Amulet is betting on performance-minded cycle care.
What’s happening: The hormone health company added new funding, including backing from tennis great Maria Sharapova and fashion designer Gabriela Hearst.
Full circle. Proactive, Amulet’s Daily Cycle Support supplement is formulated to stabilize phase-related hormonal shifts, supporting consistent performance throughout the month.
Tapping biotech partner Helaina, the product features bioidentical lactoferrin for iron regulation, menstrual support, and anti-inflammatory benefits, plus creatine for muscle and cognitive health.
Synced. With 96% experiencing PMS symptoms, up to ~36% reporting irregular cycles, and 15% missing school/work during their period, women want answers.
While birth control and surgery are standard treatments for conditions like PCOS and endometriosis, more are turning to DIY hacks like seed cycling, phase-specific exercise and nutrition programs, and hormone-balancing beverages.
Employing biotech, Amulet aims to go beyond anecdotal evidence, carving its niche as clinically validated yet drug-free daily support. Tapping Sharapova as an advisor, it’ll advocate for the ~50% of athletes sidelined from training during menstruation.
Punchline: Positioning as a female-performance platform, Amulet is developing a hormone-balancing toolkit for high-achievers with XX chromosomes.
