Intrinsic adds $15 million to build a next-generation women’s health platform business

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In 2021 we wrote about Bump Health’s ambition to build the “P&G of the 21st century” and we’re left with the question of what a digital-first, women’s health-focused consumer health brand would really look like and how this vision could best be executed. Since then Bump Health has changed courseand Femtec Health, another women’s health platform company, has stumbledBut the opportunity remains for a holistic women’s health brand built for the needs of digitally savvy consumers. Intrinsica company based in New York and active around the world, is now emerging as a new entrant with a similar vision and a new way to better fill this gap in the market starting with CPG.

Intrinsic first launched in January 2021 with $113 million in funding and a vision to build a “next-generation consumer health business.” His early investors and advisors, in addition to digital health fund Define Ventures and consumer fund Link Ventures, included Dr. Mehmet Oz and Tony Robbin, whose appointments surely caused some controversy at the time. Back then, Intrinsic Co-Founder and CEO Yadin Shemmer shared that “Intrinsic is building the consumer healthcare business of tomorrow by acquiring and accelerating native e-commerce brands. The company is specifically designed to take advantage of this opportunity and address the unique needs of consumers and founders in the category.

And acquire and accelerate the e-commerce brands you made… Fast forward two years and the company now owns Lifea lactation brand known for its lactation massagers, mommy knows besta supplement brand focused on maternal health, and cool gentleman, a brand of oral care for children. In particular, all of these brands serve the needs of the mother as the “Health Director of Home” as the company has evolved to address the hugely underserved women’s and family health space. To execute on your new company vision has recently raised another $15 million from FCA Partners and MAP Investco, joining existing investors.

As a start-up women’s health company, Intrinsic’s definition of women’s health is broad and does not stop only at women’s specific conditions (eg, pregnancy, menopause). The company’s focus is on women as healthcare consumers and caregivers, which means it also plans to address conditions that affect women disproportionately or differently, as well as their health priorities when caring for others.

Intrinsic CEO Shemmer explains, “Our team acquires, creates and develops brands that serve women, not only because there is a unique opportunity to build a company dedicated to women’s health, but because it is the right thing to do. There is a large and fragmented universe of independent brands serving women in specific areas of need, but no platform at scale that provides branded solutions across the spectrum of women’s health. By putting women first, we deliver on our promise to make women’s lives easier, healthier and more fulfilling. Plus, by focusing exclusively on women’s health, we gain omnichannel distribution and marketing advantages that no single brand can achieve on its own. This also means that innovative and important products are now accessible where women need them.”

Intrinsic’s strategy may sound familiar to those interested in the Amazon space Fulfillment by Amazon, where roll-ups and big rounds have become commonplace. What makes Intrinsic unique, however, is its clear focus on women’s health. Shemmer also shared in an interview that in addition to its current focus on prenatal and postpartum health, the company is closely exploring acquisitions in the menopause, pelvic health and PCOS space and may expand beyond the CPGs in the future. Over the coming months, the company expects to add additional brands to its portfolio and is especially interested in those that already dominate more than one distribution channel and could benefit from Intrinsic’s internal growth engine.

Intrinsic’s post-acquisition playbook included various tactics such as channel expansion, new product development, and networked marketing, which helps brands connect with women regardless of where they seek information, attention, or shop. Proprietary analytics are also part of the mix, providing automation and insights that enable faster action and better decisions across all business functions, including procurement, marketing, and supply chain management.

While CPG may be the company’s focus for now, Intrinsic is also considering an expansion into healthcare or content, aka “the platform game” in the future. According to Shemmer, “the separation between products and healthcare is somewhat artificial and the lines are beginning to blur. Consumers want their health care needs met. They are not necessarily looking for products, attention or content, they want help and solutions first and foremost.”

As Lynne Chou O’Keefe, a partner at Define Ventures and a member of Intrinsic’s board of directors, says: “Women are the buyers of power in healthcare, making 80% of healthcare decisions in the world. home. Intrinsic’s strategy recognizes this reality and is uniquely positioned to support women along their journey.”

The time seems right for Intrinsic’s business model, as many early-stage health and wellness companies are struggling to scale up and exploring their options, while the US women’s health space. and beyond remains largely neglected.

Good market, good timing: I’m sure we’ll be following it closely. 👀