Women now comprise half of all newly launched clinical trials, and brands are meeting the moment, from vegan protein powders that sync with women’s menstrual cycles to dairy-free colustrum.
Women’s wellness is getting a much-needed revamp in the US, with new launches targeting protein, menstrual cycles, iron deficiencies, and gut health – all with a side of climate consciousness.
A 2024 McKinsey survey found that women spend 25% more time in “poor health” compared to men, thanks in part to diagnostic delays, a lack of tailored treatments, and historic underinvestment in conditions that primarily or disproportionately affect them. But the market insights firm notes that women’s health is a $1T opportunity.
Research also suggests that the study of female biology is going through a long-overdue transformation, with women comprising over 50% of newly launched clinical trials. Simultaneously, the Ozempic boom, the rise of protein and muscle health, and increasing interest in functional nutrition have given the women’s wellness sector a much-needed boost.
For example, America’s appetite for protein isn’t just restricted to ultra-masculine gym bros. Women from their late 20s to early 40s make up the majority of the market for brands like Equip Foods, which sells products like grass-fed beef protein and colostrum gummies. At the same time, female voters tend to care a lot more about the climate than their male counterparts.
Brands are now coming out with new products that specifically meet these needs and also spotlight sustainability, ushering in a new era for future-friendly women’s wellness.
Levelle Nutrition looks to support menstrual cycles
US women’s health startup Levelle Nutrition is shaking up the protein powder market with a new pair of vegan products to support the changing nutritional needs of women during their entire menstrual cycles.
The innovations build on the idea of cycle syncing, which entails aligning nutrition and exercise with the rhythm of the menstrual cycle. By targeting each phase’s unique needs, the firm says women can enhance their energy and performance, optimise recovery and health, and feel more balanced and in tune with their bodies.
Women experience over 450 hormonal cycles in a lifetime, but Levelle Nutrition argues the vast majority of protein supplements remain modelled on male physiology. This is what spurred it to create the Cycle Syncing Protein, a set of protein powders delivering phase-based precision nutrition tailored for the female body.
The new products focus on two key phases of the menstrual cycle. The first is the follicular phase, which typically makes up the first 14 days of a cycle, before the ovulation stage. It’s characterised by a rise in estrogen levels and a peak in energy and creativity. This protein powder has 15g of pea and pumpkin seed protein, 25g of complex carbs, and is rich in fibre, potassium, magnesium and zinc to support recovery and ovulation. It also features plant-based creatine monohydrate.
The second protein powder is focused on the luteal stage, which starts on the first day of ovulation and continues until the first day of the period. During this time, estrogen is at its highest, and social and physical energies are soaring. This product provides 22g of protein, 18g of carbs, and calcium, phosphorus, potassium, and zinc for energy, muscle tone, and inflammation resolution.
The protein powders have all nine essential amino acids and are sweetened with dates. The recommended dose is two scoops a day, which can be mixed with water or any kind of milk, or even into smoothies, energy bites, and ice cream.
Levelle Nutrition’s focus on women’s life stages is set to continue – it’s developing a protein powder targeting menopause and post-menopause.
Precision-fermented lactoferrin offers nutrition and planetary benefits
The hero ingredient in Levelle Nutrition’s Cycle Syncing Protein is Effera, a precision-fermented human lactoferrin protein made by New York-based Helaina. Originally found in breast milk, lactoferrin is known for its iron-regulating, gut health and immune-boosting properties.
Effera boosts iron homeostasis and metabolism, and promotes a balanced immune response and beneficial microbiome. It can be used in functional foods, beverages, and supplements, across categories like women’s health, active nutrition, healthy ageing, and infant formula.
It’s made by fermenting a yeast strain called Komagataella phaffii (formerly called Pichia pastoris) in bioreactors, in a process similar to beer brewing. The fermented protein is separated from the yeast, not genetically modified, and bioidentical to human lactoferrin.
