Jan Deruyck and Morgane Leten, cofounders of Guud
According to the World Bank, there are 2.5 billion women between the ages of 15 to 64 in the world, and approximately 92% of women who are menstruating have experienced menstrual health symptoms, such as acne, heavy bleeding, cramps, mood swings, fatigue, and headaches.
Despite its global reach, menstrual health is massively misunderstood. One of the reasons is an apparent lack of knowledge surrounding menstrual health. “Even in advanced regions like the EU, the research we conducted in 2021 and 2022 has shown that 80% of women do not fully comprehend the interconnected relationship between their bodies and the menstrual cycle. This knowledge gap inhibits women from understanding their own bodies and making informed decisions about their menstrual health,” explains Morgane Leten, cofounder of a Belgium-based menstrual health startup Guud, dedicated to empowering women about their health with a combination of knowledge, expert support, and clinically proven supplements to support a healthy menstrual cycle.
Another significant challenge faced by women seeking menstrual health support is the lack of adequate assistance from the medical world. Research shows that 84% of women in the U.K. feel that they are not listened to by healthcare professionals regarding their menstrual health concerns. This lack of support leaves women feeling dismissed or provided with generic solutions such as hormonal birth control or antidepressants, which may not address the root causes of their issues.
Last but not least, there is a scarcity of effective products for menstrual health. “Women experiencing menstrual issues and premenstrual syndrome (PMS) often struggle to find suitable products that effectively alleviate their symptoms. Until now, existing products in the market were mostly inadequate in addressing the specific needs of menstrual health and they often fall short in terms of formulation and guidance tailored to women’s unique physiological requirements. This scarcity left women with limited options and a need for accessible and reliable solutions,” adds Leten.
When Leten was diagnosed with PCOS, doctors couldn’t help her. This hormonal disorder makes it difficult to conceive, and in her case, she also experienced mood swings and hormonal acne. She retrained as a nutrition and fertility coach and discovered that small changes in her lifestyle, combined with the right supplements, had a positive effect on her menstrual cycle.
“I knew I could help other women too. But the supplement industry is confusing and many products are full of chemical preservatives, artificial colorings, and fillers and fail to deliver any results at all. My husband and cofounder Jan and I were determined to create something better – something that actually worked! And after countless rounds of testing, Guud was born!”
Today the company has announced the successful completion of its seed fundraising round, raising a total of $1.8 million (€1.7 million), led by investors from around the world including the U.K., the U.S., Holland, France, Germany, Italy, and Belgium. It included Bynd, Coformaco (Conny Vandendriessche), Lyssna (Nathalie Sintobin), and a group of experienced angel investors with backgrounds in health, wellbeing, and FMCG (fast-moving consumer goods). Other notable participants in the round include Unbundled.VC, Upscalers, and Eden Ventures. The brand officially launched in 2021, with $380k raised in pre-seed funding with participants including Conny Vandendriessche, Kjell Clarysse, Louis Dhont, KBC, and PMV investment bank. The company was also awarded a significant grant to support an important feasibility study which was recently concluded with very promising results, according to both cofounders.
The company’s signature product is a line of clean, sustainable supplements
Although the company’s signature product is a line of clean, sustainable supplements, as part of its core offering there is also a community-centric team of experts who provide real-time, live chat support to women on everything from PMS to pregnancy.
“From day one, our vision for Guud extended far beyond being just another supplement company,” added Jan Deruyck, cofounder of Guud. “We wanted to empower women holistically, hand-in-hand with a team of experts including midwives, nutritionists, doctors, pharmacists, gynecologists, and sexual health therapists. This helps us to ensure our support and our products are backed by the latest science and research. Now, with the support of our investors, we can move to the next phase of our mission: to grow our leading menstrual health platform to guide and empower even more women around the world, so they can feel Guud, every day of the month.”
Currently, 85% of Guud’s community members are based in Belgium. The company has made significant strides in building a strong customer base within its home country. By primarily focusing on the Belgian market, Guud has been able to establish a localized presence and cultivate relationships with women who have specific needs and challenges related to their menstrual health.
“On top of this, there is a real need to reach women in suburban areas that are often underserved from a medical perspective. These areas may have limited access to specialized healthcare resources or face challenges in receiving prompt assistance for their menstrual health concerns. With our care model and online platform we are hoping to bridge this gap, providing accessible support and guidance to women in these underserved communities,” added Deruyck.
“Education is the first step towards better menstrual health, but helping women feel empowered to take action is critical for change to happen. We’re incredibly proud to partner with investors who share our vision of breaking the stigma surrounding menstrual health.”
“We take great pride in joining Guud’s mission to enhance women’s lives through their exceptional products and unwavering support. By prioritizing women’s well-being throughout their entire menstrual cycle, Guud is making a profound difference, fostering comfort and a sense of belonging within a supportive community,” shared Francisco Ferreira Pinto, Partner at Bynd Venture Capital. “We are thrilled to be part of Guud’s journey,” said Investor Conny Vandendriessche of Coformaco. “The team’s ground-breaking approach and commitment to improving menstrual health make them an invaluable asset in the femtech space.”
Reflecting on the company’s entrepreneurial journey, Nathalie Sintobin of Lyssna shared she was impressed by how both cofounders approached building an international business with a clear vision. “They not only prioritize the business aspect but also place equal emphasis on the societal impact they want to make. It’s an exciting journey ahead, and I look forward to being a part of it.”
This latest investment will enable Guud to grow the team with new expertise, a critical next step as the company prepares to expand its presence across Europe. The investment will also help the company develop and enhance its innovative care model to provide better, more bespoke support to women and contribute objective data to the world of science and technology.
“In the future, we are going to offer a comprehensive, vertically integrated solution for menstrual health. This will provide our customers with a unique selling point that sets Guud apart from other direct-to-consumer product companies. This end-to-end approach will not only make it easier for us to acquire and retain customers, but it will also enable us to provide better outcomes for those customers. By addressing all aspects of menstrual health, we can help our customers feel more confident and comfortable during their monthly cycles. The end goal is to help close the gap in women’s health research,” concluded both cofounders.