Emm raises $9M seed to create to launch one of the world’s first ‘smart’ menstrual cups

Jenny Button conceived the idea for Emm during the COVID-19 lockdown while using health monitoring devices like the Oura ring and Whoop band. Although these gadgets provided insights into various aspects of her health, Button noticed a significant gap: there were no tools focused on menstrual and reproductive health. "It felt absurd, as this is crucial information every woman should be able to track and comprehend," she shared with TechCrunch. Motivated to create a solution, Button reached out to an engineer at Dyson, leading to the development of a groundbreaking product over five years of design, testing, and refinement. The UK-based company has now successfully raised $9 million (£6.8 million) in seed funding, with Lunar Ventures at the helm, as they gear up for their official launch next year. The Emm menstrual cup functions similarly to traditional cups by collecting menstrual blood instead of absorbing it. However, what sets it apart is its medical-grade silicone embedded with cutting-edge sensor technology. This innovative sensor collects data to help users gain insights into their menstrual cycles. Button envisions this product transforming the landscape of research, diagnosis, and treatment concerning menstrual and reproductive health conditions. This perspective is shared by other founders in the femtech industry, who have previously highlighted menstrual blood as an overlooked resource in women's health. Insights derived from menstrual blood could provide critical information, such as aiding the diagnosis of conditions like endometriosis, which affects one in ten women and often takes years to diagnose due to inadequate data and awareness in clinical settings. Button stated, "The average time to diagnose endometriosis is seven to ten years." She emphasized the urgency of addressing the lack of reliable tracking tools for menstrual health. Furthermore, she noted that one in three women experiences significant reproductive health challenges throughout their lives. Emm places a strong emphasis on data security; information collected through the Emm app is encrypted, securely stored, and accessible only to essential personnel. The data is always anonymized or pseudonymized to protect users' identities. Describing the funding round as "strategic," Button connected with her lead investor through her professional network. Other investors in this round include Alumni Ventures, known for backing Oura, and BlueLion Global. The funds will be allocated to market the product in the UK next year, with over 30,000 pre-orders already on the waitlist. Additionally, these resources will support ongoing research and development, with aspirations to enter the U.S. market by early 2027. Button believes that menstrual health is just the starting point for Emm. She is committed to significantly influencing broader women’s health, with plans to expand into diagnostics, digital care tools, and even therapeutic solutions. "Our mission is to expedite diagnosis, empower individuals with the data to advocate for themselves, and ultimately enable them to take charge of their health journeys," she concluded.