

The idea for Unfabled took shape when Hannah realized the disconnect between what women needed and what the market offered.

Walk into a pharmacy, and menstrual products are crammed into a corner aisle, with little attention to quality or sustainability. Shopping online was not much different—disparate experiences, brands all over the place, and no way to access women’s trusted shopping in one place.

Hannah identified this.

• A curated site where women could find products they would trust.
• A community space where women can learn, share, and feel listened to.
• A values-driven brand that makes women’s health and sustainability their foundation.

This was not about a product. It was about changing the entire conversation around women’s health.

The Early Days: Hustling Between Vision and Reality

Building Unfabled wasn’t easy.

Hannah started with limited resources—bootstrapping, testing ideas, and talking to women about their real needs. She spent nights building prototypes, days meeting early-stage investors, and weekends connecting with wellness brands that believed in the cause.

Her pitch was bold, but clear: “Unfabled isn’t just a shop. It’s the future of women’s health — sustainable, inclusive, and with no stigma."

In the beginning, some investors were sceptical. Women’s health had been underfunded and undervalued forever. But Hannah persisted, knowing there were women out there like what she encountered: "We've been waiting for this."

Challenges Along the Way

Like any pioneering founder, Hannah faced storms on her path.

Investor Bias

It wasn't simple convincing largely male investors on the importance of menstrual wellness. Some even said it was "too small" of a market. Hannah argued with the facts. Half of the global population menstruates. This was not a niche; it was a huge opportunity.

Building Trust

Women’s health had been commodified for so long that winning trust wasn’t automatic. Unfabled had to prove it was different—transparent, ethical, and genuinely user-focused.

Sustainability vs. Accessibility

Hannah had her own struggle to find a balance between sustainability and cost. Eco-friendly items were usually more expensive to produce, but she wanted all women to be able to use them and not just the privileged among us.

Breakthrough Moments

In spite of the obstacles, Hannah and Unfabled accomplished a series of significant milestones:

• Launch of the Platform (2021): An thoughtfully edited marketplace launched, offering sustainable menstrual and wellness products sourced from vetted brands. Almost immediately the response was positive: finally women had a place that felt like it was meant for them.
• Community Engagement: Unfabled tapped into an engaged community through content, workshops, and partnerships. Women were not simply purchasing products; they were a part of something much larger.
• Notice in the Femtech Sector: Key industry leaders began to take notice. Unfabled was not simply considered another startup, but noted as an early leader in the femtech revolution that was creating a foothold in mainstream attention.

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From Startup to Movement

By 2022, Unfabled had grown from a scrappy idea into a recognized force.

More Than a Marketplace

Yes, Unfabled sold products—but it also offered education, resources, and conversations. Women turned to Unfabled not just for shopping, but for guidance and connection.

Championing Sustainability

From biodegradable menstrual products to sustainable wellness companies, Unfabled puts sustainability front and center. Hannah believed women should not have to choose between their personal health and that of the planet.

Dismantling the Stigma

By openly discussing topics like menstrual health, sexual wellness, and hormonal care, we weakened the stigma surrounding these topics that has institutionalized women's silence for centuries.

To quote Hannah,

"When women's health is being addressed with dignity, clarity, and truthfulness, everyone benefits."

The Vision Ahead: Redefining Femtech

Hannah is clear about where Unfabled is heading: the future of women’s health is digital, accessible, and stigma-free.

• Personalized Wellness Journeys: AI and data-driven insights to recommend products and resources tailored to each woman’s needs.
• Global Expansion: Bringing Unfabled’s model to new markets, especially where menstrual health access is still limited.
• Holistic Care: Expanding beyond menstrual wellness into mental health, fertility, and hormonal balance—because women’s health is interconnected.

Her dream? A world where women’s health is no longer a side category, but a central part of healthcare and innovation.

Lessons from Hannah Samano’s Journey

Hannah’s story isn’t just about building a startup. It’s about resilience, purpose, and rewriting the rules of an industry.

Here are the takeaways for entrepreneurs, especially women building in underestimated spaces:

1. Address Problems You Know. Hannah created Unfabled from lived frustrations and transformed her own pain point in life into a solution for the larger population.
2. FallAbility Beats Bias. Bias from investors is real, but conviction and data can chip away at bias over time.
3. Build Trust, Consistently. In sensitive industries, being authentic and transparent is paramount to establishing trust.
4. Community Is Power. Products don’t create movements, people do.
5. Conversations That Matter. Hannah had an important conversation about stigmatized experiences, which led her not just to build a long-term company, but a cultural shift.

A Story Still Unfolding

From a single idea to a growing femtech brand, Unfabled is still writing its story.

Hannah Samano has demonstrated that one founder with courage and intent can overcome a history of decades of trauma and neglect in women's health. What she is building is more than a company—it's a world where women's health and women's wellness are validated, respected, and reimagined.

She has a mission:

To build a world where women's health is celebrated, not silenced.

And if Unfabled’s rise is any indication, that future is already on its way.