FemTec Health, a startup focused on using data for personalized beauty and wellness care, announced a new direct-to-consumer offering called Awesome Woman. 

Customers can tap into the service to access telehealth services, and to get personalized health product packages. FemTec Health uses AI and machine learning coupled with data about a customer's genomic, genetics and health history to come up with personalized offerings. The box could include vitamins, probiotics and at-home tests. 

Users are also able to choose what area of health the products should focus on including vaginal and urinary health, reproductive health, hormone balance, beauty and others. The service also offers telehealth support. 

This new launch comes just months after the startup announced a $38 million funding round, and the acquisition of beauty box company Birchbox, and social marketing platform Liquid Grids. 

The company said that its direct-to-consumer offerings will now include both Awesome Woman and Birchbox. 

WHY IT MATTERS 

Women's health is a growing area in the digital health space. In 2021 femtech companies raised $1.3 billion between the months of January to August, according to a Rock Health report. 

However, femtech companies are still lagging behind other sectors of digital health. 

“It’s no secret that women’s healthcare is broken. Even though women make up 52% of the population and 80% of healthcare decisions at the family level are made by women, our healthcare system is not designed to meet their needs. At Awesome Woman we celebrate women and embrace the power of their voices to put them at the center of the conversation about their healthcare,” Dr. Kimon Angiledes, founder of FemTec Health, said in a statement. 

THE LARGER TREND 

Today there are a number of women-focused digital health companies on the market, including Tia, which closed a $110 million Series D funding round in August, reproductive and sexual health-focused Nurx, and hybrid care company Kindbody. 

Femtech companies are increasingly looking beyond just the fertility and reproductive health space. Health & Her launched a menopause supplement and app offering in 2020. Additionally CurieMD, offers video consultations and mail-order prescriptions for women in midlife.