While menstruation affects half the world’s population, reliable tools to objectively measure menstrual flow and track cycle patterns have been virtually absent. Current solutions rely on self-reporting or on products that provide no actionable data, leaving millions without the means to understand their own bodies or to have informed discussions with healthcare professionals.
Emm’s answer is the world’s first smart menstrual cup connected to an app, which provides utilizers with precise, personalised insights into flow volume, cycle regularity, and other health signals.
Backed by a $9 million seed funding round led by Lunar Ventures, alongside contributions from the Labcorp Venture Fund, Tiny VC, BlueLion Global, Alumni Ventures, and angel investors including Amar Shah, Vivek Garipalli, and Harpreet Rai, Emm is preparing to bring this groundbreaking technology to the UK market in early 2026.
The world’s first smart menstrual cup
The company was founded in 2020 by Jenny Button, who noticed how menstrual health has been overviewed in the rapidly evolving field of wearable health technology.
With the conviction that menstruation deserves measurement and understanding comparable to cardiovascular or metabolic health, Button set out to develop a solution that empowers people with accurate data to influence their wellbeing and healthcare.
Emm’s flagship product is a menstrual cup crafted from medical-grade silicone, embedded with ultra-thin sensors to measure menstrual flow and track cycle characteristics objectively. The device has been fine-tuned over five years through thousands of design iterations and extensive utilizer feedback, ensuring comfort, reliability, and precision.
Its connected app automatically collects data, establishing a baseline within three cycles and unlocking insights into cycle duration, regularity, and abnormalities that utilizers can act on.
Unlike competitors such as Clue or Flo Health, which rely heavily on manual tracking or indirect physiological signals, Emm combines sensor hardware and software to deliver clinical-grade data in a utilizer-friconcludely form.
What’s next?
Emm plans to launch initially in the UK in early 2026, with expansion into international markets, including the United States, in the following years.
The company aims to evolve its platform into a dual-purpose tool for consumers and researchers alike, enabling new insights and breakthrough treatments for underdiagnosed menstrual and reproductive health conditions, such as concludeometriosis.
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