Unfabled Secures $1.7 Million in Funding

Women’s health start-up Unfabled has announced $1.7 million in new funding, alongside a major retail expansion across Boots stores in the UK.

Founded in 2021 by Hannah Samano, a Forbes 30 Under 30 alum and former Unilever innovator, Unfabled was created to challenge what she describes as a historic neglect of women’s health — an area that receives just 5% of global health research funding, with only 1% focused on non-cancer conditions.

“Women’s health has been sidelined for far too long,” said Samano. “At Unfabled, we’ve shown that when you truly listen to women, you don’t just create better products, you create a movement. Boots expanding our footprint by over 1,000% proves that women’s health is no longer niche. We’re proud to be building a brand, a community, and a category that retailers and investors can no longer ignore.”

Central to Unfabled’s approach is Unfabled Labs, a community-led model that identifies emerging wellness needs through data and lived experience before rapidly developing science-backed solutions. Its Essentials range — including Debloat Superblend, Magnesium Superblend, and Ashwagandha Gummies — targets issues such as bloating, cramps, fatigue, sleep, and stress, combining premium formulations with accessible price points.

Unfabled’s funding news coincides with a major retail expansion at Boots. After launching six Essentials supplements in 50 stores in December 2024, the brand’s strong performance prompted the retailer to roll out the range to 737 locations nationwide, marking one of the largest scale-ups in the wellness category.

The latest investment round was led by Arāya Ventures, the firm founded by Rupa Popat and backed by British Business Investments (BBI), marking BBI’s first-ever commitment to a solo general partner. Existing backers include Morgan Stanley, Exceptional Ventures, Atomico Angels, and angel networks from Google and MIT.

“Unfabled represents the future of women’s health: community-driven, culturally relevant, and commercially explosive,” said Popat. “Hannah has built unparalleled momentum, with DTC growth that has translated directly into retail success. We are thrilled to back her and this brand at such a pivotal stage.”

Unfabled is available online at unfabled.co, shipping to both the UK and US. UK customers can also shop the brand in Boots stores nationwide and online at boots.com.