Kindra, a wellness brand designed for menopausal women, has closed a $4.5 million seed round led by the Female Founders Fund. Additional investors include Primetime Partners, Anne and Susan Wojcicki, Katie Couric Media, The Community Fund, and H Ventures. Funds will be used to drive growth and expansion.

“The investor community is now drawn to the menopause category because they recognize the needs of this important demographic that is demanding attention and innovative solutions,” said Catherine Balsam-Schwaber, CEO, Kindra. “Kindra’s raise garnered an enthusiastic response from some of the most highly regarded funders because they believe in our science-backed premium products as well as our mission to speak out loud about menopause to help create a positive cultural shift. With our funders’ support, we are now poised to reach and serve the 6,000 women who enter menopause each day with even greater impact.”

Formed in 2019, Kindra is the first brand to launch from a partnership between P&G Ventures and M13’s Launchpad. The offerings include science-backed, estrogen-free, plant-powered products, ranging from lotions to supplements, designed to address some of the most common effects of menopause including sleeplessness, hot flashes, brain fog, vaginal dryness, and more.

Anu Duggal, Founding Partner, Female Founders Fund, said, “A sector that has long been ignored by venture capital, the women’s health space is one of the most promising areas of investment with women controlling 80 percent of all healthcare buying and usage decisions in a $3.5 trillion healthcare industry. As per our 2020 Menopause Report, only 36 percent of women felt moderately or very prepared for menopause as many don’t understand menopause due to the stigma and lack of resources – with Kindra, we’re working to change this and reshape this mainstream sector for the benefit of its stakeholders.”

Abby Levy, Managing Partner and Co-Founder, Primetime Partners added, “By 2030, there will be more women between the ages of 40 and 64 than women under 18 – this demographic shift is fueling innovation focused on improving our quality of life as we age. With Catherine’s leadership, Kindra has the edge we are constantly looking for in emergent brands and new platforms to help deliver high-quality, clinically proven products that are directly available to consumers and actually relieve women and improve their overall experiences.”