- Emm is a Bristol-based femtech startup that has set out to create the world’s first smart menstrual cup.
- The cup pairs with an app that allows users to track their flow, cycle length and biodata to help provide personalised health insights.
- The company recently raised their Seed round, with the product looking to launch in early 2026.
Website: www.emm.co
What is Emm?
Emm is a Bristol-based femtech startup that is setting out to change how women collect data around their menstrual cycle. Founded in 2020, it uses sensor technology embedded in a menstrual cup to help people collect real-time data around their cycles. The cup is reusable, offers up to 12 hours of protection, and able to be charged between cycles.
Once collected, the data is synced and stored on the app, giving people insights into any changes or irregularities that occurred that cycle.
“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.”
– Jenny Button, founder and CEO of Emm
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What Makes Emm Unique?
A lot of the time, it can be hard for women to track their cycles and gather data needed for diagnoses like PCOS and endometriosis.
Whilst existing wearables can track sleep, glucose levels and heartrates, nothing existed to help access the level of data and insight women really needed to understand their cycles. Until now.
Emm’s smart cup is built with thin biosensors to track metrics like daily flow rate, total fluid loss and cycle timing. All data is then synced through a connected app, helping people understand, track and collect data around their own biology.
Emm’s technology can also be used to drive forward clinical research, diagnostics for certain conditions and treatment effectiveness in reproductive health.
Built with medical-grade silicon, sensitive biosensors and easy app-integration, Emm is setting out to change the standard for period care and cycle tracking.
Is There A Market For Smart Menstrual Health Devices?
There is, and it’s growing. Despite roughly half the global population experiencing menstruation, there is a huge gap when it comes to research and funding in the space. Around 1 in 3 women around the world suffer from conditions related to their cycles, but the lack of reliable tracking makes it hard to get a solid diagnosis.
Emm was founded to help people get the data they need in an easy to use and personalised way. And investors seem to agree. In fact, Emm recently raised £6.8 million ($9 million) as part of their oversubscribed Seed round, in an effort to speed up research and development and launch to market in 2026.
But it’s not just cycle tracking that is growing. The femtech sector in general is seeing a real boom. According to Vestbee, the European femtech sector is expected to grow to $35 billion by 2032 and Emm’s latest raise is just another sign of investor confidence and excitement in this sector.
Where Can You Find Emm?
Whilst Emm’s product is not yet ready to buy, you can sign up to the waitlist through their website. According to the company, they expect to release the product in 2026, so watch this space!