Purified lactoferrin is hard to obtain, so its stocks are limited and costs exorbitant, with most of its supply reserved for infant nutrition. Using precision fermentation allows companies to address this bottleneck and open up the protein’s power to a range of applications.
Its efficacy is supported by a number of preclinical and clinical trials, and a 2024 human safety study displayed no antibody production against Effera, even at high daily doses, confirming that the body recognises it as its own, not as a foreign protein. The protein also breaks down into the same beneficial peptides as naturally occurring human lactoferrin, offering targeted support for immunity, gut health, and recovery.
“Effera was born to serve women’s health from the inside out. Its inclusion in Levelle’s Cycle Syncing Protein speaks to the ability of modern biotechnology to support complex physiological processes safely and accurately,” said Helaina founder and CEO Laura Katz.
Helaina self-determined the ingredient as Generally Recognized as Safe (GRAS) in the US, paving the way for commercialisation. Each of its production runs now yields over 10 million efficacious servings, and Effera is now part of seven consumer products.
One of these is The Feed’s SwissRX Revitalize, which is targeting female and plant-based athletes with a supplement that makes lactoferrin 15 times more bioavailable than traditional bovine colostrum supplements.
The newest collaboration is with Kroma Wellness, also targeting colostrum. Launched this month, the product is called Super Core, and targets lactose-intolerant consumers and those seeking ethical alternatives to cow-derived colostrum. The powder boosts immunity and gut resilience, reduces inflammation and bloating, and speeds up recovery.
Iron supplements and functional beanless coffee further exhibit women’s wellness boom
Helaina isn’t the only precision fermentation startup focusing on women’s wellness. Swedish startup Ironic Biotech is using the tech to develop plant-derived heme, a readily absorbed form of iron, aimed at the 31% of women who suffer from anaemia globally. In fact, compared to men, cases are increasing rapidly for women, expectant mothers, young girls, and children under five.
Menstruation causes a periodic loss of blood, which means iron stocks need to be replenished regularly. Gynaecological disorders and maternal haemorrhage are also key contributors to anaemia incidence among women of reproductive age. This is why many women are advised to take iron supplements, or, in severe cases, iron infusion therapy (though its high costs make it inaccessible to many).
Singapore startup TurtleTree, the first firm to secure a ‘no questions’ letter from the US Food and Drug Administration for animal-free lactoferrin, has similarly made a move to target iron deficiency in women.
This year, it launched a consumer brand called Intentional, whose first product is called IronKind. It combines lactoferrin with prebiotics to support iron regulation, improve energy levels, and enhance gut health. It was born out of founder and CEO Fengru Lin’s personal struggles with traditional iron supplements, which caused her body to overload, leading to side effects like bloating and constipation.
“Conventional iron supplements provide more iron, whether or not our bodies need it,” Lin told Green Queen. “But iron supplements can also cause GI problems like nausea and constipation. Lactoferrin helps to balance our iron levels, whether they are below or above regular levels.”
Meanwhile, Californian beanless coffee startup Minus Coffee introduced an Instant Oat Milk Vanilla Latte geared towards women’s wellness and cortisol balance, featuring half as much caffeine as the average cup of coffee, a dose of L-theanine to improve focus while avoiding jitters and brain fog, and 6g of pea protein.
It prevents caffeine crashes, provides complete protein, and enhances sleep. And by eschewing coffee beans for a variety of upcycled and lower-carbon ingredients – think date seeds, chicory and lentils – it’s also much better for the planet.
A key theme tying all these brands together is that they’re led by women. “The truth is, women are not just smaller versions of men – our biology, hormones, and health needs are fundamentally different. But for decades, science and medicine have defaulted to a male baseline, overlooking key differences that deeply affect women’s health,” Lin explained.
“That’s why having women lead in femtech – especially in spaces like micronutrient wellness – is so important. We’re often the ones who’ve felt the gaps firsthand.”
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